Discover Financial Services, facing the necessity for further funding while income is decreasing and credit card charge offs are increasing, received only a unenthusiastic response from the equity market as a public offering last week of its average shares had to be priced at a 12 percent reduction to the market.

Right now there is a extraordinary accumulation of risk aversion when it comes to credit cards, said Dan North, chief economist at Euler Hermes ACI, a trade credit insurance firm.

The credit fright started last fall. As a result, people have begun employing their credit cards less, meaning less interchange proceeds from transactions. The credit card firms have also become watchful, carving credit lines, hiking up fees and altering interest rates from fixed to changing, both in response to the need for more revenue now and to prepare for the restrictions from the Credit Cardholders Bill of Rights, which goes into effect next year.

According to North, Discover cardholders have frail credit ratings, on a whole, in comparison to holders of MasterCards, Visas and American Express cards, though those companies are fighting the same financial challenges.

All of those elements have also made it hard for a new competitor in the market, Revolution Money, a payment platform complete with credit card and money transfer service planed to compete with major card companies Visa, MasterCard, Discover and American Express. Revolution LLC, headed by AOL founder Steve Case, had longed to compete mainly by offering better security through a chip-based card and lower interchange fees to merchants.

A group of niche players that are acquiring more traction now, according to a Scripps Howard News Service report, is peer-to-peer lending (P2P), which effectively avoids traditional financial institutions. P2P lending services bundle pledges from individual investors and offer small loans to other individuals at attractive rates, a model that could evolve into direct competition for credit cards.

Mallory Megan works for a debt collection agency. She also writes stories on business, finance, and collections agencies.