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---
description: Pine Labs extends its Woolworths gift-card partnership, expanding Qwikcilver integrations and digital capabilities without disclosing terms or rollout dates.
title: Pine Labs extends Woolworths gift-card technology partnership
image: https://giftcard.news/images/social/v1/pine-labs-extends-woolworths-gift-card-technology-partnership-dd0b021ff17df0fa01ab30db49129162.jpg
---

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# Pine Labs extends Woolworths gift-card technology partnership

Pine Labs will expand the Qwikcilver technology behind Woolworths gift cards, with deeper integrations and digital capabilities. Terms and rollout dates were not disclosed.

By [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 29, 2026 4 min read [ Google News ](https://google.com/preferences/source?q=giftcard.news&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) 

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![Pine Labs logo in dark green on a white background](https://giftcard.news/images/variants/v1/pine-labs-extends-woolworths-gift-card-technology-partnership-logo-dark-green-white-w1024.webp) 

 Pine Labs is extending the technology partnership supporting Woolworths Group gift-card programmes. Photo: Pine Labs via Business Wire 

[Pine Labs](https://giftcard.news/company/pine-labs/) is extending its role behind [Woolworths Group](https://giftcard.news/company/woolworths-group/)'s gift-card programmes, with the next stage of the technology partnership focused on connecting stored value more closely to the retailer's commerce systems. The September 29 announcement covers upgrades to the existing [Qwikcilver](https://giftcard.news/company/qwikcilver/) platform, including deeper API integrations and support for additional digital uses of gift cards. [\[S01\]](https://giftcard.news/industry-deals/pine-labs-woolworths-gift-card-technology-partnership-extension/#article-source-1)

The agreement builds on an established supplier relationship. Pine Labs chief executive [B Amrish Rau](https://giftcard.news/person/b-amrish-rau/) described the companies as having worked together for the past five years. Although the release's headline refers to a five-year partnership, its text does not specify the length of the extension. It also leaves the contract value and implementation timetable undisclosed. [\[S01\]](https://giftcard.news/industry-deals/pine-labs-woolworths-gift-card-technology-partnership-extension/#article-source-1)

## Existing card programme and technology extension

Qwikcilver already supplies the technology supporting Woolworths' gift-card programmes. Pine Labs says the expanded engagement will improve the platform's ability to handle growth, strengthen digital programme capabilities and connect gift-card functions with other commerce systems. Its stated approach is to add capabilities to the existing infrastructure. [\[S01\]](https://giftcard.news/industry-deals/pine-labs-woolworths-gift-card-technology-partnership-extension/#article-source-1)

That distinction matters for programme operators. Issuing a card, recording spending against its balance and accepting it across sales channels are connected operational tasks. A retailer can change the customer-facing experience while continuing to use an established processing relationship underneath it. Whether the announced work simplifies those operations will depend on the integrations delivered; the release provides no performance measures.

Pine Labs' broader gift-card offering helps explain its role. The company supplies issuance, processing and distribution tools, with connections to physical stores, online platforms and mobile apps. Its product documentation also describes bulk corporate issuance, configurable programme rules and sales through branded webstores and partner networks. Those are general platform capabilities, not a list of features newly activated for Woolworths. [\[S02\]](https://giftcard.news/industry-deals/pine-labs-woolworths-gift-card-technology-partnership-extension/#article-source-2)

Woolworths' own corporate gifting service shows the range of customers the underlying systems support. Businesses can order cards in bulk for employees, customers and business partners, choosing values, designs and personalised messages. Its public site offers physical and electronic formats and describes redemption across participating Australian stores and online channels. [\[S03\]](https://giftcard.news/industry-deals/pine-labs-woolworths-gift-card-technology-partnership-extension/#article-source-3)

The current Everyday WISH consumer product makes some of the existing programme parameters concrete. Its public online page shows a purchase range of AUD 5 to AUD 500 and

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## In this article

### Companies

* [Pine Labs](https://giftcard.news/company/pine-labs/)
* [Qwikcilver](https://giftcard.news/company/qwikcilver/)
* [Woolworths Group](https://giftcard.news/company/woolworths-group/)

### People

* [B Amrish Rau](https://giftcard.news/person/b-amrish-rau/)

### Sources and documents

* [\[S01\] Pine Labs extends its technology partnership with Woolworths Group, September 29, 2026](https://au.finance.yahoo.com/news/pine-labs-extends-five-technology-050000115.html?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Pine Labs via Business Wire, syndicated by Yahoo Finance
* [\[S02\] Pine Labs gift-card platform, company product background](https://www.pinelabs.com/prepaid-solutions/gift-card?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Pine Labs
* [\[S03\] Woolworths corporate gifting service, existing programme background](https://atwork.woolworths.com.au/business-solutions/gift-cards/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Woolworths at Work
* [\[S04\] Everyday WISH Gift Card public product and purchase range, October 19, 2026](https://www.everyday.com.au/gift-cards/everyday-wish-gift-card-9532f9a0-3a79-4e51-8edf-05fe05589461?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Woolworths Group / Everyday Rewards
* [\[S05\] Woolworths gift-card product terms, dated June 23, 2026](https://www.everyday.com.au/gift-cards/terms?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Woolworths Group / Everyday Rewards
* [\[S06\] Pine Labs original Woolworths partnership extension release](https://www.pinelabs.com/media-analyst/pine-labs-extends-five-year-technology-partnership-with-woolworths-group?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Pine Labs

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![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) 

About the author

## [Oliver Reed](https://giftcard.news/author/oliver-reed/)

Journalist — Industry Deals & Research

Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.

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