To help small businesses manage high costs and variable cash flow, American Express asked its digital ad agency and WP to help them launch a special business card and microsite. Offering greater monthly payment flexibility and options for reducing accounts receivable risks, the team named the new card BusinessFlex to communicate the flexibility needed to grow a small business. Showcasing the card’s many exclusive features, a streamlined website with an online tour was designed to guide busy users through the card’s many benefits, from early pay discounts and deferred payments to revolving balance options.

BusinessFlex was so successful, it was later rebranded as the Plum Card, reflecting the aspirations of small business owners to move forward – to their next “plum” project or assignment.

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