Pakistan's TAG Partners with IDEMIA for Eco-Friendly Visa Debit Card

TAG, a one-year-old Pakistani fintech valued at $100 million, announced a partnership with IDEMIA to offer Pakistan's first eco-friendly Visa-powered debit card. The collaboration was facilitated through IDEMIA's Global Fintech Accelerator Program, which supports fintechs with card issuance and payment infrastructure. TAG operates a white-label banking model, partnering with public and private firms to deliver banking services to their employees under its own brand.

IDEMIA contributes its card manufacturing and issuance technology, enabling TAG to offer a physical Visa debit card made from sustainable materials. The partnership allows TAG to expand its product suite without building card infrastructure from scratch. This deal illustrates the growing adoption of embedded finance and BaaS models in emerging markets like Pakistan, where fintechs rely on established partners for licensing, compliance, and backend technology.

Financial terms of the partnership were not disclosed.