AmEx has offered a number of different cards to consumers: The Blue Card appeals to those who like cash back options and the Platinum card is specialized for consumers who travel. There’s even a Black Card for high-net-worth individuals. Today, the company is debuting a brand-new rewards-focused credit card, called Everyday, aimed at consumers who use AmEx for most of their everyday purchases.
American Express Co. (AXP) is seeking to broaden its customer base by offering its first no-fee credit product that gives holders access to all the firm’s rewards programs. The “EveryDay” card is AmEx’s biggest debut in terms of the amount of money spent on development and marketing since AmEx launched its “Blue” brand in 2000, according to Ed Gilligan, president of AmEx. The card issuer, already the biggest by purchases, is seeking new kinds of customers including U.S. mothers by offering incentives such as extra points for shopping at supermarkets, Gilligan said.