Money Blue Book

Review of MonaVie and The Acai Berry Fruit Juice Company’s Health and Marketing Claims

MonaVie. Mona Vie. The word actually sounds like a spin off of some french phrase (mon ami), but when I hear the name, two things immediately come to mind – acai berry juice and multi level marketing pyramid scheme. The MLM business scheme or pyramid marketing concept usually elicits a series of red alert alarm bells in my brain’s BS scam detector, however, I’m willing to take a closer look at MonaVie before rendering my personal critique and verdict. After having tried out and actually tasted the MonaVie acai berry fruit drink, I have to admit, it’s a rather sweet and tasty beverage – sort of a crisp combination of grape juice, blue berries, black berries, and a hint of dark chocolate. There’s not much negative commentary I can sling at the MonaVie product in terms of taste alone, but the outrageously expensive price tag and the rather suspicious marketing approach of the company leave much to be desired.

As an ordinary American consumer and a casual observer, I’m not sure what to make of this whole MonaVie acai berry fruit juice craze that seems to be sweeping the health and fitness world. The product’s been featured on the Food Network and on daytime talk shows for women like the Rachel Ray show, and eagerly touted by popular television hosts like Oprah Winfrey as the ultimate nectar of the gods. At least several medical commentators have appeared on The Oprah Winfrey Show recently to promote the acai berry as an invaluable source of super food nutrients and as a magical method to promote youth and bodily rejuvenation. While most of the on-air health commentators were on the Oprah show to promote their individual books, even Oprah herself seemed to jump on the acai berry bandwagon, endorsing the nutritional claims of the tiny purple berry in her own boisterous way.

And it’s not just celebrity women either (who in my sexist opinion tend to be very ultra health conscious). Even celebrity guys seem to be getting in on the acai super fruit craze as well. There are numerous photos floating around on the internet of well known celebrities (both male and female) photographed with  their MonaVie acai juice bottles. I’ve seen hip hop stars and motor sport athletes on MTV’s Cribs show opening up their refrigerator doors for the camera to proudly display their prized rows of ultra-expensive MonaVie branded acai juice bottles. To top it off, when the Boston Red Sox won the Major League Baseball World Series in 2007, you even had several pitchers and players publicly thanking the Mona Vie company and attributing their athletic success to the seemingly magical healing powers of the MonaVie acai berry drink. When professional athletes who have just won the most competitive pinnacle award of their profession celebrate their triumph by giving a ringing endorsement of a particular enhancement product, citing the competitive advantages it allegedly provided their bodies through the grueling eight month long baseball season, I definitely take notice. However at the same time, my curiosity is greatly tempered with a strong dose of skepticism and suspicion at the celebrity’s personal motivations for such a resounding product recommendation – and I find myself wondering if the celebrity was partly motivated by financial considerations.

Without a doubt, MonaVie is a popular and highly promoted superfruit juice product, frequently mentioned in popular entertainment and athletic circles among the rich and trendy. It also has a strong growing presence online and on TV, but then again, so do many of the numerous get rich quick schemes and snake oil scams out there, featuring all types of facial cleaning products and useless weight loss shakes and pills. All such popular products have their own legion of compensated celebrities ready to help make the sales pitch and enthusiastically promote the product to the audience. Just because a product is heavily marketed and seems popular does not make it legit. Thus I wanted to take a more objective look into the MonaVie product itself, its health claims, and its marketing approach to decipher for myself the legitimacy of the brand. My primary goal is to answer these series of questions – Is MonaVie a scam? Does MonaVie acai juice berry drinks actually provide the health benefits re-soundly touted by its army of rabid distributors? And finally, is MonaVie a product I would actually purchase and consume for myself as an average, everyday mildly health conscious consumer?

The MonaVie Acai Berry Juice Product

MonaVie is a fruit juice drink made up of a blend of 19 different fruits. In a nut shell, it’s like Odwalla or Naked branded smoothie drinks – except the drink is marketed as an acai berry product and it comes in a fancy looking wine bottle to give it allure. While the company refuses to disclose the actual numbers detailing individual juice makeup, it eagerly markets the fruit juice cocktail as some type of specially formulated super fruit juice, citing its composition of acai berries for its supposed magical ability to cure all sorts of physical and mental ailments. While the company does not expressly state that the MonaVie acai berry juice drink is capable of amazing healing properties, that is the marketing direction the company seems to strongly hint at. Obviously due to legality reasons, MonaVie can’t officially claim its juice drink to be a health elixir, but it sure seems like it unofficially wants to based on the promotional dance it’s constantly engaging in.

Inside of its fruit juice drinks, MonaVie lists as one of its primary ingredients – the acai berry (pronounced ah-sai-ee) – a small purple black fruit about an inch in size and produced from the acai palm tree in the Amazon of Brazil. Through its network of distributors, the MonaVie company promotes the message that its unique acai berry juice blend contains many of the antioxidant related health benefits associated with the acai berry and other special fruits. Supposedly, these super fruits are packed with powerful nutrients and antioxidant compounds that uniquely protect the body’s cells from damage and disease, boost the immune system, and slow down the otherwise inevitable process of aging. However, much of the alleged health benefits of MonaVie and the extent of the nutritional value of acai have been called into constant debate and frequently questioned by naysayers that cast suspicion at what exactly is contained in MonaVie and the extent of its alleged nutritional value if any. Certainly, the company’s reluctance to share detailed information about the specific acai berry concentration found in its bottles and its mysterious refusal to reveal detailed proportional make up of how the  fruit juices in the MonaVie blend are made up continue to fuel discussions abut the health claims made by the product’s distributors.

Monavie Acai Is Sold Exclusively Via A Questionable Multi Level Direct Sales Approach (AKA Pyramid Scheme)

Mona Vie acai juice drinks are not available in traditional supermarket chains or grocery stores like Safeway, Kroger, or Wegmans, and they’re not even available via specialty health minded retailers like Whole Foods or Trader Joe’s. You definitely won’t find the company’s products at discounters like Walmart or Costco – no, the MonaVie company shuns the traditional sales outlets in favor of a more personalized and almost cult like marketing approach.

MonaVie was launched in January 2005 by a long time direct sales marketing veteran and since then, the company has relied exclusively on a multi level marketing strategy to promote and sell its expensive juice drinks. For all intents and purposes, the company’s more of a powerful marketing machine than a health food provider. Certainly there may be substantially better fruit juice products out there at much cheaper prices, but frankly, and somewhat commendably, MonaVie does a pretty powerful job of hyping and cleverly convincing health fanatics that they absolutely must drink this product everyday to live their lives to the fullest.

By tapping into a sales stream that takes advantage of trusted personal relationships to generate sales, the company has become wildly successful – at least on the sales side. Those unfamiliar with multi level marketing (MLM) may be more familiar with its common nickname – the pyramid scheme. A MLM or pyramid scheme relies on a direct sales technique based on a relationship referral business model whereby trusted people are the engine components that drive the commission based sales. Whenever a sale is made, a lofty commission is paid out, not only to you (the person who made the sale), but also to the person who referred you into the marketing program as well as to the person who referred your direct referrer – hence the pyramid nature of the arrangement. Because these multi level marketing programs are so potentially lucrative for those at the top of the pyramid (the upline), the system strongly encourages and incentivizes participants to zealously promote the product and heavily recruit new entrants into the program (the downline) to further earn sales and commissions for those on the up line.

Now, the one thing that must be made clear is that not all multi level marketing programs or pyramid schemes are inherently evil or illegal. Not all pyramid schemes are blatant scams or disreputable shell games the same way that Ponzi Schemes are. In fact, there are many otherwise thinly legitimate multi level marketing programs out there such as Amway, Avon, Mary Kay, Herbalife, Tupperware, and all sorts of online affiliate programs. However, many of these MLM based companies suffer from the same stigma and questionable scrutiny that MonaVie faces as well. While not outright frauds or scams like the way Nigerian 419 scams are for example, the same scammy concerns arise because many of these MLM programs really only benefit those at the top of the marketing pyramid and often encourage overzealous sales techniques that frequently lead to almost predatory recruiting tactics and pitches. Oftentimes as well, many of these MLM programs demand contractually obligated sales quotas that members must satisfy every month or face having to purchase the products themselves to meet the sales quota requirement. In the case of MonaVie’s contractually obligated arrangement for wannabe new distributors into the program, new entrants are obligated to buy at least 4 bottles a month of the pricey acai berry juice. They don’t come cheap and failure to sell enough bottles every month will require that the distributor contractually purchase the required quota for personal use.

As noted by an investigative news article from Newsweek, according to income disclosures, most of the million strong sales team of MonaVie appear to be really just drinking the juice themselves rather than selling them as originally intended. More than 90% of supposed distributors of MonaVie are actually considered wholesale customers, whose earnings were mostly discounts on sales to themselves. Remarkably according to the article, fewer than 1% of the MonaVie marketing pyramid’s sales people qualified for commissions and of those, only 10% made more than $100 a week. The Newsweek article even goes on to state that according to a top MonaVie recruiter, while obviously not disclosed by the company, the MonaVie multi level marketing program’s drop out rate’s around 70%. It’s certainly a fascinating tidbit to keep in mind as you ponder the question of whether MonaVie’s a scam. While I personally don’t think MonaVie is a scam as they do offer an otherwise legitimate fruit juice product, the acai juice company sure has rather unsavory fringe elements to it.

In regards to the secret world of direct sales and pyramid marketing, I had my first negative exposure to MLM programs when I was recruited by a company called Vector Marketing to sell Cutco branded knives back when I was just an 18 year old high school student. For some odd reason, many fellow high school students such as myself were targeted with elaborate marketing sales pitches by Vector Marketing recruiters to become trained in the art of tapping personal relationships to sell ridiculously and insanely overpriced Cutco steak knives to our friends and family members. Obviously, our recruiters were eager to train us into becoming their commission earning downline so that they could profit from our sales as our upline referrals. While the Cutco knives we lugged around and sold were of obvious high quality, they were no where even close to being worth the exorbitant price demanded of each individual cutlery. Quality is one thing, but they were and to this very day, are still vastly overpriced. While I was able to tap into my personal relationships and beg a few neighbors to shell out hundreds of dollars for a few knives out of pity, I remember always feeling extremely scammy and sleazy during my rehearsed sales pitches to supposed loved ones. As a mere 18 year old at the time, I wasn’t too fond of  having to take advantage of my close relationships for financial gain. There was nothing illegal or deliberately evil about the whole sales system, but the whole multi level marketing approach simply felt shady and rather manipulative to me.

Mova Vie Is Extremely Expensive and Overpriced Despite Its Alleged Acai Berry Health Properties

The MonaVie acai berry juice product is not cheap. In fact it’s downright expensive – ridiculously overpriced at astronomically rip off levels if you ask me. A single MonaVie juice bottle will cost you $30-$40 per bottle, for a little more than 25 fluid ounces of the fruit berry mixture. According to the promotional material, to fully appreciate the nutritional benefits of acai berry juicing, you’re supposed to drink at least 2 fluid ounces of the purple stuff in the morning, and another 1 ounce at night. At the rate suggested by the MonaVie company, a single bottle will last you about a week. At $30-40 a bottle, that comes out to $120-$160 a month, and $1,440-$1,920 a year. Unless you are swimming in money and flush with dollars like the professional athletes or financially well off  like celebrities Oprah Winfrey or Rachel Ray, chances are, you’re going to find regular consumption of this product to be well beyond your financial means. The lucrative price of each expensive bottle of Mona Vie can probably be traced back to the high cost of commission maintenance that must be paid out to the entire pyramid marketing chain upon each sale.

Because of the multi level marketing nature and aggressive direct sales promotional tactics of MonaVie distributors, a wide array of ridiculous health and nutritional claims seem to have blanketed the internet. Sometimes it’s a little difficult figuring out which writer is trustworthy and which one is blatantly a sales guy. I have personal gut-feeling suspicions that sizable portions of these favorable web-based health comments and supposed online testimonials were made by MonaVie distributors and financially interested sales promoters trying to hype up the appeal of their pricey cash cow via fake product reviews. A quick browse of the internet quickly reveals all sorts of outlandish testimonies and anecdotal stories by random people – claims of how MonaVie acai juice drinking cured their heart disease, healed their arthritis, alleviated stress and depression, cured their acne, reversed their aging, repaired joint damage, got rid of joint and back pain, cured their cancer, treated their diabetes, made them more energetic, and even improved their sex life. The craziest claim I’ve seen was some gentlemen who claimed that his steady diet of Mona Vie acai berry juice made his special male anatomy organ larger and more virile. I’ve even read a few ridiculous claims by anonymous female commentators on various Mona Vie related blog posts touting how acai berry juicing grew their chests and helped make their breasts larger. The myriad of outlandish and totally unsubstantiated claims are quite abundantly available online – an unfortunate side effect that distorts the truth, whenever there is a lot of sales money to be had.

Now it’s one thing for a product to be expensive and it’s a whole different matter altogether if the product doesn’t actually do what it says it is supposed to do. The literature and research on the amazing health benefits of drinking MonaVie and the supposed God-like healing properties of acai berry juice are still not entirely definitive. While there is little doubt that berries and fruits such as acai, blue berries, blackberries, and pomegranates common loads of nutritional vitamins and powerful compounds such as cell repairing antioxidants, the research is not yet entirely supportive that these are indeed super fruits that can cure all and heal all. There is scientific evidence that the acai fruit and other dark berries are uniquely high in Oxygen Radical Absorption Capacity (ORAC), a rating system that evaluates a food product’s ability to fight harmful free radicals in the body, but that doesn’t mean that a single fruit can potentially replace all other alternative sources of vital nutrients.

To be fair, the MonaVie company doesn’t actually go out of its way to blatantly promote the MonaVie product as a magical berry elixir anymore. MonaVie does not actually make the health and nutritional claims itself. Due to stricter federal scrutiny of Mona Vie’s official claims, the company has drastically cut back on its previous assertions of health benefits and healing properties. The company is now content with marketing the MonaVie drink as merely a high end fruit juice product, letting its legion of cult like Mona Vie acai berry drinkers and promoters hype the unbelievable health benefit innuendos on their own. After all, the motto of the MonaVie company is – “Drink It, Feel It, Share It” – which sounds more like a sales focused marketing directive of sorts to me.

Acai Berries Do Contain Lots Of Nutrients – They Just Don’t Have Super Healing Powers As Suggested By Some Independent MonaVie Distributors

As a mild defense for the key heralded component of MonaVie’s juice product – the acai berry does indeed contain abundant nutritional value. There is quite a bit of research touting the health benefits of acai berry as a good source of fiber, minerals, vitamins, polyphenols, and antioxidants for healthy bodily performance. The expensive acai fruit does indeed contain a wealth of nutritional benefits compressed into each little purple berry, but then again, much of the same health benefits can easily be found in large concentrations in other more common and cheaper fruits such as bananas, blue berries, and apples as well.

Despite my admitted fondness for the taste of acai, I’m extremely wary of buying into the whole MonaVie acai juice product because I simply do not know how much of acai can be found in each bottle. Because MonaVie refuses to disclose the actual composition of its juice drinks, we do not know for certain the exact breakdown of its juice cocktail and the exact amount of expensive acai berry concentrate in the blend. It’s very important to keep in mind that the MonaVie juice mixture doesn’t contain acai berries exclusively. It’s comprised of an admitted blend of 19 fruits – including many common and cheap fruits like bananas and apples, easily found in your neighborhood grocery store. If you really buy into the claimed health benefits of juicing and nutritional potency of acai berries, there are much easier and cheaper ways to get your purple berry fix. Most grocery stores sell acai berry juice variations and even certain online stores sell similar acai berry laden juice drinks, acai powders, and acai capsules for much, much less.

The fact of the matter is that people are always looking for the easy way out and frequently are all too eager for a magic potion that will make take away the need to put in effort. There is plenty of research touting the overwhelming health benefits of a low fat, low sugar diet comprised of lots of fish and whole grain foods. There is also overwhelming evidence that smoking and excessive alcohol drinking wrecks havoc on physical and mental health, and that daily consistent exercise is absolutely essential to healthy living. Yet, we as humans seem to ignore those simple practices and remain perpetually enamored with the possibility that there are super fruits out there that can serve as magic silver bullets to our health problems and ailments. The reality is that there is no such thing as a one size fits all super fruit. Proper health and nutrition requires a good moderated balance of fruits, vegetables, and proper exercise – not the services of a single food product – especially not one that is so expensively priced.

How To Buy MonaVie Online And Test Out Acai Berry Juices For Yourself (Remember, It’s Not Cheap and Its Health Claims Are Not Fully Substantiated Yet)

Recently, I purchased a few bottles of MonaVie online simply to test out and review the juice product for myself since I didn’t know how else to try it out for free. While I have no intention of actually signing up as a distributor or getting myself locked into some multi level marketing contract, I think it’s perfectly understandable if there are people out there who remain curious about the fruit juice blend. It’s admittedly rather tasty, albeit extremely expensive and somewhat overrated. Personally, I don’t buy the magical juice berry claims of the MonaVie supporters and chose to consume the drink on a one time limited basis as I would any new drink. If you really want to start juicing, buy a fruit juicer for yourself or buy pre-made fruit smoothies from the grocery store. Many of these pre-made blends contain acai berry and they’re a much cheaper way to get exposed to the nutritional value of acai should you so choose to partake. If you really insist on joining the MonaVie acai berry craze, there are plenty of equally good generic acai berry brands out there as well – in various just-add-water powder products and pills.

In the event you are determined to test out MonaVie acai berry drinks or similar acai berry products based on curiosity, here are a few ways to buy them online. Remember, it’s not an endorsement, and I’m just pointing the way for you if you insist:

1. MonaVie Active Health Juice With Acai (Amazon) – 1 Bottle of the dark purple stuff.
2. MonaVie Active Juice Bottles With Acai (Amazon) – 4 bottles – A way to buy MonaVie online without having to agree to some recurring sales contract.
3. MonaVie Juice Bottles With Acai (eBay) – Cheapest method to buy MonaVie online without commiting to a distributorship agreement, but requires eBay auction bidding.
4. Natrol – Acai Berries 1000mg Per Serving 60 Capsules (Amazon) – 60 capsules
   
5. Organic Acai Fruit Capsules with Camu Camu (Amazon) – 60 capsules – The Brazilian acai berry in pill form.
6. 100% Pure Acai Fruit Powder with Camu Camu (Amazon) – 90 grams – Just add water to make an acai powder juice drink.

When most people think of ETrade, the popular online discount brokerage firm with the cutesy talking baby commercials probably comes to mind. Since 2000, E-Trade has been well known for its slew of strange, but memorably funny TV commercials, starting with its series of odd-ball Superbowl monkey commercials in 1999 and 2000. Who can forget the grand daddy of them all – the one with a monkey dancing a jig on an upside down bucket for a quarter of a minute with two old fellas on rocking chairs clapping away to some goofy Latin beat – followed by the message “Well we just wasted 2 million bucks. What are you doing with your money?” While the message might have been a bit lost in the commercial’s zaniness, it certainly was good for future brand name recognition.

Since its days as a leader in the do-it-yourself stock investing movement, E-Trade has grown and developed itself into a full service financial holding company with a wide array of banking and trading related services. Eager to shed and change its old image as merely a low cost discount broker, the company has  jumped into the online banking business. Hoping to change the public’s perception, E-Trade has heavily promoted its rapidly growing online savings and checking products in an attempt to leverage its established reputation as one of the best brokers into a similar position in the online banking market. Despite the presence of formidable competing online banks like ING Direct, HSBC Direct, and FNBO Direct, E-Trade seems to have thrived and undergone quite a transformation. Today, it’s not only one of the most popular discount brokers in the market, it’s also one of the best online bank options in terms of interest rate and website features.

The Combined E-Trade Savings Bank and Discount Broker Company Offers One-Stop Shopping For All Of Your Banking and Trading Needs

Today, not only can E-Trade customers buy, sell, and trade stocks, options, and mutual funds via its highly sophisticated electronic trading website, ETrade customers can also take advantage of a wealth of lending and bank deposit products like high interest checking, high yield savings accounts, certificate of deposits (CD’s), and even E-Trade branded reward credit cards. Because of its strong beginnings and expertise in the brokerage business (voted by SmartMoney as 2008’s best discount broker and a top 10 winner according to Barron’s 2008 online broker survey), E-Trade has also been able to successfully integrate its online broker and banking business together into a fairly seamless one stop full service financial platform for its customers – an important feature that is lacking and not always available with other online banks.

After much development, Etrade’s current banking centerpiece is comprised of two primary high interest bearing banking products:

• The high APY rate yielding Max Rate Checking Account
• And the high interest Complete Savings Account

ETrade Bank Offers High Interest Rates, and Fast Electronic Fund Transfers Between Banks, Brokers, and External Accounts

One of the combined E-Trade company’s most attractive key features is its consistently high interest rate offers. While the company does have a few banking and brokerage branches scattered throughout numerous states in the United States, E-Trade has always been primarily an online institution. Because of its website presence and ability to maintain substantially lower overhead costs compared to most traditional banks with regular branches, E-Trade has been able to pass on the cost savings to its customers in the way of consistently high annual percentage yields (APY) on its line up of checking deposits and savings accounts.

E-Trade Bank’s other strong feature is its well known ability to offer fast transfers. ETrade currently features on its online website the Free Quick Transfer service, an improved way for customers to make one click electronic fund transfers from one linked account to another without having to go through numerous pages of clicks. Electronic transfers between Etrade bank and Etrade broker accounts are instantaneous (a great advantage for those that use Etrade for both banking and stock trading). Banking customers also have the ability to link up all of their online financial accounts with their E-Trade platform, and transfer money around quickly as needed via ACH transfers at a comparatively rapid speed.

Opening and Funding An E-Trade Banking Account Is Quick and Easy, and Involves Only A Harmless Soft Credit Check

ETrade Bank offers a quick account opening process with minimal paperwork. Other than the nice welcome package you’ll receive via snail mail after getting your accounts approved, everything is done online. After clicking through the online application for your desired checking or savings account option, you’ll be required to verify your identity through a soft credit pull that is performed on your credit report. Fear not, the credit check is a soft inquiry for ID purposes and has no negative effect on your FICO credit score.

1) E-Trade Max Rate Complete Savings Account

After taking a look the interest rate offers promoted by other banks, I do not doubt E-Trade’s marketing claim that the APY interest rates of its Complete Savings Account has consistently stayed more than 8 times the national average APY for savings accounts. Its interest rate levels have indeed consistently remained one of the best deals out there for those seeking the best rate of return for their conservative assets. It is also interesting to note that the E-Trade Complete Savings Account has no account fees, no maintenance charges, and no minimum balance requirement to earn interest. The initial deposit requirement is only $1, something I think most of us can easily afford. All savings (and checking) deposits are also fully FDIC insured, up to the current federal coverage limit of $250,000.

2) E-Trade Max Rate Checking Account

As E-trade aptly puts it, the online bank’s Max Rate Checking Account is checking on steroids – due to its overabundance of account benefits. You can apply for the standard checking option, but if you want the most bang for your checking buck, you should select the Max Rate Checking offer when applying. Not only does its checking account offer a notable interest rate on checking deposits (something almost unheard of among most traditional brick and mortar banks like Bank of America or Citibank), its Max Rate Checking APY is more than 10 times the national average according to Etrade sources.

Its checking account perks include no ATM fees at any machine, at any bank, or anywhere nationwide, via (get this) unlimited ATM fee refunds. Max Rate Checking customers also receive unlimited check writing privileges, online check deposit images (so you don’t have to fumble with canceled paper checks), payment alerts, and free online bill pay reporting services. Free quick one click electronic transfers among verified and linked external financial accounts are offered as well.

While all checking deposits will earn the standard interest rate regardless of how much you have deposited, to receive the highest interest rate level requires a minimum balance of $5,000. A minimum checking balance of $5,000 is required to bypass the monthly $15 fee, but there are many ways to have this minimum balance requirement waived. By signing up for direct deposit of at least $200 a month, linking up your ETrade discount broker account with your bank accounts to maintain at least a totalof $50,000, or executing at least 30 stock trades per quarter, you can avoid the hassles of checking account minimums (which is how I personally have my monthly fee automatically waived every month with E-Trade).

Extra Information and Resource:

• ETrade ABA/Routing Number for direct deposits and ACH transfers: 256072691

Since 2000, Everbank has quietly grown and emerged as a top tier banking institution, offering a diversified array of full service online banking products that include mortgage loans, high yield savings accounts, money markets, high interest certificate of deposit (CD)  products, and most intriguing of all, high interest checking accounts. While not as well known as popular online banks like ING Direct, HSBC Direct, or even E-Trade Savings Bank, EverBank has steadily grown to become one of the top online high yield savings banks in the market (reviews shared by several news sources such as CNN Money). Because the online bank apparently did not dabble in toxic subprime mortgages, the company is in a much stronger position today than many of its competing rival banks.

About a year ago, I opened an Ever Bank savings and checking account for review purposes and have been generally pleased with the annual percentage yield (APY) interest rates I’ve received over many months. Consistent with its marketing pledge to stay among the top 5% of savings banks in terms of interest rate, I’m pretty pleased to say upon examination of its past, that EverBank has stayed true to its word over the last few years. Despite market fluctuations in bank interest rates, EverBank has remained one of the top banking choices for those seeking the highest FDIC insured rates of return for their savings and investments. This is not to say that EverBank is the absolute best online bank out there, but it’s certainly one that consumers should consider when evaluating their options. At the very least, those interested in checking accounts in particular that earn a pretty high interest rate (an extreme rarity among other banks) or those interested in alternative savings options like foreign currency denominated CD’s should take a look at EverBank and its sister discount broker firm, EverTrade Direct Brokerage.

Those weary about the safety of their money and investments in this day and age of failing banks need not worry. All Everbank checking, savings, high yield savings, money market accounts, and CD deposit banking products are fully protected by FDIC insurance coverage up to the full $250,000 limit.

Ever Bank ’s Promotional Interest Rate Offer For High Yield Checking, and High Interest Savings/Money Market Accounts

For both its FreeNet Checking and Yield Pledge Money Market accounts, EverBank offers an exceedingly high 3 month introductory interest rate for new customers and a competitive rate thereafter that vastly exceeds many interest rate deals by competing banks. For example, back when the best interest rates offered by other online savings banks were around the mid to low 3% range, EverBank’s bonus rate was a high 4.75% and a strong 3.50% after the promotional period. Needless to say, Everbank’s strongest banking appeal is its historically high interest rate yields on deposit accounts.

Process Of Opening An Everbank Checking Or Money Market Account Online

1. Online Application Is Partly Paper Driven – Your EverBank FreeNet Checking, Yield Pledge Money Market, or CD deposit accounts can be applied for and opened online, but you’ll need to mail in your signed application and some printed out paperwork to finalize your accounts. Some find the application process annoying, but I personally find it fairly routine. To me it’s just the one time initial leg work required to set up an account with the potential to earn a great rate thereafter. Those worried about losing their attractive high yield interest rates while the bank account application is pending have nothing to worry about – you get to lock in the interest rate at the time your dated application is mailed. Hopefully as EverBank ramps up and improves its online website access, the application process and ACH funding option will become entirely online driven, rather than having to utilize manually mailed in paper applications with paper checks for initial deposits.
2. Harmless Soft Credit Pull - EverBank no longer performs a hard credit check that hurts your FICO credit score, but instead now performs a soft credit check on all banking applications primarily to confirm ID. On its website, Everbank indicates that it does perform a credit inquiry for the purposes of opening an account, and that while such an inquiry will show on your credit report, it’s coded differently than an inquiry for a loan and would have less of an impact on your credit score. Thus, the soft pull will show up on your credit report, but should fall under the same section as harmless credit inquiries such as the ones banks frequently make for credit card pre-approval purposes.

EverBank’s Free Net Checking Account (With High Interest Yield)

To open an Everbank FreeNet Checking account, you’ll need a $1,500 initial funding deposit, but there is no requirement that you maintain a minimum balance to earn interest and there is no monthly fee. With EverBank checking, you will also receive the usual checking perks like free online and mobile banking, free Visa check card, unlimited check writing, no Everbank affiliated ATM fees, free $6 per month ATM reimbursement, free overdraft protection, and optional online bill pay. While all of the services are otherwise free with no monthly fee, if you want to utilize the online bill pay service, you’ll need to  maintain a minimum account balance of at least $1,500, otherwise there is a small monthly charge of $4.95.

EverBank’s YieldPledge Money Market Account and CD’s

To open an EverBank Yield Pledge Money Market Account, you’ll need a low $1,500 initial funding deposit. There is no minimum balance requirement to earn the highest savings interest rate, but there is a monthly maintenance fee of $4.95 if accounts do not maintain the $1,500 amount. Other than that, EverBank offers an account aggregation service that allows you to link up your various financial accounts and transfer money around freely via free online and mobile banking. Those interested in different alternative account options also have several possibilities including custodial (for minor children), non profit, and trust accounts.

Other than the standard high yielding array of CD savings options with its time delineated variations, Everbank also offers high value CD investment options called Insured Advantage CD’s through the CDARS network (which is a network of member banks that allows for much higher protections for CD investments than that afforded by the FDIC alone). Currently, EverBank provides the peace of mind of FDIC insured protection of up to $50 million for these special deposit.

International CD’s and Foreign Currency Deposit Accounts

Everbank not only offers a broad selection of high yielding CD’s in U.S. currency, most interestingly, it also offers them in foreign currency denominations as well through its WorldCurrency program. It’s one of the full service perks that seems to set the company apart from other online savings banks. As indicated on the EverBank website, those that seek to diversify one’s portfolio globally may want to consider foreign currencies as a beneficial addition. Everbank’s WorldCurrency CD deposits allow you to earn interest in the foreign exchange currency of your choice and enjoy the currency appreciation benefits against the U.S. dollar.

Those worried about potential dollar inflation or the weakening value of the dollar may want to consider Ever Bank’s World Currency CD’s, however, it’s important to bear in mind that while FDIC insurance fully protects all CD and savings deposits from bank failure loss, it doesn’t shield you from the dangers of currency depreciation in the event your selected international currency depreciates against the dollar. Foreign currency CD’s are an interesting way to hedge against and profit from currency fluctuations and pricing risk, but you should view them as much riskier than traditional bank deposits. Those that want to diversify their investment and deposit options further can also invest in gold or silver through EverBank’s fully diversified array of non FDIC insured precious metal accounts. It’s an alternative way to further diversify your financial portfolio.

Extra Information and Resource

• EverBank ABA/Routing Number for direct deposits and ACH transfers: 063092110

Note: The New Credit Card Rules Do Not Go Into Effect Until July 1, 2010

These days, it seems like whenever there’s a good thing going or some attractive opportunity for pecuniary gain or profit, the masses ultimately swarm the offer like locusts until they’ve completely ruined it for everyone else. This is how I feel about credit cards and the credit card industry. Credit card rewards and interest free balance transfers were once the easiest ways to make some free money on the side, but now that the Feds have enacted the new credit card law, all of that’s about to change.

As a big proponent of credit card use and an eager partaker of reward credit cards, balance transfer deals, and credit card arbitrage, I’ve been taking advantage of all that they’ve had to offer for some time now. Over many years, I’ve applied for and been approved for more than 25 credit cards. I’ve owned, carried, and used most of the major credit cards from Capital One, Bank of America, Citibank, Advanta, Discover Card, to American Express. Throughout college and into adult hood, I’ve used my squadron of credit cards to earn more than $10,000 worth of cash back rewards, redeemed point rewards for countless free gift cards, and accrued more than $15,000 of interest profit from balance transfer arbitrage. At its peak, I was carrying more than $100,000 in total credit card balances at one time, taking advantage of 0% APR credit card funds deposited into a high yield savings account to earn free interest money.

However, despite my aggressive credit card usage history, I’ve never paid a single cent in credit card interest, forked over a single late fee, or suffered a major long term FICO credit score hit. Currently, my FICO credit score stands at a very healthy 802, thanks to my solid credit history and lack of any late payments. In fact, I don’t even know what any of my credit card interest rates are as I’ve never had to deal with them before. I have always paid my monthly card balances in full and on time. As a naturally frugal saver, I’ve always lived within my means and eschewed unnecessary material goods . Since I started using credit cards at the age of 18 and made paying off my regular credit card balances a priority in my life, I’ve never had to pay anything to the credit card companies, and instead have managed to profit immensely from them.

Because of all this, I had mixed feelings when the federal government finally issued the new credit card rules and announced its plan to crack down on allegations of unfair and deceptive credit card practices by the credit card industry. While the new rules have the potential to benefit American consumers and essentially protect them from their own spending stupidity and consumerism negligence, the new changes are likely to rain on my parade and spell the end to the credit card party I’ve been enjoying for the past few years. However, despite my personal misgivings and the potential loss of a key cog of my personal finance arsenal, I think the new credit card rules and regulations were probably long overdue. Like the mortgage industry, the credit card sector has been in serious need of a good shakeup for some time. Lax federal oversight and governmental complacency has allowed the industry to get a bit too lax on basic fairness standards, permitting abusive and egregious predatory credit card practices to go unchecked.

Despite the Current Recession, The New Credit Card Law Don’t Go Into Effect Until Summer Of 2010

As evidenced by the huge credit bubble that finally popped recently, America has had a love affair with debt and leverage for the last two decades. This abundance of credit in all forms caused many to become drunk with highly leveraged spending power, leading many down the path of out of control shopping, and encouraging the tapping of home equity to pay off credit card balances. The credit card industry’s practice of packaging and selling credit card debt to investors and hedge funds encouraged the growth of exorbitant risk penalties, over the credit limit fees, and all sorts of balance transfer and cash advance charges. Driven by the natural pursuit of profits, the credit card issuers eagerly raked in the ever increasing interest charges and late payment fees. Eventually the subprime mortgage crisis destroyed the housing market and in turn caused a chain reaction devastation that led many credit card consumers to no longer be able to handle their credit card payments, leading to a rise in defaults and ballooning non payment scenarios.

Wallowing in their own mismanagement mess and inability to control their spending habits, consumers ultimately turned to the federal government for bailout assistance. After bombarding the Fed with over 65,000 public comments (the highest number ever received by the federal government on any one issue offered up for comments), the Fed finally responded and issued an announcement of its approval of new credit card rules to combat what regulators labeled as unfair or deceptive credit card industry practices.

In its combined action and announcement, the Office of Thrift Supervision, the National Credit Union Administration, and the Federal Reserve Board approved the new credit card rules, sending a financial tsunami through the the banking and credit card industry. From here on, it is clear that these new rules will fundamentally rewrite the way future credit cards are packaged, marketed, and priced for consumers and small businesses. Despite the significant moves, some lingering critics remain displeased at the effective date of the new rules – July 1, 2010 – and argue that consumers need the new rules now to protect them from overbearing credit practices already in place in light of the current ongoing economic recession and not wait until mid-2010 when the recession may already be over. Of course, the industry has indicated that it needs the lengthy amount of time to adapt to these newly enacted regulations.

How Will The New Credit Card Rules and Regulations Affect You and Make Your Debt Reduction Life Easier?

1) No More Interest Rate Hikes On Existing Balances – Previously, as was the routine practice by the credit card issuers in recent years, credit card interest rates could be increased and jacked up on a whim with only a short notice to the customer in one of those fine print letters that nobody ever actually reads. With the new credit card regulations, interest rate hikes will not be permitted on existing balances and rate increases will only be allowed under limited circumstances such as on future purchases, new cash advances, when a promotional or introductory rate ends, or in response to an actual late payment in violation of pre-existing card agreements. This is one of the biggest changes and one that I wholeheartedly agree with. However, as one who has always paid off his card balances on time and has never paid late fees or credit card interest charges, my advice to all is to always pay off balances on time and in full to avoid having to even worry about credit card interest rates to begin with.

2) Interest Rates Cannot Be Raised Until A Payment Is Over 30 Days Late – Under the new credit card rules, interest rates for existing balances can only be increased if there is an outstanding payment that is over 30 days late. This change eliminates the old practice of allowing credit card companies to increase or double your current APR interest simply if you run up a large balance on your cards (to force you to pay those balances off quicker than you’d like). In addition under the new rules, card lenders must give cardholders at least 45 days of advance notice in the event of interest rate changes, including rate hikes due to 30 day late payments or non payment penalties. Previously, card issuers frequently gave notice of 15 days or less.

3) No More Universal Default – Credit card companies will not longer be permitted to raise current interest rates on cardholders simply because of their payment history or track record with other unrelated creditors such as landlords, utility companies, or even with different credit card issuers. Previously, universal default essentially allowed card issuers to raise rates arbitrarily by alleging cardholders had universally defaulted on all existing loans simply with a single violation against one unrelated debt account. While many card issuers like JP Morgan Chase have already discontinued this practice, this new rule compels the rest to follow.

4) No More Double Cycle Billing – While the immensely illogical practice of two cycle or double cycle billing is predominantly already a thing of the past with most card issuers having already abandoned this ridiculous practice, the new rules will officially end the loophole. Double cycle billing is the practice of calculating interest on daily card balances from more than just the previous 30 days. This billing practice hurts consumers who pay off their balances in full in one month but not in the next, because it irrationally averages multiple month balances to generate interest fees for credit card companies. Thus cardholders end up getting hit with finance charges and interest fees from the previous billing cycle even though they have paid the bill in full.

5) Card Payments Applied To Higher Interest Rate Balances First – One of the most significant new changes (and perhaps the most important), will help compel the practice of fair allocation of payments – a great future benefit to consumers, particularly those that engage in 0% balance transfer offers, cash advances, or ATM withdrawals that carry different interest rates. Any new payment above the credit card bill minimum must automatically now apply to the part of the balance with the highest interest first. For those who have multiple balances on the same account at different interest rates, this new rule will prohibit card lenders from applying payments towards lower interest balances first before applying them to the higher interest ones. This will stop the seemingly unfair industry wide practice of applying monthly payments to the cheaper credit card balances first, while letting more expensive balances accrue interest charges at higher rates.

6) Longer Payment Grace Periods Of At Least 21 Days – Credit card issuers will be required to offer consumers  a reasonable amount of time to make payments on monthly credit card bills – at least 21 days after bills are mailed or delivered. This will help protect consumers from shrinking payment periods and give them a reasonable amount of time to make payments before late charges and interest fees are applied. Personally, I don’t even know how long my credit card grace periods are as all my cards are set up with automatic bill payment that automatic pulls money from my linked checking account to ensure I never have a late payment. I highly encourage the use of automated debit payments. It makes life easier and much more hassle free.

7) No More Unreasonable Fees For Exceeding Credit Limit Because Of Hold On Account – This addresses a basic fairness problem some cardholders have been experiencing, particularly those who travel a lot. Oftentimes when consumers make reservations for rental cars or hotel rooms, merchants will place a hold for a certain credit limit amount on credit cards as a security deposit beyond the purchase amount. While the security deposit hold is in effect, the card’s credit limit is temporarily reduced, making it more likely for the cardholder to accidentally exceed his or her credit limit in the meantime with additional charges and thereby incurring an over the limit charge or fee. The new rules do away with excessive fees in such a scenario.

8) Limitations On Bad Credit Credit Card Fees - This new credit card rule change has the potential to reign in fees for subprime credit cards big time. Subprime credit cards that target people with bad credit will no longer be allowed to charge hefty upfront fees with the new limitations. What was happening was that these subprime credit cards (high interest cards for people with low credit scores with $500 credit limits) were charging applicants with upfront fees that totaled half the credit limit and demanding fee payment in less than a year. The new regulation will severely reign in these fees, but essentially eliminating the future of credit card offers for people with bad credit altogether.

9) Disclosure Of Foreign Currency Transaction Fees – While most people are not aware, international credit card users have had to pay extra fees for credit card transactions charged overseas in foreign currency denominations. While these extra foreign currency fee charges remain perfectly legitimate, the new rules require issuers to clearly list the fees and do a better job of publicizing then to the consumer so that it doesn’t come to them as a surprise.  The disclosure of all fees charged for purchasing goods or services in a foreign currency or for using the credit card outside of the United States will need to be made on a table on credit card applications and marketing solicitations, and not just in tiny fine print when the account is initially opened.

10) Better Overall Disclosure of Credit Card Terms and Conditions -  The new federal rules will require all credit card terms to be disclosed and marketed more clearly to consumers. Card issuers will need to clearly disclose and provide notice regarding important terms and conditions like payment due dates and times, as well as how interest rates and fees will be applied to those making only minimum payments each month. Some credit card issuers have been sneakily shifting around payment due dates and mandating arbitrary payment times, such as setting cut off times at 1:00 pm or on a weekend or holiday. These rules will prohibit such unreasonable and arbitrary practices. As mentioned above, any change to existing credit card terms will need to be expressly disclosed to the consumer at last 45 days before they take effect.

Goodbye Credit Card Rewards, Introductory Teaser Rates, and 0% Balance Transfer Credit Card Offers

The new credit card regulations issued by the federal government will have a significant negative impact on the credit card industry and the future of credit card use in the United States and elsewhere as issuers re-evaluate their existing business and risk pricing models. Because the new rules will severely restrict the ability of card issuers to modify pre-existing interest rates and card terms in response to changes they perceive as credit risk factors (known as interest rate pre-pricing), it is likely all new credit card interest rates will increase as a result, along with a severe reduction in credit availability. All existing rates in place prior to the effective date of July 1, 2010 will likely go up tremendously as well (even for those with excellent credit history scores). Because the new rules do not mandate a ceiling on how much credit card issuers can actually charge for interest fees or late payments, consumers are likely going to be slapped with even higher rates from hereon. With the credit card industry, it comes down to profitability and redistribution of costs. Because of the new rule changes, credit card issuers are likely going to lose a significant amount of money (more than $10 billion a year) in lost interest payments and fees. Instead of eating up the loss and taking their lumps, they are likely going to pass them onto consumers through stiffer interest rates and less favorable credit card reward terms.

The new regulations will have several unintended but perfectly foreseeable consequences as well, including a severe reduction or complete elimination of popular low interest deals, 0% APR balance transfers, and 0% purchase credit card offers, even for those with very high credit scores. The new rules greatly favor those who are irresponsible with credit card usage and those who were never meant to carry credit cards to begin with, and will punish the prime borrowers by eliminating the vast majority of all cash back credit card offers and interest free promotions. Only time will tell whether all such offers will be eliminated en masse, or whether the industry will be able to find a way to stay profitable and continue to offer purchase and usage incentives for consumers.

Despite the fairness benefits of the new credit card rules, here are some of the ways the changes will negatively affect credit worthy consumers:

• It will be much more difficult to qualify for credit cards as credit availability in compliance with the new rules will dry up.
• Substantially higher credit card interest rates overall, even for those with excellent credit scores – primarily to compensate the card issuers for their loss of income under the new rules.
• No more 12 month zero percent balance transfer offers with no balance transfer fees – likely to be replaced with high balance tranfer fees or low interest credit card offers instead.
• There will be a signficiant scaleback of credit card rewards, cash back incentives, and frequent flyer airline mile programs for responsible credit card use. Goodbye juicy credit card promotions.
• Severe reduction or total elimination of bad credit cards, forcing those with poor credit to seek higher credit and riskier options such as payday loans or pay day cash advance.

As always with life, it seems financially responsible individuals such as myself always seem to get the shaft. It’s always the bad home mortgage borrowers, bad credit card users, or the irresponsible spenders who ultimately get bailed out by the government – taking all the credit card goodies enjoyed by the responsible credit card consumers with them.