Floward launched a prepaid gift card in Jordan with GateToPay and Mastercard on January 21, 2026, pairing spendable funds with its flower-delivery service. Customers could order the Floward Card through the company's website or app, turning a cash-gifting occasion into a combined payment and physical-gift purchase. [S01]
The move extends what Floward sells at the moment a customer wants to mark an occasion. Instead of choosing only the flowers or another item, the sender can add purchasing power while retaining the presentation of a personal gift.
Three capabilities in one offering
Floward was established in 2017 as an online flowers and gifting business. Its Sustainability Report 2024, published in 2025, described a privately held company headquartered in Saudi Arabia, operating in nine countries with more than 1,200 staff. Its services included same-day delivery, curated bundles, subscriptions and corporate gifting. Those figures describe the report’s historical company profile, not a new count announced with the Jordan card. [S02]
GateToPay supplies financial technology infrastructure. Founded in 2014, it describes itself as a payment service provider licensed by the Central Bank of Jordan and a Mastercard principal member, offering card issuance, payment processing, wallets and related services. [S03]
Mastercard provides the network component named in the launch. The arrangement combines an existing gifting storefront and delivery operation with payment capabilities that are not part of a florist's ordinary fulfilment process.
The January announcement does not disclose the partners’ revenue split, card fees, load limits or the cost of the combined package. Current terms checked on October 18 separately identify GateToPay Jordan as the prepaid Mastercard issuer and Floward as intermediary, with GateToPay handling processing, activation and transactions. This later contractual detail clarifies responsibility without establishing January pricing or commercial results. [S07]
Later storefront listings show USD50 in the Amman Blush Bloom bundle and USD100 in the Irbid Bloomed Freedom bundle. These are selected advertised card values, not the issuer’s minimum or maximum limits or a complete launch assortment. The Irbid USD100 listing was sold out when checked; neither value measures demand. [S04] [S06]
Selected advertised Jordan card face values
Selected product listings observed October 18, 2026.
USD card face value
Tap or hover for details. All values are also available in the data table.
Sources
Different city and flower listings. Face values only, not purchase prices, availability across Jordan, revenue or sales volumes. No exchange-rate conversion.
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| Category | USD card face value |
|---|---|
| Amman Blush Bloom card | 50 USD card face value |
| Irbid Bloomed Freedom card, sold out | 100 USD card face value |
Converting an occasion into an additional service
Floward Chairman and CEO Abdulaziz B. Al Loughani described the product as adapting cash-gifting customs to cashless payments. GateToPay's Rasha Asfour stressed the combined expertise, while Mastercard's Saud Swar linked the collaboration to digital payments in Jordan. Weddings, graduations and Eid were among the occasions identified. [S01]
The economic rationale is straightforward, although not yet measured. Floward can offer more of what a sender needs for an occasion through the same customer relationship. A payment card may appeal when the buyer wants the recipient to choose the final purchase, rather than guessing at another physical product.
That creates potential cross-selling without establishing higher profit. The amount loaded onto a prepaid card is money intended for the recipient, not automatically Floward's revenue. Any benefit to the gifting company must come from its disclosed or undisclosed service economics, associated merchandise sales or additional customer demand.
The same storefront also illustrates why a combined purchase price cannot be treated as card revenue. On October 18, the Charm Gerbera Vase card bundle was listed at JOD69 including tax and marked sold out; the separate USD50 Blush Bloom bundle was JOD101 including tax. They contain different gifts. The Charm listing did not clearly state the card’s face value in its visible title or description, so the price difference cannot establish a card fee or margin. [S04] [S05]
Selected Amman flower-and-card bundle prices
Tax-inclusive advertised prices for distinct bundles, observed October 18, 2026.
JOD advertised bundle price
Tap or hover for details. All values are also available in the data table.
Sources
Different merchandise and potentially different card values. Not a like-for-like price change, card surcharge, issuer fee or profit comparison. The Charm visible listing does not establish its card face value.
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| Category | JOD advertised bundle price |
|---|---|
| Charm Gerbera Vase, sold out | 69 JOD advertised bundle price |
| USD50 Blush Bloom Vase bundle | 101 JOD advertised bundle price |
For GateToPay, the partnership provides a consumer-facing distribution route through a company already serving gift buyers. For Mastercard, it creates a use of network payments around occasions traditionally associated with cash. Neither partner reports transaction volume or income from the launch.
The gift must work after the flowers arrive
The paired product has two fulfilment obligations. Flowers must reach the recipient in the expected condition and time; the card must be understandable, accessible and usable within its actual terms.
Combining them can make the experience feel more complete, but a problem with either part affects the whole gift. The business case therefore depends on coordination as much as on the novelty of the package.
Current card terms make that coordination tangible. The Jordan product is for personal, non-commercial gifting, is non-reloadable and does not permit cash withdrawal; the designated recipient must be at least 18. Published annual purchaser limits also differ across Floward’s regional programmes: five cards for the GateToPay Jordan product and ten for the separate Boubyan Visa programme in Kuwait. These are current contractual limits, not a change within Jordan or a measure of recipients’ usage. [S07]
Current annual card-purchase limits by programme
Country-specific limits in Floward’s published terms, observed October 18, 2026.
cards per purchaser per calendar year
Tap or hover for details. All values are also available in the data table.
Source
Separate national programmes and issuers. Maximum purchases, not actual cards sold, recipient limits, adoption or launch-day terms. Other eligibility and usage restrictions continue to apply.
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| Category | cards per purchaser per calendar year |
|---|---|
| Jordan: GateToPay Mastercard | 5 cards per purchaser per calendar year |
| Kuwait: Boubyan Visa | 10 cards per purchaser per calendar year |
The January announcement confirms an additional purchasing option in Jordan. Its longer-term significance will depend on adoption, repeat use and the cost of supporting both the physical delivery and the financial product.
In this article
Maya Bennett
Maya Bennett covers customer loyalty, employee rewards and incentive programmes for Gift Card News.