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Walmart and Amex unveil Bluebird card

09 October 2012
Walmart and Amex unveil Bluebird card

Walmart and American Express have partnered to launch a reloadable prepaid credit card, called Bluebird, which aims to help shoppers manage their everyday finances.

The companies claim that Bluebird acts like a checking account and comes with no minimum balance, monthly, annual or overdraft fees.

The prepaid card will be available in more than 4,000 Walmart stores and online. It can be used at any location that accepts American Express cards.

Users can directly deposit or reload money onto the card. Features of the Bluebird include the ability to deposit funds onto the card by taking a picture with a smartphone. The card can also be linked to a checking or savings account, or a debit card.

Bluebird features the slogan, ‘Save Money. Live Better’, and the card comes with the tagline ‘Don’t Leave Home Without It’.

The partnership is not Walmart’s first foray into the banking world. Back in August, Walmart teamed up with fellow US retailers, including Target and Best Buy, to form a new mobile wallet company.

“Our customers tell us that they’re tired of navigating a complex maze of do’s and don’ts to avoid the ever growing list of fees found on checking products,” says Walmart US vice-president of financial services Daniel Eckert.

The programme builds on a pilot programme launched last year. More features are due to be added to Bluebird in 2013, including additional ways to deposit money.

Jenni Baker, London


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