When you compare credit cards you already know how important it is to look at individual offers side by side. You compare interest rates, annual fees, and similar features. But choosing a credit card company can be just as important as the cards themselves.

Let’s look at three reasons you should look at the larger issuing company behind a card before settling on one.

The Trust Factor

Customer service can vary greatly from one credit card company to the next. No matter how good a deal looks on the surface, none of that matters if the credit card company causes problems every step of the way.

It’s a good idea to go with a credit card company you already trust. That might mean applying for a card with your existing bank. For example, if you have a checking account with ANZ and you’re happy giving them your business, you should first look into ANZ credit card offers to see if one meets your needs.

The Rewards Programme

Another reason to look at credit card issuers before individual cards is to compare rewards programmes. It isn’t enough to look at how many points you’ll earn per dollar spent from one card to the next.

Rewards programmes in general can vary greatly depending on who is offering it. For example, rewards cards with one company might only give you frequent flyer points for a single airline whereas another company’s cards give you more flexibility.

Card Diversity and Upgrades

Another thing to consider is your ability to upgrade your card at a later date (or the number of choices you have up front). If a credit card company only offers one card, you don’t have any upgrade options if you want to stick with that company.

On the other hand if you choose an issuer with many card options available, like Citibank credit cards, you can upgrade to a premium card later without giving up the customer service you enjoy.

One of the first steps you can take when comparing credit cards is to narrow down the credit card companies you’d like to work with. While it isn’t necessary, it can give you an edge if you’re already comfortable with one or more issuing banks.