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Top Takeaways from a Year of Data

PUSLE Live 2025 Debit Issuer Study Webinar Recap

The 2025 PULSE® Debit Issuer Study is the 20th edition of this flagship report, chronicling two decades of growth, innovation, and industry change. Throughout this time, the study has been a valuable resource for issuers looking to benchmark and grow their debit programs.

A recent webinar presented by Steve Sievert, PULSE Executive Vice President of Marketing and Brand Management, offers insights into this year’s study and its key findings.

 

 

Three pivotal priorities for debit issuers emerged:

  • Investing in digital capabilities
  • Understanding and improving performance and economics
  • Fraud management

Issuers maintained strong engagement and modest growth, with key performance indicators guiding strategy and planning. Notably, digital transaction volumes surged, reflecting consumers’ increasing preference for debit in online commerce.

“Digital is not a destination,” said Sievert. “Digital is definitely a journey, and keeping up with consumer expectations – taking advantage of innovations and other capabilities within the digital space and technology – generally is something that all of our businesses have to be cognizant of today."

Alongside these trends, fraud remains a central concern as issuers continue to adapt their programs to address evolving security challenges in the payments landscape.

Watch the webinar for more insights and exclusive commentary on the study findings, including guidance on how to optimize your debit strategy. For a deeper dive into the data, trends, and actionable insights, download the 2025 PULSE Debit Issuer Study report.