Imprint
Modern co-branded credit cards for brands
Website: https://imprint.co/
Cover Block
| Field | Value |
|---|---|
| Name | Imprint |
| Tagline | Modern co-branded credit cards for brands |
| Headquarters | New York, United States |
| Founded | 2020 |
| Stage | Series D |
| Business Model | B2B2C |
| Industry | Fintech (co-branded credit, loyalty) |
| Technology Type | Software (Non-AI) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Funding Label | Series D |
| Total Disclosed | ~$338M across confirmed rounds [CB Insights, Dec 2025] |
Links
- Website: https://imprint.co/
- Tech Blog: https://tech.imprint.co/
- Developer Docs: https://docs.imprint.co/welcome
- Careers: https://imprint.co/careers
- Google Play: https://play.google.com/store/apps/details?id=co.imprint.consumer
The Short Version
Imprint is a New York-based fintech that builds and operates co-branded credit card programs for consumer brands. It has just crossed a threshold that puts it firmly on the institutional radar: a $150M Series D announced in December 2025 [CB Insights, Dec 2025]. The company was founded in 2020 and spent its early years constructing a card-issuing stack on top of Stripe's issuing rails [Imprint Tech Blog]. Its commercial proof points include live programs with Booking.com and Rakuten [Imprint.co]. The product wedge is straightforward: brands want loyalty-driven credit cards without standing up a bank partnership and compliance function themselves. Imprint packages issuing, underwriting, rewards, and a mobile app under one platform it calls Imprint Core [Imprint.co]. Funding history includes a $38M Series A led by Kleiner Perkins in November 2021 [TechCrunch, Nov 2021], a $75M Series B led by Ribbit Capital in November 2023 [Fintech Futures, Nov 2023], a $75M Series C led by Khosla Ventures in October 2024 at a reported $600M valuation [Fortune, Oct 2024], and the December 2025 Series D that PYMNTS reports pushed valuation past $1B [PYMNTS, 2025]. Over the next 12 to 18 months the questions that matter are partner concentration, unit economics on interchange and interest income relative to rewards spend, and whether the recent CTO hire signals a deeper push into adjacent financial products beyond credit [ZoomInfo, June 2025].
Data Accuracy: GREEN -- Confirmed by CB Insights, Fortune, TechCrunch, and the company's own engineering blog.
Taxonomy Snapshot
| Axis | Value |
|---|---|
| Stage | Series D |
| Business Model | B2B2C (brand partner distribution to consumers) |
| Industry / Vertical | Fintech, co-branded credit and loyalty |
| Technology Type | Software (Non-AI) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Funding | ~$338M disclosed across Series A-D |
The Company in Brief
Imprint was founded in 2020 and is headquartered at 221 Canal Street in New York [CB Insights, Dec 2025]. The company emerged from the post-2020 wave of fintech infrastructure builders that recognized a structural gap in the legacy co-branded card market. Imprint's pitch from inception was that a modern technology stack could compress program build times, give brands real control over rewards design, and ship a consumer app that looked and felt native to the brand.
The milestone arc is tight. The company raised a $38M Series A in November 2021 led by Kleiner Perkins, with participation from Stripe and Affirm [TechCrunch, Nov 2021]. Two years later, in November 2023, Ribbit Capital led a $75M Series B [Fintech Futures, Nov 2023]. In October 2024, Khosla Ventures led a $75M Series C at a reported $600M valuation [Fortune, Oct 2024]. In June 2025, Imprint announced the appointment of Will Larson as Chief Technology Officer [ZoomInfo, June 2025]. The Series D closed in December 2025 at $150M, with PYMNTS reporting a valuation above $1B [PYMNTS, 2025] [CB Insights, Dec 2025].
Visa-branded cards in Imprint's programs are issued by First Electronic Bank under license from Visa USA, and Mastercard-branded cards are issued by First Electronic Bank under license from Mastercard International [Imprint Help Center].
Data Accuracy: GREEN -- Confirmed by CB Insights, Fortune, TechCrunch, Fintech Futures, and Imprint help documentation.
What They Have Built
Imprint's product surface area sits in three layers. The first is the brand-facing program: customizable card design, rewards mechanics, underwriting policy, and pricing tailored to each partner [Imprint.co]. The second is Imprint Core, the company's internal platform [Imprint.co]. The third is the consumer-facing Imprint mobile app on iOS and Android [Google Play].
On the engineering side, the company has been unusually transparent. A post on its tech blog describes building the initial card-issuing platform in roughly six months by selecting Stripe's issuing product [Imprint Tech Blog]. A separate post details the architecture of the consumer banking mobile app [Imprint Tech Blog]. The public developer documentation at docs.imprint.co exposes endpoints for customer sessions, rewards balances, and payment methods [Imprint Docs]. An open role for a Senior Software Engineer, AI [AshbyHQ] hints at machine learning work in areas like underwriting or fraud.
The two named live programs are the Booking.com travel card and the Rakuten card [Imprint.co]. Public credit terms documents on Imprint's media CDN reference an annual fee of $99 on at least one program tier [Imprint media assets].
Data Accuracy: GREEN -- Confirmed by Imprint's own product, engineering, and developer documentation, plus the Google Play listing.
Market Research and Opportunity
The co-branded credit card market matters now because the economics of consumer loyalty have shifted toward payment as the primary loyalty surface, and the legacy issuer stack was not designed to give brands programmatic control over that surface.
Co-branded credit cards are a long-established segment of US consumer credit, historically dominated by partnerships between large issuing banks (Synchrony, Barclays US, Capital One, JPMorgan Chase, Citi) and major retail, airline, and hospitality brands. Imprint is positioned as a program manager and technology layer that lets brands launch and operate cards without negotiating directly with one of those incumbents on the incumbent's terms. ZoomInfo characterizes Imprint as "a new player making waves in an industry dominated by big banks" [ZoomInfo, June 2025].
The demand drivers are threefold. First, consumer brands are looking for higher-margin, durable revenue streams as direct-to-consumer ad costs rise. Second, the rise of embedded finance has lowered the technical bar for non-bank companies to offer financial products. Third, brands like Booking.com and Rakuten operate globally and want card programs that integrate tightly with their commerce flows.
Regulatory exposure is real: co-branded credit issuance sits under the same CFPB, OCC, and state-level lending oversight as any other consumer credit product, and the sponsor-bank model Imprint operates depends on First Electronic Bank's continued willingness and regulatory headroom to support program growth [Imprint Help Center].
| Metric | Value |
|---|---|
| Imprint reported valuation, Series C | $600M |
| Imprint reported valuation, post Series D | $1B |
| Series D round size | $150M |
Data Accuracy: YELLOW -- Valuation and round figures confirmed by Fortune, PYMNTS, and CB Insights; broader category sizing not independently sourced in this report.
Who Else Is Fighting for This
Imprint sits between two competitive cohorts: legacy bank issuers that own most existing co-brand programs, and a small number of modern card-platform challengers built in the last decade.
The legacy incumbent set is well known in the public record: Synchrony, Barclays US, Capital One, and JPMorgan Chase together hold the bulk of large US co-brand programs. Their structural disadvantage is the product experience layer: the cardholder app, the brand customization, and the speed of program iteration are typically constrained by older core systems.
On the challenger side, the most directly comparable platform-based co-brand operator in public discussion has been Cardless. Bond Financial Technologies operated in adjacent embedded card infrastructure before its acquisition by FIS. Marqeta and Lithic provide card-issuing infrastructure rather than full program management [Imprint Tech Blog].
Where Imprint's edge looks defensible today: it has shipped two named programs with global consumer brands (Booking.com, Rakuten) [Imprint.co], it has built and documented its own technology stack [Imprint Tech Blog], and it has assembled a capital base of roughly $338M across four rounds led by tier-one investors [TechCrunch, Nov 2021] [Fintech Futures, Nov 2023] [Fortune, Oct 2024].
Data Accuracy: ORANGE -- Subject company facts are GREEN, but no specific competitors are named in cited sources; competitive map is contextual.
Opportunity
If Imprint executes against the platform thesis, the prize is becoming the default modern operating system for brand-issued consumer credit in North America, and eventually the embedded financial-products layer for any consumer brand with meaningful repeat purchase behavior.
| Scenario | What happens |
|---|---|
| Default modern co-brand stack | Imprint wins a third and fourth flagship brand at Booking / Rakuten scale |
| Beyond-credit expansion | Imprint adds debit, deposit, or rewards-currency products |
| API-led embedded distribution | The public docs.imprint.co API surface becomes the integration path |
Data Accuracy: GREEN -- Scenario framing built on confirmed funding, product, and partnership facts from PYMNTS, Fortune, TechCrunch, CB Insights, and Imprint's own documentation.
Sources
- [Imprint.co] Imprint - Modern co-branded credit cards | https://imprint.co/
- [Imprint.co] Imprint Careers | https://imprint.co/careers
- [Imprint Tech Blog] Imprint Tech: Co-Branded Credit Cards for Great Brands | https://tech.imprint.co/
- [Imprint Tech Blog] How Imprint built its card issuing platform in 6 months | https://tech.imprint.co/how-imprint-build-card-issuing-platform/
- [Imprint Tech Blog] How Imprint built a modern and robust banking mobile app | https://tech.imprint.co/how-imprint-build-modern-banking-mobile-app/
- [Imprint Docs] Welcome - Imprint Docs | https://docs.imprint.co/welcome
- [Imprint Help Center] Help and disclosures | https://help.imprint.co/
- [Imprint media assets] Important Credit Terms | https://media-assets.imprint.co/partners/thy/legal/asd-en
- [Google Play] Imprint App on Google Play | https://play.google.com/store/apps/details?id=co.imprint.consumer
- [CB Insights, Dec 2025] Imprint - Products, Competitors, Financials, Employees, Headquarters Locations | https://www.cbinsights.com/company/imprint-1
- [TechCrunch, Nov 2021] Meet Imprint, the fintech that just raised $38M from Kleiner Perkins, Stripe and Affirm | https://techcrunch.com/2021/11/15/meet-imprint-the-fintech-that-just-raised-38m-from-the-likes-of-kleiner-perkins-stripe-and-affirm/
- [Business Wire, Nov 2021] Imprint Announces Kleiner Perkins-Led Series A Funding | https://www.businesswire.com/news/home/20211115005859/en
- [Fortune, Oct 2024] Imprint closes $75M Series C at $600M valuation | https://fortune.com/2024/10/10/imprint-credit-card-startup-75-million-series-c/
- [PYMNTS, 2025] Imprint Looks Beyond Credit Following $1 Billion Valuation | https://www.pymnts.com/news/investment-tracker/2025/imprint-looks-beyond-credit-following-1-billion-valuation/
- [ZoomInfo, June 2025] Imprint Partners overview and CTO appointment | https://www.zoominfo.com/c/imprint-partners/558205023
- [Crunchbase] Imprint Company Profile and Funding | https://www.crunchbase.com/organization/imprint-cd0f
- [PitchBook] Imprint Company Profile | https://pitchbook.com/profiles/company/458649-28
- [AshbyHQ] Imprint Open Roles | https://jobs.ashbyhq.com/imprint
Articles about Imprint
- Imprint Is Building Co-Branded Credit Cards for Booking.com and Rakuten Customers — The New York fintech has raised roughly $338M across four rounds, betting brands want to run their own card programs without becoming banks.