Retailer Coles has entered into a financial services joint venture with GE Capital. The business will start in July next year, subject to regulatory approvals, offering a range of personal finance products.The joint venture will build of Coles' existing relationship with GE, which includes the Coles No Annual Fee and Rewards credit cards. Coles has 400,000 MasterCard customer accounts.Coles said in a statement that it was aiming to make use of new payment technologies. Te company has previously announced the development of a mobile wallet.Coles' established insurance distribution business, which includes motor, home and life insurance, will be outside the joint venture. Coles has 350,000 insurance policies in force.