American Express shares fell 6% despite Q2 profit beat and revenue forecast boost; rising marketing costs and steady profit outlook spook investors
Stephen SqueriAptus Capital AdvisorsAmerican ExpressTruist

American Express shares fell 6% despite Q2 profit beat and revenue forecast boost; rising marketing costs and steady profit outlook spook investors

American Express shares dropped 6% despite a Q2 profit of $4.53 per share, exceeding expectations. The company raised its 2026 revenue forecast, but rising marketing costs and an unchanged profit outlook spooked investors, who were hoping for stronger growth, according to analysts.

Bloomberg.com Bloomberg.com+1 source24 July 2026 · 21:00 UTC
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American Express reported a Q2 profit of $4.53 per share, surpassing expectations of $4.40, yet shares fell 6% as investors reacted to rising marketing costs and an unchanged profit outlook.12

The company’s expenses surged 12% to $14.5 billion, attributed to increased customer engagement and marketing efforts aimed at attracting premium cardholders.

Despite raising its 2026 revenue forecast due to strong spending from affluent customers on travel, entertainment, and dining, the unchanged full-year profit forecast of $17.30 to $17.90 per share disappointed investors.

CEO Stephen Squeri explained, “We can either drop the overperformance to the bottom line and buy back more shares, or we can invest to grow the business. We've chosen the latter because, in the long run, it is the one that creates the most value for our shareholders.”

Analysts noted that the company’s decision to maintain its profit outlook indicated that driving higher top-line growth would require more expense burn, which would not immediately translate to profits.11

“Everyone has their individual explanation for the stock being down, but big picture they all tie back to the same theme — investors were hoping for accelerating growth this quarter and they didn't really get it,” said Brian Foran, a Truist analyst.

Billed business rose 9% to $455.8 billion, with travel and entertainment spending increasing 10%, marking the highest growth in three years, according to CFO Christophe Le Caillec.78

Key Insight
“CEO Stephen Squeri said the company chose to invest in growth rather than drop overperformance to the bottom line, as expenses surged 12% to $14.5 billion. Meanwhile, billed business rose 9% to $455.8 billion, with travel and entertainment spending up 10%.”
CuriousCats studied:
1
Bloomberg.comBloomberg.com
“American Express Co. said second-quarter expenses surged 12% as it spent more on marketing to attract and retain premium cardholders.”
Bloomberg.com →
2
ReutersReuters
“American Express raised ​its 2026 revenue forecast on Friday as its affluent customers continued to spend on travel, entertainment and dining, but its ‌shares slipped 6% as investors focused on an unchanged profit outlook.”
Reuters →
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