Walmart advanced further into the financial services arena lastweek with a new product  it will offer in conjunction withAmerican Express.

Dubbed Bluebird, the prepaid card will provide consumersconcerned with the rising costs of financial services with achecking and debit alternative, according to executives with bothcompanies, which rolled out the new card on Oct. 9.

“Our customers tell us that they're tired of navigating acomplex maze of dos and don'ts to avoid the ever growing list offees found on checking products. Bluebird solves this problem, andwe believe it's the best product on the market to help customersaffordably manage their everyday finances,” said Daniel Eckert,vice president of financial services for Walmart.