Gyft is a digital gift card platform based in the United States that allows
consumers to buy, send, manage, and redeem gift cards using their mobile
devices. Founded in 2012 and headquartered in Atlanta, Georgia, Gyft was
created to modernize the traditional plastic gift card experience by moving
it into the digital realm. The company positioned itself as a mobile-first
gift card wallet and marketplace, enabling users to consolidate their gift
cards into a single, convenient app rather than carrying physical cards.
In 2014, Gyft was acquired by First Data Corporation, a major global payment
technology and processing company. First Data (which later merged with Fiserv)
integrated Gyft into its broader suite of commerce and payment solutions,
strengthening its capabilities in the gift card and prepaid space. Through
this acquisition, Gyft's technology became part of a larger financial
services ecosystem serving both consumers and merchants.
What Gyft Does
At its core, Gyft operates as a digital gift card marketplace and mobile
wallet. The platform connects consumers who want to purchase or store gift
cards with a wide network of participating retailers and brands. Gyft
digitizes gift cards so that they can be stored, tracked, and used directly
from a smartphone, eliminating the need for physical cards while still
supporting redemption both online and in physical stores.
The company essentially serves two primary functions:
- A consumer-facing platform where individuals can shop for gift cards from
hundreds of national brands, send them as gifts, and manage balances.
- A gift card management tool that lets users upload and store gift cards
they already own, keeping track of remaining balances in one place.
Products and Services
Digital Gift Card Marketplace
Gyft offers access to gift cards from a large selection of well-known
retailers, restaurants, and brands across categories such as dining,
apparel, entertainment, electronics, travel, and general merchandise. Users
can browse the catalog and purchase digital gift cards instantly, which are
delivered electronically rather than shipped physically.
Gift Card Gifting and Sending
One of Gyft's signature features is the ability to send gift cards to friends
and family. Users can personalize gifts, add messages, and deliver gift cards
digitally via email, text message, or social media platforms such as
Facebook. Recipients can then redeem or store the gift card through the Gyft
app. Scheduling gifts for future delivery, such as for birthdays or holidays,
is also supported.
Mobile Gift Card Wallet
The Gyft mobile app functions as a digital wallet for gift cards. Consumers
can upload their existing physical gift cards into the app by entering the
card details, allowing them to store all of their gift cards in one location.
This consolidation helps users avoid losing cards, forgetting balances, or
carrying multiple plastic cards. The app tracks balances and provides an
easy way to redeem cards in-store by displaying barcodes or card numbers at
checkout.
Balance Management and Tracking
Gyft provides balance-checking and tracking tools so users always know how
much value remains on each of their stored cards. This feature addresses a
common consumer pain point where gift card value goes unused or forgotten
over time.
Gyft Business and Bulk Ordering
Beyond individual consumers, Gyft offers solutions for businesses. Through
its business offerings, companies can purchase gift cards in bulk for
purposes such as employee rewards, incentives, customer loyalty programs,
and corporate gifting. This makes Gyft a useful tool for organizations
looking to distribute rewards or promotional value at scale.
Integration with Payment and Commerce Systems
As part of the First Data and later Fiserv ecosystem, Gyft's technology
connects to broader merchant and payment processing infrastructure. This
integration supports merchants who wish to offer digital gift card programs
and helps embed gift card functionality into point-of-sale and commerce
environments.
Platform and Technology
Gyft delivers its services primarily through its mobile application,
available on major smartphone platforms, as well as through its website. The
platform emphasizes convenience, security, and ease of use, allowing
transactions to be completed quickly and gift cards to be delivered
instantly in digital form. The app is designed to keep gift cards organized
and accessible, functioning like a specialized digital wallet dedicated to
prepaid and gift card value.
Market Position and Significance
Gyft played a notable role in the early growth of the digital gift card
industry, helping shift consumer behavior away from physical plastic cards
toward mobile-based solutions. By making it easy to buy, gift, and store
gift cards digitally, Gyft appealed to tech-savvy consumers and gift givers
seeking instant, personalized gifting options.
Its acquisition by First Data underscored the strategic importance of the
gift card and prepaid market within the larger payments and financial
services industry. Being embedded within a major payment technology
provider allowed Gyft to leverage extensive merchant relationships and
payment processing capabilities, extending the reach of its digital gift
card platform.
Summary
Gyft is a U.S.-based digital gift card company that enables consumers to
buy, send, store, and manage gift cards through a mobile app and website.
Its offerings include a digital gift card marketplace featuring hundreds of
brands, personalized gift card sending, a mobile wallet for storing and
tracking cards, balance management tools, and business solutions for bulk
gift card purchasing. Acquired by First Data in 2014, Gyft became part of a
larger financial services and payments ecosystem, reinforcing its role in
the growing market for digital gift cards and mobile-based prepaid value.
