Analysis is carried out to study the convection heat transfer in an upper convected Maxwell fluid at a non-isothermal stretching surface. This is a generalization of the paper by Sadeghy et al.  to study the effects of free convection currents, variable thermal conductivity and the variable temperature at the stretching surface. Unlike in Sadeghy et al., here the governing nonlinear partial differential equations are coupled. These coupled equations are transformed in to a system of nonlinear ordinary differential equations and are solved numerically by a finite difference scheme (known as the Keller-Box method) and the numerical results are presented through graphs and tables for a wide range of governing parameters. The results obtained for the flow and heat transfer characteristics reveal many interesting behaviors that warrant further study of nonlinear convection heat transfer.