be the loaded default payment choice on these platforms. While monetary incentives can be a powerful way to drive card loads of Visa as the card on file, these incentives tend to be very costly and temporary in nature. Outside of direct monetary incentives or promotions (e.g. get $20 back, 10% off, etc.), how can Visa drive consumers to not only load their Visa card, but keep their Visa card as the default card on file on existing and emerging digital platforms?