SAN FRANCISCO, Calif. — Visa USA has announced that it will begin supporting the widespread issuance of unembossed credit and debit cards that carry the Visa logo.
The smooth cards carry the cardholders' name and card number printed on the card face rather than embossed into the card itself. Embossed cards typically require lengthier production times and more complex supply chain management, Visa noted.
Because the cards have to be created off site, they are generally shipped to the cardholders days after enrollment, leaving the new cardholder unable to make purchases or conveniently access cash at ATMs in the interim or relying on a temporary generic card. The ability to provide personalized printed cards instantly at the bank branch enables cardholders to take advantage of their cards immediately, Visa explained.
Recommended For You
"Visa is always looking for ways to bring more value to our clients and their cardholders," said Stacey Pinkerd, Head of Global Consumer Debit Products for Visa.
"By allowing the issuance of unembossed cards, we enable issuers to choose the distribution method that best meets their business needs, while offering customers greater flexibility and customization," Pinkerd said. "Looking ahead, we will continue to innovate to provide products that meet financial institutions' demand for flexibility and cardholders' demand for convenience and security."
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
