Visa has launched a subscription manager tool to help banks and issuers give customers greater visibility and control over recurring payments.

The Enhanced Subscription Manager, part of Visa’s Digital Issuer Solutions platform, allows cardholders to track, manage and cancel subscription payments directly within their banking apps.

The launch comes as subscription-based services continue to grow, with Visa projecting the number of subscriptions globally could reach 12 billion by 2030.

Visa has partnered with in-app bill management firm Pinwheel to support the rollout. The collaboration will enable issuers to integrate in-app subscription management features, including payment switching and cancellation options, without requiring customers to leave their banking app.

The tool is intended to tackle a growing pain point for consumers, who often struggle to track multiple recurring payments across different services. By consolidating subscription information in one place, Visa said issuers could reduce disputes and chargebacks linked to forgotten or unwanted subscriptions, while also improving customer engagement.

Integration is supported via Visa’s software development kit, which allows issuers to embed subscription cancellation and card switching for more than 100 major merchants within their digital channels.

The subscription manager will be made available to North American issuers in summer 2026, with a wider rollout to Latin America and the Caribbean planned later in the year.

Research by Pinwheel suggests demand for such features is increasing. In a survey conducted in January 2025 of 500 US consumers, 75 per cent said they expect in-app bill management, while more than half of Millennial and Gen Z respondents said they would consider switching banks to access these capabilities.

“Consumers today want clarity, control and convenience when it comes to managing the subscriptions that touch so many parts of their lives,” said Kathleen Pierce‑Gilmore, global head of issuing solutions at Visa. “By enhancing subscription management capabilities with Digital Issuer Solutions, and expanding through collaborations with companies like Pinwheel, we’re helping issuers deliver digital experiences that keep them top of wallet.”

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