National Payment Card LLC, which offers an automated clearing house payment card to gas stations, says it hopes a nonbranded version will boost demand this year for the low-cost transaction format.

Most of National Payment's cards carry the names of regional and national gas station chains. Joe Randazza, the Coconut Creek, Fla., company's president and chief executive, said the GasCapRewards card, introduced last week, was designed to appeal to independent owners, who often operate stations under several national brands — a setup that makes it difficult to offer a card or loyalty program.

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