How to overcome a negative.

Student lending. Ugh.

Student lending. Are there two more toxic words in the English language? Probably not. And that’s a very big problem when you’re a student lender. And when you’re launching a trio of new credit cards, specifically for students.

Computer screen showing an advertisement for cashback credit cards with the words 'Cash back credit cards that do things other cards don't do.' and a visual diagram of three new types of cashback credit cards from Sallie Mae: evolve, accelerate, and ignite.

Person holding a cup of coffee while looking at a laptop screen displaying financial services information, with a calculator and colored sticky notes on a wooden table.

Put your money where your mouth is.

For a skeptical audience, actions beat words. A few new credit cards were never going to overcome years of negativity. But the right product features would be a great first step. Sallie Mae created cards that actually helped students avoid the pitfalls of other forms of credit. Building students’ credit scores. And even helping them pay for college. Practical and useful solutions, instead of lip service.

Two smartphones displaying a banking app and a credit card-linked app. The screens highlight features like rewards, rewards redemption, and cashback credit cards with no annual fee.

Then get out of the way.

Our job was to keep the message as plain, simple and honest as possible. A website (and mobile) with simplified graphics. Plain-spoken explanations. And nothing to hide. Not an overnight fix for the flaws of an entire industry, but three small steps forward.