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American Express AXP, 0.27%  is afterlight its accepted Gold Card, acutely in a bid to win over added millennial consumers.

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The credit-card issuer arise a slate of changes Thursday to the accepted exceptional card, which it aboriginal formed out in 1966. The card’s anniversary fee will access to $250 from $195. Comparatively, Chase accuse a $95 anniversary fee for the Sapphire Preferred Card, the lower bank of its flush agenda program.

Moving advanced agenda holders will no best acquire rewards on purchases fabricated at gas stations in the U.S. The Gold Card’s rewards affairs will now focus alone on aliment and travel.

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The agenda will now offer:

Additionally, the Gold Agenda will affection a new sign-up benefit for new agenda members. Consumers who assurance up through Jan. 9 will accept an accession 25,000 rewards credibility aback they absorb $2,000 in the aboriginal three months. American Express is additionally accouterment 20% aback in account acclaim on up to $100 in restaurant-related costs during that three-month anterior period.

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“This is about creating a artefact for those consumers who don’t biking as abundant as our Platinum barter do, but are absolutely into bistro out or affable at home,” said Rachel Stocks, controlling carnality admiral of all-around exceptional articles and allowances at American Express.

Existing Gold Agenda associates will be grandfathered into the affairs and answerable the college anniversary fee as their memberships arise up for face-lifting alpha April 1, 2019.

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American Express doesn’t allegation absorption if Gold Agenda barter pay their antithesis on time. Barter can accomplish use of the Pay Over Time feature, which allows them to pay in installments on acceptable purchases over $100. If they accept to use this feature, the APR on those accuse is 14.99% additional the prime rate.

Furthermore, according to personal-finance armpit ValuePenguin: “Late fees on the American Express Gold can be decidedly college than those of added acclaim cards aback agenda holders absence advantageous off their balances two bills in a row. That’s about 36% on an annualized base against archetypal acclaim agenda APRs of 19% (rates are capped at 29.99% for acclaim cards). For this reason, if you are not able to pay your antithesis off absolutely anniversary month, amuse anticipate alert afore you administer for this card.”

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The changes arise at a time aback added issuers are absolution cards advised for millennials who are absorbed in dining out and travel. Capital One COF, 0.17%  announced in August that it will activate alms 4% aback on dining and ball costs on its Savor card, and the Uber Visa V, -0.93%  Card additionally provides 4% banknote aback on purchases at restaurants and bars. Wells Fargo WFC, 2.68%  recently formed out a new biking acclaim agenda action 3x credibility on dining this summer.

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The latest updates American Express arise for the Gold Agenda additionally arise to be an accomplishment to accomplish it added aggressive with Chase’s JPM, 0.41%  Sapphire acclaim cards, said Matt Schulz, arch industry analyst at CompareCards.com TREE, 4.37%

“Credit agenda issuers are actual focused on ambrosial to flush millennials appropriate now,” Schulz said. “AmEx for a continued time was the baron of the acropolis aback it comes to flush acclaim cards. But that acme has been taken by Chase over the aftermost brace of years, and that amplitude is actual competitive.”

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Beyond the new rewards, American Express will additionally activate arising metal acclaim cards to these customers, including a limited-edition rose gold option.

American Express has fabricated added announcements in contempo months to accentuate its attempts to baby bigger to a millennial demographic. Earlier this year, the aggregation appear a new cashback agenda with no anniversary fee and addition new agenda with travel-oriented bonuses including 6x credibility at assertive hotels.

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