epay NZ Ltd

What epay NZ Ltd does

epay NZ Ltd, trading as Gift Station, is New Zealand's largest full-service provider of gift card issuing, processing, and distribution services, founded in 2002 and headquartered in Mt Wellington, Auckland. The company operates a hybrid physical-plus-digital gift card marketplace aggregating over 80 third-party brand cards (Farmers, Noel Leeming, Z Energy, Repco, Event Cinemas, JB HiFi, Kathmandu, Kmart/Westfield, Warehouse Stationery, Paper Plus, Toyworld, Mitre 10, Millennium Hotels, Airbnb, PlayStation Store, Steam, Xbox, mobile top-ups for Spark/Skinny/2degrees/One NZ, etc.) and a proprietary Visa-powered prepaid product, Prezzy Card, accepted at 32 million+ outlets globally. Its core technology stack combines an in-store Gift Station display-stand and epay-integrated EFTPOS activation and loading system with a Magento-based e-commerce platform (giftstation.co.nz) supporting digital code (SMS), courier, and in-store pickup fulfilment, plus a consumer mobile wallet (GiftStation Wallet) on iOS and Android.

The business serves three customer segments: individual consumers buying gift cards for personal gifting occasions across channels; corporate B2B accounts procuring bulk cards for staff rewards, loyalty, and promotional programs under multi-year contracts; and brand partners (issuers) that list their cards on the platform to extend distribution. Revenue is generated through per-transaction fees and card fees (e.g., $5.95 Prezzy Card fee, $1.50 Airbnb digital fee, $2.95 Blue Bubble taxi fee), marketplace spreads on third-party card sales, corporate bulk pricing, and loading commissions. Distribution leverages thousands of high-foot-traffic retail locations across major supermarkets (Woolworths/Countdown, New World, Pak 'n Save), discount retail (The Warehouse, Warehouse Stationery), petroleum (BP, Z Energy, Mobil, Caltex), specialty retail (Paper Plus, Life Pharmacy), and convenience formats, alongside the 24/7 online store.

Operationally, the company operates as a wholly-owned subsidiary of Euronet Worldwide, Inc., a US-listed global FinTech and electronic payments group, drawing on the parent's global transaction-processing infrastructure and technology stack. Public revenue, headcount disclosures are not available; the legal entity is private NZ-incorporated, manages contact infrastructure via +64 9 888 6792 / 0800 64 99 99, and is led operationally by COO Windy Smith.

Name

epay NZ Ltd

Legal name

epay New Zealand Limited

Website

https://giftstation.co.nz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

epay NZ Ltd, trading as Gift Station, is New Zealand's largest full-service gift card issuing, processing, and distribution company, operating a hybrid marketplace of 80+ brand gift cards through nationwide retail stands, an online store, and a mobile wallet, serving individual consumers, corporate B2B bulk buyers, and brand issuer partners as a subsidiary of Euronet Worldwide.

Ownership category

akta.pro rank

Product category

Gift Card Distribution and Marketplace

NAICS

Gift, Novelty, and Souvenir Retailers (45942)

akta.pro primary industry

Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)

akta.pro secondary industries

Prepaid Card Program Managers & Issuers (BIN Sponsors) (FSAMANAK), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)

Keywords

• Gift card distribution
• Prepaid card services
• Gift card marketplace
• Retail payment processing
• Corporate gift solutions

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Gift Card Transaction and Load Fees: Revenue generated from processing gift card purchases and loading values onto cards. Gift cards are loaded with values generally of $20-$1000. Card fees (e.g., $5.95 per Prezzy Card, $1.50 digital fee for Airbnb) are applied at checkout. The platform earns a margin on each card sold through its retail network and online store.
2. Corporate Account Sales: Bulk sale of gift cards to corporate clients for staff rewards, customer incentives, and promotional campaigns. Companies purchase gift cards in volume for distribution to employees or clients.
3. Online Retail Commission: Marketplace-style revenue from facilitating consumer purchases of third-party brand gift cards through the giftstation.co.nz online store. The company acts as an authorized reseller earning a spread on each sale.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

epay NZ Ltd operates Gift Station, New Zealand's largest gift card marketplace and distribution platform, offering over 80 third-party brand gift cards and the proprietary Visa-powered Prezzy Card through a network of physical retail stands in thousands of high-foot-traffic outlets and a 24/7 online store at giftstation.co.nz. The company issues, processes, loads, and distributes gift cards on behalf of partner brands, provides a GiftStation Wallet mobile app for digital card management, and serves corporate customers with dedicated bulk purchase accounts for staff rewards and customer incentives.

Product overview

Gift Station is a New Zealand gift card marketplace operated by epay NZ Ltd, offering over 80 gift card brands and e-gift cards through both physical retail stands in high-traffic outlets (supermarkets, petrol stations, pharmacies) and an online store. The platform includes a mobile Wallet app for iOS and Android, Corporate Accounts for bulk business purchases, and retail programmes (Out-of-Store and In-Store) enabling partner retailers to distribute their cards through the network. Gift cards span categories including retail, entertainment, gaming, automotive, food & beverage, telco, software/digital, health & beauty, home & garden, travel/hospitality, and kids/family. The proprietary Prezzy Card (Visa-powered) offers multi-design options and virtual card variants. Card values typically range from $20-$1,000 with various delivery/pickup options.

Differentiator

Problem solved

Functional benefit

Products and services

• Gift Station Marketplace A New Zealand gift card marketplace offering over 80 gift cards and e-gift cards from various retailers, available through physical retail locations nationwide and an online store at giftstation.co.nz. Targets both individual consumers (personal gifting) and corporate accounts (bulk purchase for staff rewards and incentives).
• GiftStation Wallet Mobile App Mobile wallet application available on iOS and Android that allows users to store and manage their gift cards digitally, with balance checking and reminders functionality, and to present card codes at point of sale.
• Prezzy Card A Visa-powered prepaid gift card accepted at over 32 million outlets in-store and online globally, available in multiple designs (Red, Black Glitter, Golden Bow, Aotearoa Paua, Celebrations) with load values typically from $25 to $1,000 and a virtual card option up to $1,500. Sold exclusively through Gift Station.
• Corporate Accounts B2B solution enabling businesses to purchase gift cards in bulk for staff rewards, customer incentives, and promotional purposes, with dedicated account management, volume-based negotiated pricing, and multi-year contract options.
• Gift Station Retail Stand (Out-of-Store Programme) Programme enabling retailers and brand issuers to sell their gift cards on dedicated Gift Station display stands located in high-foot-traffic retail outlets (supermarkets, petrol stations, pharmacies, convenience stores, bookstores) across New Zealand, with cards purchased through the epay point-of-sale system.
• In-Store Programme Programme allowing retailers to sell and activate their own gift cards through their own stores using existing EFTPOS terminals or dedicated terminals for activation, loading, and redemption.

Quantifiable outcome

• Gift cards are the single most profitable category per square metre in store, per Steve Burd, CEO Safeway (US equivalent of Gift Station)
• +1 more outcomes

Named customers29 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and major.

• The WarehousecoreChannel Partner/ Reseller/ DistributorThe Warehouse is a host retailer for Gift Station physical display units, providing high-foot-traffic retail shelf space in its stores nationwide. Gift Station stands are located within The Warehouse stores, enabling consumers to purchase a wide range of third-party gift cards at the point of sale.
• Woolworths / New World / Pak 'n SavecoreChannel Partner/ Reseller/ DistributorMajor supermarket chains in New Zealand hosting Gift Station display units. Woolworths, New World, and Pak 'n Save stores nationwide provide retail real estate for the Gift Station gift card stands, reaching consumers during routine grocery shopping trips.
• BP, Z Energy, Mobil, CaltexcoreChannel Partner/ Reseller/ DistributorMajor petroleum brands hosting Gift Station display units at their service stations across New Zealand. Gift cards for automotive, fuel, and convenience items are sold at petrol station locations, reaching consumers during refueling and convenience stops.
• Paper Plus, Take Note, Life PharmacymajorChannel Partner/ Reseller/ DistributorSpecialty retail chains in stationery, books, and pharmacy categories hosting Gift Station display units. These partnerships extend gift card distribution into neighborhood shopping locations convenient to consumers.
• Warehouse StationerymajorChannel Partner/ Reseller/ DistributorOffice supplies retail chain hosting Gift Station display units in its stores nationwide. Provides additional retail footprint for gift card sales in the office and home workspace category.
• Prezzy Card (Visa/Mastercard)coreChannel Partner/ Reseller/ DistributorPrezzy Card is a branded reloadable gift card issued under Visa and Mastercard networks, sold exclusively through Gift Station. The Prezzy Card provides access to over 32 million Visa outlets globally and offers multiple card designs (Red, Black Glitter, Golden Bow, Aotearoa Paua, Celebrations) and a virtual card option.
• Euronet Worldwide, Inc.coreOthersepay New Zealand Limited is a subsidiary of Euronet Worldwide, Inc., a global financial technology company specializing in electronic payment services. The group affiliation provides epay NZ with global infrastructure, technology, and operational support. epay may share personal information with Euronet affiliates for the purposes for which it is collected.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blackhawk Network: Global leader in gift card distribution and prepaid payments, operating branded gift card malls in grocery and retail chains. Closest direct competitor to Gift Station's out-of-store stand program, with an overlapping retail-hosting model and broader multi-country footprint.
• Givex: Provides gift card and loyalty program management technology to retailers and merchants, including processing, issuing and digital delivery. Comparable as a B2B gift card processing and program-management peer even though Givex sells software rather than retail stand space.
• Stored Value Solutions (SVS): Operates the OmniCard gift card processing platform used by many retailers for their own gift card programs. Comparable as a behind-the-scenes gift card processor and program manager that Gift Station's brand partners could otherwise use directly.
• InComm Payments: Prepaid product and gift card processor/distributor with retail stand programs across grocery, convenience and pharmacy chains. Directly comparable on the gift card issuing, processing and in-store activation model that epay NZ runs in New Zealand.
• Tango Card: Digital rewards and gift card platform focused on B2B bulk rewards distribution through an API and online portal. Directly comparable to Gift Station's Corporate Accounts offering for staff rewards, customer incentives and promotional incentives.

Broad incumbents

• Amazon (Gift Cards): Sells its own gift cards directly to consumers globally and operates a corporate gifting/rewards program at massive scale. Competes with Gift Station as an alternative destination for consumer and corporate gift card purchases, especially for digital delivery.
• Apple Gift Card / Google Play gift cards: Both Apple and Google sell their own gift cards directly via app stores and brand websites, and are also sold through Gift Station. Comparable as direct-to-consumer digital gift card issuers whose own channels compete with Gift Station's marketplace take rate.
• Visa Direct / Mastercard prepaid programs: Network operators whose rails underpin Prezzy Card and similar open-loop prepaid products globally. Comparable as the upstream infrastructure and program-management partners that enable Gift Station's prepaid card issuance rather than as direct retail competitors.

Emerging players

• Qwikcilver / Pine Labs: Gift card and prepaid platform originally built for India/APAC, now part of Pine Labs, providing digital gift card issuance and corporate rewards. Comparable in B2B bulk gift card distribution and digital delivery, but primarily focused on South and Southeast Asia.

Regional players

• Euronet epay (other geographies): Sibling epay entities under the same Euronet parent operating gift card distribution in markets like the UK, Europe and Australia. Most directly comparable peer given shared technology, parent and operating model, but serving non-NZ geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCgT6V6pcQAsnIjwGVIiGT0w
• Facebookfacebook.com/giftstation
• Instagraminstagram.com/giftstation_nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about epay NZ Ltd