NEW YORK (TheStreet) -- Shares of American Express (AXP) - Get American Express Company Report  are down 1.96% to $59.50 this morning after the New York-based financial services company announced a new online program for small-business cardholders to submit and have loans approved in a matter of minutes.

The program, called Working Capital Terms, was developed in an attempt to fight competition from small startups like Square (SQ), LendingClub (LC) and On Deck Capital (ONDK).

Although these internet ventures popularized the idea of expediting the online loans process, the companies have struggled in the face of mounting competition and a lack of funding for the ever-growing number of loans filed.

LendingClub stock has fallen 60% percent this year, while On Deck stock is down 49% and Square stock retreated 29% in the same period.

American Express hopes its ties to small U.S. businesses will give it a jump on startups offering the same services.

"This will challenge the online competitors, whether or not they can respond," said Karen Mills, an advisor for Working Capital Terms to Bloomberg.

TheStreet Recommends

The debts on AmEx's Working Capital Terms can range from $1,000 to $750,000 on one month to three month ranges, with the money being deposited into clients' accounts in as quickly as two days.

Separately, TheStreet Ratings rated this stock as a "hold" with a ratings score of C+.

The company's strengths can be seen in multiple areas, such as its revenue growth, good cash flow from operations and notable return on equity.

However, as a counter to these strengths, TheStreet Ratings also finds weaknesses including generally higher debt management risk, poor profit margins and a generally disappointing performance in the stock itself.

You can view the full analysis from the report here: AXP

Recently, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author. 

Image placeholder title