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How a $40 fee became a lesson in LTV

The hidden airport insight Amex uncovered to bridge the gap between sign-ups and LTV.

Luke Kline
/

Jan 30, 2026

An interview with Amy Gindikin, former Director of Consumer Onboarding at Amex.

In 2024, American Express card members spent roughly $1.5 trillion. To put that in perspective, that’s around 6% of the entire U.S. GDP passing through a single card network.

When Amy Gindikin, at down with me to talk about her experience working on the lifecycle team at American Express, I expected to hear about high-level data models and massive budgets. Instead, she shared two important lessons about a $40 baggage fee and a philosophy she called "Project Marie Kondo.”

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