India – Payments infrastructure provider iServeU has partnered with Indian gift card and rewards platform Maximize Money to support the expansion of its gift card purchasing and issuance services.
The partnership will enable Maximize Money to offer gift cards at scale through iServeU’s Gift Card Management Platform, with iServeU managing payment processing, settlement, balance tracking and validity management.
Customers using Maximize Money can select a gift card, choose a denomination, and pay using UPI or a card. Recipients receive digital notifications and can request a physical card, while gift card balances and expiry dates are tracked through iServeU’s platform.
The companies said the arrangement is also intended to support corporate buyers, including businesses running employee recognition or customer loyalty programmes. Maximize Money can consolidate gift card catalogues from multiple brands through a single channel for sourcing and tracking.
“Gift cards remain one of the most versatile incentive tools available. Our Gift Card Management Platform lets platforms like Maximize launch gift card offerings at scale without managing backend operations. This partnership shows how our infrastructure powers the entire gifting value chain,” said Debiprasad Sarangi, CEO of iServeU.
iServeU said its infrastructure can support gift card offerings across categories including fashion, food, and travel, allowing partner platforms to use its payment processing and settlement systems rather than developing those capabilities themselves.
The partnership is aimed at enabling Maximize Money to expand its gift card services while outsourcing the underlying operational infrastructure to iServeU.
