Flat Card Evolution: Empowering Small and Midsized Issuers

The payment card industry is undergoing a transformation – one that’s redefining how financial institutions engage with cardholders and differentiate their brands. At Entrust, we’re at the forefront of this evolution, helping small, midsized, and large issuers unlock new possibilities with flat card personalization technologies.

Key Takeaways

• Flat card personalization is the future. Global adoption is accelerating and now is the time to get ready.
• Design-driven engagement. Creative designs drive brand loyalty and increased transaction volumes.
• Sustainability matters. Eco-friendly solutions are expected by modern cardholders.
• Multiple paths to flat. Entrust offers a range of technologies to meet diverse needs.
• Duplex DoD Lite Printing is ideal for small and midsized issuers looking to enter flat card printing without a huge investment.

From Embossed to Flat: A New Era in Card Design

The journey began in the 1950s with the first Diner's Club card, quickly followed by embossed plastic cards that became the industry standard. While embossing was once the standard, modern credit card printing machines have unlocked new possibilities for design-driven brand engagement, digital payment networks have rendered the embossing standards obsolete, opening the door for creative, flexible card designs that help issuers stand out in a crowded market.

A payment card is more than a transaction tool; it’s a miniature billboard for your brand. Modern flat cards, including the rise of metal cards, have become conversation starters and sources of pride for cardholders. As the saying goes, “embossing solved yesterday’s problems; flat card designs unlock tomorrow’s possibilities.”

Global Growth and Market Opportunity

According to ABI Research, North America and Europe have led the way in flat card adoption, but the most exciting growth is now happening in the Asia-Pacific, Latin America, Middle East, and Africa regions. For bureaus and issuers who haven’t yet transitioned to flat cards, the market opportunity is real and growing fast.

Why Flat Cards? Three Key Drivers

1. Brand Differentiation: Flat card technology enables unique designs such as vertical layouts, premium materials (like metal or eco-friendly substrates), flexible personalization placement, and even custom images. These features help financial brands stand out and foster cardholder loyalty.
2. Tangible ROI: An Entrust and NewtonX survey found that 77% of financial institutions reported increased transaction value after switching from embossed to flat cards. That’s measurable ROI for what’s often seen as a standard product offering.
3. Sustainability: Today’s consumers expect eco-friendly solutions. Research shows 56% of consumers expect their banks to act sustainably, and 18% of Gen Z have switched banks for environmental reasons. Flat cards support recyclable, biodegradable, and alternative materials, aligning with both issuer and cardholder sustainability goals.

Technologies Powering Flat Card Personalization

Entrust offers three main flat card printing technologies; here, we’ll focus specifically on the UV-curable solutions:

• Durable Graphics: UV-curable thermal transfer technology for monochrome personalization (black, white, metallic gold/silver, and Pantone matching). It’s not edge-to-edge, but delivers high-resolution logos, bar codes, and exceptional durability thanks to UV curing. Supports both simplex and duplex printing as well as horizontal and vertical layouts.
• Drop on Demand (DoD): Advanced inkjet technology using UV-curable inks for vibrant, high-resolution, edge-to-edge designs. Larger DoD modules offer optional varnish and UV fluorescing inks for enhanced security and tactile effects. Suitable for both pre-printed and blank white cards, supporting simplex/duplex and flexible placements.

Which technology is right for you?

Durable Graphics is ideal for monochrome personalization on pre-printed stock, while DoD is best for full-color, edge-to-edge printing on blank stock. Both technologies offer high durability, flexible configurations, and compatibility with sustainable substrates.

Spotlight: Duplex DoD Lite Printing Module

Entrust’s Duplex DoD Lite Printing module brings high-quality, edge-to-edge drop on demand printing to small and midsize bureaus and financial institutions. Designed for the Datacard® MX2100™ and Datacard® MX1100™ systems, it supports up to 1,200 cards per hour; perfect for regional banks, credit unions, bureaus, or backup systems for small job processing.

Key features:

• Available in black & white or full color
• Compact 40-inch module (smaller than larger DoD modules)
• Dual-color printheads for full-color duplex printing in a streamlined process
• Cost-effective entry point for organizations not running tens of millions of cards annually

While it doesn’t offer varnish or UV-fluorescing features (due to its compact size), Duplex DoD Lite is purpose-built for low to mid-volume issuers seeking quality, flexibility, and value without the investment required for high-volume systems.

Durability and Security: Flat Cards vs. Embossed Cards

Are flat cards as secure and durable as traditional embossed cards? Absolutely. In fact, Entrust’s testing shows flat cards are often more durable, especially with Durable Graphics and DoD printing. UV-cured personalization lasts longer, and cardholder details remain visible in high contrast, even in challenging environments. Unlike embossed cards, there’s no tipping to wear off, making flat cards easier to read and longer-lasting.