Tillo has linked the growth of gift card self-use with reward experiences built into payment journeys. In commentary published on July 24, 2026, the company draws on a panel it hosted at PAY360, where it sponsored the Innovation Stage.

The article cites the Gift Card & Voucher Association’s findings on consumers buying gift cards for their own spending. Tillo argues that discounts, cashback and budgeting uses can make retailer gift cards relevant beyond seasonal presents.

Open banking is one part of the model it describes. Tillo names Cheddar as an example of a cashback application using transaction information to present relevant retailer gift card offers. The proposed benefit is an offer that appears near the moment of a purchase.

The company contrasts rewards delivered later with savings visible when a shopper purchases or tops up retailer value. It points to digital top-ups at Tesco as an example and argues that this approach can give fintechs more control over reward funding while committing spending to the retailer.

Tillo identifies potential applications in challenger-bank apps, cashback services, gaming, cryptocurrency cash-out and buy now, pay later programs. These are use cases discussed in its commentary on connecting consumer demand, retailer offers and financial infrastructure.

Its recommendation to payment providers is to integrate reward choice into the transaction experience. The article frames this as a way to develop funding and distribution partnerships, with the benefits to engagement and commercial returns presented as Tillo’s assessment.