First USA Launches 'Customizable' Visa Card

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First USA has launched the Liquid Visa Card, a customizable credit card that enables customers to set their own APR, the rewards program associated with the card, pick the card's design and choose a billing date.


The card is available to First USA customers by invitation only. Those applying for the card need a special ID number to sign up.


To market the card, First USA is mailing a CD-ROM shaped like a credit card that offers information about the Visa card account and the ID number needed to apply.


In addition to four card designs, those applying for the Liquid Visa card can choose from three annual rate programs. Two of the options provide an introductory rate -- one is a lower rate for a shorter time period, the other is a slightly higher rate for a longer period of time. The introductory rates are only good on balance transfers. The third rate is a standard fixed rate plan.


Three reward plans also are available. One offers cash rewards, another free merchandise and the third offers air miles.


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