Gift cards have quietly become one of the most valuable tools in a brand’s growth kit. They bring in cash up front, introduce new customers through gifting, and often lead to spend beyond the card’s face value. Digital codes have pushed the category further, from game top-ups and streaming subscriptions to app store credit sold through supermarkets and online marketplaces.
Running a programme well is harder than it looks, though. Behind every card sits issuing, code management, fraud controls, settlement, regulatory compliance and distribution through retail partners. Most brands do not want to build that stack themselves, which is where gift card management platforms come in.
Below are five platforms worth shortlisting, each with a different strength.
Conductor by epay
Best for: brands that want a fully managed programme with global reach.
Conductor is the gift card management software from epay, a Euronet company. It is a hosted platform that covers the full life of a stored value programme in three layers: issuing, processing and distribution.
On the issuing side, epay takes on global issuance, liability, regulation and settlement, which removes much of the legal complexity of launching in new markets. The processing layer handles product setup, code management, real-time reporting and anti-fraud controls. Distribution is where Conductor stands out: card production, fulfilment and a B2B portal let brands sell through third-party retail and digital partners worldwide.
Conductor supports closed-loop gift and voucher cards, prepaid cards, digital wallets and code-to-content products such as game and streaming credit. It serves sectors including gaming, retail, restaurants, entertainment, software, and crypto.
Blackhawk Network
Best for: large retail and restaurant brands that want maximum shelf presence.
Blackhawk Network is one of the best-known names in branded payments, with a prepaid network that places gift cards in supermarkets, pharmacies and online channels across many countries. Its issuance and programme management service lets brands outsource the heavy lifting, including card and code production, processing, fulfilment, inventory, settlement and customer service.
Blackhawk has also expanded into rewards and incentives, including its 2024 acquisition of digital rewards company Tango Card. That makes it a strong option for brands that want both consumer gift cards and B2B incentive channels from one provider.
Givex
Best for: hospitality and multi-location businesses that want gift cards tied closely to point of sale.
Givex offers a cloud-based platform that combines gift cards, loyalty programmes and its own point-of-sale system. Its gift card software is platform-agnostic, so it can integrate with a wide range of existing POS setups, and it covers transaction processing, card production and fulfilment.
Brands can sell e-gift cards through a Givex-hosted online store, and customers can add cards to Apple Wallet and Google Pay. Givex has been acquired by payments company Shift4 and is being rebranded, which may appeal to merchants who want gift cards and card payments from one vendor.
InComm Payments
Best for: brands that need high-volume retail distribution and payments expertise.
Atlanta-based InComm Payments operates a large prepaid distribution network spanning more than 30 countries. Alongside retail distribution, it offers programme management for physical and digital gift cards, from activation through redemption and settlement.
InComm’s brand partnerships show the breadth of the service. For Walgreens, it took over management of the existing physical gift card programme, launched digital gift cards and opened up B2B, loyalty and rewards channels. Acquisitions such as Australia’s The Card Network have also given it multi-brand gift card capabilities.
Tillo
Best for: digital-first brands focused on B2B rewards and incentive channels.
UK-founded Tillo takes an API-first approach. Rather than producing plastic cards, it connects brands to a network of B2B and B2C buyers, such as rewards platforms, employee benefits providers and cashback apps, through a single integration. Its catalogue spans thousands of brands across more than 40 countries.
For brands, Tillo’s Brand Hub provides control over code placement and the ability to amend, reissue or revoke codes. Through its Jigsaw service, Tillo can also manage a programme’s distribution, expansion and reporting on the brand’s behalf.
How to choose the right platform
The right choice depends less on features and more on where your gift cards need to be sold. A few questions narrow the field quickly:
- Who carries the regulatory load? Gift cards fall under different escheatment, e-money, and consumer protection rules in each market. Platforms that act as issuers can take on much of that liability.
- Where will cards be sold? Retail shelf presence, B2B incentive channels, and your own website need very different distribution networks.
- Physical, digital or both? Some providers excel at plastic card production and logistics; others are built purely for digital codes.
- How will it integrate? Check compatibility with your POS, e-commerce stack, and reporting tools before signing.
- What fraud controls are included? Gift cards are a common target for fraud, so look for built-in monitoring, code management and the ability to revoke compromised codes.
Final thoughts
Each of these platforms can run a successful gift card programme, but they suit different brands. Conductor is a strong fit for brands that want issuing, processing and global distribution handled end to end. Blackhawk Network and InComm Payments bring huge retail reach, Givex ties gift cards closely to point of sale and loyalty, and Tillo is built for digital B2B channels.
Start with where your customers buy, then shortlist the platforms whose networks and compliance coverage match those markets.