If ever there was a white-hot sub-niche for Millennials, this is it.
Just check the churning forum over at Reddit. As of this writing, it’s accrued almost 80,000 members.
There’s a reason those Jennifer Garner commercials for Capital One air miles credit cards just keep running into infinity …
Accumulating points for travel perks have become a virtual obsession to those who strive to wring every last drip of value from their credit card purchases.
Millennials have turned it into an art form.
Introduced late in 2016, the Chase Sapphire Reserve card instantly became the pièce de résistance in the demographic that’s replaced Baby Boomers as the coveted target market.
The card’s rollout left no doubt of this. There was no advertising campaign. Instead, its presence went viral via word of mouth and social media.
It’s a perkoholic’s dream.
The company reported that response was so overwhelming — in the “tens of thousands” with Millennials in the majority — that they ran out of their proprietary metallic blend issues. They had to send temporary plastic cards until they could restock.
As to packaging, Chase was excessive, to put it mildly:
Chase has instituted measures to stem the flow of churners. For example:
- It’s advisable to have a credit score of 740 or better, and
- It will likely refuse anyone who’s received five new cards in the past two years.
There’s no end in sight to the escalation, either.
American Express is ready to raise the stakes — or at least offer a competitive match — with its Platinum card.
But they have work to do.
And they’re hard at it. the über-churners are no doubt watching. Closely.