Instead, what Bluebird will be loaded with is a number of features, including the ability to deposit a check to one's Bluebird account by simply taking a picture with a smart phone. It will also offer the same fraud protections in an event the card is stolen or lost as other standard cards.
The move comes as American Express is looking for new ways to expand its customer base beyond its traditional wealthy clientele. For Walmart, the Bluebird service is the latest financial product offering to be pushed by the world's largest retailer, but it's also the most comprehensive.
Bluebird's rollout also signals how competition for prepaid cards, once the domain of non-bank companies, is heating up.
Wal-Mart and American Express say Bluebird was improved since the pilot test, based on feedback from consumers who said they were bothered by rising fees related to checking accounts and debit services.
"We are recreating and reimagining what checking and banking services might look like in the 21st century," said Dan Schulman, group president of Enterprise Growth at American Express, in an interview. He said the partnership with Wal-Mart, the world's largest retailer, aims to set up a "moral equivalent of a bank branch at retail."
"Our customers tell us that they're tired of navigating a complex maze of do's and don'ts to avoid the ever-growing list of fees found on checking products," Daniel Eckert, vice president of financial services for Wal-Mart U.S., said in a statement.
Deborah Weinswig, an analyst at Citi Research, said that the offering will resonate well with Wal-Mart shoppers, as only about 15 percent of the company's sales are paid for with a credit card. Bluebird "could drive increased mindshare and incremental traffic over time," Weinswig wrote in a report published Monday.
Prepaid cards are a fast-growing segment of the payments industry. While the cards are aimed mainly at people who don't have bank accounts or whose credit ratings are damaged, they also are becoming popular with consumers seeking to avoid surprise bank fees and keep from accumulating credit card balances.
But prepaid cards are typically not linked to a checking account. Monday's announcement shows how the financial service landscape is changing in light of the rising popularity of smart phones and other technological advances, and evolving needs of consumers, who want on-the-go financial services.
Wal-Mart is not new to the prepaid card segment, as it already offers prepaid cards from Green Dot Corp. During a call with reporters, Eckert said that Wal-Mart has no plans to end its relationship with Green Dot in light of its new partnership with American Express.