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| Persona Category | Typical Cards Used | Spending Habits | Key Motivations/Values | | :--- | :--- | :--- | :--- | | 1. Luxury Traveler | The Platinum Card®, Business Platinum Card® | High spending on flights, fine hotels, premium dining, and luxury experiences. | Airport lounge access, hotel elite status, comprehensive travel insurance, high-end customer service, prestige, and exclusive offers. | | 2. Rewards Maximizer | American Express® Gold Card, Rewards points credit cards | Regular spending on groceries, dining, and other categories to maximize points. | Maximizing points accrual, redeeming points for e-vouchers or travel, fee waivers based on spending. | | 3. Business/Corporate User | Corporate Green/Platinum Card, Business Gold/Platinum | Business travel, office supplies, operational costs, and employee expenses. | Expense management, control over employee spending, corporate travel benefits, and business-specific rewards. | | 4. Value Seeker | Entry-level cards with lower annual fees | Focused on basic rewards and everyday spending. | Access to the Amex ecosystem and benefits while managing costs and building credit history. | | 5. Millennial/Gen Z Digital Native | Entry-level cards (e.g., Amex Blue), Gold/Platinum cards | Online purchases, e-commerce, digital creators, mobile app usage. | Strong digital capabilities and mobile banking experience, targeted offers, incentives, long-term value. | | 6. Niche/Co-Brand Cardholder | Delta SkyMiles® Amex cards, Hotel co-branded cards | Highly loyal to specific brands, spending within those ecosystems to earn specific miles/points. | Free flights/hotel stays, free checked bags, priority boarding, elite status within a specific program. | | 7. Cash Back Seeker | Cash back credit cards | Consistent spending across various categories like groceries and gas to get money back. | Simplicity, practical financial benefits, statement credits over complex points programs. | | 8. Ultra-High-Net-Worth Individual | Centurion® Card (Invitation Only) | Extremely high spending on luxury goods, exclusive events, high-end travel, and unique experiences. | Exclusivity, 24/7 personalized concierge service, highest level of prestige, bespoke requests. |
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