Cardless Launches Embedded Credit Card Platform, Enabling Brands Like Coinbase To Build Custom Credit Products Within Their Ecosystems Without Legacy Banks

Breakthrough technology solution enables brands to build custom credit card products within their ecosystems without relinquishing their customers to legacy banks

Cardless, a leading fintech innovator known for its transformative credit card technology, today announced the launch of its embedded credit card platform, a breakthrough solution designed to help brands build their own credit card programs. Coinbase (NASDAQ:COIN), the largest U.S.-based cryptocurrency platform, is the inaugural partner utilizing this infrastructure to build the Coinbase One Card, a premium consumer credit offering for Coinbase loyalty members integrated directly into the Coinbase digital experience.

This news represents a shift in the credit card ecosystem, enabling brands to take control of their financial relationships with customers and pivot away from legacy co-branding arrangements. Cardless' model delivers custom, embedded credit card programs that drive higher brand engagement and loyalty through improved rewards and membership benefits. Unlike traditional co-branded credit card models, Cardless' API-based platform, underwriting, and servicing workflows enable brands to natively build lending infrastructure directly within their app or webpage, creating delightful customer experiences and driving higher conversion.

Cardless' embedded credit card platform empowers brands to launch and manage customizable card programs with full control over the user experience. With a robust suite of APIs, rapid deployment capabilities, and pre-built flows, Cardless simplifies the complexities of card issuance, compliance, customer support, and capital markets. By ingesting customer data to personalize rewards and loyalty features, Cardless helps brands drive stronger engagement and performance—enabling higher application volumes, improved conversion rates, and increased customer retention compared to traditional programs.