According to Mintel, a leading market research company, one factor in the growing popularity of prepaid cards is the fallout from discontent with traditional checking accounts. Either people are finding it harder to get a free and hassle-free checking account, or they don’t like the fees for such events as unintentional overdrafts or low balances.

In Mintel’s recent survey, 19% of respondents overall stated that they would be interested in using prepaid cards to pay bills, rather than a banking account. More importantly, 25% of households earning more than $100K per year, the more profitable and desirable customers for banks, agreed that they would be interested in using prepaid cards. Their main motivation was to avoid overdraft and/or other types of banking fees.

What are these prepaid card prospective customers looking for? Mintel’s research show:

What are the most popular ways for prepaid providers to offer incentives to attract this new class of customer? According to Mintel, approximately six in 10 people say they would be interested if a rebate or cashback were offered for using the prepaid card and seven in 10 find purchase discounts at merchants to be an attractive offer.

Fact is, with the new consumer protection laws put in place by congress, banks can no longer allow transactions for debit card holders create an overdraft. However, if a cardholder opts in for “overdraft protection” then they can put through overdrafts and potentially charge the customer a fee–either for the overdraft protection or for any overdrafts themselves. This is why you may have received ominous sounding emails or direct mail from your bank warning you that “you are no longer protected.”

Prepaid cash back rewards programs do exist. In fact MiCash is about to announce our own cash back rewards program very soon. Such programs let you shop at your favorite national or local retailers and restaurants, and redeem actual cash back that is credited to your prepaid card account.