Question · Q4 2025
Ryan Nash of Goldman Sachs inquired about American Express's strategy to reallocate marketing investments from cashback products to fee-paying premium cards, asking if this remix would continue and its expected impact on future results.
Answer
CEO Steve Squeri explained the company's flexibility in marketing investments, driven by strong demand for premium products like Platinum. He emphasized focusing on revenue acquisition over card count and expressed satisfaction with the decision. CFO Christophe Le Caillec added that marketing efficiency is improving, with the percentage of fee-paying new U.S. consumer acquisitions increasing by eight percentage points year-over-year, despite quarterly variations due to marketing plans.
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