Card acquisition refers to the process of acquiring new customers for credit or debit card products. This process is used by financial institutions to expand their customer base, increase revenue and boost market share.

The financial industry uses various strategies to acquire new cardholders. One popular tactic is direct mail marketing, where targeted mailing lists are used to send out offers and promotions for credit or debit cards to potential customers. Another approach is through online advertising and targeted social media campaigns that attract potential customers through various promotional offers.

Financial institutions also often partner with merchants or retailers for co-branded card programs, which offer exclusive benefits and rewards to customers for using the card at the merchant's store or website.

The card acquisition process involves various elements such as application processing, credit scoring, and risk assessment, to ensure that the institution is issuing credit or debit cards to customers who are creditworthy and can repay their debts. After approving the application, the financial institution issues credit or debit cards to the customer, along with relevant terms and conditions.

Overall, card acquisition is a key strategy used by financial institutions to attract and retain customers, and remains an important part of the financial industry's ongoing efforts to expand and diversify their customer base.