American Express Gets Personal

American Express Gets Personal

American Express announced an expansion of its Membership Rewards program called “Your Reward,” which will allow all eligible enrollees to create their own unique redemption experiences.

Amex’ concierge service will provide advice and make arrangements for any reward package that fits card members’ point balances.

If members are not quite up to the creative task, ready-made “Your Reward” experiences are available — from rock climbing instruction in the Rockies, to having a personal chef teach expert food preparation and make an incredible meal for friends and family in the comfort of the enrollee’s home.

Veterans of credit card wars will note that the program follows the popular “Personalized Rewards” program offered by Diners Club. The major difference is that Amex does not require a 100,000 point minimum to use its program.

But don’t be mislead: chances are, if you’re looking for a big-time redemption experience, you’ll need at least that much in Membership Rewards points to get it.

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