Consumers With Lower Credit Scores Gaining Attention From Card Companies

Thursday, December 1st, 2011
Updated: December 1st, 2011
The content is accurate at the time of publication and is subject to change.

Credit card companies are looking to drum up new business among consumers with less-than-stellar credit histories. This is a change from the recent past, during which card issuers focused their attentions only upon individuals with near-perfect credit.

After months of making special efforts to court only the most creditworthy consumers, some credit card issuers are changing their tactics and going in pursuit of customers with mid-range credit scores and imperfect credit histories. In fact, data indicated that there were more new lines of credit issued to consumers with spotty credit histories than to those with excellent credit ratings.

TransUnion, one of the three major credit reporting agencies, revealed that 25.2% of new credit card accounts were opened by individuals with a credit score of 700 or lower, an increase from last year’s figure of 23%. Essentially, what this means is that a large amount of credit cards – nearly a quarter of a million – have been doled out to consumers who have had some past struggles with credit.

This new availability of credit for financially-challenged consumers marks a sea change in the industry, as TransUnion reported that last year close to $8 million consumers had abandoned the use of credit, either willingly or because they had their lines of credit revoked. Because during the previous few years opportunities have been scarce for consumers to open up new lines of credit if their credit report indicates any past struggles with credit, many people are currently clamoring for a new account.

Rather than abandoning their pursuit of top-tier credit rated consumers, card companies are instead making their offers for the especially credit worthy increasingly enticing, by amping up rewards programs, extending teaser promotions and slashing interest rates. According to Synovate, a market research firm, around 80% of new card offers are targeted towards consumers who carry top credit scores.

However, data indicates that those upper echelon creditworthy consumers aren’t necessarily in the market to open up new accounts, as they already have plenty of credit available to them.

“If financial institutions are going to grow, eventually they’re going to have to dip their toes into the water of riskier borrowers,” claims one financial analyst, according to The Huffington Post.

This entails issuing cards to consumers who are likely to carry a balance from billing cycle to billing cycle and accrue interest charges.

All rates and fees, and other terms and conditions of the products mentioned in this article/post are actual as of the last update date but are subject to change. See the current products' Terms & Conditions on the issuing banks' websites.

Latest Credit Card Issuers News

Tuesday, May 7th, 2019

Wells Fargo & Company has recently announced the release of tap-to-pay contactless consumer credit and debit cards. Wells Fargo cardholders are already familiar with the advantages of digital wallets and are involved in paying for purchases and initiating ATM transactions by means of their mobile phones, while tap-to-pay cards are something new.

Wednesday, February 6th, 2019

Dog-lovers can get checks or credit cards printed with pictures of adorable pups. If you’d rather be at the beach, you can carry a credit card picturing the waves and sand. And now sports fans can order a new credit card with the logo of their favorite teams and players.

Friday, September 14th, 2018

Loyal JetBlue customers have another reason to use Chase credit cards: the banking giant and credit card issuer has announced that the JetBlue TrueBlue loyalty program is the newest Chase Ultimate Rewards partner, and cardholders will now be able to redeem their reward points for travel on the airline.

Monday, April 23rd, 2018

Good news for American Express Platinum cardholders who live or travel in the Denver area: American Express has just announced plans to add a Centurion lounge to the Denver International Airport (DIA). And it will be huge—over 14,000 square feet—making it the second-largest Centurion lounge location.

Thursday, October 12th, 2017

The Walt Disney Company and Chase Card Services recently announced that they will continue their longstanding relationship, extending their co-branded Disney Visa Card, Disney Premier Visa Card and Disney Visa Debit Card programs in a multi-year agreement.

Best Credit Offer
Horizon Gold
Check off the cards you want to compare. Then click the Compare link to go to the comparison table.
Consumer Rating: 4 / 5
Horizon Card Services Horizon Gold Credit Card
Copyright © 2001-2019 All Rights Reserved.

*See the credit card's terms and conditions on the online application page. Note that this website may be compensated by credit card issuers when the visitor applies for a card through the links on this website. We do our best to maintain all information accurate and up to date. However, we do not warrant the credit card information won't change. Click the "Apply Online" button and review the current info on the secure credit card terms page.

Information in these articles is brought to you by Banks, issuers, and credit card companies mentioned in the articles do not endorse or guarantee, and are not responsible for, the contents of the articles.

The webpage is a free service and an information resource for credit cards and financial products and services available to eligible United States consumers. does not offer any warranties and is not a direct service. There are no guarantees for approval or offers when applying for a credit card. Please refer to the application if you would like more information on each credit card. When you click "Apply" for a particular credit card, please take the time to review the terms and conditions of the product/service at the issuer's website. All logos on the website are property of their respective owners.

Disclaimer: This editorial content is not provided or commissioned by the credit card issuer. Opinions expressed here are the author's alone, not those of the credit card issuer, and have not been reviewed, approved or otherwise endorsed by the credit card issuer. Reasonable efforts are made to present accurate info, however all info is presented without warranty. Consult a card's issuing bank for terms & conditions. makes every effort to keep information up to date and accurate. However, the information regularly changes and is presented without warranty. Therefore, we strongly recommend all our readers to visit the credit card application page by clicking "Apply Online!" button to review the detailed credit card's terms and conditions. Note that may be compensated by the credit card issuers when the readers apply for a credit card through this site. is an independent, advertising-supported website which receives compensation from the credit card issuers and companies whose offers appear on the site. Compensation may impact how and where products appear on our site, including, for example, the order in which they may appear on the site pages. does not review or list all available financial or credit offers.

Disclosure: Not an access card.

You've successfully subscribed!

Please specify the following:All these fields are optional

Thank you for providing this information! We will make sure our letters are useful for You.

User Generated Content Disclaimer: These responses are not provided or commissioned by the bank advertiser. Responses have not been reviewed, approved or otherwise endorsed by the bank advertiser. It is not the bank advertiser's responsibility to ensure all posts and/or questions are answered.