iGoDirect is transforming digital rewards for New Zealand businesses by combining loyalty, incentives, payments and rewards into one platform. Its web-to-wallet technology delivers instantly branded Visa rewards to Apple or Google Wallet, creating seamless, real-time engagement. With proven innovation, data-driven insights and global best-practice alignment, iGoDirect helps brands retain, reward and connect more effectively. (Image: iGoDirect)
GLO12 December 2025
Keeping customers engaged, loyal and motivated has never been more important for New Zealand businesses. As expectations shift toward instant, digital-first experiences, iGoDirect is redefining how brands reward customers, employees and partners through a single, high-tech platform.
Designed to replace outdated coupons, printed catalogues and complex points systems, iGoDirect brings loyalty, incentives, payments and rewards together in one seamless ecosystem. The result is a faster, simpler and more engaging way for brands to connect with people — without friction.
Image: iGoDirect
Rewards that live in your wallet
iGoDirect is currently the only provider in New Zealand offering web-to-wallet technology, allowing rewards to be delivered instantly into Apple Wallet or Google Wallet. Instead of waiting for physical cards or entering redemption codes, recipients receive a digital reward in seconds, ready to use on their phone.
This approach transforms the traditional reward experience into a real-time interaction. Each reward is unmistakably branded, visually engaging and immediately useful, creating a moment of delight at the exact point of engagement. For marketers, web-to-wallet isn’t just about convenience — it opens up a powerful new channel that blends payment, branding and emotional connection in a single tap.
Image: iGoDirect
Proven innovation, now for Kiwi brands
iGoDirect brings deep experience to the New Zealand market. The company has been driving innovation in Australia for more than 25 years and was an early pioneer of prepaid technology, introducing branded prepaid Visa cards to Australia in 2004 — a move that reshaped loyalty and incentive programmes across the region.
Founder and managing director Pat Dalton says the company sees strong demand for more flexible, digitally led reward solutions in New Zealand.
“Over the past few years we’ve invested heavily in advanced gift card and payment technology, and we’re excited to bring those capabilities to Kiwi businesses,” Dalton says. “There’s a real opportunity here to modernise how brands reward and engage.”
Your brand, front and centre
Dalton points out that many legacy gift card providers put their own branding ahead of the businesses using their products — a frustration for marketers trying to build stronger customer relationships.
“We see ourselves as the engine room,” he says. “We make everything work behind the scenes, but the customer’s brand remains front and centre throughout the entire journey.”
iGoDirect is a licensed Visa issuer and holds both Australian Financial Services Licence (AFSL) and New Zealand Financial Service Licence (NZFSL) credentials. This allows the company to offer a fully integrated solution for loyalty, cashback, incentives and rewards through a single supplier.
“With our Visa credentials, we can issue a reloadable, fully branded card and have it added to a customer’s phone within minutes,” Dalton explains. “Members can earn and spend directly with participating merchants, without needing separate platforms, gift card providers or communication tools. We handle it all.”
The iGoDirect single-load and reloadable Visa cards are delivered digitally, with the sender’s brand and artwork clearly identified — creating a direct and highly relevant reward or payment experience.
Versatility beyond retail
While loyalty programmes remain popular with retailers, iGoDirect’s platform is designed for far broader use. Brands across events, FMCG, hospitality and trade marketing are using the technology to connect rewards directly to customer behaviour and performance.
At the 2023 FIFA Women’s World Cup, iGoDirect supported Visa’s fan engagement strategy by delivering digital memorabilia gift cards and instant offers to event attendees. The execution was recognised by Visa itself as a standout technical innovation.
One of the platform’s most powerful features is its geo-targeting capability, which allows brands to trigger location-based rewards in real time. Whether it’s an on-premise promotion at a bar, an on-pack FMCG campaign, or a time-specific offer at a particular venue, rewards can be delivered precisely when and where they matter most.
This same data-driven approach underpins iGoDirect’s trade marketing programmes. In one long-running partnership with a national automotive brand, quarterly performance targets are rewarded through reloadable Visa cards. Once targets are met, points convert directly into cash value that can be spent anywhere Visa is accepted.
“The brand gains far more than just participation,” Dalton says. “They receive detailed insights into spend categories and usage patterns, allowing them to continuously refine their incentive strategy and maximise return on trade spend.”
Built for today’s economy
Dalton notes that in the current economic climate, many businesses are prioritising retention over acquisition. Programmes focused on nurturing existing customers — including loyalty, repeat purchase and refer-a-friend initiatives — are seeing strong uptake, although acquisition campaigns using iGo Visa products remain an important use case.
The wider market reflects this shift. New Zealand’s corporate gift card market is growing rapidly and is projected to reach $2.25 billion by 2028. However, Dalton is quick to point out that iGoDirect is about far more than gift cards.
“Our platform is also a powerful marketing and communications engine,” he says. “Every card activation happens via SMS or email, creating a branded digital touchpoint that extends the customer journey and strengthens engagement long after the reward is delivered.”
As businesses look for smarter, more measurable ways to connect with customers and employees, iGoDirect is positioning itself at the centre of the next generation of digital rewards — fast, flexible and built for the way people live and pay today.
Global Loyalty Organisation Take:
From a Global Loyalty Organization (GLO) perspective, the iGoDirect model reflects where loyalty is heading globally. The article demonstrates a clear shift away from traditional, points-heavy programmes toward instant, payment-linked and digitally native rewards.
GLO consistently highlights that the most effective loyalty strategies are those embedded in everyday consumer behaviour. iGoDirect’s web-to-wallet delivery, real-time rewards and branded digital experiences align with global best practice by removing friction and delivering immediate value at the moment of engagement.
The article also shows how loyalty has evolved into a strategic data and engagement platform, not just a retention mechanic. Features such as geo-targeting, reloadable Visa cards and performance-based incentives mirror international trends where loyalty, payments and insights converge to drive both customer satisfaction and measurable business outcomes.
Overall, iGoDirect exemplifies the type of integrated, mobile-first loyalty infrastructure that GLO identifies as essential for brands seeking to remain competitive in modern loyalty markets.
Source: iGoDirect / GLO
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