AAA and Bread Financial Team Up to Transform Membership Rewards—Two New Visa Cards Coming Soon

In a significant strategic move, Bread Financial (NYSE: BFH) and AAA have finalized a comprehensive partnership aimed at reshaping how millions of North American consumers access travel and everyday rewards. The collaboration will introduce two distinct credit card offerings—the AAA Travel Advantage Visa Card and the AAA Daily Advantage Visa Card—designed to roll out in Q4 2022.

What the Partnership Means for Consumers

The initiative addresses a growing consumer need: meaningful rewards at a time when household budgets face pressure from rising costs. By combining Bread Financial’s fintech capabilities with AAA’s 120-year reputation and 56 million-strong U.S. membership base, the two organizations aim to deliver cards that reward cardholders across multiple spending categories—from fuel and groceries to travel planning.

Marshall Doney, president and CEO of AAA, emphasized the market timing: “Consumers are watching every dollar. Our members deserve rewards that stack up quickly, especially when layered with existing AAA benefits and discounts.” Each card will be customized to reflect consumer preferences identified through joint market research.

The Strategic Acquisition

Beyond the credit card partnership, Bread Financial has committed to acquiring AAA’s existing credit card portfolio through a definitive agreement expected to finalize in early Q4 2022. This move positions Bread Financial to manage the entire customer lifecycle while leveraging its data analytics, multichannel marketing expertise, and white-label technology infrastructure.

Val Greer, chief commercial officer at Bread Financial, highlighted the competitive advantage: “Our combination of robust analytics, marketing capabilities, and fintech innovation enables us to drive wallet share and member loyalty at scale.”

Industry Context

AAA, established in 1902 as an automotive advocacy organization, has evolved into one of North America’s largest membership organizations. Beyond roadside assistance (responding to 32 million calls annually), AAA operates as a full-service leisure travel provider offering travel services, discounts, and insurance products to enhance member value.

Bread Financial brings complementary strengths to the table. As a publicly traded fintech services company headquartered in Columbus, Ohio, it operates a comprehensive suite of products including private-label and co-brand credit cards, installment lending, buy-now-pay-later solutions, and direct-to-consumer offerings like Bread Cashback American Express Cards and Bread Savings products.

Market Positioning

The partnership reflects a broader industry trend: financial services companies pairing with established membership organizations to deepen customer engagement. By bundling credit card rewards with AAA membership perks, both organizations aim to strengthen retention and increase transaction volume among a highly engaged consumer segment.

The collaboration also signals confidence in consumer spending despite economic headwinds, with rewards structures explicitly designed to incentivize purchases across essential categories where households are already allocating budgets.