Community banks, known for their personal touch and deep community ties, face unique challenges and opportunities to deepen those relationships. Introducing commercial credit cards is a strategic decision that aligns well with their commitment to local businesses. Offering a best-in-class commercial card program meets the needs of local enterprises and reinforces the bank’s position as a key financial partner.
Generating New Revenue Stream
For community banks, commercial credit cards can generate a growing revenue stream in fee revenue. The profitability of commercial cards is among the highest across all credit card products. By offering customized credit limits and tailored rebates, community banks can attract and retain a substantial local client base, boosting transaction volume and increasing revenue growth.
Strong revenue and profitability come from interchange income. Each card transaction involves an interchange fee paid by merchants, which forms a portion of the bank’s revenue. The interchange rate is typically higher on commercial credit cards as compared to consumer credit cards and debit cards.
Lowering Credit and Fraud Risk
Commercial credit cards are pay-in-full credit products with variety of uses ranging from corporate cards for employees to purchasing cards to virtual and ghost cards. These cards typically have spend controls on amount, merchant, timeframe, and usage. Such spend controls along with 3D secure authentication for online transactions reduces the fraud risk.
The underwriting for commercial cards in many cases is an extension of the credit already extended by financial institutions to the company. The credit risk for relationship-based commercial credit cards is lower than other credit card products given the product structure, controls, and payment timeframes.
Strengthening Client Relationships
Offering commercial credit cards strengthens relationships with local enterprises including startups to large established businesses including municipalities and non-profit organizations. The impact on client retention and loyalty is substantial, leading to increased deposits and profitability for the bank.
A commercial card program by a community bank includes personalized customer service, understanding of local business dynamics, and customization in credit availability. This tailored approach fosters a strong sense of partnership and trust between the bank and its clients.
Improving Market Differentiation and Brand Value
In a competitive banking landscape, community banks face the challenge of differentiating themselves from larger national banks. Offering commercial cards with leading-edge functionality is an effective strategy in this regard. It positions community banks as not only community-focused but also as forward-thinking financial institutions capable of providing sophisticated financial tools.
The offering of commercial cards also enhances the brand value of community banks. It sends a message that the bank is technologically adept and responsive to the evolving needs of its business community from tech-savvy entrepreneurs to local municipalities.
Conclusion
The introduction of commercial cards is a strategic and profitable move for community banks. It enhances revenue streams, lowers risk, strengthens client relationships, and differentiates the bank in the market.
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