You're missing the question. The idea would allow a customer to have better cash flow not take out a loan. What I am asking is would you pay a fee over placing a hold on your card. For a person with not a lot of money, holding $100 for 5 days can be a problem but paying $9 to not have that problem could be helpful.

>> Further, credit cards already allow people to get cash advances in an emergency.

Cash advance from credit cards is very expensive. The problem is that $9 for $91 during 5 days is even more expensive. (It's more than 60% in a month!) When you are charging more than the credit cards, it's too much.

The problem you have is that you must charge more because you don't have enough information and leverage to ensure the users will not commit fraud. Banks know the history of each user, how much the earn, have a good lawyer team, so they can charge less. You also have processing fee, and other overhead.

Edit: Deleted a few random meaningless chars at the end. My son typed them while I was not watching.

That's just insurance. You'd be insuring the amount of the deposit. Any business can buy this from a major insurance company if they want.

They can't because it's not a current product offering.

Insurance is not a current product offering? I think you're trying to pitch a financial product without a deep enough understanding of finance as a concept and perhaps as an industry.

If, for example, Hertz wanted to stop requiring a $250 deposit on vehicles and instead take a $22 fee, they could approach any large insurance company and find out if they would underwrite it. That company's actuaries would assess the risk of a typical Hertz customer and either say that, yes, $22 is enough to cover losses, or no, it needs to be higher.

In fact, Hertz may already do this. A $250 deposit is incredibly low for someone renting a $20-40k vehicle with nothing more than a driver's license and credit card.

Source: I'm a partner in an insurance startup.