Survey From CORA Loyalty Finds That Rewards Remain Key Driver for Card Selection, Outweighing Fees and Security

Data reinforces the role of loyalty and reward programs and highlights the need for personalization

WARMINSTER, Pa.--(BUSINESS WIRE)--CORA Loyalty, the loyalty portfolio arm of CORA Group (“CORA”), has released the findings from its online survey conducted by The Harris Poll. More than 2,000 U.S. adults were surveyed about how loyalty and reward programs influence their engagement with card providers and other brands.

Key findings from this year’s survey include:

• Loyalty and rewards programs remain the top factor (50% in 2025, 55% in 2024) influencing which credit card Americans choose for payments, ahead of convenience (38%), credit limit (36%), fees (32%), interest rate (32%), and security/fraud protection (31%).
  • Baby Boomers (ages 61 to 79) are the most likely to be influenced by loyalty/rewards programs, followed by Gen X (ages 45 to 60) and Millennials (ages 29 to 44), with Gen Z (ages 18 to 28) least likely to be influenced (62% vs. 52% and 51% vs. 29%, respectively).
• When opening a new credit card, nearly half of Americans (49%) base their decision on the ability to earn rewards, ranking just behind fees (52%).
• More than two in five Americans (44%) say rewards tailored to reflect their shopping habits would make them feel most valued by a loyalty or rewards program provider.
  • The top feature among Millennials, Gen X, and Baby Boomers that would make them feel most valued is tailored rewards (48%, 49%, 40%), whereas it is surprise-and-delight rewards for Gen Z (43%).
• 45% of Americans report that participating in a loyalty or rewards program makes them feel appreciated and valued by the brand.

“This data shows that loyalty and rewards programs are more critical than ever, directly influencing consumer spending habits,” said Beth McCoy, CEO of CORA Loyalty. “In a time of economic uncertainty and shifting consumer confidence, personalized rewards not only attract customers but also keep them engaged and feeling valued.”

Survey Method

This survey was conducted online within the United States by The Harris Poll on behalf of CORA Group from October 7-9, 2025 among 2,084 U.S. adults ages 18 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Gracie Gay.

About CORA Group

CORA Group is a collective organization redefining advancement through the acquisition, strengthening, and growth of over 30 independent software brands worldwide. Its roots in construction and food service have expanded to include debt collection & recovery, wine/spirits, moving/storage, loyalty, legal, and long-term care verticals. Today, CORA is proud to serve over 50,000 customers in 10+ markets with industry-leading enterprise software and related services. CORA Group operates as one of the primary operating groups under Jonas Software, a subsidiary of Constellation Software Inc. This relationship reinforces CORA’s commitment to delivering industry-leading solutions and benefiting from the extensive resources and support provided by Jonas Software and Constellation Software Inc.