EXCLUSIVE—With the new “Pay It, Plan It” features announced this week, credit provider American Express is banking on a more debit-like functionality to gain customers.

But will that approach work? While Amex remains at the top of the credit stack in terms of payment volume, its market share has been declining as banks like Chase and PFM services such as Float Credit offer products designed to appeal to these more debt-conscious consumers.

But, Pay It, Plan It turns an Amex into a debit card, allowing a user to pay directly via their bank account, for a good or service with a (somewhat, as the attached fees are known) fixed price.

Jeff Chwast, head of global lending, new products and capabilities at American Express, told Bank Innovation in an emailed statement:

Pay It Plan It gives Card Members the ability to know exactly when they will pay for a specific purchase amount and exactly how much it will cost them. Or lower their monthly bill by Paying for smaller purchases along the way. Pay It Plan It helps them manage their monthly statement on their terms.

However, the acceptance of that updated card hedges on a noted millennial preference for that method over paying by credit, as many younger customers remain painfully wary of credit card debt.

Additionally, American Express may not be the first card young millennials think of when it comes to a debt-light or debt-wary credit card, which speaks to the need for the features in the first place. Amex is hoping these features will help its brand appeal to a more “flexible” range of customers.

Chwast said, via email:

Pay It, Plan It puts the ultimate financial control in the hands of our Card Members by giving them more options for how they pay for the things they buy. Up until now, all Card Members’ purchases went directly to their monthly bill. With Pay It Plan It, we’re giving Card Members the ability to control their statement and the flexibility to pay some purchase amounts early, and other purchases over a longer period of time at a fixed fee.

Card Members can continue to earn rewards while making payments that fit their lifestyle.

It remains to be seen whether these features will help Amex to establish a brand presence amongst these customers.