JPMorgan Chase & Co. is betting it can capture market share from other issuers by taking a feature of the flagship charge card issued by one of its rivals, American Express Co., and embedding it in a credit card.

Chase Blueprint, an online billing platform unveiled Tuesday, allows 20 million cardholders to finance certain purchases while paying others in full each month interest-free. Customers then choose the number of monthly installments, and Blueprint calculates the interest they can save by paying more than the monthly minimum.

"This is about wallet share and loyalty," said Bill Wallace, JPMorgan Chase's president of card services. "Our industry has never done a very good job of articulating the interest expense that a consumer incurs and the implication of that interest expense."

Desiree Fish, a spokeswoman for American Express, said it has "offered the ability to revolve some charges and pay others in full for 45 years."

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