17-07-2025
Affluent Americans Are Ditching Concierge Perks In Favor Of No-Fee Cards, Cashback And Rewards Programs
Consumers now prefer credit cards that deliver tangible financial value.
The credit card selling points that matter most are shifting fast. According to new data from the Forbes Research 2025 Mass Affluent Survey, well-off consumers are rethinking what makes a card worth carrying.
The survey, fielded from May to June among 1,012 U.S.-based individuals with $200,000 to $2 million in investable assets, revealed the following:
The Popularity Of Concierge Services Is Declining
Concierge access – personalized assistance for travel, dining and more – is now one of the least-valued features among affluent cardholders. Just 9% of respondents cited it as the feature they value most, down sharply from 40% in 2024.
No-Fee Cards And Rewards Are The New Must-Haves
As concierge services fall out of favor, practical perks are gaining ground. Across age groups, cardholders are now gravitating toward options that deliver tangible financial value, most notably, no-fee cards and rewards programs.
The share of respondents who prioritize no annual fees jumped from 35% in 2024 to 66% in 2025. Rewards programs saw a similar surge, rising from 45% to 70% over the same period.
The data points suggest that utility now trumps exclusivity, providing a blueprint for credit card providers looking to meet the changing demands of this sought-after demographic.
