FirstUSA Launches E-Wallet and Balance Transfer Services

Share this content:
Credit card issuer First USA earlier this month added an electronic wallet and online balance transfer services to attract more cardholders.

The e-wallet, which is powered by, stores all of the user's registration and credit card identification information, eliminating the need to fill out a registration form every time a purchase is placed.

The e-wallet is stored on the user's hard drive and appears as an icon at the bottom of the computer screen. The program senses when the consumer is about to fill out a form to place an online purchase and responds by asking the consumer if he requires automatic form fill.

The balance transfer service allows consumers to transfer balances from a competitor's card to any First USA card. First USA is targeting this service to its 54 million cardholders as well as to applicants.

"Our cardholders may own multiple cards, and we are informing them that they can move their balances for a lower rate or possibly a special promotional rate," said Jeff Unkle, first vice president of corporate affairs at First USA.

First USA is informing consumers of these new features through a combination of direct mail and banner ads on the company Web site, Monthly balance statements will promote the features. In early January, First USA will send postcards to its cardholders directing them to the site. And in a pitch to potential new customers, the company will send a mailing to prospects in February.

Hugh Bleemer, executive vice president of e-business at First USA, noted that it is too early in the process to disclose volume numbers on the direct mailings.

FirstUSA has 2.1 million cardholders registered at its site, and it hopes to double that number by the end of 2001.

The site also offers online bill paying services, e-mail-accessible customer service, balance and transaction viewing capabilities and online registration. The company has partnerships with roughly 2,400 credit and affinity card providers, including Visa, MasterCard International Inc. and Bank One. The company also markets a First USA proprietary branded card.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above