Shop Your Way opened applications for its new 5321 Visa® Credit Card on November 14, 2025. The card is a consumer‑grade product that can be used immediately through a digital card issued upon approval, eliminating the wait for a physical card to arrive in the mail.
The 5321 Visa® Credit Card is issued by First Bank & Trust in Brookings, SD, under a license from Visa® U.S.A., Inc. It offers a tiered rewards program: 5 % on gas, electric‑vehicle charging, and everyday transportation; 3 % on dining, groceries, and travel; 2 % on purchases at Shop Your Way partners; and 1 % on all other spending. The instant digital card allows members to start earning points right away, aligning with the growing consumer demand for seamless, reward‑focused credit cards.
Visa’s launch of the 5321 card is part of a broader strategy to diversify revenue streams beyond traditional transaction fees. By partnering with First Bank & Trust and leveraging Fidem Financial’s rapid‑issue model, Visa can bring a new product to market faster and at lower issuance cost, while the digital‑first experience positions the company to capture a larger share of everyday‑spending consumers. The rewards structure is designed to attract high‑frequency spenders in categories that drive volume, supporting Visa’s goal of having value‑added services and new payment flows represent half of its revenue by 2026.
The Shop Your Way brand has a legacy tied to Sears and Kmart, and its previous Citi‑issued Mastercard is transitioning to a Citi ThankYou Mastercard. The 5321 Visa card is a separate application, not an automatic conversion, signaling a strategic shift for the brand toward a new issuing partner and a revamped rewards framework. This move also reflects Visa’s focus on unbundling its stack and offering component solutions to a broader array of customers.
Management commentary underscores the strategic intent behind the launch. Visa CEO Ryan McInerney has highlighted the company’s commitment to “unbundling the Visa stack” and delivering component solutions that meet evolving consumer preferences. The instant digital card and tiered rewards program exemplify this approach, providing a frictionless, high‑value experience that aligns with Visa’s digital‑innovation agenda.
The 5321 card launch supports Visa’s broader objectives of expanding into new payment flows and enhancing its consumer‑payments portfolio. By capturing everyday spenders with a compelling rewards structure and a digital‑first delivery model, Visa strengthens its competitive position in the rewards‑focused credit‑card segment and moves closer to its target of achieving a 50‑50 split between traditional transaction revenue and value‑added services by 2026.
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