Chase provides many credit cards that can earn you airline miles and hotel points. I'd like to see them offer a card that you can customize with the airline and hotel program(s) you want and even still earn ultimate rewards. This would help (me at least) reduce my credit card count. So here's one idea. I'll call it the Chase Sapphire Elite. It would be a World Elite Mastercard and merge the ultimate reward point earning of the current Sapphire Preferred and Freedom. So you get the 10% bonus instead of 7% and 5% category spend in addition to all the other Sapphire Preferred features. It should include primary rental car insurance coverage. Now you can pick add on features at extra cost to the annual fee from what they offer now in their other cards (e.g. Marriott, Hyatt, United Club, etc). For example, you want Marriott Premier features, you get 15 night elite credit, annual free night, 5 points per dollar at Marriotts, and 1 elite night for every $3K spend. All non-Marriott spend earns Ultimate Rewards points. Chase could still offer sign up bonuses when adding the feature to your card. I would think he add on fees could be less than annual fee for the particular credit card itself (e.g. Marriott Premier) due to overlap of features (e.g. no-foreign transactions fees). Chase could also offer discounts when bundling N number of add ons. I have the Chase Freedom, Sapphire Preferred World MC, Marriott Premier and Hyatt cards. Getting one card with all those features would be benefical to me.