Ally Financial integrated gift card purchasing with its Coupa procurement system through a project involving Greenwing Technology and Virtual Incentives.

A case study published in August 2025 said employees had previously bought cards through retail outlets using corporate cards, limiting visibility into expenditure and recipients. The project sought to bring employee rewards, recognition and other purchases into the institution’s existing approval process.

Greenwing connected Coupa to Virtual Incentives and developed an ordering interface for both individual and bulk purchases. Approval routing remained in Coupa, while the reward platform handled fulfilment.

The collaborators said they revised the system in response to staff feedback and addressed issues such as split carts and invalid email addresses. The aim was to make the controlled process convenient enough for employees to use.

According to the case study, rewards became available much faster and new teams needed less onboarding time. Those outcomes were reported by the project participants. The implementation illustrates how gift card distribution can be brought into a company’s purchasing workflow rather than managed through separate store purchases.