Money20/20 Vegas 2026: IDEMIA Secure Transactions' Anne Markle on phygital payments

Quick Summary

In a world increasingly dominated by digital wallets, the physical card remains a vital touchpoint for brand identity and consumer trust. Anne Markle of IDEMIA Secure Transactions explains at Money20/20 Vegas 2026 how the industry is moving towards a phygital environment, where the speed of digital issuance must be matched by the tangible experience of a physical product.

Why does the physical card remain relevant in a digital world?

While digital payment options offer immediate gratification, Markle notes that the average cardholder in the US still carries 5.5 credit cards in their wallet. The physical card serves as a tangible representation of a brand that users like to hold and see. This creates a phygital environment where issuers must balance the immediate access of a digital wallet with the status and security of a physical card. Markle suggests that the card is no longer just a tool but a component of a wider payment ecosphere, with features like tapping a card to a phone to activate it bridging the gap between the two worlds.

How are APIs transforming the card issuance process?

Historically, card issuance was a slow process involving batch processing and significant delays. Markle argues that in the current market, speed is no longer optional: it is table stakes. By using APIs, IDEMIA Secure Transactions enables:

• Greater flexibility and cleaner data for the card issuer.
• Real-time traceability throughout the entire lifecycle of the card.
• The ability to track whether a card has been received, opened, or if an activation attempt failed.

This transparency removes the mystery from the manufacturing and personalisation process, allowing issuers to see the journey from the factory to the consumer's counter.

What role does card design and packaging play in activation?

Markle introduces the concept of top of mail, a strategy to ensure that a card is not lost among a stack of white envelopes. To drive quicker activation, issuers are focusing on the unboxing experience. This includes:

• High-end materials such as metal or ceramic that resonate with affluence.
• Customisation, such as allowing a user to put their own picture or a child's doodle on the card.
• Innovative packaging that engages the user the moment they open their mail.

Data shows that once a consumer moves to a higher-end, branded card, they rarely want to go back to a standard white card. By making the card unique and personal, issuers significantly increase the likelihood of the card being used and kept at the top of the wallet.

How is IDEMIA Secure Transactions addressing security and modularity?

As fraudsters become more sophisticated, security remains the foundation of all innovation. IDEMIA Secure Transactions is developing modular tools that allow issuers to add features as needed without disrupting their existing operations. This includes future-proofing cards with chips capable of quantum computing. Markle emphasises that innovation must be non-disruptive for the bank and the consumer, ensuring that new security layers do not lead to increased call centre volume or friction in the user experience.

FF NEWS TAKE:

The physical card is undergoing a renaissance, transforming from a utility into a premium branding tool. By leveraging APIs to match the speed of fintech competitors and focusing on the tactile experience of metal cards and bespoke packaging, IDEMIA Secure Transactions is proving that the physical card is far from obsolete. The focus on modularity and quantum-ready security suggests that while the form factor remains familiar, the technology underneath is evolving to meet the demands of a high-speed, high-security digital future.