The UK's Bradford and Bingley has added an online credit card broking service to its Marketplace Web site, allowing customers to search and compare over 100 competing card products.
The service searches through a panel of providers including American Express, Egg, Capital One, Co-operative Bank, Cahoot, Nationwide and Halifax, and provides information on card rates and features, displaying the best buys for both new cards and balance transfers.
Once borrowers have decided which card they want, they are transferred directly to the provider's Web site where they can complete the application.
Bradford and Bingley says the service is the first site in the UK to offer a selection of affinity cards, so customers can support charities and associations.
Customers can also customise the search so cards can be sorted according to individual needs, and an assessment process makes sure that customers are only offered those cards they are likely to be eligible for.
Michael Senior, head of personal loans and credit cards at The MarketPlace, says: "The UK credit card market is crowded and extremely competitive. It's definitely not a case of 'one card fits all' and we believe there's real demand for this type of online broking service."
Senior says the new service complements Marketplace's existing personal loans and mortgage broking service and will help people to fully understand the options available to them to ensure that they make an informed decision when choosing a credit card.