Consumer Payment Card News

AmEx Serves Up

AmEx Serves UpAmerican Express is juicing up its prepaid Serve and Bluebird cards.

Free personal financial management tools are being added to the American Express Serve and Bluebird cards this summer.  These tools help customers monitor their spending by automatically sorting transactions into categories such as bills, food, fun, shopping and transportation so they can easily track where their money is going.  When customers log in to their Serve and Bluebird accounts, they will also be able to create budgets, set spending limits and alerts, as well as set and track financial goals.   

Also, American Express is adding Family Dollar to its free cash reload network and expanding to 27,500 stores nationwide including CVS/pharmacy, Walmart, and participating 7-ELEVEN locations. By July, American Express Serve customers will be able to add cash for free at registers in Family Dollar stores via Incomm’s Vanilla Reload network. 

In addition, American Express Serve will be available for purchase in more than 31,000 retail locations across the country.  Currently consumers can purchase Serve at Safeway and later this summer at OfficeMax and Hyvee stores enabled by the Blackhawk Network, a major prepaid network. Serve can be found in the prepaid sections at these stores.

On June 16th Serve and Radio One will launch the ONE VIP Card from American Express Serve.  ONE VIP is Radio One’s loyalty program featuring entertainment benefits. Extra benefits of the ONE VIP Card will include:

Invitations to meet artists and celebrities through the Radio One ‘Meet and Greet’ experience;

  • ‘Club Access’ to special Radio One VIP areas in night clubs in certain markets; and,
  • Eligibility for ‘Hot Ticket’ giveaways and offers from Radio One based on location5. 
  • Consumers can register for the ONE VIP Card for free online beginning on June 16.
  • For more information visit:

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