Visa recently introduced Advanced Subscription Manager, a value-added service within its Digital Card Solutions business. As the number of subscriptions worldwide is predicted to reach 12 billion by 2030, consumers are looking for simple and transparent ways to track and manage recurring charges. Visa is collaborating to support this WindmillProvider of in-app bill management features.
Enhanced Subscription Manager helps publishers respond to consumer demand by providing a unified, easy-to-integrate solution that improves user experience. Card issuers can offer cardholders greater subscription visibility, easy payment switching methods and cancellation features without leaving their banking applications. This helps reduce unwanted expenses by giving consumers greater confidence and control over recurring subscription payments. Issuers can help strengthen engagement, improve retention, and reduce disputes and chargebacks due to duplicate payments.
“Consumers today want clarity, control and ease in managing subscriptions that touch so many areas of their lives.” in question Kathleen Pierce-GilmoreGlobal head of Solution Solutions at Visa. “By enhancing subscription management capabilities with Digital Issuer Solutions and expanding strategic collaborations with companies like Pinwheel, we are helping issuers deliver digital experiences that keep them on top of their wallets.”
Visa’s Digital Issuer Solutions is a platform for delivering modern experiences for consumers within the issuer’s app. Enhanced Subscription Manager is one of several value-added services offered on the platform, focusing specifically on subscription visibility and management. Additional platform capabilities include schema-agnostic instant provisioning, digital card display and transaction controls, and are supported by a foundation designed to evolve with the issuer’s needs.
The new collaboration with Pinwheel integrates with Visa’s Digital Activation Software Development Kit (SDK), allowing issuers to embed card switching and subscription cancellation into their own digital channels for more than 100 major merchants. According to a January 2025 survey of 500 employed and banked American consumers by Pinwheel, 75% of consumers expect in-app bill management, and more than 50% of Millennial and Gen Z consumers will switch banks to get it.
“As the subscription economy has exploded, consumers have lost visibility and control over their recurring expenses.” in question Brian Karimi-PashakiPinwheel’s chief revenue officer. “This lack of transparency is confusing to consumers. By empowering consumers to view, manage, modify and cancel subscriptions, banks and fintechs gain primary relationships, significant interchange revenues and long-term brand loyalty.”
Visa’s Advanced Subscription Manager will be available to North American issuers this summer, followed by expansion to Latin America and the Caribbean. Visa is designing and developing products that will enhance the subscription billing experience for consumers, financial institutions and merchants, with additional enhancements planned through 2026.
