Credit card startup Imprint beats big banks for Rakuten co-brand deal

There’s a new player making waves in an industry dominated by big banks.

Imprint, the 5-year-old credit card startup, beat out banks in a competitive bidding process for a new co-branded card from online shopping platform Rakuten, CNBC has learned.

The deal is the most recent sign that Imprint is gaining traction in the co-branded credit card industry.

The New York-based startup also just raised $70 million in additional capital, boosting its valuation by 50% to $900 million less than a year from its previous round, according to Imprint CEO Daragh Murphy.

Credit card partnerships with retailers, airlines and hotels are some of the most hotly contested deals in finance. Brands often go through extensive bidding processes to select a card company, while the companies compete for the right to issue cards to millions of loyal customers. The industry’s largest players include JPMorgan Chase, Capital One, Citigroup and Synchrony.

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