When it comes to partner marketing, 'finance' and 'innovation' are not typically two words you'd expect to see in the same sentence. Since the differentiation between financial services products like credit cards tends to be more subtle than between travel offerings like flights or retail merchandise like apparel, they seem to lend themselves more towards static CPA-style commission structures which are more difficult to customise. Additionally, a smaller number of highly-specialized partners dominate the industry, which can sometimes restrict innovation.