Gift cards in 2025: A strategic asset for brands and fintechs

Driving business growth through strategic gift card partnerships 

In our latest webinar, Alec Donald, our gift card expert, was joined by Youlia Marks, Head of Retail Partnerships at Tillo, for an insightful discussion all about gift cards and their power to drive business growth.

The conversation started with exploring the modern applications of gift cards, specifically within fintech propositions, how brands can take advantage of this opportunity, and finally – what the future of gift cards looks like in 2025.

Key takeaways from the webinar:

• Gift cards are no longer limited to first-party sales. The industry is shifting towards third-party distribution models, expanding across both B2B and B2C channels. As digital innovation accelerates, gift cards are becoming embedded in broader financial and retail ecosystems.
  
  
• Fintechs are increasingly integrating gift cards into their offering due to their flexibility. They can support user acquisition, provide instant rewards, and enable immediate payouts – eliminating settlement delays. This versatility makes gift cards a valuable tool for driving engagement and customer loyalty.
  
  
• Brands can work with gift card aggregators and processors to effectively build a multi-channel proposition that supports business growth, whilst ensuring security and controls are in place. 

If you’ve missed this webinar or want to recap on all the insights, click below to watch it on-demand!