What Is Imprint, and Are Its Credit Cards Right for You?

Imprint is a New York-based financial technology company that offers co-branded credit cards, "buy now, pay later" plans and rewards checking accounts.

Founded in 2020, Imprint is not a bank or issuer itself, but rather partners with brands to design, launch and manage co-branded credit card programs. The company’s cards are issued through First Electronic Bank.

Imprint partners with a combination of widely- and lesser-known travel and retail brands: from Turkish Airlines and Holiday Inn Club Vacations to Brooks Brothers, Eddie Bauer and Horizon Hobby. Notably, Imprint's cards feature a preapproval process that won't affect credit scores initially. Once an applicant chooses to accept a card offer, there's no risk of being declined, although after that point their credit scores may be impacted.

Imprint is a legitimate card provider to consider doing business with. However, as with most co-branded products, its credit cards are most useful to loyalists of those brands. A general, non-co-branded rewards credit card can offer more flexibility for all your spending.

Here’s a closer look at Imprint’s portfolio of credit cards and what they offer.

Imprint’s co-branded store credit cards

H-E-B credit card

The H-E-B credit card might be attractive to consumers loyal to the Texas-based grocery chain H-E-B. The card earns 5% cash back on H-E-B brand purchases and on delivery orders made with the grocery chain’s on-demand delivery service, Favor. Cardholders also get a standard 1.5% cash back on all other spending. Rewards earned with the card can be redeemed for statement credit, check or direct deposit to a linked bank account. The card doesn’t charge an annual fee.

Eddie Bauer credit card

The Eddie Bauer credit card earns 3 points per $1 spent at the outdoor apparel and recreation brand Eddie Bauer; 2 points per $1 spent on dining and gas; and 1 point per $1 spent anywhere else. The card’s 3x rate can be combined with points earned as a member of Eddie Bauer’s loyalty program, Adventure Rewards — which cardholders must enroll in to earn rewards with the card. Points earned with the card are worth one cent each, which is comparable with some of the best rewards credit cards on the market. However, the redemption process has some quirks and limitations. For example, points are converted to rewards once per quarterly cycle ("generally in March, May, August and November," per the program terms) in $5 increments, with an $80 rewards cap in each cycle. Rewards earned above that will be posted the next quarterly cycle. Also, rewards can be redeemed only with Eddie Bauer, and they're subject to expiration.

» MORE: How minimum redemptions can devalue credit card rewards

Brooks Brothers credit card

Holders of the Brooks Brothers credit card can earn solid rewards for spending at the clothing retailer Brooks Brothers. With the card, you can earn up to 6 points for every $1 spent at Brooks Brothers (depending on your membership tier within the My Brooks Brothers customer loyalty program); 4 points per $1 spent on restaurants, groceries and gas; and 1 point per $1 spent everywhere else. Points are worth a penny each, but again, redemption comes with some caveats. Points can only be redeemed for reward certificates that you can use at Brooks Brothers. Those reward certificates are issued on a regular basis: If you've accrued at least 1,000 points, or $10 worth of points, you'll get one. Since the certificates are sent automatically, you won't be able to "bank up" a large pile of points to use later toward a big purchase.

In addition to ongoing rewards, the Brooks Brothers credit card offers access to benefits like free return shipping on U.S. phone and web orders; a $20 anniversary reward, plus another $20 birthday reward; and advance notification of shopping events and sales.

» MORE: NerdWallet's best credit cards for department stores

Horizon Hobby credit card

The Horizon Hobby credit card serves frequent shoppers of, as you might guess, Horizon Hobby, which is a radio control and model train manufacturer and distributor. The card earns 5 points per $1 on HorizonHobby.com purchases and at local retail partner stores. This can be combined with points earned as a member of RC Club — Horizon Hobby’s rewards program — which you must join to apply for the card. Holders of the card also get 5 points per $1 spent everywhere else.

Points earned with the card are worth a mere 0.0025 of a penny each and can only be redeemed for HorizonHobby.com purchases and at any of the retailer’s multiple local redemption partners.

» MORE: NerdWallet's best store credit cards

Imprint's co-branded travel credit cards

Turkish Airlines credit card

If you’re a regular Turkish Airlines flier, you might consider the Turkish Airlines Miles&Smiles Premier Visa Signature. It earns an unlimited 3 miles per $1 spent on Turkish Airlines flights and purchases; 2 miles per $1 spent on dining, groceries, entertainment and lodging; and 1 mile per $1 spent on everything else. Miles can be redeemed for things like award tickets, in-flight service, cabin upgrades, access to airport lounges and more. Plus, because Turkish Airlines is a part of the Star Alliance, miles earned with the credit card can also be used to book flights on any of the network’s member airlines.

In terms of travel perks, the card falls short — especially considering its $99 annual fee. Unlike similarly priced airline credit cards, it doesn’t come with benefits such as elevated status, Global Entry or TSA PreCheck, or lounge access.

World of Westgate Mastercard

Westgate loyalists who frequent the hotel chain’s resorts may find the World of Westgate Mastercard valuable. It earns 3% cash back on Westgate purchases including on timeshare mortgage payments. All other purchases earn 1% cash back. Rewards earned with the card can only be redeemed toward Westgate purchases including timeshare mortgages, eligible restaurants and on-property activities. Unlike similar cards, the Westgate Mastercard doesn't come with common perks like an anniversary bonus, elite status or annual spending bonuses, for example.

Holiday Inn Club Vacations World Mastercard

Despite its name, this card is not connected to Holiday Inn hotels, which are part of IHG Hotels and Resorts and the IHG Rewards program. Rather, it’s a co-branded credit card for Holiday Inn Club Vacations, which is a separate company mainly focusing on resorts, real estate and timeshares.

Like the aforementioned World of Westgate card, the Holiday Inn Club Vacations World Mastercard rewards holders with 3% back when they use the card for payments toward their timeshare mortgages. It also earns 3% back on other Holiday Inn Club Vacations purchases, including vacation bookings and on-site dining, as well as 1% back on all other purchases. You can redeem rewards toward Holiday Inn Club Vacations purchases.

Examples of other Imprint co-branded cards

Imprint also issues or previously issued the following credit cards:

• The Central Market Visa Signature Credit Card is geared toward shoppers of Central Market, which is a high-end division of H-E-B. The card earns 5% cash back on Central Market and H-E-B brands and, like the H-E-B Visa Signature Credit Card, earns 5% back on Favor delivery orders and 1.5% cash back on all other purchases. 

• The WeWoreWhat Rewards Visa Card served shoppers of the fashion brand WeWoreWhat. The card was closed in 2022. 

Is an Imprint credit card right for you?

Imprint’s credit cards could be useful if you shop heavily at the brands it partners with. Plus, all of its cards offer a preapproval process, which allows applicants to see whether they are approved without affecting their credit scores initially.