
Citi's card-linked offer acquisition bets on cost, not on proven category economics
Citi's card-linked offer acquisition bets on cost, not on proven category economics
Citi's acquisition of Kard Financial rests on operational and financial logic—lower rewards spend, faster platform build—but the card-linked offer category itself has never demonstrated standalone profitability. Cardlytics, the only pure-play, has burned $1.15bn cumulatively since its 2018 IPO and generated negative shareholder equity last year.