Premium Customer Strategy & The 2025 Platinum Refresh

In September 2025 American Express announced the largest Platinum Card refresh in its history — annual fee jumped from $695 to $895, but with $3,500 in new credits and a clear bet on millennial and Gen Z premium customers. This module unpacks the strategy, the customer-base shift, and what it tells candidates about how Amex's leadership thinks about long-term growth.