Small credit card firms take on big banks 'Micro-issuers' are offering the lowest rates

September 09, 1993|By Ian Johnson | Ian Johnson,New York Bureau

NEW YORK -- First came micro-breweries, which made inroads into the beer market by selling small batches of premium beer. Now come "micro-issuers" -- small credit card companies in small towns that are nipping at the heels of big banks by offering low rates to top customers.

Led by Simmons First National Bank of Pine Bluff, Ark., which charges customers just 8 percent on their balances, low-rate credit cards have become one of the industry's fastest-growing segments.

Their secret: Eschew costly advertising blitzes, cut overhead to a bare minimum and limit business to customers with the best credit records.

"The big issuers are smarting from these micro-issuers. They not only are losing market share, but they're having to cut rates to their best customers," said Robert B. McKinley, president of Frederick-based RAM Research Corp., which tracks the credit card industry nationwide.

Industry leader Citibank, for example, saw its outstanding balances grow by just 1.4 percent over the first six months of this year. On average, the top 10 bank credit card issuers grew by 5.5 percent last year.

By contrast, Simmons Bank saw its accounts surge 47 percent between January and June, while low-rate issuers as a whole saw business increase 8.9 percent.

In response, the big issuers are tucking in their rates and offering more services. Citibank recently offered a promotional 9.9 percent interest rate and has started a two-tier rate system, with preferred customers paying 15.4 percent and regular customers paying 19.8 percent.

The bigger issuers are also stepping up promotions of side benefits, such as auto insurance and purchase protection.

Still, the interest rate on most bank credit cards remains high. The national average is 17.22 percent, down less than 1 percentage point from last fall, while the average annual fee is $16.80, down 40 cents, according to RAM Research.

Banks such as AFBA Industrial Bank in Alexandria, Va., however, offer 8.9 percent and no annual fee, highlighting the advantages of holding a card issued by one of the smaller banks.

A Catch-22 for beleaguered credit-card holders is that many who most need the cheap cards can't get them. About 70 percent of applicants for these cards get rejected, said Ruth Susswine of Bankcard Holders Association of America in Arlington, Va.

The main reason for rejection is a bad credit history, Ms. Susswine said, but other factors also come into play. Consumers who hold many credit cards, for example, could be considered a potential hazard, she said. Her consumer group recommends that applicants close accounts they do not need before applying for the better cards.

Even holders of poorer credit records, however, can benefit from the growing diversity of the credit card market.

Both Mr. McKinley's and Ms. Susswine's organizations offer lists of companies that accept poor credit risks at interest rates lower than many of the big banks' standard rates.

Orchard Bank of Portland, Ore., for example, offers customers with bad credit ratings secured cards -- where the customer has to leave a deposit with the bank -- that charge just 13.9 percent on outstanding balances. That is nearly 6 percentage points lower than Citibank's standard credit card, though the bank does get the use of the customer's money.

Most of the small issuers, however, court people with good credit risks, which leaves the big issuers with lower-grade debt, said Robert W. Johnson, a researcher at Purdue University's Credit Research Center.

"The small ones are skimming the cream off the top. It's potentially harmful to the big banks, although their profits are still Mr. Johnson said.

But that threat is not yet apparent, as credit card profits soared last year by 31 percent to $3.33 billion, according to Credit Card News, an industry newsletter. Credit card balances represented just 6 percent of banks' assets, but accounted for 10 percent of their profits, the publication reported.

The main reason for big banks' credit card profits is that they have been able to borrow money at 4 percent from the government and for even less from their customers, who typically receive less than 3 percent in interest on their savings accounts.

By lending money at 17 percent, the bigger card issuers have been able to make a handsome profit, Mr. Johnson said, though 4.2 percent of their cardholders pay late and 5 percent don't pay at all.

The smaller issuers can get away with the lower rates because their customers pay more punctually. Just 0.4 percent of Simmons' cardholders, for example, pays late, while only 1.3 percent fails to pay.

However, according to Ram Research Corp., Simmons Bank has temporarily halted issuing cards nationally.

Another reason for the small issuers' ability to charge so little is that marketing is limited to targeted audiences. General Motors Corp., by contrast, spent $70 million over the past year marketing its card, which allows holders to earn rebates on GM products.

Despite the advantages, the top 10 banks still control 52 percent the credit card market.

One reason why more customers do not make the switch is that they are not used to shopping around for credit card deals, Ms. Susswine said.

"Millions have made the switch," said Mr. McKinley, "but tens of millions more could switch."

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