The eSIM moment has arrived for cards - and it's redefining how banks win customers.
As digital wallets and mobile payments rise, it's tempting to assume physical cards are fading. The data tells a different story. There are now more than 20 billion payment cards in circulation worldwide, with over 3 billion new cards issued annually - numbers that continue growing year over year according to industry reports from Nilson Report and payment industry analysts.
Far from disappearing, the physical card remains:
- A symbol of control, trust, and identity for consumers
- A high-frequency brand touchpoint for banks and fintechs
- A natural companion to digital wallets, not a competitor
At Tapeeze, we see the future as hybrid: the physical card anchors the relationship, while onboarding, tokenization, and lifecycle management live in digital channels. But here's what sets us apart: we're building the eSIM model for multifunctional payment cards - where customers choose the card first, then connect to their bank.
Why Physical Cards Still Matter
Research consistently shows consumers aren't ready to go cardless. According to Federal Reserve data from the 2024 Diary of Consumer Payment Choice, credit and debit cards together accounted for over 60% of all consumer payments in 2023, with credit cards at 32% and debit cards at 30%.
Physical cards remain essential to daily life. The Federal Reserve's 2025 Diary study found that consumers made an average of 48 monthly payments in 2024, with cards dominating transactions. Nearly 80% of U.S. consumers carry cash or cards in their wallets - making the payment card one of the few physical brand assets customers interact with daily.
A physical card is more than a payment tool. It's something you hold, recognize instantly, and trust. For most people, there are two items they rarely leave home without: their mobile phone and their payment card.
That makes the card:
- One of the few physical brand assets a customer carries daily
- A surface that naturally appears in social contexts (restaurants, travel, events)
- A tangible expression of identity and status
The card creates a sense of ownership and confidence that purely digital credentials rarely match.
The Card Is a Brand Asset - Not Just a Cost
Many organizations still treat cards as operational expenses. But the economics tell a different story.
According to recent payment industry analysis, credit cards accounted for 32.6% of consumers' monthly payments in 2024, making them the most popular payment method. The number of credit cards in circulation increased to 543.1 million in Q1 2024, up from 523.2 million the previous year.
For modern banks and fintechs, card programs are profitable growth engines:
- Interchange and card-related revenues drive significant income
- Well-designed card programs boost activation, usage, and retention
- Premium cards create emotional connections that generic campaigns can't match
With the right choices in design, materials, and tokenized functionality, the card becomes a premium experience that reinforces brand identity with every use and become your true Top-of-Wallet card.
Tapeeze Flips the Customer Acquisition Logic
This is where Tapeeze fundamentally disrupts the traditional model.
Traditional banking: "Become our customer first, then we'll give you a card."
Tapeeze model: "Choose the card you love first, then activate it with the bank."
How We Make This Possible
Tapeeze cards are pre-produced and distributed as a blank canvas, ready for customers to activate:
Think of it like an eSIM for payments: the card is "blank" until the customer activates it by linking their existing bank account. At that moment, they can complete digital onboarding and become a new bank customer — all while holding their chosen card in their hand.
Two Powerful Acquisition Channels
1. Banks Get a New Customer Acquisition Engine
In-store, at events, stadiums, pop-ups, or partner venues, banks can offer highly attractive physical cards on the spot:
- Customers choose a design that matches their identity (sports club, brand, cause, community)
- They receive the card immediately - in their hand
- Activation and linking happen via a simple digital flow
- In minutes, they become a new customer of the issuing bank or fintech
Instead of handing out flyers or QR codes, you're handing out a real, tokenized card that already belongs to the user emotionally.
The card is multifunctional by design. Tokenization enables secure applet technology, allowing a single card to host digital car keys, team memberships, loyalty programs, building access, and authentication - all alongside payments. Each function runs independently within the card's secure element.
This transforms the card into a co-branding powerhouse. Banks can partner with sports clubs, automotive brands, and retailers to offer cards that are emotionally resonant and functionally rich. The result: customer acquisition driven not just by financial need, but by lifestyle, identity, and convenience.
2. Existing Customers Choose Cards Like Accessories
For current customers, Tapeeze boosts engagement and retention:
- Customers select cards that fit their style - metal, wood, LED, or designs reflecting teams, brands, or lifestyles
- The card links to their existing bank card (physical or digital)
- No need to change banks to get a better or more personal card
- Choice happens at the card level, within the same banking relationship
This turns the card into personal expression first, payment instrument second — exactly where loyalty is strongest.
The Result: Card-Led Customer Acquisition
In the Tapeeze model:
- The card-in-hand becomes the entry point to the banking relationship
- Activation is fast and digital, with frictionless onboarding
- Banks gain a new physical-to-digital funnel:
Offline interest → Card in hand → Digital activation → Ongoing usage
This is a practical, scalable path to growth:
- Test new designs, segments, and partnerships quickly
- Launch pilot programs (fan cards, premium cards, corporate cards) and prove value step-by-step
- Build a portfolio of tokenized physical cards that extend your brand into everyday life
Physical Cards Are Evolving, Not Disappearing
The card market is set for decades of profound transformation, presenting new avenues for revenue. But what sets Tapeeze apart isn't just acknowledging that cards matter - it's reimagining how cards drive customer acquisition.
We're building the eSIM model for payments: a world where customers choose the card they love first, then seamlessly onboard to the issuing bank. It's customer-pull, not bank-push. It's affinity-led distribution. It's the future of hybrid banking.
When customers choose the card first, everything changes:
- Ownership starts immediately - card in hand, identity expressed
- The brand makes a strong, tangible first impression
- Banks gain new routes into activation, loyalty, and growth
Want to create cards people are proud to carry - and that drive customer acquisition from day one?
Tapeeze helps banks, fintechs, and brands build a modern hybrid card experience: card first, link later - combining tokenized security with personal expression and disruptive customer onboarding.
