Let's pretend we're starting a Credit Card Company, what should be the jist of our "mission" statement? Help people? Be nice to them? Make them feel good? Raise their Fico Scores? Help them with Rebuilding?
Whatever our purpose is, it is to make a profit. If helping people rebuild is makes us money, then we'll do that, such as First Premier. If we can sell a brand image with good rewards, then we'll do that, such as Amex. If we want to leverage our size with horizontal integration, we can do that, such as Chase, Citi, and BofA with deposit, credit, and brokerage accounts.
In each case, it is to turn a profit.
What does a long history of low usage, paid in full, and large never use CL indicate? No interest to be made. No transaction fees to be harnessed. If this person insists on paper statements, now we're losing money. If this person is a "pain in the a..." calling us ever week, then we're hemorraging money. In the end, we have a user whom we will never make any money and have to constantly be at risk with his huge CLs (which he'll never use as demonstrated by his history) compromised with fraud in which we absorb the loss.
Anyone want to start building our new CC venture with that demographic?
