Until 1998, there were two main players in the Israeli credit card industry: Isracard, which was established in 1975 and is 100% owned by the largest bank in Israel, Bank Hapoalim, and CAL which was established in 1978 and was jointly owned at the time by the second largest bank in Israel, Bank Leumi (65%), and the third largest bank, Israel Discount Bank (35%). Isracard issued its own brand of credit card, called Isracard, for domestic use in Israel, and Mastercard and American express card for use in Israel and abroad, while CAL issued Visa cards, under the brand name Visa CAL, and Diners Club cards. Apart from the three largest banks, there are two additional large banks in Israel, United Mizrahi Bank and First International Bank of Israel (FIBI). Both banks, as well as some other smaller banks, were authorized to issue Visa CAL cards to their clients, although Visa CAL was the sole acquirer of Visa card transactions.
Since 1998, the Israeli credit card industry was transformed from a duopoly with two credit card companies, which offer proprietary cards, to a triopoly with two large systems, Visa and Mastercard. The changes began when FIBI established a new credit card company, Alpha card, together with a large investment group (Aurek). Alpha Card started operating in July 1998 and offered its own brand of Visa card, called Visa Alpha. Despite reaching a market share of around 16% in the Visa market by the end of 1999, the new company incurred large losses and decided to exit the market in 2000. Meanwhile, the supervisor of banks and the director of the Israeli Antitrust Authority (IAA) ordered Bank Leumi and the Israel Discount Bank (IDB) to dissolve their joint ownership of CAL, following Amendment No. 11 of the Israeli Bank Law (Licensing) which states that banks cannot jointly own auxiliary corporations. Following this order, IDB bought Bank Leumi’s share in CAL in February 2000 and shortly afterwards, brought new partners to CAL, including FIBI which acquired 20% of the shares of CAL. Currently, IDB’s ownership share in CAL is 51%. The remaining 29% are held by a large investment group, the Fishman group (24%), and an insurance company, Harel Hamishmar (5%). Bank Leumi in turn established its own fully owned credit card company, Leumi Card, and bought Alpha card’s operational infrastructure. Alpha card’s clients were sold to CAL. Leumi Card began offering its brand of Visa cards, Visa Leumi, in 2001. Following these changes, there are currently three credit card companies in the Israeli market: Isracard, CAL, and Leumi Card.