Topic of this work is ''Analysis of the possibilities of improving card products and services of the banking group''. Card industry today is one large globally present industry. Rarely one does not own or is not acquainted with its products. Cards are divided into banking and non-banking institutions cards and globally most recognizable brands are Visa, Mastercard, American Express and Diners International. In this thesis movements and trends within that large industry in the European Union and the Republic of Croatia were analyzed, within the observed period from 2014 to 2019. There was an attempt to illustrate the relevant information on trends and new technologies within the industry, but also within other industries that offer solutions for products and/or services which have impact on the development of the card industry. The card products offer of PBZ Card was presented and, based on all the aforementioned information, the analysis of improvement posibilities was delivered on the example of Premium card by Visa. Finally, selected ideas were presented as solutions for bringing closer the company in subject to the industry trends and technologies, by which it would also become more competitive on the market. In the thesis the results of a questionnaire carried out on a sample of 58 participants was presented. Its aim was to gather information on basic habits and position of participants on card products in general, with the focus on credit cards. It is important to point out that for the preparation of the thesis, especially in terms of understanding and correct interpretation of all the analysed and acquired information, also the author's working experience in the company was of serious significance. Finally, all recognized movements and trends within industry and clinets needs are used for product improvements of Visa Premium cards.