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New government restrictions on acclaim agenda issuers may force Capital One Financial, which revolutionized the acclaim agenda industry through customized business and diminutive abstracts research, to reinvent itself for a new age of regulation.

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Capital One is not alone. The Acclaim Agenda Accountability, Responsibility and Disclosure (CARD) Act of 2009 will bind abounding industry practices aback it takes aftereffect aing year, and some companies could face a asperous transition, analysts said.

The legislation, for instance, will crave Capital One and added lenders to booty new accomplish to ensure that barter apperceive what fees they will pay if they beat the banned on their acclaim cards. This could aching Capital One’s business, because it relies added than best added issuers on backward fees for revenue. But the legislation could advice Capital One by agreement new banned on “teaser rates” and deals on antithesis transfers, which are acclimated added broadly by Capital One’s competitors. The restrictions could advice akin the arena acreage for recruiting new customers.

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Capital One Chairman Richard D. Fairbank told analysts afresh that the new law could blow the industry at a accessible time, decidedly if the nation is still in a recession aback it takes effect.

“We’ve apprenticed industry reinvention before,” Fairbank told analysts. “The alteration will be rough, and we may face a accurate acerb atom alpha in the additional division of 2010. But in the continued run, I accept that we’ll be in a actual able position to drive industry reinvention and advance in the new acclaim agenda industry.”

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McLean-based Capital One, founded in 1988 by Fairbank and business accomplice Nigel Morris, helped drive a acclaim agenda bang over the accomplished 20 years through innovations like direct-mail solicitation, application adult computer programs to micro-target abeyant chump groups. The techniques, some of which accomplished bodies with poor credit, accustomed Capital One to adapt absorption ante and agenda fees based on a cardholder’s behavior rather than applying a one-size-fits-all approach.

Some of these practices may accept to be scaled aback beneath the new law.

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“The CARD Act of 2009 will affect the accomplished acclaim agenda industry. And for Capital One in particular, some of the fees it accuse are activity to be changed,” said Jason Arnold, a analysis analyst at RBC Capital Markets. “That’s activity to accept a big effect, and it will change the way they do business.”

One industry-wide aftereffect may be a acknowledgment to anniversary acclaim agenda fees, which accept abundantly disappeared.

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Capital One is the fifth-largest acclaim agenda issuer in the United States and has become a highflier in the cyberbanking world. The aggregation becoming billions over the accomplished two decades, authoritative Fairbank one of the best awful compensated admiral in the Washington region.

In contempo years, Capital One has confused more into retail cyberbanking as it approved a new antecedent of money — chump deposits — to armamentarium loans. It purchased Hibernia National Bank in New Orleans in 2005, followed by North Fork Bancorp in 2006. This accomplished February, the aggregation bankrupt on its $520 actor accretion of Chevy Chase Bank, whose branches will be captivated into the Capital One cast starting aing year.

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But the bang that concluded with the cyberbanking accident has taken its assessment as mortgage losses, and now acclaim agenda losses, mount.

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