Ever dreamt of having a super-efficient personal assistant with impeccable contacts who you can call on 24 hours a day?

The launch of a new credit card from Lloyds TSB, which offers a "personal lifestyle assistant" for a fee of £4.95 a month, means it may now be within your reach.

Whether you want to plan a holiday, book a table at your favourite restaurant, get your name on the guest list for a nightclub or buy a last minute gift, the bank claims that you can call one of its advisers at any time of day or night and everything will be sorted for you.

The benefits of the Lloyds TSB American Express Credit Card also include reward points on spending at petrol stations and supermarkets. And for an extra £8.95 a month - £13.90 in total – cardholders can obtain access to priority lounges at airports worldwide.

It isn’t the first card to offer a concierge service, but it is the first to offer it to average earners. The bank said it would consider anyone earning just £15,000.

It is also cheaper than most of the competition. The basic package costs £59.40 a year, and as an opening incentive Lloyds will waive the monthly charge in the first month and Premier Current Account customers get the first six months free. Cardholders have a starting credit limit of £3,500 and are able to borrow that amount at a rate of 13.128%.

Citibank recently launched a credit card called Ultima with a reward package including six months' access to the Home House club in London and offers such as a one-to-one cookery lesson with celebrity chef Marcus Wareing

But to take up its offer you typically need to be earning in the region of £750,000; although it said it might consider applications from new customers earning £75,000 a year. The card has a fee of £500 a year and you can borrow up to £50,000 at a rate of 12.9%.

Morgan Stanley's white i24 card charges an annual fee of £275 and a rate of 13.9%, and the NatWest Black card, which requires that you earn at least £70,000 a year, charges 15.6% interest and costs £250 a year.

But only those who use the extra services will find the cards good value for money. Robert Kenley, head of credit cards at Moneysupermarket.com, a comparison website, said: "If the Lloyds’ card delivers what it promises and customers make full use of the benefits then £4.95 a month isn’t a huge amount of money. But a lot of people will probably not use the services and for those customers it may not be the best deal."