First Premier sues Fed, watchdog agency over new credit card rules
Subprime issuer says new rule goes beyond law's intent, threatens their business
By Kate Tomasino
First Premier -- a bank that issues cards targeting subprime consumers who
have below-average and thin credit -- and Premier Bankcard -- the company that
markets those cards -- are suing the
Federal Reserve and the new Consumer Financial Protection Bureau over new
credit card rules slated to take effect in October.
The lawsuit was filed July 20 in the U.S. District Court in Sioux Falls, S.D., the city where First Premier is headquartered. According to the filing, the rules threaten to "shut down First Premier's program, halt underserved consumers' access to unsecured credit cards and put a substantial number of First Premier employees in South Dakota out of work." Consumer advocates, however, downplayed the suit.
The Credit CARD Act of 2009 prohibits upfront fees from totaling more
than 25 percent of the card's total available credit in the first year, and the
rules that take effect in October provide greater detail on what that means.
Specifically, the new rules expand the definition of "upfront fees" to include
fees charged before the account is opened (for example, an application fee),
not just those charged after it is opened.
In a blog post titled, "Standing for what we believe in," Premier Bankcard
CEO Miles Beacom says that by restricting fees charged before the account
opening, "the Federal Reserve Board overstepped its authority by
establishing strict price controls for credit cards issued to underserved
consumers with damaged credit." He says Congress never intended the CARD
Act to restrict fees on accounts prior to opening.
"We are advocating that
the new regulation be overturned and restored to Congress' original intent," First Premier spokeswoman Meranda
Sylliaasen said in an interview with CreditCards.com.
Sherry, director of national priorities for the nonprofit advocacy group
Consumer Action, disagrees. She said the mandate made by Congress was clear: It was going
after certain types of cards when it made this provision -- subprime
cards. She said Congress was trying to
keep consumers from paying upfront fees that would eat up their credit balance, and
First Premier tried getting around the rules through the application fee.
"Consumer advocacy groups informed the Fed on this and they clarified
the rule," she said, "but First Premier didn't like it and brought a lawsuit."
Beacom says the restrictions infringe on First Premier's ability to price
for risk. Since the Credit CARD Act took effect, First Premier has struggled with pricing. It made headlines in 2009 for offering cards with much higher-than-average APRs, including a 79.9 percent APR credit card -- the highest card APR that CreditCards.com has seen since it began tracking credit card rates in 2007. Currently, they are offering a card with a 49.9 percent APR.
Sylliaasen says those rates are a price that some consumers with damaged or no credit are willing to pay.
"Many times, these credit
cards are looked at with skepticism and disdain by those who don’t understand the credit
industry," Sylliaasen said. "To those who
have experienced the effects of damaged credit first hand, it is an investment
millions of them are willing to make."
Beacom said in his blog, "If the
regulation is not overturned, the more than 70 million Americans who find
themselves with damaged credit will be severely restricted in their ability to
establish or restore their credit scores through the use of credit
added that the new regulation has cost employees their jobs. In July, First Premier
closed its doors at the Spearfish, S.D., facility, eliminating 330 full and
Sherry says First Premier must simply adjust to a changed regulatory environment. "That
was their major profit base -- making money with upfront fees to put into a
reserve in case of credit defaults," Sherry said. She advised First
Premier to go to a secured credit card model where cardholders put cash down
that can be taken away if they default.
this one regulation cuts that much into profits, maybe you need a different
model," Sherry said.
See related: A guide to the Credit CARD Act, 79.9 percent APR credit card shocks
Published: July 28, 2011
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