American Express in brief
- Rank: #15 of 100 in America's Most Powerful 100 Brands 2026; #3 of 14 in Banking & Financial Services.
- WCRC Power Score: 76.58 out of 100.
- Founded: 1850, by Henry Wells, William Fargo and John Butterfield.
- Owner: American Express Company, New York, New York.
- Leadership: Stephen Squeri, Chairman and CEO.
- Latest revenue: $72.2bn revenue (FY2025, +9.5%), as per company filings.
What makes American Express powerful
American Express sells belonging as much as payment. Its premium cards signal status, and members pay annual fees for travel perks, dining access and service that most card brands do not offer. Unlike Visa and Mastercard, Amex usually issues its own cards and runs its own network, so it sees both sides of each purchase and controls the whole customer experience.
That model gives Amex rare pricing power. In 2025 it raised the annual fee on its flagship Platinum card to $895 and added new perks to match. The brand has had more than 175 years to build that trust. The company traces its roots to 1850 and is still headquartered in New York. Its travel partnerships extend its reach. With Hilton, for example, it launched Canada's first Hilton Honors credit card, carrying its co-brand model into a new market.
American Express was founded in 1850, more than a century before it moved into the card business.
Why American Express ranks #15
American Express sits at #15 in the US ranking, level on Power Score with Nike at #16 and just behind Mastercard at #14 and WhatsApp at #13. It scores very high on consumer trust and loyalty, because its members are among the most engaged in financial services. Mastercard edges ahead thanks to wider acceptance around the world. Amex stays level with Nike and ahead of Starbucks because its premium positioning is clear and consistent.
The Achilles' heel
American Express's Achilles' heel is compliance. In October 2026 its national bank agreed to pay a $350 million civil penalty to the Office of the Comptroller of the Currency, and the Federal Reserve took a separate enforcement action. The OCC said Amex missed or underreported about $13 billion of suspected trade-based money laundering between 2014 and 2025. For a brand built on trust and exclusivity, lapses like this cut against its core promise.
The 2026 story
American Express's 2026 story mixes premium growth with a regulatory reckoning. Its refreshed Platinum card, relaunched in 2025 with an $895 annual fee, set the tone for a business built on high-spending members. Then on Oct. 8, 2026 the company disclosed consent orders with the Federal Reserve and the OCC over its financial crimes compliance program, including a $350 million OCC penalty. Amex said the penalty would not change its full-year 2026 guidance. Chief executive Steve Squeri said, "While we have made meaningful progress, we know there is more work to do."
Pillar profile
American Express's full 50-parameter profile is published on its World's Most Powerful 100 Brands 2026 page.
Versus its nearest rivals
Questions people ask
What rank is American Express in WCRC's America's Most Powerful Brands 2026?
American Express ranks #15 of 100 in WCRC's America's Most Powerful 100 Brands 2026, with a WCRC Power Score of 76.58 out of 100.
What makes American Express powerful?
Amex has a wealthy, loyal membership base, and its own network lets it control the customer experience.
What is American Express's revenue?
$72.2bn revenue (FY2025, +9.5%), as per company filings.
Who founded and owns American Express?
American Express was founded in 1850 by Henry Wells, William Fargo and John Butterfield. It is owned by American Express Company and based in New York, New York.
Who leads American Express?
Stephen Squeri, Chairman and CEO.
What is American Express's biggest challenge?
Lower merchant acceptance than Visa and Mastercard outside the US.
Also featured in
- Most powerful Banking & Financial Services brands
- America's 50 Most Valuable Brands
- Iconic American Heritage Brands
- American Global Powerhouses
- Most powerful brands in New York
Key facts
| Brand | American Express |
|---|---|
| Company / owner | American Express Company |
| Headquarters | New York, New York, United States |
| Founded | 1850 |
| Founder(s) | Henry Wells, William Fargo and John Butterfield |
| Leadership | Stephen Squeri, Chairman and CEO |
| Latest revenue | $72.2bn revenue (FY2025, +9.5%), as per company filings |
| Sector | Banking & Financial Services |
| Website | americanexpress.com |
| Country of origin | United States |
Sources
- Annual report (Form 10-K) and financial results of American Express Company filed with the US Securities and Exchange Commission
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
