Case Study: City Bank Texas achieves sustained 67% transaction lift and 162% spend growth with Saylent and jhaPassPort Debit Optimizer™

City Bank Texas meets evolving cardholder needs with jhaPassPort Debit Optimizer™

City Bank Texas, a $2.54B community bank in Lubbock, faced declining debit-card engagement and wanted to prevent underperforming cards from becoming inactive and to make its debit card top-of-wallet. The bank used jhaPassPort Debit Optimizer to identify a target segment of about 10,000 cardholders who averaged 1–7 purchases per month (roughly 15% of the active debit portfolio) and needed a way to drive regular transactional behavior.

City Bank ran a targeted, incentive-based campaign (15–19 transactions = $10 gift card; 20+ = $20) using jhaPassPort to execute, report and refine the program. Over the 11 months following the campaign, targeted cards sustained a 67% lift in transaction volume, 162% increase in spend and 178% rise in interchange — with monthly transactions per card rising from 3.3 to 8.79, spend from $103.28 to $426.83 and interchange from $0.80 to $3.51 — while also boosting brand loyalty and creating a repeatable baseline for future marketing.

City Bank

Curtis Fish

Senior Vice Preident Electronic Payments