Mastercard has been supporting the LGBTQIA+ community for more than a decade, under its “Acceptance Matters” platform.

Understanding the lived experience of people is central to ensuring authenticity. One of our creatives, who is Trans, shared a personal story about his credit card: a deli merchant called out his order based on the name on his credit card (which was his “dead name,” and feminine), putting his safety at risk.

So we asked ourselves, could Mastercard do something to actually remedy this problem? And maybe even change industry practices.

Mastercard doesn’t issue credit cards. Banks do. Mastercard makes cards work, but banks own the cards themselves, the cardholder relationships, and the credit.

We realized that a fundamental element of every card is broken for millions, so we couldn’t just fix it ourselves: we had to put Mastercard’s industry relationships on the line to convince banks.

We created True Name: the first payment product where people could feature their chosen name on their card.

Mastercard went to banks with support from the LGBTQIA+ community. There was some interest, but no banks would commit. But we believed in the idea, so put our reputation on the line – and announced True Name anyway.

This was a bold and unprecedented challenge to the market: we were announcing a credit card that we couldn’t make without a bank – to convince banks that it had to be made.

For LGBTQIA+-identifying people, especially Trans and Nonbinary people who use chosen names, being called by the right name is not just a matter of expression: it’s also one of acceptance, and even physical safety.

In fact, we learned that 32% of Transgender people who’ve shown an ID card (such as a credit card) with a name or gender that didn’t match their gender presentation have been verbally harassed, denied benefits or service, asked to leave, or assaulted.

We realized we needed to change the game – by letting LGBTQIA+ people change their name on cards to reflect their true identity.

Mastercard launched the idea for True Name through a 360 campaign at World Pride in NYC. This included creating panels where Trans and Nonbinary advocates spoke on the impact True Name could make to people’s everyday lives, PR placements, advertisements during the Pride Parade broadcast, and social and OOH placements.

The idea for True Name made an immediate and significant impact in culture and the LGBTQIA+ community.

As a result of the response, Mastercard secured partnerships with banks around the world. True Name is now in-market with BMO Harris Bank, Superbia Credit Union, Citibank, and Bunq, with more set to launch in more markets around the world.

Even more importantly, True Name set a new industry standard. Our competitors (including Visa) and banks (including JP Morgan Chase) have subsequently changed their own practices, bringing similar products to market: changing the industry, one step and one name at a time.