Visa Inc. (NYSE: V) announced the launch of Enhanced Subscription Manager, a new service that allows bank customers to view, manage, and cancel recurring payments directly within their mobile banking applications.

The service is part of Visa's Digital Issuer Solutions platform and enables cardholders to switch payment methods and cancel subscriptions without leaving their banking app. Visa developed the solution in collaboration with Pinwheel, a company that provides bill management capabilities.

"Consumers today want clarity, control, and convenience when it comes to managing the subscriptions that touch so many parts of their lives," said Kathleen Pierce-Gilmore, global head of Issuing Solutions at Visa.

The Enhanced Subscription Manager integrates with Visa's Digital Enablement Software Development Kit and provides subscription switching and cancellation capabilities for more than 100 merchants. The service works across payment networks, allowing consumers to cancel subscriptions and switch payments from any card to a Visa card.

According to a January 2025 survey of 500 American consumers conducted by Pinwheel, 75% of consumers expect in-app bill management capabilities, and over 50% of Millennials and Gen Z consumers would consider switching banks to access such features.

Visa plans to make the Enhanced Subscription Manager available to North American issuers in summer 2026, followed by expansion to Latin America and the Caribbean. The company cited research from Juniper Research projecting global subscriptions will reach 12 billion by 2030.

The service aims to help banks reduce disputes and chargebacks related to recurring payments while providing customers with greater control over their subscription expenses. Banks can integrate the tool to offer consolidated subscription management within their existing mobile applications.