American Express launches Serve, an alternative to credit cards

American Express has launched Serve, a new digital payment and commerce platform to provide consumers with more ways to spend, send and receive money with services that go beyond the existing global payment networks.

Using Serve consumers can purchase or make person-to-person (P2P) payments online, via mobile phones, and at millions of merchants who accept American Express cards. Serve combines different payment options under a single account that is funded from a bank account, debit, credit or charge card, or by receiving money from another Serve account.

Serve is an easy-to-use, digital alternative aimed at consumers who currently rely on cash, check and debit card. Serve accounts can be accessed via Serve Apple iOS and Android applications, at Serve.com and through Facebook. Through Serve, American Express aims to expand into new segments of the market that do not rely on traditional charge and credit cards to manage their day-to-day finances.