Gift Cards Are Becoming Branded Currency And That Changes Loyalty

Gift cards look simple from the outside, but the machinery behind them is turning into one of the most useful building blocks in modern rewards and fintech. We talk with Alex Preece, CEO of Tillo, about why the “gift card” label can be misleading and how these products function as branded currency that customers already know how to use. When you combine that familiarity with digital delivery and API-based infrastructure, gift cards stop being a one-off present and start becoming a powerful tender type inside loyalty programs, employee benefits, and bank apps.

We get into what changes when digital gift cards move beyond fixed denominations and become open-value, issued instantly for the exact amount a customer needs. Alex shares how that shift unlocks entirely new rewards and incentives use cases, from cashback wallets that keep value in retail, to large-scale public benefit distribution where spending can be restricted to essentials like groceries. We also explore what actually works in loyalty design: integrated shopping journeys that feel seamless, rewards that feel personal, and curation that beats dumping an A-to-Z catalog on members.

Then we go deeper on the edge of what’s next: reloadable digital gift cards that reduce friction for frequent shopping, premium services that can be “paid down” through shopping behavior, and even models that use retailer margin to help consumers pay down mortgages. If you care about loyalty strategy, personalization, digital gift card platforms, and the future of rewards infrastructure, this conversation is packed with practical insight and sharp takes. Subscribe, share this with a teammate, and leave a review with the most underrated reward you’ve ever received.