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Key Insights from the 2026 PULSE Debit Issuer Study

Headshot of Steve Sievert, PULSE Executive Vice President of Marketing and Brand Management.

Debit is vital to the performance of financial institutions and is a mainstay in consumers’ lives. While growth remains steady at an industry level, data from the 2026 PULSE® Debit Issuer Study identifies critical inflection points – primarily around debit’s use in digital channels – that present new challenges and vital growth opportunities to issuers as we head into debit’s next era.

A webinar presented by Steve Sievert, PULSE Executive Vice President of Marketing and Brand Management, offers a fact-based view of this year’s study and its key insights.

 

As debit operates in a mature market, issuers face an increasingly complex landscape that requires relevant, modern strategies. For issuers seeking to drive portfolio growth, maintain a competitive advantage, and enhance consumers’ experiences, the study outlines three strategic imperatives:

  1. Prioritizing investment in digital capabilities
  2. Focusing on frictionless money-movement mechanisms
  3. Leveraging security and trust when combating fraud

The study confirmed debit is keeping pace with inflation, and performance metrics remain stable overall. Consumer behavior continues to shift toward digital platforms, with card-not-present transactions now representing half of debit spend. In this ecosystem, seamless digital onboarding and account management is critical to retaining cardholders.

Beyond basic payments, debit serves as a core money-movement tool, with cardholders averaging over 35 monthly transactions and account-to-account transfers offering key growth opportunities. However, expanding digital volume brings heightened fraud risks. Prioritizing consumer trust through advanced digital tools is essential for protecting cardholders and building long-term loyalty.

“It is clearly a digital story when it comes to debit growth,” noted Sievert. In today's shifting, competitive environment, issuers have an opportunity to stay ahead and not just keep pace. “Winners that move beyond treating debit as a commodity and start treating it as a strategic lever at the center of trust and experience with cardholders will position their institutions to continue to win and thrive in this next era of debit.”

Watch the webinar for an in-depth analysis of the study’s key findings and practical steps issuers can take to drive growth and elevate cardholder engagement. For more data, emerging trends, and strategic takeaways, download the full 2026 PULSE Debit Issuer Study report.