The American Express Serve® card is a digital prepaid account that’s loaded with features and benefits of card membership. It’s a great alternative to debit and other prepaid cards and doesn't have credit checks or lots of fees.
Essentially, the Serve card from American Express is a pre-paid card cardholders can load up with Cash. It isn't a credit card because they don't extend any credit, rather it's similar to a Debit Card in that you can only spend the money you have in your account. That being said, it comes with a number of the benefits of a Credit Card, including American Express purchase protection, Roadside Assistance, Entertainment Access, and American Express Global Assist services.
The American Express Serve® card may be a good fit for consumers who aren't interested in credit cards (or may not be immediately qualified) but still want innovative financial products. Since applying for Serve doesn't initiate a credit check, those with poor credit or little credit history could find this card a welcome alternative to traditional credit products. It should be noted that in order to add money to your Serve® card, the costs will run from $0 if done online from a U.S. checking account or 2.9% of the loaded amount if done from a credit card, plus $0.30 per transaction (waived through March 15, 2013). We'd also suggest reading and understanding our blog post on Secured Credit Cards, as prepaid credit cards and secured credit cards are the two alternatives for people trying to rebuild their credit.