Consumers have more options than ever when it comes to general purpose reloadable prepaid cards, which makes understanding what truly matters essential. Before choosing a card, people want to know how it fits into everyday spending, how transparent the fees are, how easy it is to manage, and what protections or perks come with it.
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Data for today’s episode is provided by Javelin Strategy & Research’s Report: 2025 General-Purpose Reloadable Card Scorecard
Top 5 Features to Consumers in Choosing a General Purpose Reloadable Card
- 76% – Low ongoing fees
- 76% – Low cost to set up the card
- 75% – Convenient locations to reload the card
- 73% – Access to ATMs without additional fees
- 73% – Zero liability for fraud losses
Source: Javelin Strategy & Research
About Report
The 2025 General Purpose Reloadable Card Scorecard offers a fresh consumer-focused view of the GPR landscape and how major programs stack up. This segment remains one of the strongest areas in prepaid payments, reaching an estimated $255 billion in load volume in 2024 and maintaining steady annual growth of roughly 8%, based on Javelin Strategy & Research figures. The wide range of providers included in the analysis reflects the many roles GPR cards play. They give consumers without access to traditional banking products a way to participate in electronic payments, help people manage day-to-day expenses, support simple peer-to-peer transactions, and reinforce loyalty for certain retailers. The research also outlines what cardholders care about most, with fees, security, availability, and easy-to-use technology staying at the top of the list.
Regions Bank’s Now card earned the highest overall score among the 16 programs reviewed. While it did not take first place in any single category, its consistently strong performance placed it in the top tier across all three evaluated areas. Cash App and GO2bank followed in second and third place. Neither card led an individual category, but both delivered solid results across the scoring framework. Together, the top three offerings illustrate the different value models in the GPR market: a bank-issued card, a P2P-focused option, and a card aligned with a retail brand.
