Cash App Card and Wisely Direct named as Overall Leaders; P2P-linked cards signal new momentum in the prepaid market
Javelin’s 2026 General-Purpose Reloadable Card Scorecard Results
LIVONIA, Mich., Sept. 17, 2026 (GLOBE NEWSWIRE) — Javelin Strategy & Research has released its 2026 General-Purpose Reloadable Card Scorecard, finding that the market is no longer defined only by access and utility. As P2P-linked cards rise to the top of the rankings, the strongest programs are pairing low costs with added benefits and a clear connection to broader consumer relationships. The scorecard evaluates 17 consumer-focused GPR card programs across Ongoing Experience, Cost, and Additional Benefits and Features.
PayPal Debit Card earned Best in Class honors because it turns a user’s PayPal balance into an easy, low-cost tool for everyday spending. By combining P2P funding with broad acceptance, low costs, and accessible benefits, PayPal gives consumers a practical way to use stored funds beyond the app or direct transfer to peers. Its strong performance across all three scoring categories reflects the broader shift toward GPR cards that extend digital wallet use into daily transactions.
Cash App Card and Wisely Direct were named Overall Leaders, reflecting strong performance across the areas that shape consumer value. Cash App stood out for its Additional Benefits and Features while also ranking near the top in Cost and Ongoing Experience. Wisely Direct led in Ongoing Experience and paired that strength with a competitive cost structure.
“GPR Cards have evolved from a convenience store retail purchase into a highly integrated payment tool,” said Jordan Hirschfield, Director of Javelin’s Prepaid research. “The emergence of peer-to-peer linked cards as Best in Class highlights the new market opportunity to embed prepaid more deeply into consumers’ everyday financial lives.”
The scorecard also shows that Additional Benefits and Features are becoming an important differentiator as many programs perform well on core usability. Low-cost structures helped separate top performers, while rewards, savings features, digital wallet compatibility, and other consumer-centered capabilities created additional opportunities to strengthen engagement. Javelin expects GPR card load values to reach nearly $400 billion by 2029, underscoring the opportunity for providers to improve program design as the market grows.
P2P-linked, merchant, and financial institution-backed cards have an advantage because they can connect prepaid card use to relationships consumers already have with those brands or services. Traditional retail prepaid cards continue to play an important role for consumers who need flexible payment access, but higher cost structures can make it harder for them to compete at the top of the rankings.
This annual scorecard helps financial institutions, prepaid program managers, fintechs, retailers, processors, sponsor banks, and other providers evaluate the evolving GPR prepaid card market and understand the capabilities that set leading programs apart. The 2026 scorecard evaluates each program across 73 criteria and three categories most relevant to cardholder value: Ongoing Experience, Cost, and Additional Benefits and Features.
About Javelin Strategy & Research
Javelin Strategy & Research, part of Escalent, helps its clients make informed decisions in a digital financial world. It provides strategic insights to financial institutions including banks, credit unions, brokerages and insurers, as well as payments companies, technology providers, fintechs and government agencies. Javelin’s independent insights result from a rigorous research process that assesses consumers, businesses, providers, and the transactions ecosystem. It conducts in-depth primary research studies to pinpoint dynamic risks and opportunities in digital banking, payments, fraud & security, lending, and wealth management. Learn more at javelinstrategy.com.
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CONTACT: Contact Allison Bondi [email protected]
