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Facing acute antagonism for its higher-spending customers, American Express is accretion the allowances it offers its high-end Platinum Agenda members, like a $200 acclaim on Uber. But those allowances will appear with a college anniversary fee.

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In accession to the Uber benefit, Platinum Agenda holders will additionally now be able to acquire bristles credibility per dollar on hotels, American Express said Thursday. That’ll be as of March 30. Popular accepted benefits, like the $200 airline fee credit, airport lounge admission or the bristles credibility per dollar spent on airlines, are staying. The anniversary fee, though, is ascent to $550 from $450.

The architecture of the Platinum Agenda is additionally accepting a polish. The anniversary cardinal and cessation date will move to the aback and the “member since” logo will be hardly larger. The Platinum Agenda will now be issued in in stainless animate instead of plastic, agnate to the Chase Sapphire Reserve Agenda and AmEx’s Centurion Card, the invitation-only agenda for the acutely affluent and celebrities.

“It’s a apartment of new and added allowances that translates into a new Platinum Agenda for a new bearing of customer,” said Janey Whiteside, who active the Platinum Agenda analysis at American Express.

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Whiteside sees the Uber acclaim as a advantage that will address to millennials in particular. “When we looked at who we should accomplice with, Uber fabricated a lot of sense,” Whiteside said. She additionally acclaimed that it was the aboriginal admission in the anniversary fee on the Platinum Agenda in 10 years.

American Express finer created the bazaar for high-end acclaim cards added than 30 years ago back it alien the Gold and Platinum Cards. The cards were advised for common travelers and flush barter accommodating to pay abundant anniversary fees to get admission to airport lounges, appropriate contest or committed chump service. The banks got barter with accomplished acclaim who about absorb tens of bags of dollars a year on their cards.

But the bazaar AmEx already bedeviled has become added competitive. Citigroup took the aboriginal attempt in 2014, redesigning the Citi Prestige Agenda with advice from afresh poached AmEx admiral — but Prestige never bent as abundant chump absorption as the Platinum Card. Citi did booty a cogent block of American Express’ business aftermost year by demography over the Costco acclaim card.

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The best absolute blackmail to AmEx’s authority on the high-end chump has appear from JPMorgan Chase, which launched the Sapphire Reserve Agenda aftermost year. Even with its $450 anniversary fee, absorption in the agenda was so hot that Chase ran out of the metal to accomplish the cards aural canicule of launch. The agenda additionally admiring lots of absorption from millennials, who are not usually a ambition for high-fee, ultra-premium cards.

“It was a artefact that could go head-to-head with American Express’ Platinum Agenda and there was some apparent appulse amid AmEx’s best barter back it was introduced,” said Sanjay Sakhrani, an analyst with Keefe, Bruyette & Woods.

AmEx admiral acutely took the blackmail seriously. Roughly 30 percent of AmEx’s 2016 acquirement came from its U.S. chump agenda business, and clashing its above competition, AmEx makes best of its money not on charging absorption but on the fees it accuse merchants to acquire its cards.

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Soon afterwards the Sapphire Reserve debuted, AmEx appear an advancement to its credibility affairs for Platinum Agenda customers, acceptance bristles credibility per dollar to be becoming on airfare instead of one point.

“I’m acutely batty about these types of aggressive assaults on our chump base,” said Doug Buckminster, arch of the all-around chump casework accumulation at AmEx. Speaking to investors this week, he said the aggregation saw a acting but notable acceleration in barter calling to aish their Platinum Cards afterwards the metal Sapphire Reserve was launched.

But AmEx says there’s still able-bodied absorption in the Platinum Card. Admiral adduce surveys assuming that barter are added absorbed in allowances like airport lounge admission and babysitter casework than credibility programs or biking credits. The aggregation concluded 2016 with a almanac cardinal of Platinum Agenda holders, Whiteside said, but beneath to accord specifics.

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American Express will additionally accessible two airport lounges this year, in Hong Kong and Philadelphia.

This commodity was accounting by Ken Sweet from The Associated Press and was accurately accountant through the NewsCred administrator network. Please absolute all licensing questions to legal@newscred.com.

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Photo Credit: American Express’s redesigned Platinum acclaim card. The aggregation is abacus added allowances – but at a cost. American Express via Associated Press

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