Core Insights - American Express is successfully attracting new customers despite raising annual fees on its popular cards, indicating strong demand for its services [1][4] - The company has seen significant growth in net card fee revenue, which increased by 39.2% from 2022 to 2024, compared to a 14.5% increase in merchant fee revenue, suggesting a robust increase in card sign-ups [2] - American Express's business model relies on charging higher merchant fees to offset the costs of generous cardholder rewards, which amounted to $16.6 billion in 2024, nearly double the card fees collected [3][9] Revenue Breakdown - In 2024, card fees generated $8.45 billion, accounting for 16.8% of total revenue, while discount revenue from merchant fees made up 69.8% of total revenue [2][3] - The increase in annual fees for the Platinum Card and Gold Card reflects a strategy to cater to affluent consumers and small businesses [7] Customer Demographics - The fastest-growing demographics for American Express are millennials and Gen Z, with the company adding 13 million new proprietary cards in 2024 [4] - Customer loyalty is a significant competitive advantage for American Express, especially during economic uncertainty [10] Comparison with Competitors - Both American Express and Costco have successfully built loyal customer bases despite charging annual fees for services that have free alternatives [5][6] - American Express's stock has outperformed the S&P 500 over various time frames, indicating strong long-term investment potential [6] Financial Performance - American Express has maintained a low net write-off rate of around 2%, showcasing effective risk management [8] - The company's forward earnings valuation is more attractive at 22.3 times compared to Costco's 47 times, making it a potentially better investment choice [19] Dividend Strategy - American Express has a history of rapidly increasing its dividends, currently yielding 1%, while Costco yields 0.6% but occasionally pays special dividends [20]