Nextdoor neighbors represent a premium credit card audience with exceptional spending power and deep brand loyalty. According to our latest Credit Card Insights Report, neighbors spend $2,700 per month on their primary credit card—21% more than the average consumer—and 78% have held their primary card for over three years.
But here's the real opportunity: over half of neighbors are considering a new credit card in the next six months, and 90% haven't decided which one to choose yet.
This creates a critical window for credit card issuers to reach high-value consumers at the exact moment they're evaluating their options.
Neighbors aren't casual credit card users. 71% own two or more cards—11 percentage points higher than the general population—and 87% of multi-card owners actively use more than just their primary card.
The most common card types among neighbors are cash back cards (61%) and rewards/points cards (56%), with Bank of America (42%), Capital One (41%), and Chase (39%) leading in brand ownership. Notably, neighbors are 11% more likely than average to own American Express cards, signaling their premium status.
While neighbors demonstrate remarkable loyalty to their primary cards, they're also strategic about how they use their full portfolio. 78% have held their primary card for over three years, and 84% say credit cards give them peace of mind in case of emergencies.
At the same time, they're intentional about maximizing value across multiple cards. 39% use different credit cards for different types of purchases, and 30% mix credit cards with other payment methods depending on the transaction. This isn't random behavior—it's calculated optimization.
Neighbors over-index for spending on discretionary categories like online shopping (+11%), travel (+13%), entertainment (+12%), and healthcare (+12%), using secondary cards strategically to fill gaps where their primary card benefits fall short.
When it comes to credit card decisions, rewards aren't just important—they're central. 62% of neighbors use credit cards specifically to earn rewards, making it the top reason they choose cards over debit or cash.
Cashback is the most desired reward type at 68%, followed by travel points or miles (33%) and statement credits (28%). The appeal is practical and immediate: 41% of neighbors redeem rewards as soon as they have enough—10 percentage points higher than the general population.
Beyond rewards, neighbors value cards for convenience (51%), building credit history (50%), managing cash flow (42%), and fraud protection (39%). 84% find it easy to redeem their rewards, suggesting that issuers who simplify the redemption process have a clear advantage.
Here's where the opportunity gets even more compelling. 50% of neighbors are likely to open a new primary credit card in the next six months, and 57% are considering a new secondary card.
The top reasons driving this interest include lower interest rates (42%), low or no annual fees (39%), stronger fraud protection (39%), new benefits or perks (38%), and large sign-up bonuses (38%).
When evaluating new cards, neighbors prioritize rewards programs above everything else, with 90% citing rewards as important or very important. Low interest rates (88% important/very important), no or low annual fees (87%), and sign-up bonuses (82%) round out the top factors.
But here's the critical insight: 90% of neighbors considering a new card haven't decided which one to apply for yet. This creates a massive window for brands to influence the decision before competitors do.
The journey to a new credit card mirrors how neighbors found their current ones—through trusted sources and digital research.
When neighbors first learned about their primary card, the top sources were bank or credit union recommendations (26%), friends or family (18%), existing customer pre-approved offers (14%), and advertisements (11%).
For their next card, neighbors plan to research primarily through bank or credit union websites (59%), online review sites or blogs (54%), and recommendations from friends, family, or colleagues (47%). Notably, neighbors are 10% more likely than average to use online forums for credit card research.
Social media (45%) and financial advisors (44%) also play meaningful roles in the research process.
For the remaining neighbors not considering a new card, the primary reason is satisfaction. 66% say they're satisfied with the credit cards they currently have.
Other barriers include concerns about debt (20%), feeling like they already have too many cards (18%), and worry about negative effects on their credit score (17%).
Interestingly, 65% agree that credit card fees often feel too high for the value they provide, and 49% feel overwhelmed by the number of credit card options. This suggests an opportunity for brands that can clearly communicate value and simplify the decision-making process.
This research reveals significant opportunities to reach high-intent credit card prospects on Nextdoor:
Activate early in the decision journey: With over 50% considering a new card in the next six months and 90% undecided, there's a critical window to build awareness and position your card before competitors.
Lead with rewards and practical value: Make cashback, statement credits, and easy redemption the hero of your messaging. Neighbors are motivated by tangible, everyday benefits—not aspirational lifestyle promises.
Emphasize trust and long-term value: With 78% holding their primary card for 3+ years, campaigns should highlight both immediate sign-up bonuses and sustained value over time.
Target high-intent life moments: Major life events like buying a house, having a child, or starting a new job significantly increase the likelihood of opening a new card. Layer targeting to reach these segments alongside premium audiences like homeowners and parents.
Become the go-to resource: Position your brand as a trusted source of financial education and practical advice. Neighbors value peace of mind, security, and clear information about fees and benefits.
Nextdoor provides unique access to a premium, financially stable audience at the precise moment they're considering a new credit card. With 71% owning multiple cards, spending 21% more per month, and actively managing their portfolios for maximum value, neighbors represent the high-lifetime-value customers every issuer wants to acquire.
Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.
Methodology: Figures in this report are drawn from Nextdoor's platform data and a survey of 1,000 Nextdoor users, fielded September 10-12, 2025.