Core Viewpoint - Berkshire Hathaway has a significant investment in American Express, valued at over $53 billion, representing 22.1% of all shares outstanding and 16.4% of Berkshire's equity portfolio, making it the second-largest position after Apple [1]. Investment Thesis - American Express is praised for its global brand and dividend, aligning with Warren Buffett's investment criteria, including its economic role, cash-rich status, and market leadership [2]. - The company continues to invest in its business and competitive advantages, focusing on maintaining its market position in the financial services industry [3]. Financial Performance - In the fourth quarter of 2025, American Express reported a 10% year-over-year increase in revenue and a 16% increase in earnings per share (EPS) [5]. - Card fees rose by 17% year over year, and renewal rates remained stable despite a card refresh that included increased annual fees [5]. Marketing and Investment Strategy - American Express invested $6.3 billion in marketing in 2025, a 75% increase since 2019, resulting in higher customer demand, improved credit quality, and stronger retention [4]. - The company focuses on maintenance and innovation, utilizing technology for a new cloud-based data analytics model to enhance marketing personalization [4]. Consumer Demographics - Gen-Z spending, although only 6% of total spending, grew by 36% year over year, indicating a strong growth potential as this demographic matures [6].