NEW YORK (Dow Jones)–More lenders are cashing in on their transaction data as they look to spur card use and capture new sources of revenue.

U.S. Bancorp (USB) is the latest bank to announce its move into the growing field of “card-linked offers,” which allow customers to earn discounts and rebates by swiping a piece of plastic instead of handing over a coupon to a retailer. The services are intended to save customers money on places they like to shop, though they have also raised eyebrows among privacy advocates who worry about the misuse of personal information.

U.S. Bancorp said Thursday it is offering customers a service from third-party vendor FreeMonee Network. The program generates what amounts to a gift card to be used at a participating merchant. When a consumer receives an offer, they can redeem it by using their existing U.S. Bank debit card at the retailer.

“It gives another reason for them to want to use their U.S. Bank check card, and that gets us to be more top of wallet” with customers, said Mike Shepard, senior vice president of consumer credit and debit products at U.S. Bancorp.

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