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Brand

Serve by American Express

Serve was an American Express digital payment and prepaid-account product launched in 2011; the American Express prepaid accounts were discontinued in June 2026.

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Updated October 7, 2026

Brand snapshot

Category

Prepaid payment account

Serve launched as a digital payment and prepaid-card product.[1]

Markets

United States

The product's agreements and issuer disclosures are U.S.-specific.[3]

Esports activity

Worlds Season 3 sponsor

American Express Serve was listed as a sponsor in 2013.[2]

Brand platform

Reloadable prepaid payments

The launch announcement described online, mobile and in-store payments.[1]

Product status

Discontinued June 2026

The prepaid accounts were officially closed on June 3, 2026.[4]

Issuer

American Express Travel Related Services Company, Inc.

Issuer identified in the CFPB agreement listing.[3]

Commercial categories and activation routes identified from the profile.

Category

League of Legends World Championship · 2013

Commercial note

Listed among the event sponsors; the source does not specify the activation.[2]

References4
  1. [1]SEC exhibit — American Express unveils Serve — Product launch and original payment functions.
  2. [2]Leaguepedia — Worlds Season 3 — American Express Serve's tournament sponsor listing.
  3. [3]CFPB — Serve prepaid account — Issuer and current product status.
  4. [4]Serve — account discontinuation notice — Official notice gives the June 2, 2026 discontinuation date and June 3 account closure date.

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Related entities

United StatesLeague of Legends World Championship 2013