Equitex Inc., Englewood, CO, this week signed New York Yankees slugger Jose Canseco to endorse its financial services products. Equitex had earlier agreed to the acquisition of Key/Nova Financial Systems, Clearwater, FL. Key, a 3-year-old financial services call center organization that markets credit card programs, is targeting its "Pay As You Go" credit card to the Hispanic community through the Web site CrediLatina.com. The card is designed for people with little or poor credit and has a limit of $500. While marketing plans could include direct mail, telemarketing and television advertising, Key will focus promotions for the card on the Internet.