Rethinking card issuance with self-service

Not long ago, opening a bank account or receiving a new payment card meant endless paperwork, long waits, and multiple branch visits. Long processes were something to be endured, an unavoidable part of the banking service. In an era of instant gratification, that patience has evaporated.

Modern consumers now demand immediacy and personalization when they interact with brands. To meet these needs and deliver a faster, more convenient customer experience, brands across different industries are introducing self-service options. Those who don’t do this risk losing the attention of younger generations. A study found that over 63% of Gen Z and 45% of Millennials prefer self-service checkouts and are more likely to abandon brands that don’t offer these options.¹

It’s a similar story in the banking industry, with consumers increasingly willing to switch banking providers if their needs aren’t met. Roughly one-third of customers say they would switch if another financial institution aligned more closely with their needs; for Gen Z and Millennials, that number rises to over half (57% and 58%, respectively).^² 

Over the years, banks have increasingly catered to these needs with self-service offerings, such as ATMs, mobile transfers, and digital statements, in addition to the increasing array of options available on modern banking apps and digital wallets. Over 80% of global banks now provide robust self-service channels to meet the demand for 24/7 access and operational efficiency. Yet despite this progress, one critical touchpoint remains overlooked: card issuance and onboarding.

The moment when a bank card arrives in the hands of a customer is where first impressions are often made – any friction can quickly lead to abandoned applications or dissatisfied customers. Globally, 47% of prospective customers report having abandoned a card application due to poor experiences,^³ underlying the importance of getting issuance right.

Given that the average monthly balance on a US top-of-wallet credit card is $1,903 – far surpassing second-choice ($1,202) and third-choice ($929) cards – banks are strongly incentivized to take this seriously.^⁴ Getting a card to the top of a customer’s wallet – and keeping it there – translates directly to sustained engagement and revenue growth. 

“Self-service issuance doesn’t just provide more convenience for consumers – it can also give banks a competitive advantage that directly impacts customer acquisition, retention, and lifetime value,” says Sascha Behlendorf, Director Value Creation at G+D. 

So, what does effective self-service card issuance actually look like in practice?

Designing seamless customer journeys

A future-proof self-service card issuance journey must be “phygital.” This means creating journeys where customers can seamlessly move between physical and digital channels based on preference, context, and convenience.

Mobile apps and online platforms are non-negotiables, but they can’t solve every pain point. Customers still want physical cards and value the reassurance of having in-person options – they just want them without the wait times, paperwork, or branch dependency. A phygital approach to card issuance matters because of the unique nature of payment cards. Unlike purely digital banking services, cards exist as both physical objects (that customers carry, see, and interact with daily) and digital instruments (that connect to apps, wallets, and online accounts). The issuance journey must reflect this duality.

The key to success lies in making it easy for customers to bank their way, at their preferred pace and through their preferred channels, whether that means doing everything online or via a mobile app, completing the process at a physical location, or even some hybrid of the two. It’s about blending the best of digital convenience with physical touchpoints to give customers ultimate control and multiple pathways to access and manage their cards.

“The banks that succeed with self-service are those that think holistically,” says Sascha Behlendorf. “They must anticipate customer needs at every stage of the issuance and onboarding journey, while removing friction that typically slows things down.”

To achieve this, banks must match the right technology to each touchpoint to serve the different needs of their customers. Here are some innovative examples:

Four technologies reshaping card issuance

1. Generative AI for personalization

Banking today is about lifestyle fit. Customers increasingly expect their financial products to reflect who they are – the same way they personalize their phones, homes, and other aspects of their lives. Research consistently shows that personalization strengthens brand attachment and drives top-of-wallet preference; when a card feels more personal, customers are more likely to reach for it first.

Historically, true personalization in card design has been difficult to deliver, as banks relied on bulk printing, limited templates, and costly production runs. Generative AI is changing this equation. AI-powered design tools, such as Convego Card Designer, now allow customers to create truly unique, one-of-a-kind card designs through simple text prompts, turning what was once a rigid, standardized process into an engaging, creative experience.

By turning an everyday object into a personal statement, this enables banks to deepen emotional connections with customers, drive engagement through novelty, and demonstrate that the brand cares about customers as individuals. 

2. Instant issuance via smart kiosks

Traditionally, card applications involve a wait of three to five business days. While reliable, this delay leaves customers in limbo at a critical moment when they are excited about their new card but unable to use it. Instant card printing and issuance technology eliminates this gap entirely.

Convego Issuance Kiosks enable bank customers to print cards on the spot wherever the kiosk is set up, without long queues in a bank branch. Customers can complete verification in seconds and leave with an activated card in hand, ready for immediate use. This reduces any delay in the sign-up process, which could otherwise result in fewer completions and loss of interest. 

Kiosks also give banks a strategic advantage at a time when brick-and-mortar branches are on the decline. By placing these systems in high-traffic areas, such as shopping centers, transit hubs, and grocery stores, banks can reach customers – and build brand familiarity and top-of-mind awareness – in places where they already spend their time.

3. Interactive card packaging

Traditionally, card issuance via mail is a one-off event; customers receive their card but are otherwise left to their own devices. New technology now transforms that touchpoint into a personalized, interactive experience that delights customers when they receive their new payment card.

NFC-enabled “smart paper,” powered by Convego Message Smart Interact, allows banks to customize their communications and packaging to include buttons that, when pressed in the vicinity of a phone, will open up a chosen webpage or menu for customers, or that will play a VR video when a phone camera is pointed at the paper.

This delivers a smoother onboarding experience and enables banks to take advantage of a critical moment when customers activate their cards.

4. Digital card services management

Smartphones have become the control center of daily life – and banking is no exception. Customers expect to manage their cards instantly and independently: checking balances, viewing card details, changing PINs, freezing or unfreezing cards, and accessing digital wallets with just a tap.

White-label digital solutions now enable banks to embed comprehensive card management functionality directly into their existing apps. From one-tap onboarding and instant digital wallet provisioning to contactless payment functionality and full-service card management, these platforms make it possible to deliver the self-service features customers demand without the time, complexity, and cost of building proprietary systems from scratch.

This approach is particularly relevant given the fragmented nature of digital wallet adoption. Rather than ceding control to third-party platform providers, banks can maintain direct relationships with customers while still delivering the seamless digital experiences that have become standard in modern banking.

The path forward

Creating an end-to-end self-service issuance strategy is essential for banks hoping to retain customers and differentiate themselves in an increasingly competitive market. Those that execute well will stand a better chance of capturing top-of-wallet preference and the sustained engagement that comes with it.

The challenge lies in knowing how to implement the right mix of technological solutions, processes, and channels to best serve customers. In order to succeed, banks must think holistically about every stage of the issuance journey and invest in proven technologies that deliver seamless experiences across physical and digital touchpoints.

As a global paytech leader, G+D has partnered with banks and financial institutions worldwide to implement comprehensive self-service issuance strategies and innovative technologies, quickly and confidently.

Published: 14/04/2026