Amex enters digital arena with Serve and e-wallet

American Express (Amex) has launched digital P2P platform Serve, designed to unify multiple payment options and aimed at cash-led consumers. Consumers can make purchases and P2P payments online via mobile phones and at any merchant that accepts Amex cards. Serve accounts can be funded by a bank account, credit, debit or charge card, or by receiving money from another Serve account. Serve is a payment platform that isn't tied to a single card or mobile operating system. Amex will use Serve to expand into new segments of the market that do not rely on traditional charge and credit cards to manage their day-to-day finances.