American Express Company (NYSE: AXP ) has seen good gains as its Bluebird prepaid-card initiative has started to pay off. So far, AmEx has drawn in nearly half a million brand-new customers with Bluebird, showing that the card is meeting AmEx's goal of hitting a totally different demographic from its high-end premium card offerings. Moreover, as prepaid cards have no credit risk at all, AmEx stands to reap the rewards of transaction-based income with no downside.