Chase and United Unveil Major Upgrades in Co-Branded Credit Cards Portfolio

In a significant development for travel enthusiasts and frequent fliers, Chase Bank has rolled out extensive improvements to its line of United Airlines co-branded credit cards, mimicking strategies employed by American Express. This revamp introduces a series of enhanced perks such as seat upgrades, increased mileage earning potential towards elite status, award flight discounts, and additional non-travel related spending credits. While these additions might attract potential cardholders, they come at the cost of increased annual fees, which have stirred up conversations among current users and potential applicants. From March 24 to May 7, 2025, Chase is offering limited-time elevated welcome bonuses to entice new cardholders. Based on current valuation, these bonuses could range from $375 to $1,140 in United miles value, setting an attractive stage for interested consumers. The revamps affect several United cards, including the United Gateway, United Explorer, United Quest, and United Club cards, among others. Notably, the United Explorer card will see its annual fee hiked significantly by nearly 58%, offset by new benefits aimed at rebalancing perceived value. However, potential drawbacks loom. The splitting of certain benefits into smaller increments and the condition to enroll annually in some perks pose potential inconvenience for consumers. It reflects a tendency towards creating 'breakage,' where consumers inadvertently forego full benefits. Moreover, some of the non-travel related perks—such as Instacart credits—may not appeal to all cardholders, thus questioning the utility for certain segments of the customer base. Chris Cracchiolo, president of co-branded cards at Chase, argues that the upgrades translate to unparalleled value. Yet, given the subjective nature of 'value,' the extent to which these perks will benefit an individual hinges on their personal spending habits, particularly in areas like car rentals, ride shares, and loyalty to United's travel platforms. Thus, customers must critically evaluate the cost-to-benefit equation before opting in. While the offerings promise additional perks, not every cardholder will derive equivalent value, especially where complex conditions and higher fees could dilute perceived benefits. As a result, potential applicants are advised to align these new features with their personal travel and spending habits to ascertain the true worth of the revamped cards.