NeoCurrency expanded its Reward Choice gift card selection service to 50 countries and 38 currencies in April 2023, taking the recipient-choice product beyond its initial US rollout.

The service sends a reward link by email. Recipients then choose from brands available in their country and can allocate the value to one brand or divide it among several.

Programme operators can customise the selection for different audiences and apply their own branding. NeoCurrency said reporting on chosen brands would help clients understand redemption preferences.

The company described substantial catalogues in its largest markets at the time: more than 400 US brands, 150 in Canada, 200 in the UK and 600 across Europe. Availability differs between countries, rather than every recipient seeing the entire international list.

NeoCurrency said adoption in the US had prompted it to accelerate the international expansion. The product is intended for uses ranging from consumer promotions and loyalty to employee recognition, sales incentives and market research rewards.