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Should Co-brands renegotiate with Chase to get rid of 5/24?

Discussion in 'questions. answers. conversations.' started by Jay in WA, Aug 14, 2019.

  1. Jay in WA

    Jay in WA Reader

    Title says it all. Being cock-blocked by 5/24 when trying to get a co-branded card seems ridiculously heavy-handed and ridiculous. Should IHG, Hyatt, etc re-negotiate their contracts with Chase to remove these cards from Chase's ridiculous 5/24 rules?
     
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  2. Tiffany

    Tiffany One Mile At A Time

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    Mmm, most of the co-brand cards weren't under the 5/24 rule a few years ago, so I assume everyone involved has done the math there and decided the restriction makes sense from a cost of acquisition and lifetime value perspective.
     
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    Gia, Gaurav and rickyw like this.
  3. JayWA7

    JayWA7 New Member

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    Hey Tiffany. Thanks for jumping in here :) We might never know this, but I wondered if Chase convinced them to follow that path or if some clause in their contract allowed Chase to "at any time" apply this rulebook. Everyone has accepted that it's just the way it is--and I imagine there is some strategy there too (trying to force consumers to "go chase first" if they want any of their products) but surely the co-brands should be an exception..?
     
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  4. Tiffany

    Tiffany One Mile At A Time

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    I truly think it's just math -- people who have more than 5 new cards in a 24 month period may be statistically unlikely to be profitable customers according to their internal data. The co-brands are invested in the relationship being profitable too, so...
     
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    Rob in Miami likes this.
  5. Gia

    Gia Well-Known Member

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    Along the lines with what @Tiffany says, I was told recently by Chase that they’re looking closely now at the age of existing accounts.
     
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    Tiffany likes this.