POWER OF ATTORNEY
                               -----------------

      The undersigned hereby appoints each of Elizabeth H. Mai and Liane Browne
as my attorneys-in-fact for the specific purpose of executing on my behalf a
Form ID, including amendments thereto, and any other documents necessary or
appropriate to obtain codes and passwords enabling the undersigned to make
electronic filings with the United States Securities and Exchange Commission
(the "SEC"), executing any and all Initial Statements of Beneficial Ownership of
Securities ("Form 3"), Statements of Changes in Beneficial Ownership of
Securities ("Form 4") and Annual Statements of Changes in Beneficial Ownership
of Securities ("Form 5") which I, as an officer of Advanta Corp. within the
meaning of Section 16 of the Securities Exchange Act of 1934, as amended, am
required to file with the SEC with respect to each acquisition or disposition of
shares of the Common Stock of Advanta Corp.

      IN WITNESS WHEREOF, I have executed this Power of Attorney the 27th day of
July, 2004.

                                                /s/ Joseph G. Reichner
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                                                  Joseph G. Reichner