The goal is to increase customer acquisition and retention through customization and personalization. And the primary obstacle to this, according to Arroweye CEO Render Dahiya, is simple “know-how.” Said Dahiya, “most card issuers … don’t possess the right technology or partner to help them harness (their) information for the betterment of their card program.”

“Now they can leverage the same customization tools to create hyper-targeted marketing campaigns that are proven to break through the clutter.”

Arroweye’s technology has been used to power a variety of programs in recent months. This includes providing the first, dual-purpose payment municipal/ID card for Praxell, a prepaid card program manager, earlier this year.

Arroweye was founded in 2000, is headquartered in Chicago, and secured $3 million in Series B funding a little over a year ago (see our report here). Offering the first fully digital card solution approved by major card issuers such as Visa, MasterCard, American Express, and Discover, Arroweye Solutions demoed their technology at FinovateSpring 2011. See the company’s presentation here.