Increasing numbers of financial institutions are set to introduce fee-based accounts and impose conditions that make "free" banking untenable for many - especially casual workers, the financially challenged and unbanked. credEcardplus offers a genuine and financially competitive alternative to standard high street banking; account eligibility is not subject to credit checks so most applicants will qualify, regardless of their financial history or status.

credEcardplus cardholders can make purchases on the high street and online and withdraw money from ATMs. Each cardholder automatically receives a UK sort code and e-account, allowing payments to be made into the account from employers, benefits departments, credit unions and other agencies.

The new credEcardplus programme is the result of nearly two years' work and a multi-million pound investment by Contis, and offers increased flexibility and convenience to cardholders whilst removing any possibility of financial exclusion. UK point of sale transactions are now free of charge and cardholders can save hundreds of pounds every year through the associated rewards programme that offers up to 15 per cent cash rebates on purchases and exclusive discounts from popular high street retailers.

Geoff Leech, Head of Partner Development, explained: "credEcardplus is a significant step forward and one that is designed to bring greater levels of transparency and accountability to the prepaid card market. We have reduced fees and increased flexibility within the programme to such an extent that even the most financially-challenged individual will find credEcardplus a genuinely user-friendly alternative to regular banking.

"The perception that high street banking is free, and prepaid cards expensive, is a myth. We aim to dispel that myth and help thousands of individuals regain control of their finances with credEcardplus."

The prepaid card sector is widely expected to continue growwing until at least 2017, with the UK anticipated to gain 25% of the European Market.