Lloyds TSB has launched a new American Express credit card that gives customers their own personal lifestyle assistant for a monthly fee.

With the new Lloyds TSB Premier American Express Credit Card, customers can have a personal lifestyle assistant for GBP4.95 per month. The assistant service, which will be provided by concierge firm TenUK, will be available 24/7 to help cardholders plan holidays, book tables at restaurants, get their names on club guest lists and buy gifts.

The service comes as part of a card benefits package that also includes various Lloyds TSB Premier Rewards and an optional upgrade to include airport lounge access with Priority Pass Prestige membership.

According to the bank, the new credit card also allows cardholders to earn more rewards than with other credit cards. Card members who use their cards for everyday spending such as petrol stations and supermarkets, as well as travel and entertainment, will earn Premier Rewards for all their purchases at a rate of 1.33 reward points for every GBP1 spent.

The points they collect can be redeemed for a range of rewards with partners such as Small Luxury Hotels of the World, Abercrombie & Kent, and Harrods. Cardholders can also choose to donate their rewards to charities.

For an extra GBP8.95 per month cardholders can also obtain Priority Pass Prestige membership, which gives them unlimited access to over 500 VIP airport lounges in 90 countries worldwide.

The card has a simple annual rate for purchases of 13.128%. All new cardholders will receive the first month free and all Lloyds TSB Premier Current Account customers will receive the first six months free.