For Glede, the commercial attraction is access to potential distribution and operating partners. An employee gifting company can have a usable app and still need routes into employers, local market expertise and relationships with the financial infrastructure behind its cards.

The spring partnership cohort and the employee gift-card business

The programme's scale is visible in the organizer's published selection counts. FINITIV and MASSIV together account for the 21 announced companies, but only the former is the financial-services track that selected Glede. Their different remits should remain visible when assessing the distribution opportunity. [S01]

companies

Source

Mastercard spring cohort announcement, March 16, 2026

These are programme selection counts, not gift-card providers, contracts signed, customers acquired or successful partnerships. The programmes have distinct remits; no business outcome or market share is inferred.

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Companies selected for the spring 2026 Lighthouse programmes (companies)
Category	Selected companies
FINITIV: fintech	15 companies
MASSIV: impact technology	6 companies

Glede Norway AS is a Norwegian private limited company formed in 2020, according to the official company register. Its digital gifting service combines personal messages with delivery that does not require an employee's postal address. [S03] [S05]

The current product presentation combines bulk sending, employer branding and invoicing with prepaid cards designed for mobile wallets. On October 19, its pricing page advertised a 3% service fee, with a minimum of NOK30 per gift card, no fixed cost and no commitment period. The sender terms distinguish gift value from the platform fee and applicable VAT. These are current published conditions, not evidence of the terms every March customer received. [S03] [S06] [S08]

That model makes the employer the paying customer and the employee the user whose experience matters. Gift cards replace the need to select and ship a particular object, while the service fee pays for more than the reward's nominal value. The commercial challenge is delivering convenience

Employee gift card provider Glede joined Mastercard Lighthouse's spring 2026 cohort, giving the business access to a programme built around potential partnerships with financial institutions and other companies. Mastercard announced the selection on March 16 as part of a combined group of 21 Nordic and Baltic fintech and impact businesses. [S01] For Glede, the commercial attraction is access to potential distribution and operating partners. An employee gifting company can have a usable app and still need routes into employers, local market expertise and relationships with the financial infrastructure behind its cards. The spring partnership cohort and the employee gift-card business The programme's scale is visible in the organizer's published selection counts. FINITIV and MASSIV together account for the 21 announced companies, but only the former is the financial-services track that selected Glede. Their different remits should remain visible when assessing the distribution opportunity. [S01] Companies selected for the spring 2026 Lighthouse programmes Mastercard announced two simultaneous cohorts on March 16, 2026. Glede joined the financial-services cohort. Selected companies FINITIV: fintech: 15 companies MASSIV: impact technology: 6 companies These are programme selection counts, not gift-card providers, contracts signed, customers acquired or successful partnerships. The programmes have distinct remits; no business outcome or market share is inferred. Mastercard spring cohort announcement, March 16, 2026 Glede Norway AS is a Norwegian private limited company formed in 2020, according to the official company register. Its digital gifting service combines personal messages with delivery that does not require an employee's postal address. [S03] [S05] The current product presentation combines bulk sending, employer branding and invoicing with prepaid cards designed for mobile wallets. On October 19, its pricing page advertised a 3% service fee, with a minimum of NOK30 per gift card, no fixed cost and no commitment period. The sender terms distinguish gift value from the platform fee and applicable VAT. These are current published conditions, not evidence of the terms every March customer received. [S03] [S06] [S08] That model makes the employer the paying customer and the employee the user whose experience matters. Gift cards replace the need to select and ship a particular object, while the service fee pays for more than the reward's nominal value. The commercial challenge is delivering convenience

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