"As competition for SMB loyalty intensifies, financial institutions are rethinking where the first touchpoint begins. Increasingly, that entry point isn't a checking account or a loan - it's a card. Truist's recent launch of its Business Premium Visa Infinite card fits squarely into that evolution. The super-regional bank is using the card as a relationship anchor: a gateway into an ecosystem of payments, working capital, and treasury solutions built around how small businesses operate."
""It's not just a credit product - it's a relationship anchor," says Chris Ward, Head of Enterprise Payments at Truist. That framing reflects a broader shift in banking strategy: away from transactional products and toward integrated, ecosystem-driven relationships where a card becomes both a data engine and a loyalty bridge."
Competition for small-business loyalty is intensifying, prompting financial institutions to rethink initial customer touchpoints. The primary entry point increasingly shifts from checking accounts and loans to business cards. Truist introduced a Business Premium Visa Infinite card positioned as a relationship anchor that connects card usage to payments, working capital, and treasury solutions tailored to small-business operations. This approach emphasizes integrated, ecosystem-driven relationships rather than standalone transactional products. Cards are being leveraged as data engines to deepen customer insights and as loyalty bridges to retain and expand relationships across payments and treasury services.
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