Card-linking is a transformative tool for enhancing customer experience by leveraging the widespread use of payment cards to access valuable transaction data. As the number of payment cards in circulation continues to grow, businesses can use card-linking to gain insights into customer behavior, enabling them to deliver personalized and innovative experiences. The approach allows companies to access granular transaction data, such as amounts, merchant names, and locations, in real-time, surpassing the limitations of traditional bank account data. This real-time visibility supports personalizing customer interactions, as seen with Goloyal's loyalty programs and RentRewards' cashback solutions, without adding friction to the customer experience. Additionally, card-linking offers a secure method of data handling by focusing on necessary transaction details and minimizing exposure to sensitive information, thus maintaining customer trust. As regulations like PSD2 promote open banking, card-linking positions businesses to compete effectively by offering enhanced, secure, and personalized experiences to a global customer base.