That’s because credit card issuers are taking steps to launch more cards with better benefits — all in the hope of enticing customers to thicken their credit card portfolios. More brands will launch their own cardsIn 2017, we saw the launches of the Amazon Prime Rewards Visa Signature card and the Uber Visa, as well as the announcement of the Starbucks Visa card. Retailers often view a branded card as a way to capitalize on customer loyalty — and if rewards are generous enough, many customers are happy to sign up. Issuers will focus on long-term customer loyaltySign-up bonuses can be attractive to customers, but expensive for card issuers. Capital One, for example, offers incentives and discounts for customers who use multiple products across its Spark Business Suite.