American Express is pitching a new teen money management product in partnership with iVillage.

The financial services firm and the NBC Universal-owned women’s site on Tuesday launched The Talk, an online community targeted at parents with teens. The hub promotes PASS, a prepaid card AmEx made available to existing customers in May. The card, which AmEx extended to the general public last month, lets parents keep a tab on their kids’ spending.

Greg Daniel, AmEx’s vp of global prepaid marketing and general manager for PASS, said the company decided to partner with iVillage because of its large female following. The site reaches 30 million women each month, including moms, who, according to Daniel, want “more knowledge and online resources to talk to their teens about money.”

Until now, AmEx had marketed PASS through cardholder member channels. “What we hear from parents is that it’s an easy, convenient way to give money to teens and [it] provides them with a peace of mind,” Daniel said.

The effort includes a video series that offers parents money tips, message boards, and advice by financial and parenting experts. There is also The Talk badge that parents can download and add to their Facebook pages once they’ve had “the talk” with their teens.

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