AXP · News · 20260906N

Customer Acquisition

AMERICAN EXPRESS CO · 2026-09-06 · Importance 17 · Surprise 24

American Express continues to attract younger U.S. consumers, with Millennials and Gen Z accounting for 65% of new U.S. consumer accounts. About 70% of new accounts are on annual-fee products, indicating continued demand for premium and fee-based card offerings. Commentary also cited accelerating customer spending, particularly in travel, and strong acquisition of customers viewed as having higher lifetime value.

Key facts

• American Express social media archivist Ira Galtman has been Amex's archivist for 30 years and his videos outperform most of Amex's content, especially with younger TikTokers. source