By Mehdi Heidari
Across industries, the package unboxing experience has become a cultural phenomenon of its own. Whether it’s a new gadget, a luxury item, or a simple household product, customers increasingly associate unboxing with anticipation, discovery, and the first tangible impression of a brand. This ritual has grown so influential that videos featuring “unboxing” in the title have surpassed 11 billion views on YouTube, driven largely by Gen Z and Millennials. During the festive season especially, the act of unwrapping something new takes on heightened emotional significance, reinforcing how powerful a well-designed reveal can be.
In today’s digital-first financial world, the physical act of receiving and unboxing a new payment card remains one of the most important - and often underutilized - touchpoints in banking. While digital channels, such as mobile apps, automated verification, and self-directed onboarding streamline account opening, the arrival of a physical card still stands out as a distinct, real-world interaction within an otherwise virtual experience.
The moment of card arrival has evolved into a unique opportunity to create memorability and improve the overall customer experience. Rather than focusing purely on excitement or behavioral influence, institutions can view this moment as a chance to provide clarity, ease, and a positive first impression. With nearly half of consumers more likely to reuse a product or service because of its packaging2, the role of thoughtful presentation in payments cannot be overstated. A well-designed unboxing moment has the power to turn a necessary operational step into a memorable brand experience.
Designing the Unboxing Journey
As personalization becomes the norm, the unboxing journey itself has emerged as an opportunity to differentiate and delight. What was once a compliance-driven operational step has evolved into a moment where financial institutions can express their brand identity in creative, unexpected ways.
A memorable unboxing experience begins with the content included alongside the card. Thoughtful messages, personalized notes, and clear activation guidance can set an emotionally resonant tone and make the customer feel welcomed and supported. Presentation format reinforces this by determining the initial visual impression - whether minimalist and modern or premium and elaborate.
Material selection further elevates the experience. Sustainable or tactile materials such as recycled cardstock, soft-touch finishes, and metallic accents can evoke the feeling of opening something special. Finishing touches - like subtle embossing, foil details, or carefully placed textures - add sophistication and care. When combined, these elements mirror the sensory pleasures associated with unwrapping a holiday gift: the textures, the anticipation, and the feeling that effort and intention went into the presentation.
The arrival of a new card creates a moment of interaction that can contribute to a customer’s early impressions of quality and reliability. Much like the anticipation associated with unwrapping a holiday gift, customers notice the practical details of the reveal—the packaging structure, the ease of access, and the clarity of what to do next.
These elements collectively provide reassurance and a sense of care that can be difficult to replicate digitally, helping bridge online account setup with tangible ownership.
Why Unboxing Matters to Gen Z and Millennials
Younger generations approach banking with expectations shaped by digital culture, self-expression, and emotional relevance. Also, digital-native users value these physical interactions, as a well-executed unboxing moment blends digital convenience with physical confirmation that reinforces trust and confidence in the institution.
For many customers, especially Gen Z and Millennials, the card they receive in the mail is often the only physical interaction they have with their bank or fintech. For other target groups - such as high-value or premium customers who receive metal, ceramic, or otherwise elevated card materials – specialized packaging plays an additional role in reinforcing exclusivity and care. In both cases, the delivery of a new card serves as a meaningful touchpoint that carries significance beyond its functional purpose.
Strategic Opportunities for Banks and Fintechs
To meet rising expectations, financial institutions can elevate card issuance from a logistical task to a meaningful customer touchpoint.
By measuring engagement and continually refining the unboxing journey, institutions can modernize it into a signature brand moment. Like the anticipation of opening a gift during the holidays, the card unboxing experience can become something customers look forward to - an experience that enhances brand perception and fosters long-term loyalty.
The New World of Card Issuance
The shift to digital onboarding has turned card issuance from a back-end process into a highly visible, experience-driven part of the customer journey. Customers now expect the physical product they receive to reflect the same creativity, personalization, and efficiency that they encounter online.
This begins by offering personalization options that give customers ownership over their card’s design. Using sustainable materials or adopting minimalist, modern packaging reinforces alignment with customer values. Embedding digital elements - such as QR codes that link to activation steps or curated welcome content -can enhance convenience without sacrificing emotional resonance.
A major change is the widespread adoption of hyper-personalized, print-on-demand issuance. Customers increasingly expect to select from curated card designs, upload their own images, or even generate artwork through AI. With personalization now a driving factor in customer preference and loyalty3, the physical card becomes more than a payment device - it becomes something customers genuinely look forward to receiving, much like waiting for a holiday package that feels uniquely theirs.
At the same time, advances in real-time printing technology allow institutions to deliver highly customized cards quickly and securely. The ability to align card designs with lifestyles, cultural moments, or personal values, adds meaning to the physical product, ensuring each card creates emotional connection with the cardholder. Instead of pulling a generic item out of an envelope, customers experience something that feels crafted for them - an emotional payoff similar to opening a thoughtful gift.
About the Author
Mehdi Heidari is the Global Head of Product Management for Digital Card Issuance at Giesecke+Devrient (G+D). For more information, please visit www.gi-de.com/en/.