Wachovia Corp. has upped the ante in the credit card pricing game with its Prime for Life card, which offers customers a permanent prime interest rate.

While industry observers don't expect the new product to have the same effect as AT&T Universal's no-fee-for-life shocker, it will no doubt raise the stakes for issuers, forcing them to address consumers' growing concerns about rising prices.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.