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The End of Serve Credit Card Loads

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serve credit card loads

Serve Credit Card Loads to End

I was just tipped off by one of my readers Anthony that April 15, 2015 will be the last day (or as he calls it RIP Serve Day) to load the American Express Serve card with a Visa, Mastercard or Discover card.

You will still be able to use an American Express card to load the Serve online, however American Express issued cards do not earn points for those types of loads.

As you can see in the comments, one of our readers has reported the Fidelity Amex which is issued by a third party and not American Express, does earn rewards on Serve credit card loads. Based on that information it is possible that third party American Express cards may still work to earn rewards after this change.

The Announcement

On the Amex Serve Help website you can find the following text:

Note: Starting April 16, 2015 you will only be able to use an American Express® Card if you want to load your account with a credit card. Discover, MasterCard and Visa credit cards will no longer be supported after April 16.


This removes one of the benefits of the American Express Serve card. Without the online credit card loads it really is not different than a Bluebird. In my opinion this just reinforces my decision to switch to REDbird.

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Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed or approved by any of these entities.
Shawn Coomer
Shawn Coomer
Shawn Coomer earns and burns millions of miles/points per year circling the globe with his family. An expert at accumulating travel rewards, he founded Miles to Memories to help others achieve their travel goals for pennies on the dollar. Shawn also runs a million dollar reselling business, knows Vegas better than most and loves to spend his time at the 12 Disney parks across the world.

Responses are not provided or commissioned by the bank advertiser. Responses have not been reviewed, approved or otherwise endorsed by the bank advertiser. It is not the bank advertiser's responsibility to ensure all posts and/or questions are answered.


  1. With Target Redcard how would one earn 5x with Chase Ink card or maximize getting 5x UR PTs any suggestions

  2. Shawn,

    Okay, so I’m finally beginning to have a slight understanding of how this whole hobby works..
    The next step for me is, how do I combine all my flyer miles into one place? Is it to join a frequent flyer program? If so, which one is best?


  3. Shawn,
    I am currently using the Barclay Arrival+ card to load my Serve card, but I also recently opened an American Express Gold card because of it’s 50,000 mile promotion. Would I be able to use my AE card to load to my Serve card? I live in MN and we don’t have the Redbird, so I don’t want to keep opening all these multiple cards :/

  4. I’m a redbird user (got it on ebay before they shut the guy down), but boy this redbird party is gonna end like an Armageddon eventually.

  5. I live in NV, which has no participating stores. Does that only mean they don’t sell them? If I can get an online Redbird card, would I be able to load it at a store in NV?

  6. I live in Nevada, which Target says there are no Redbird participating stores in. Does that just mean they don’t sell them? If I went online and got one, would I be able to load it at a Target in Nevada?

  7. It’s funny that the one and only benefit of RedCard is the credit card loading that has never been officially recognized in its TC (as opposed to Serve). Technically speaking, Amex can’t even discontinue that feature the way it just did with Serve, because it was never offered by Amex in the first place. I guess it’s now up to Target to screw us the way Amex just did.

  8. Any idea what options will work going forward? I live in NC so Redbird isn’t an option. Looks like it might be possible to use the following and still get points: Fidelity Amex, SPG Amex, Penfed Travel Rewards Amex. Any thoughts?

    • While we don’t know 100% yet, it appears based on the language any 3rd party issues American Express card should work. The SPG Amex is issued by American Express so it won’t work.

      • Sounds like I’ll either be applying for the Fidelity Amex or driving to SC to load a Redbird card. Thanks for the help.

  9. I have target prepaid Redcard. I had a Serve as well as a Bluebird but I switched to Redcard last month. I have been able to load 10k in the two months free of any charge except the 4 trips to the target that is less than a mile away. Much easier and currently seems to be the only free way to MS 5k per month with no fees. If you shop at Target with the Redcard you get 5% off any purchase and the 30 day return policy is extended to 60 days. Great card if you want to try out beatswireless headphones for 60 days. Target is great about accepting returns and the 60 day policy includes all electronics including your favorite gaming systems. Just sayin.

  10. sorry…a bit of a newbie here!

    i know you cannot online load redbird with a cc, right?

    so how do you actually (i.e. nuts and bolts) load it via a cc?

    thanks for lightning replies!

    • You walk into a Target store and load REDcard there with a credit card, $1K/swipe $2.5K/day $5K/month load limits.

      To get one you have to register online with the card nr + 4 digit security code of an activated temporary REDcard (Redbird). Most local Target stores don’t have them yet but anyone (over 18) can buy one online for a small fee (I’m one of the people selling them, click on my handle for contact info) and register.

      You can only register one per person; I currently have 3 (the other two from fam members), some bloggers have 5+.

      P.S. Currently you can load Redbird with a credit card in the vast majority of stores, except in North Carolina (state-wide no go) and the Atlantic Ave store in Brookly, NYC.

      • awesome. thanks!

        and once you load. you can “un”load via an allpoints atm?

        this sounds ideal’er than serve! ha

        • You can unload at ATM or by withdrawing to a checking acct, however many of us believe that is a sure way to get your acct looked at for possible fee-free cash advances to yourself and even money laundering. I personally do the bulk of unloading via online bill pay; utilities, credit cards, etc. You can even pay a person, Amex will mail them a check.

          P.S. For people who live in an area where REDcard (Redbird) is not available yet, I sell activated temporary cards for them to register, if interested email me at

          I’m not affiliated with this blog or any other major MS/points blog. I have though provided the Redbird to hundreds and have many references on other MS (public) blogs.

          • Very happy to buy the card from you – thanks for all of the help, just got it registered and eagerly awaiting its arrival!

          • Just registered for the Redcard through NoonRaider. Seems very legit, and there are also a lot of references on Reddit as well, vouching for him. If it’s a fluke, I will most definitely be writing about it on here, so unless you see a complaint from me, just know that it’s safe 🙂
            He was extremely patient and answered all my (many) questions. Deff recommend!

          • Thank you for the temp REDcard and detailed instructions, Noon Radar!
            Just registered today for the permanent REDcard and it was successful!

  11. Wow, really? I’ve been going back and forth all week as to whether I should get a Redbird since I was going to be in a city that carries them. I bit the bullet an hour ago before seeing this news (rumor?). Looks like it was the right move! I didn’t want to risk having to go back to Serve and losing my additional $500 since softcard is going away.

  12. wow. not good.

    what is your recommendation for meeting minimum spend on a credit card (e.g. $3000 within 3 months of opening acct) if one, like myself, does not spend that much? the serve was IDEAL for this!!


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