iGoDirect launches digital Visa rewards in New Zealand

Australian payments and rewards company iGoDirect has entered the New Zealand market with a digital Visa card that links directly into Apple and Google wallets, targeting fast-growing demand for corporate loyalty and incentive programmes.

The business is rolling out its "web-to-wallet" technology across New Zealand's corporate rewards sector. The product replaces physical gift and reward cards and removes the need for separate apps or postal fulfilment.

iGoDirect said it is the only provider in New Zealand that offers web-to-wallet rewards which transfer instantly via a fully branded digital Visa card into an employee's or customer's mobile wallet. The cards sit alongside existing bank cards and event tickets.

Founder and Managing Director Pat Dalton said local businesses are looking for more streamlined options as they rework loyalty and recognition schemes.

"Kiwis are very early adopters, and their preference is digital first. But the New Zealand market is underserved by technology that drives customer and employee loyalty and engagement," said Dalton, Founder and Managing Director, iGoDirect.

Dalton said many existing gift card providers push their own branding over the brand of the corporate client.

"We see a real opportunity to deliver more innovation and flexibility for Kiwi brands to grow and showcase their business by getting their brand directly into people's Apple or Google wallets.

"Rather than a bit of plastic that ends up in landfill, iGoDirect delivers a payment reward instantly into peoples' phones. Our technology revolutionises the rewards sector by bringing together loyalty, incentives, payments, and rewards all in one place to make rewarding easy, efficient, and cost effective," said Dalton.

Brand in wallet

iGoDirect positions its offering as a way for companies to maintain control over how their brand appears in reward journeys. The digital Visa cards carry the corporate customer's branding rather than generic issuer designs.

The company said it issues the digital cards directly under its own licences. iGoDirect is a licensed Visa card issuer and holds a New Zealand Financial Services Licence, which allows it to operate in the local market under financial services regulation.

Dalton said organisations are reassessing the role of traditional plastic gift cards as consumers move to contactless and app-based payments.

"Companies both big and small make a significant investment in building brand value and awareness. So, it's essential for a company when running promotions or gifting rewards that it's their brand that customers see, rather than a third-party gift card's brand front and centre. That's what our customised, fully branded solution enables," said Dalton.

Australian track record

iGoDirect has operated in the Australian rewards sector for more than 25 years. It introduced branded prepaid Visa cards in 2004, which the company says changed how brands structure customer engagement and incentive schemes.

The business now works with more than 2,000 organisations across Australasia. Clients include Johnson and Johnson, Asahi and snack maker Mondelez.

Beverage group Asahi uses iGoDirect's systems for consumer promotions. iGoDirect manages promotions from consumer interaction through to issuing fully branded Asahi digital rewards Visa cards.

The company said clients can apply geo-targeting to deliver location-based rewards and offers in real time. These features link rewards to specific venues or events.

iGoDirect also worked with Visa at the FIFA Women's World Cup in New Zealand and Australia. The partnership delivered a fully cashless tournament for spectators and vendors.

The company said its technology at the tournament enabled additional consumer features. These included branded digital FIFA memorabilia cards and instant on-site offers for attendees.

Growing market

The launch comes amid expansion in New Zealand's corporate gift card and incentive market. Industry forecasts project the sector will reach AUD $2.25 billion by 2028, driven by rising demand for digital rewards, eCommerce growth and higher corporate spending on employee recognition and client engagement tools.

Dalton said this environment creates scope for broader use of digital payment platforms in loyalty and rewards.

"Digital payment platforms are increasingly helping to drive economic growth by enabling instant, secure, and seamless transactions. This helps to encourage everything from consumer spending to creating new business opportunities and enhancing innovation," said Dalton.

Technology details

iGoDirect's system uses Web Push Provisioning. The technology sends a payment token through a QR code, web link or text message.

Recipients can add the token instantly into Apple Wallet or Google Wallet. They can then make payments with the digital Visa card at merchants that accept contactless cards or in supported apps.

The company said it expects New Zealand corporates to adopt digital rewards at scale as they replace physical cards and manual processes in loyalty and incentive programmes.