Tillo introduced a self-service theme builder for ChoicePlus on March 26, 2026, allowing reward buyers to manage branded redemption pages within its Buyer Hub. The change transfers presentation work that previously required coordination with the platform to the organisation running the programme. [S01]

The product behind the new controls

ChoicePlus is Tillo’s multi-brand gift card product. Buyers offer a catalogue rather than selecting a single retailer for every recipient; the recipient can choose brands and split value. Tillo’s product description also provides for a branded experience and gift card management within that journey. [S02]

That makes Tillo more than a supplier of individual codes in this transaction. It provides the interface between a reward budget and the eventual merchant selection. The funding organisation wants its contribution to remain visible even when fulfilment is handled by another company.

The builder changes who controls that interface. Branding was already possible; this announcement does not launch ChoicePlus or introduce a new merchant network. It gives buyers editing and deployment controls inside the new Buyer Hub. [S01]

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The product behind the new controls

Control

Operational use

Logo, colours and messaging

Match a programme identity

Desktop and mobile preview

Review recipient-facing presentation

Multiple saved themes

Separate campaigns, audiences or partners

API and bulk-order selection

Apply a theme when issuing rewards

Source: Tillo’s March 26 product announcement. Email styling can also be adjusted. [S01]

Why self-service changes the cost of a campaign

For a buyer running several programmes, waiting for a supplier to implement routine changes can become a coordination cost. A campaign manager may need a different visual identity for each client or audience while using the same reward infrastructure. Direct editing offers a way to make those changes without rebuilding the underlying delivery process.

Tillo has a corresponding incentive. If customers handle repeat presentation changes, its team could spend less time processing configuration requests and more time on difficult delivery or integration issues. That is an economic inference from the change in workflow, not a saving measured in the announcement.

The same mechanism can make an existing account more useful commercially. A buyer that can manage another campaign inside its current system has less reason to commission a separate redemption site. More campaigns could support additional gift card volume, but the company did not disclose whether the builder carries a separate charge or changes account pricing.

More control also moves responsibility

A visual editor does not decide whether a message is accurate, accessible or appropriate for the recipient. Those decisions remain with the buyer. Giving programme teams more autonomy therefore also gives them more of the review work that may previously have passed through the supplier.

Recognisable branding could help a recipient understand who sent a reward and why. It cannot establish that the recipient will complete redemption or choose a particular retailer. Tillo published no before-and-after completion rate or quantified time saving with the release.

The significance is a shift in how an existing reward product is operated. Buyers gain control over routine presentation work, while Tillo has a potential path to serving more campaigns without a matching increase in manual configuration. Whether either benefit becomes a measurable result remains open.