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Credit card startup Imprint beats big banks for Rakuten co-brand deal

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A view of the logo of Rakuten Mobile at its branch in Tokyo, Japan, November 28, 2023. 

Staff | Reuters

There’s a new player making waves in an industry dominated by big banks.

Imprint, the 5-year-old credit card startup, beat out banks in a competitive bidding process for a new co-branded card from online shopping platform Rakuten, CNBC has learned.

The deal is the most recent sign that Imprint is gaining traction in the co-branded credit card industry.

The New York-based startup also just raised $70 million in additional capital, boosting its valuation by 50% to $900 million less than a year from its previous round, according to Imprint CEO Daragh Murphy.

Credit card partnerships with retailers, airlines and hotels are some of the most hotly contested deals in finance. Brands often go through extensive bidding processes to select a card company, while the companies compete for the right to issue cards to millions of loyal customers. The industry’s largest players include JPMorgan Chase, Capital One, Citigroup and Synchrony.

“We’re talking to Fortune 500 companies about being their partner and them choosing us over Synchrony, over Barclays, over U.S. Bank,” Murphy said in an interview. “We have to kind of walk and talk like we’re a big, important company, even though we still have a startup ethos.”

That’s why the company recently raised capital, bringing its total to $330 million, most of which is held on the firm’s balance sheet, according to Murphy. Those funds help show potential partners that Imprint has staying power, he said.

Imprint also has about $1.5 billion in credit lines from banks including Citigroup, Truist and Mizuho, which it uses to extend loans to card customers, Murphy said. The startup is behind the cards from brands including Eddie Bauer, Brooks Brothers and Turkish Airlines.

‘Banks are in trouble’

To offer its credit cards, Imprint usually partners with one of two small banks, First Electronic Bank or First Bank and Trust. Imprint handles the customer experience, including the technology and credit decisions, while using the credit card rails of regulated banks.

In the case of the Rakuten card, Imprint is relying on the American Express network, which allows users to get Amex purchase protections and other perks. It is using First Electronic Bank to help issue the cards.

“Though we’re not a regulated bank, we’re effectively building a bank,” Murphy said. “We have to do all the same things as a bank. We’re a capital markets company; we’re a compliance company; we’re a risk and credit and fraud company; we’re a technology company.”

To gain a toehold in the market for co-branded cards, which can be used anywhere credit cards are accepted, Imprint decided it would focus on a seamless digital experience for customers, Murphy said. That requires technology integration that is difficult for established players who rely on third-party companies including Fiserv to complete transactions, he said.

“The banks are in trouble because they don’t own the technology that the credit card runs on,” Murphy said. “Every credit card in your wallet, whether it’s Chase, Amex or from Citi or Synchrony, they rely on two or three different third parties to power the technology.”

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Treasury Yields Rise as Fed Cut Expectations Shift

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Treasury Yields Rise as Fed Cut Expectations Shift

Fixed-income markets recorded significant re-pricing during the week ending July 25, 2026, as a convergence of strong labor market metrics and surging energy costs drove U.S. Treasury yields higher across all maturities. The benchmark 10-year Treasury yield climbed toward 4.70%, reaching its highest point in several months. Institutional bond investors rapidly adjusted portfolio durations as expectations for near-term interest rate cuts by the Federal Reserve faded in response to inflation concerns.

The upward shift in sovereign yields reflects a broader fundamental reassessment of global monetary policy. Earlier in the quarter, money markets had priced in a series of rate reductions designed to support economic activity. However, with initial jobless claims falling to 187,000 and crude oil breaching $100 per barrel, fixed-income traders are pricing in a ‘higher-for-longer’ interest rate environment. The inversion between short-term Treasury bills and long-term bonds narrowed, indicating a shift toward term premium expansion.

Rising Treasury yields present both challenges and opportunities for institutional wealth managers. While commercial lenders and mortgage origination volumes face headwinds from elevated borrowing costs, fixed-income investors are locking in attractive real yields on high-quality sovereign and investment-grade corporate bonds. Institutional debt issuers, conversely, are recalibrating their capital structures, opting for shorter-term refinancing instruments or private credit facilities to avoid committing to elevated long-term coupon rates.

Navigating the current bond market landscape demands strict duration management and credit selection. Wealth advisors recommend maintaining flexible fixed-income allocations, combining short-duration Treasuries with inflation-protected securities (TIPS) to shield capital against potential energy-driven inflation spikes while earning dependable nominal income.

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Private Credit Expansion Transforms Corporate Loans

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Private Credit Expansion Transforms Corporate Loans

Private credit markets reached a pivotal milestone during the week ending July 25, 2026, as non-bank direct lending consortiums captured a record share of middle-market corporate debt originations. With commercial banks maintaining conservative credit standards and public bond yields remaining elevated, corporate borrowers are increasingly turning to private fund managers for customized capital solutions. This expansion marks a permanent structural shift in enterprise finance, establishing private credit as a primary pillar of institutional corporate liquidity.

The acceleration of private credit deals is driven by speed, deal certainty, and flexible terms. Unlike traditional syndicated bank loans that require lengthy underwriting, credit rating approvals, and public roadshows, private direct lenders can structure tailored financing packages within days. Middle-market firms facing upcoming debt maturities are utilizing private debt facilities to execute recapitalizations, strategic acquisitions, and growth capital deployments without risking execution delay in public markets.

However, financial regulators and central bank supervisors are scrutinizing the sector’s rapid growth. Supervisory agencies are evaluating potential systemic risks associated with non-bank leverage, valuation transparency, and liquidity mismatches during economic downturns. Despite regulatory interest, major pension funds, insurance firms, and sovereign wealth entities continue to expand capital allocations to private credit funds, attracted by reliable floating-rate yields that outperform public fixed-income benchmarks.

As private credit matures into a dominant asset class, corporate chief financial officers must evaluate non-bank lenders alongside traditional banking relationships. Direct lending partnerships provide valuable balance sheet resilience, enabling companies to secure flexible financing terms even during periods of public market turbulence.

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Tokenized Debt Shifts How Corporate Manage Short Term Liquidity

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Tokenized Debt Shifts Corporate Liquidity

The landscape of institutional debt markets is undergoing a profound structural shift on July 21, 2026, as major corporate issuers and commercial banks rapidly accelerate the deployment of tokenized debt instruments. Data published by leading capital market consortiums indicates that primary issuances of digital commercial paper and tokenized corporate bonds have reached record volumes this month. By moving legacy debt origination, underwriting, and secondary distribution onto permissioned distributed ledgers, corporate treasurers are unlocking unprecedented operational flexibility and instantaneous cross-border liquidity.

The adoption of tokenized debt is fundamentally altering how enterprise balance sheets manage short-term liquidity needs. Traditional corporate bond settlement cycles historically required multi-day clearing processes involving numerous intermediaries, custodial entities, and clearinghouses. Through programmable smart contracts on distributed ledgers, issuers can now execute atomic settlement—enabling continuous, 24/7 access to institutional capital pools. This instantaneous clearing mechanism drastically reduces counterparty risk, eliminates costly settlement friction, and allows treasury teams to dynamically optimize working capital in real time.

A major catalyst driving this institutional migration is the establishment of comprehensive digital asset regulatory frameworks across major financial hubs. Clear legal guidelines regarding ledger-based securities ownership have provided institutional compliance officers with the regulatory confidence necessary to transition multi-billion-dollar liquidity facilities onto digital platforms. Furthermore, the integration of automated regulatory reporting directly into token smart contracts simplifies ongoing compliance audits, ensuring that secondary market trades automatically enforce investor accreditation limits and tax withholding requirements.

For chief financial officers and institutional portfolio managers, tokenized debt represents a fundamental evolution in fixed-income strategy. Companies that embrace ledger-based debt structures gain direct access to a broader, global base of digital-native institutional investors while substantially reducing borrowing overhead. As ledger interoperability continues to improve across global exchanges, tokenized debt is poised to become the standard infrastructure for global corporate finance.

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