Breakthrough technology solution enables brands to build custom credit card products within their ecosystems without relinquishing their customers to legacy banks

Coinbase (Nasdaq: COIN), the largest U.S.-based cryptocurrency platform, is the inaugural partner utilizing this infrastructure to build the Coinbase One Card

In the rapidly evolving fintech landscape, brands are continually seeking innovative ways to deepen customer engagement, enhance loyalty, and build lasting relationships. While co-branding arrangements with legacy banks have traditionally been the preferred route for launching branded credit cards, these partnerships often come with limitations, requiring brands to make significant compromises.

However, a new era in credit card technology has dawned with the introduction of Cardless' embedded credit card platform. This groundbreaking solution empowers brands to design and launch their own custom credit card programs within their existing ecosystems, marking a paradigm shift in the industry.

Cardless, a leading fintech innovator known for its transformative credit card technology, today announced the launch of its embedded credit card platform. This breakthrough solution is designed to help brands build their own credit card programs. Coinbase (Nasdaq: COIN), the largest U.S.-based cryptocurrency platform, is the inaugural partner utilizing this infrastructure to build the Coinbase One Card, a premium consumer credit offering for Coinbase loyalty members integrated directly into the Coinbase digital experience.

This news follows the recent buzz surrounding the possibilities of embedded financial products, an area gaining traction among fintech startups. Cardless' model pivots away from the traditional co-branded credit card models, which often restrict brands in their deployment and branding.

Instead, Cardless' API-based platform, underwriting, and servicing workflows enable brands to natively build lending infrastructure directly within their app or webpage, creating delightful customer experiences and driving higher conversion. This approach stands in stark contrast to the limited integration and suboptimal user experience of co-branded card programs.

Moreover, Cardless' embedded offering enables brands to launch and manage customizable card programs with complete control over the user experience. From cardholder benefits and rewards to the overall design and branding of the card and user interface, brands retain full autonomy.

With a robust suite of APIs, rapid deployment capabilities, and pre-built flows, Cardless simplifies the complexities of card issuance, compliance, customer support, and capital markets. This allows brands to focus on what matters most—optimizing their program performance and deepening customer engagement.

By ingesting customer data to personalize rewards and loyalty features, Cardless helps brands drive stronger engagement and performance—enabling higher application volumes, improved conversion rates, and increased customer retention compared to traditional programs.

"Until now, a brand had to become a bank or strike a complex M&A deal to build a truly differentiated credit card. Our embedded offering removes that barrier, enabling leading brands like Coinbase to build a deeply integrated custom credit card program in record time, delivering a unique loyalty value proposition for their customers," said Michael Spelfogel, President and Co-Founder of Cardless.

Coinbase today launched the Coinbase One Card waitlist for Coinbase One subscribers, who will be able to earn up to 4% back in bitcoin on every purchase. The Card will become available in the U.S. this fall. Powered by the American Express network, the Coinbase One Card combines everyday usability with crypto-native rewards and access to American Express experiences, offers, and protections. Learn more here.

"Partnering with Cardless has let us build a deeply customized and secure card product that aligns with our mission to increase economic freedom and makes it easy for people to earn rewards with the power to grow," said Max Branzburg, Head of Consumer & Business Products at Coinbase.

About Cardless

Cardless partners with brands to design and manage innovative co-branded credit card programs. The company's seamless digital experience and powerful technology enable personalized rewards and enhanced customer benefits. The Coinbase One Card will be issued by First Electronic Bank. Terms and conditions will apply for the Coinbase One Card and the rewards program. American Express is a registered trademark of American Express and is used by the issuer pursuant to a license. For more information, please visit cardless.com.

About Coinbase

Crypto creates economic freedom by ensuring that people can participate fairly in the economy, and Coinbase (NASDAQ: COIN) is on a mission to increase economic freedom for more than 1 billion people. We’re updating the century-old financial system by providing a trusted platform that makes it easy for people and institutions to engage with crypto assets, including trading, staking, safekeeping, spending, and fast, free global transfers. We also provide critical infrastructure for onchain activity and support builders who share our vision that onchain is the new online. And together with the crypto community, we advocate for responsible rules to make the benefits of crypto available around the world.