Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

1. Overview and Critical
First Touch Best Practices
May 2024
INSTANT DIGITAL ISSUANCE

2. Instant Digital Issuance 2
What is Instant Digital Issuance?
Provides a pre-activated digital version of a new
or reissued card for immediate use in a digital wallet
for online shopping…all before physical card delivery.
Referred to as Instant Digital Issuance (IDI) versus
Traditional Digital Issuance or Instant Issuance with
delivery of temporary plastic card in physical branch.
44% of cardholders
say instant access – either
digitally or in-person –
elevates satisfaction1
51% of consumers
say that ease of adding card to
wallet is a key required feature1
70% of digitally
issued cards
are used within 5 days1
Visa. https://africa.visa.com/content/dam/VCOM/global/services/documents/instant-digital-issuance-best-
practices-on-fraud-management.pdf
1. https://www.fiserv.com/en/solutions/card-services/digital-issuance.html

3. Instant Digital Issuance 3
Cheat Sheet
Push Provisioning
Push provisioning of the card allows cardholders to click a button in the mobile banking app that
“pushes” the card (token) to a digital wallet.2
Card Tokenization
Tokenization intercepts card data and replaces it with a randomly generated string of numbers and
letters. It replaces information like Jane Smith, account number 4567 8910 1112 1314, expiration date
10/2025, with a token like HX46YT794RG.3
Virtual Card Number
Randomly generated numbers from card Issuer linked to a credit card account. Facilitates online
shopping without giving stores actual card account number. Virtual card numbers support faster and
more secure online shopping without the physical card. 4
2 https://experience.idemia.com/digital-first/push-provisioning/
3 https://www.nerdwallet.com/article/credit-cards/credit-card-tokenization-explained
4 https://www.capitalone.com/learn-grow/money-management/what-are-virtual-card-numbers/

4. Instant Digital Issuance 4
Why Instant Digital Issuance?
Good for Issuers…
• Helps establish brand as a leader in “the evolving digital landscape”
• Revenue driver
• Reduces costs
• Drives top of wallet (TOW) position
• Defends TOW position when card reissue is necessary
• Prevents interruption to card loyalty
Good for Cardholders…
• Creates satisfaction by eliminating waiting for physical card
• Relevant for younger, tech-savvy cardholders
• Ability to spend sooner and more often (also benefiting Issuer)
• Secure solution, as card-not-present transactions are blocked
https://www.paymentsjournal.com/fis-are-building-long-lasting-relationships-through-digital-card-programs/
https://www.fiserv.com/en/insights/articles-and-blogs/how-digital-card-issuance-drives-digital-
engagement.html?appId=aemshelldigital-issuance-sales-sheet-0723.pdf
The most sensitive chapters
in the relationship between a
cardholder and card issuer
are those disruption events
when the customer has to
replace the card... That’s a
vulnerable position for the
consumer because if a
replacement card isn’t received
quickly, they’re likely to move on
to a different form of payment—
perhaps a competitive card in
their wallet.”
https://www.paymentsjournal.com/fis-are-building-long-
lasting-relationships-through-digital-card-programs/
“

5. Instant Digital Issuance 5
Best Practices: Critical First Touch
• Manage and control the cardholder experience, starting
with an immediate “you are approved” or “replacement
card is ready to use” email
• Focus on the primary message and mission:
Add new/replacement card to top of wallet position
immediately and use
• Consider an incentive
• Reference mechanics....”through mobile app”
• Add additional key messages — Note “plastic on way” or
“use card now” and reinforce security
• Reinforce rewards value prop, if relevant
• Disclose access only to a portion of approved credit line
• Use strong and repetitive call-to-action
The days or weeks between
acquisition and activation
are high-stakes for banks.
Industry average activation
rates hover at only 57%,
and the chances of activation
go down each additional day
the customer has to wait for
the card to arrive in the
mail.”
Flybits: Managing the Cardholder Lifecycle.
“

6. Credit Example
1. Manages expectation regarding
plastic delivery timing
2. No distractions – suggests
immediate use of card today
3. One click away from adding
new card to digital wallet –
with clear CTA
4. Discloses line of credit restrictions
and how to avoid limitations on full
LOC access
6
Simple and straightforward, email informs prospect of card
approval with singular drive to wallet from mobile app.
Best Practices: Critical First Touch
Competiscan, Credit Card Onboarding, September 2023.
1
4
3
2

7. 1. SoFi pushes new cardholder to add card to digital wallet
ahead of plastic
2. 100 reward points incentive, plus tout about how digital
wallet transactions earn rewards, too
3. SoFi directly asks: “Why not keep it at the top of your
wallet?“
4. One click away from adding new card to digital wallet –
Apple or Google Pay – promotes app features with good
use of personalized screen shot
7
Incentivize action now and capture top of wallet versus a
heavier lift later in lifecycle communications.
Best Practices: Critical First Touch
Competiscan, Credit Card Onboarding, September 2023.
Credit Example
1
4
3
2

8. 1. Manages expectation regarding plastic delivery
2. No distractions – suggests immediate use of card today
3. Rewards reinforcement suggests taking card for a spin to
earn cash back
4. Reminder about activating plastic after received
8
Uses QR Code to push new cardholder to virtual card
number in the app, start earning rewards
Best Practices: Critical First Touch
Competiscan, Credit Card Onboarding, September 2023.
Credit Example
1
4
3
2

9. 1. Manages expectation regarding longer than usual
plastic delivery because of manufacturing issue
2. Positive use of incentive (100 reward points) for
digital wallet set up – could benefit from more
prominence in email
3. Card benefit list is long but relegated to below
the fold
9
Good News/Bad News: Plastic delivery may take 2-3 weeks
but “no need to wait to start shopping”
Best Practices: Critical First Touch
Competiscan, 2023 -2024.
Credit Example
1
3
2

10. 1. Subject line indicates “your card is ready” but email
headline ”shop with an Affirm Card” may suggest this is
addressing a prospective cardholder
2. “Before you know” reference to card arrival is not the
strongest push to immediate use of digital card (younger
cardholder may not be aware of business as usual
timeframes)
3. “Check your purchasing power” neatly handles limitations
on accessing full line of credit
10
Communication is effective and touches on key message,
although edits to copy would strengthen push to wallet and
clear up potential confusion that this is a card solicitation
Best Practices: Critical First Touch
Competiscan. Debit Card Marketing Trends, January 2024.
Debit Example
1
3
2

11. Debit Example
1. Good reinforcement of security of digital card and debit card
in general
2. “Get started right away” – although a key message – is too
soft for the critical mission to get IDI in wallet now
3. Iterative CTA (“Get started with debit...”) may be more
effective when explicitly linked to digital wallet prior to
activating plastic
11
Balances two key messages – “this is secure” and “digital
card is ready to use now.” However, Tap to Pay (without
physical card in hand) is best left to card carrier promotion.
Best Practices: Critical First Touch
Competiscan. Debit Card Marketing Trends, January 2024.
1
3
2

12. Instant Digital Issuance
1. Manages expectation regarding plastic delivery – and
helpfully flags delivery in a “bright green” envelope
2. Clear push to digital wallet set up within Chime app
3. One click away from adding new card to digital wallet –
above the fold and clear CTA
12
Issuer avoids falling into messaging overload often seen in
Early Month on Book communications. Clean, simple,
effective!
Best Practices: Critical First Touch
Competiscan. Debit Card Marketing Trends, January 2024.
Debit Example
1
3
2

13. The information contained in this presentation is copyrighted and may not be distributed, modified, reproduced in whole or in part without the prior written
permission of Media Logic. The images from this presentation may not be reproduced in any form without the prior advance written consent of Media Logic.
The Media Logic logo is a trademark of Media Logic. All other trademarks are acknowledged as being the property of their respective holders.
Proprietary and Confidential, © 2024 Media Logic. All Rights Reserved.
4 Tower Place, Suite 602
Albany, NY 12203
t 518.456.3015 www.medialogic.com
Contact information
Nicole Johnson
Group Director
518.621.1600
njohnson@medialogic.com