B4B Payments won the Excellence in Gift Cards category at the IMA Europe Awards 2025, held in London on October 1. Its official announcement, first dated September 29, initially recorded the shortlist; a later update confirms the win and includes photographs from the ceremony. [S01][S03][S04]

The Incentive Marketing Association scheduled the winners announcement for October 1. Fellow winner 360insights separately confirms that the ceremony took place that day at Church House in London. The September 29 date on B4B Payments' page belongs to the nomination announcement, not the trophy presentation. [S03][S04]

Recognition for a business gift card programme

The award sits within IMA Europe's wider incentive and recognition programme. The association's current category description covers business-to-business gift card programmes, products and services, including retailer-run programmes and those managed by aggregators or agencies. That description explains the category's scope; it is not a substitute for the judges' assessment of the 2025 winning entry. [S02]

B4B Payments attributed the result to its team and client partnerships. Its public winner update does not identify the precise entry, publish judging scores or supply transaction and redemption results. Those details should not be inferred from the category name alone. [S01]

What an award establishes

For industry buyers, an award can be a useful signal of recognition and a starting point for a closer look at a provider. It does not, on its own, establish the cost, suitability or measured performance of a particular card programme.

The confirmed development here is the 2025 category win. Claims about better retention, engagement or client results would need programme-level evidence beyond the company's announcement. Keeping that distinction clear makes the recognition more useful to readers evaluating the market.