MBNA
http://www.mbna.com/

Free Credit Report Monitoring for New
MBNA Worldpoints Cardholders

NEW! Free Protection
from identity theft

MBNA E-lert

-- teaser copy on direct mail 9/12/03

MBNA, the Wilmington, Delaware-based credit card giant, is bundling daily email credit report monitoring with its WorldPoints Platinum Plus MasterCard. The MBNA e-lert service, powered by Intersections Inc., checks the cardholder’s Equifax credit file every day and provides email notification of significant events such as a credit inquiry, new account opened, address change, and so on. Users also receive a monthly email if no changes have been detected.

Innovations:

<     Offered free-of-charge compared to $9.99/mo on the MBNA/Intersections co-branded PrivacyAssist site  http://www.mbnaprivacyassist.com/ 

<     In a preapproved direct mailing we received Sept. 13, the e-lert service was featured prominently with “teaser copy” on the outer envelope (see above, a 0% interest rate offer was also on the envelope) and a one-page insert dedicated to the new feature.

<     The sales rep we talked to on the phone was conversant in the benefits of the service.

Caveats:

<     There is no mention of the service on the MBNA website  http://www.mbna.com/  the rewards site  http://www.mbnaworldpoints.com/  or the account access site  http://www.mbnanetaccess.com/   so it’s probably a test.

<     In order to maintain the free credit monitoring service, cardholders must make at least one retail purchase every 90 days.

<     The service does not include access to full credit reports; presumably they would be cross-sold, perhaps even paid for with rewards points.