Credit Card Provider Targets New Movers for Card and Loyalty Program

The Challenge

A leading payments and loyalty provider wanted to boost adoption of its renter-focused rewards program — designed to encourage on-time rent payments with loyalty perks. Renters, often overlooked in traditional rewards marketing, are a large and underserved audience. The challenge? Identifying the right subset of renters who would respond to the offer — without exceeding the marketing budget.

The Solution

Deluxe research found that 19 percent of households moving or recently moved open a new credit card within 10 months¹. Based on this insight, Deluxe recommended a pilot campaign that leveraged its proprietary mover trigger data and invitation-to-apply (non-prescreen) targeting to reach high-intent consumers.

The campaign focused on renters relocating to high density urban areas where there is a higher concentration of renters to balance reach and cost-efficiency. Each week for six weeks, 15,000 renters were targeted under a pay-for-performance model — charging a pre-determined bounty only for approved applicants who opened a new credit card.

The Results

Targeting renters during a key life transition proved highly effective. Despite only using invitation-to-apply data, more than half of applicants were approved — validating both the data strategy and offer relevance.

The campaign delivered a 0.39-percent net conversion rate, adding over 350 new cardholders in just six weeks¹. The pilot showed that trigger-based mover marketing — without credit data — can drive measurable results and create a strong foundation for future growth.

¹ Deluxe internal data