Suregifts

What Suregifts does

Suregifts, operating as Surebids Limited, is a Lagos-headquartered digital gift card platform founded in 2014 by Babafemi Lawal and David Fisayo. It serves two primary customer segments: individual consumers in Nigeria and Kenya who purchase gift cards for personal occasions such as birthdays, weddings, and holidays, and corporate clients that use the platform for staff rewards, customer loyalty, and promotional campaigns. The platform networks more than 200 retail merchants across categories including groceries, beauty, electronics, fashion, food, and travel, with corporate clients reported at over 2,000 across the African continent, including MTN, Airtel, Oando, and Coca-Cola. Suregifts also operates in Kenya via suregifts.co.ke, giving it a two-country footprint in West and East Africa.

Name

Suregifts

Legal name

Surebids Limited

Website

https://suregifts.com.ng

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Suregifts is a Lagos-based digital gift card platform operating in Nigeria and Kenya. It serves individual consumers and over 2,000 corporate clients with gift cards redeemable across 200+ partner merchants, alongside airtime, bill payment, and corporate rewards services.

Ownership category

akta.pro rank

Product category

Digital Gift Cards

NAICS

Greeting Card Publishers (513191)

akta.pro industry

PRIMARYCRAFAAAJ

Digital Goods & Gift Card Generalist Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Generalist Online Marketplaces

SECONDARYTHACAJAK

Rewards, Rebates & Program Optimization (Interchange, Supplier-funded)

Travel & Hospitality/Business Travel & Corporate Travel Management/Corporate Payments (Virtual Cards, Lodge Cards, Travel Wallets)

Keywords

• Digital gift cards
• Corporate gifting solutions
• Voucher redemption platform
• Merchant network payments
• Staff rewards platform

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Gift Card Sales (Retail and Corporate): Revenue is generated from the margin between the face value of gift cards purchased and the price at which they are sold to consumers and corporate clients. The platform serves both individual consumers buying for personal gifting occasions and businesses purchasing in bulk for employee rewards, promotions, and customer loyalty programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Suregifts operates a digital gift card platform that enables individuals and businesses to purchase, personalize, and send gift cards redeemable at over 200 partner merchants across Nigeria and Kenya. The platform offers brand-specific gift cards, a universal generic card accepted at all merchants, and a corporate B2B solution for staff rewards, customer loyalty, and promotional campaigns. Additional services include a Gift Registry, Flex Gift Card voucher redemption, airtime purchase, and bill payment.

Product overview

Suregifts is a digital gift card platform that serves as the leading Digital Gift Card Company in Africa, operating as part of Surebids Limited since 2014. The platform enables individuals and businesses to purchase and send digital gift cards for use at over 200 partner merchants across Nigeria. The core offering consists of digital gift cards (both generic multi-merchant cards and brand-specific cards) that can be purchased and gifted for various occasions. The platform is built around a multi-product ecosystem: the Suregifts Generic Gift Card serves as the universal card accepted at all partner merchants; the Flex Gift Card enables voucher code redemption and balance checking; the Suregifts Business module provides corporate gifting and employee rewards solutions; the Airtime service allows purchase of mobile airtime across Nigerian networks; the Bills Payment service enables utility and service bill payments; and the Gift Registry offers wedding and special occasion registry management. The company also maintains a mobile app for iOS and Android, and operates a merchant partnership program that enables businesses to join the network and accept gift card payments. The platform serves over 250 major retail merchants and 2000+ corporate clients across Africa.

Differentiator

Problem solved

Functional benefit

Brands

• SureGifts Business: Corporate gifting solution for businesses to gift employees endless choice
• Flex Card
• SureGifts Registry
• SureGifts Airtime
• SureGifts Bills

Products and services

• Suregifts Generic Gift Card A universal gift card that gives users access to all Suregifts partner merchants across categories including groceries, beauty, fashion, electronics, and more, providing recipients with endless choice.
• Suregifts Business Corporate gifting solution that enables businesses to gift employees endless choice through gift cards, supporting staff rewards, promotions, and customer loyalty programs. Includes a dedicated B2B portal with bulk purchase and demo booking.
• Flex Gift Card A flexible gift card offering that allows users to redeem 12-digit voucher codes and check gift card balances through the Flexi Redemption portal.
• Merchant Partnership Program A program that enables businesses, stores, and retailers to join the SureGifts merchant network, allowing customers to purchase and redeem gift cards at partner locations.
• Gift Registry A gift registry service that allows users to create and manage wedding registries and track gifts in one place, enabling friends and family to contribute to wedding or event gifts.
• Airtime Purchase A service that allows users to purchase airtime for all major Nigerian networks including 9Mobile, Airtel, Globacom, and MTN using their Suregifts vouchers.
• Bill Payment A bill payment service that enables users to pay various bills including utilities, education, insurance, and more using their Suregifts vouchers.
• Suregifts Mobile App A mobile application available on iOS and Android that allows users to purchase gift cards, redeem Flex Cards, buy airtime, pay bills, and manage their Suregifts account on the go.

Quantifiable outcome

• Nigeria's gift card market projected to grow from USD 2.34 billion (2025) to over USD 3.5 billion by 2029, at an annual rate exceeding 12 percent

Named customers4 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

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• MTNcoreStrategic or Co-development PartnerMTN is one of Suregifts' key corporate customers that uses gift cards for staff rewards, promotions, and customer loyalty programs. MTN employees and customers can receive and redeem Suregifts vouchers.
• AirtelcoreStrategic or Co-development PartnerAirtel leverages Suregifts' digital gifting platform for employee rewards and customer loyalty initiatives. Gift cards are integrated into Airtel's reward and engagement programs.
• OandocoreStrategic or Co-development PartnerOando uses Suregifts for corporate gifting solutions including staff rewards and customer loyalty programs. Gift cards provide Oando's employees and customers with flexible redemption options across the Suregifts merchant network.
• Coca-ColacoreStrategic or Co-development PartnerCoca-Cola Nigeria uses Suregifts' corporate gifting platform for staff welfare, promotional campaigns, and customer loyalty. Gift cards are used as rewards for employees and customers across the Suregifts merchant ecosystem.
• Market SquarecoreChannel Partner/ Reseller/ DistributorMarket Square is a major grocery retail chain and merchant partner that accepts Suregifts gift cards both in-store and online. It is among the featured merchants across the grocery category.
• SamsungcoreChannel Partner/ Reseller/ DistributorSamsung Nigeria is a featured merchant partner on the Suregifts platform, offering in-store and online redemption of Suregifts gift cards for electronics purchases.
• JumiaPayminorStrategic or Co-development PartnerJumiaPay is mentioned alongside Suregifts as a leading official merchant voucher issuer in Nigeria's gift card economy. Both platforms serve the digital payments and gifting market.
• Dominos PizzaminorChannel Partner/ Reseller/ DistributorDominos Pizza is a featured merchant partner on the Suregifts platform, accepting gift cards for food purchases in-store.
• MedplusminorChannel Partner/ Reseller/ DistributorMedplus pharmacy chain is a featured merchant partner on the Suregifts platform, accepting gift cards in-store for health and wellness purchases.
• Kilimanjaro & Pizza JungleminorChannel Partner/ Reseller/ DistributorKilimanjaro restaurant and Pizza Jungle are featured food merchant partners on the Suregifts platform, accepting gift cards in-store.
• EbonyLife PlaceminorChannel Partner/ Reseller/ DistributorEbonyLife Place is a luxury lifestyle merchant partner on the Suregifts platform, accepting gift cards for premium lifestyle and entertainment experiences.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cardtonic: Cardtonic is a Nigerian gift card trading platform where users can sell and buy gift cards across multiple brands. It directly competes with Suregifts in the digital gift card ecosystem, operating a marketplace model on the demand side.
• Patricia: Patricia is a Nigerian fintech platform offering gift card trading alongside crypto and payments services. It competes with Suregifts in the Nigerian digital gift card market, particularly in B2C gift card trading and corporate gifting.
• GiftCardBTC: GiftCardBTC is a gift card trading platform operating in Nigeria with focus on converting gift cards to crypto and cash. It overlaps with Suregifts on gift card liquidity and trading services for Nigerian consumers.
• Prestmit: Prestmit is a Nigerian digital asset and gift card trading platform. It competes with Suregifts in the gift card trading category, serving consumers and merchants in Nigeria and West Africa.

Broad incumbents

• JumiaPay: JumiaPay is the payments arm of Jumia, Africa's largest e-commerce platform, and is referenced as a competing official merchant voucher issuer in Nigeria. It competes with Suregifts in digital gifting and merchant voucher issuance with significantly broader distribution.
• Tango Card: Tango Card is a US-based digital gift card and rewards platform serving enterprise customers with bulk gift card distribution. It is comparable to Suregifts Business in the corporate rewards and gift card platform category, though at much larger scale and primarily in the US market.
• Blackhawk Network: Blackhawk Network is a global branded payments and gift card network with extensive merchant distribution. It is comparable to Suregifts as a multi-merchant gift card aggregator and corporate rewards platform, operating at significantly larger global scale.
• Konga: Konga is a leading Nigerian e-commerce platform offering gift cards and digital vouchers across multiple merchant categories. It competes with Suregifts in Nigeria's e-commerce gifting space and provides a comparable marketplace for digital goods.
• Gyft (Fiserv): Gyft, owned by Fiserv, is a digital gift card platform enabling consumers to buy, send, and manage gift cards from multiple brands. It is comparable to Suregifts in the multi-merchant digital gift card aggregation model, operating primarily in the US market.

Emerging players

• Chipper Cash: Chipper Cash is a pan-African fintech platform offering cross-border payments and digital financial services across Nigeria, Kenya, and other African markets. It is comparable to Suregifts through its African fintech positioning and expanding digital services, though it does not focus specifically on gift cards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/suregiftsng

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Suregifts