It was a highly innovative product when it first came to market on September 1st 2001, thanks to its driving force and co-inventor, Ed Harycki (Edward Aime Harycki). The European patented invention (EP1215635) refers to a "Personalised financial products and computer implemented management system " and the co-inventors were Gunn David Hugh and Mountain David Garrett. Quite simply you configured and re-configured the credit card setup on your current and changing circumstances. You could move 3 sliders that represented cash back, interest rate and annual fee. As one slider went down another went up. It was designed as an online card with full online management and backup customer services. You could have online or paper statements. The card carried the MasterCard logo.
It was a brilliant piece of marketing. Ed eventually sold out to Lloyds TSB who have now closed the brand.
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