Visa Inc. 2017 Investor Day

The Power of the Visa Brand

Lynne Biggar

Chief Marketing & Communications Officer

The Power of the Visa Brand

• Visa has a category-leading brand in the U.S. and globally

• The Visa brand drives substantial value to clients, and to us

• Our partners amplify our brand investment

• We continue to evolve our brand and our programs to stay relevant today and in the digital world

The best way to pay and be paid, for everyone, everywhere

ConfidenceSecurityAcceptance Frictionless

66%Affluent**

68%

69%Non-Affluent**

69%Millennials**

68%Non-Millennials**

12%

16%

18%

17%

15%

Affluent**

Non-Affluent**

Millennials**

Non-Millennials**

16%

10%

6%

8%

10%

Affluent**

Non-Affluent**

Millennials**

Non-Millennials**

Credit/debit cardholder brand preference

Visa Has a Category-Leading Brand in the U.S…

U.S. Credit/Debit Cardholders are aged 18+ and own a credit/charge card and/or debit card. **Affluent have household income of $100,000 or more. Millennials are defined as aged 18-34. Question: Which of these brands of payment card (credit/charge/debit) do you most prefer? Please select one answer. Sources: Simmons National Consumer Study, Summer 2016, (Nationally representative sample of 800 re-contacts projected to a sample of 25,343 U.S. adult credit and/or debit cardholders aged 18+); Simmons Proprietary Research Study, Summer 2016.

Brand A Brand B

…and Globally

Source (all countries except UK, France, Greece): Brand Vitality Assessment (BVA) is an on-going quantitative survey commissioned by Visa and conducted by an independent research firm, FactWorks GmbH, among consumers age 18-70 (18-54 in China, Singapore, Hong Kong, Taiwan, South Korea) who have ever used any payment brand. Data collected in 2016. Sample size varies by country, with a minimum of 600 and a maximum of less than 4,000. The most preferred brand is defined as the brand that has received a score of 5, or a lower score that is higher than for any other brand. Source (UK, France, Greece): Brand Health Check is a quantitative survey commissioned by Visa Europe and conducted by an independent research firm, Millward Brown, among consumers age 18-64 who have a bank account. Data collected in 2016. Sample size is 400 per country. Question (all countries except UK, France Greece): Please indicate the extent to which you have a preference for each of these brands: 1. A brand I would never consider 2. A brand I would only consider if I had no choice 3. A brand I would consider 4. One of my favorite brands 5. I prefer this above all others [5 is exclusive and can only be chosen for one brand]. Question (UK, France, Greece): How likely are you to consider choosing each of these brands when you pay for something in person? By this we mean when you are physically in a shop, or any transaction that is not made using the internet: 1. It would be my first choice 2. I would seriously consider it 3. I might consider it 4. I would not consider it. If only one brand chosen as “It would be my first choice” otherwise ask: Which one of your first choices, if any, are you most likely to choose?

5.4x5.2x

4.7x

4.0x3.8x 3.7x

3.3x

2.8x 2.8x2.5x 2.4x 2.3x

2.0x1.7x 1.6x 1.6x 1.5x 1.5x

1.2x 1.2x 1.2x 1.1x 1.1x

Gre

ece

Pu

ert

o R

ico

Co

lom

bia

Can

ad

a

Bra

zil

Ch

ile

Mexi

co

Peru

Arg

en

tin

a

Au

stra

lia

Fra

nce

Co

sta R

ica

Jap

an

Do

m. R

ep

.

Ru

ssia

New

Zeala

nd

Taiw

an

7.1x

Ch

ina

So

uth

Ko

rea

Pan

am

a

9.4x

Ind

ia

Ho

ng

Ko

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Sin

gap

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UA

E

Multiple of Visa’s lead over next largest global payment network

in consumer brand preference

UK

6X

5X4X 4X

5X6X6X

12X

7X7X

Multiple of spend when Visa is most preferred

Brand Preference Links to Higher Share of Wallet

Footnote: Share of Wallet is defined as the average percentage that consumers reported spending on Visa when thinking about how much money they spent in the last month on the purchase of goods, services and regular monthly expenditures (excluding rent or mortgage payments). Source: Brand Vitality Assessment Survey (BVA) is an on-going quantitative survey commissioned by Visa and conducted by an independent research firm, FactWorks GmbH, among consumers age 18-70 (China 18-54) who have ever used any payment brand. Data shown is for 2016 calendar year. Question: Thinking about last month, approximately how much money did you spend on purchase of goods, services and regular monthly expenditures (excluding rent or mortgage payments)? Question: Thinking about the amount you entered above, what percentage did you spend using each of the following? Please provide your best estimate. Chart is not to scale. Does not include European region.

China Japan Canada Australia UAE Brazil Russia U.S. Mexico

Visa’s Brand Drives Value for Merchants

When Visa Signage is on U.S. Merchant Door, Consumers Are…

Source: 2016 Value of Visa Research, U.S., is a quantitative survey commissioned by Visa and conducted by an independent research firm, Ipsos LLC. The study was conducted in the United States in November, 2016. Note: Lift is relative to absence of signage.

more likely to think merchant is 2.6x reputable

more likely to an unfamiliar store1.9x enter

more likely to for repeat purchase2.2x return

Clients View the Visa Brand as a Differentiator

% Reporting Visa Brand Stronger Than Competition

Source: FY17 Visa Client Engagement Study. Q: How would you rate Visa compared to alternative network partners in [Strength of brand to cardholders]? 1 Much worse – 5 Much better. Note: figures above are sum of “4-Somewhat better” and “5-much better.” Sample: 1,070 FIs and 324 merchants.

76%Merchants

Financial

Institutions

79%

79%

Harness the Brand to Drive Outcomes – For Visa and For Clients

Past Olympics Rio 2016

Uber RioPoolBradesco Wearable Samsung Pay

Best Buy + Visa CheckoutUnited MileagePlus Co-Brand Costco Acceptance

Sponsorships Now Amplify Client Messages: Rio Olympics

Using the Brand to Drive Outcomes – For Visa and For Clients

Visa brand umbrella amplifies issuer marketing actions in India

Growth of Digital Spend (U.S. Example)

30%

55%

2013 2017

Brand Presence is Increasingly Delivered Digitally

Source: Visa financial results FY13. Visa financial predictions FY17. Note: Traditional media includes TV, radio, print, out-of-home signage. Digital media includes online/internet, search and social.

30%

>50%

Storefront

Our Brand Extends as Point of Sale Evolves…

eComm / mComm

In Store Mobile Pays

…and Will Continue to Transform for the Future

In Home On the Go

On the Road On You

This presentation contains forward-looking statements within the meaning of the U.S. Private Securities Litigation Reform Act of 1995

that relate to, among other things, our future operations, prospects, developments, strategies, business growth and financial outlook.

Forward-looking statements generally are identified by words such as "believes," "estimates," "expects," "intends," "may," "projects,"

“could," "should," "will," "continue" and other similar expressions. All statements other than statements of historical fact could be

forward-looking statements, which speak only as of the date they are made, are not guarantees of future performance and are subject to

certain risks, uncertainties and other factors, many of which are beyond our control and are difficult to predict. We describe risks and

uncertainties that could cause actual results to differ materially from those expressed in, or implied by, any of these forward-looking

statements in our filings with the U.S. Securities and Exchange Commission, including our Annual Report on Form 10-K for the year

ended September 30, 2016 and our subsequent reports on Forms 10-Q and 8-K. Except as required by law, we do not intend to update

or revise any forward-looking statements as a result of new information, future events or otherwise.

***

Note: All brand names and logos are the property of their respective owners, are used for identification purposes only, and do not imply

product endorsement or affiliation with Visa. With the exception of slide titled “Acceptance Penetration Drives PCE Penetration,” PCE is

defined as Purchase PCE (does not include non-financial transactions).

Forward-Looking Statements