Runa has highlighted the growing role of gift cards in recurring business programs following an RGCA industry event. Its October 2025 reflections focus on distribution through customer loyalty, marketing, employee recognition and payout services.

The company argues that business buyers increasingly use gift cards throughout their operations rather than only for seasonal gifts. It describes platform integrations as a way for merchants to reach those buyers across several types of program.

Recipient choice is another theme. Runa says a reward is more likely to fit someone’s needs when they choose the brand or format, and illustrates how a recipient may add their own spending to a gift card purchase.

The article also emphasizes ease of access and redemption through mobile-friendly delivery and wallet support. Runa recommends examining the number of steps between receiving a reward and being able to use it.

On personalization, the company discusses behavioral signals that could trigger a relevant offer when engagement falls. It says it is working with customers on AI-supported reward experiences, including timing, messaging and fulfillment.

Runa frames these themes as observations and recommendations from its work in the market. The article calls for coordination between merchants, platforms and distribution partners as gift cards become part of more frequent reward and payment experiences.