Runa is urging loyalty programs to offer prepaid rewards alongside gift cards for members who do not yet know where they want to spend. Its May 2026 article argues that adding more brands to a catalog does not address every reason earned value remains unused.

The company cites Skift’s April 2026 reporting on nearly $7 billion in unredeemed loyalty points held across Marriott and Hilton. Runa uses that combined figure to frame its discussion of redemption, while the balance itself does not establish that gift card restrictions caused the outstanding points.

Gift cards work well when a member already wants to shop with a particular brand, Runa says. Prepaid rewards serve a different preference: redeeming points without committing the resulting value to one retailer at that moment.

The article illustrates the distinction with a $10 reward and everyday purchases such as coffee, subscriptions or travel incidentals. It also cites research by The Wise Marketer and Engage People in which 96% of respondents valued control over when and where to redeem points.

Runa identifies tradeoffs for program operators, including the financial implications of higher redemption and the work needed to keep card artwork, claim pages and delivery messages consistent with the program’s branding.

Before adding prepaid, the company recommends examining reporting, reconciliation, support and integration requirements. It says its own infrastructure supports gift cards and prepaid through the same API and ordering workflow, presenting the two formats as complementary choices.