TenderCard

What TenderCard does

TenderCard, doing business as "The Tender Card" and operating as Tendercard, Inc., is a US-based platform that provides digital and physical gift card as well as loyalty card services to small and medium-sized merchants. Founded in 1997 and headquartered in Boca Raton, Florida, the company positions itself as one of the original entrants into the online gift and loyalty card market and claims to have helped create the gift card industry. Its core products are Gift Cards (custom-branded stored-value cards with real-time balance tracking) and Loyalty Cards (promotional programs such as spend-threshold rewards), both delivered through a web-based merchant portal that integrates with merchants' existing point-of-sale terminals.

The platform is built around three proprietary capabilities: an online gift and loyalty card management system for card issuance and design, a real-time accounting management module for transaction tracking, and terminal integration that connects to existing merchant POS infrastructure. Merchants can sign up, design cards, and go live in days through a self-serve flow, with support via phone (800-383-8280) and live chat. The company additionally supports a reseller login portal and maintains nationwide Independent Sales Organization (ISO) partnerships as indirect distribution channels.

TenderCard's business model is subscription-based under a "Simple Plan" structure that emphasizes no per-transaction fees, with revenue generated from platform subscriptions rather than transaction percentages. Pricing is quote-based and not publicly disclosed. The company serves primarily SMB merchants in the United States and claims thousands of active merchants and cardholders. Tendercard, Inc. is a wholly owned subsidiary of Kindcard, Inc., a publicly traded company listed on OTC Markets under the ticker KCRD.

Name

TenderCard

Legal name

Tendercard, Inc.

Website

https://thetendercard.com

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

TenderCard, founded in 1997 and based in Boca Raton, Florida, provides a subscription-based gift card and loyalty card platform for small and medium-sized US merchants, with a "no transaction fees" Simple Plan, POS terminal integration, and distribution via direct sales, resellers, and nationwide ISO partnerships.

Ownership category

akta.pro rank

Product category

Gift Card & Loyalty Platform Software

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Finance Services (6199)

akta.pro primary industry

Closed-Loop Gift Cards (Single-Merchant) (FSAMANAB)

akta.pro secondary industry

Merchant / Closed-Loop Wallets (Retail & Marketplace) (FSAMAEAF)

Keywords

• Gift card platform
• Loyalty programs
• Stored value cards
• Merchant payment software
• POS gift card integration

Headquarters

HQ city

Boca Raton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Gift Card Platform Services: Platform fees for gift card issuance and management services to SMB merchants. The company emphasizes 'No Transaction Fees' indicating a simple flat-rate or subscription model.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

TenderCard operates an online gift card and loyalty card platform that lets small-to-medium business merchants issue and manage custom-branded digital and physical stored-value cards, run spend-based loyalty promotions, and access real-time accounting and POS terminal integration. Merchants sign up directly, design custom cards, and get live in days under a flat-rate subscription with no per-transaction fees.

Product overview

TenderCard is a gift card and loyalty platform designed for small-to-medium businesses, offering a simple, affordable, direct solution. The portfolio consists of two core products: Gift Cards (digital and physical stored-value cards with custom designs, real-time accounting, and terminal integration) and Loyalty Cards (promotional reward programs that drive repeat business through spend-based incentives). Merchants can sign up quickly, design custom cards, and manage everything through a web-based portal with no transaction fees.

Differentiator

Problem solved

Functional benefit

Products and services

• Gift Cards Digital and physical stored-value gift card solution for small-to-medium business merchants, enabling custom-branded card design, real-time balance and accounting tracking, POS terminal integration, and merchant account management with no per-transaction fees.
• Loyalty Cards Spend-based loyalty program for merchants that rewards customers with gift cards tied to spending thresholds (e.g., a $10 gift card for every $100 spent during a promotion) to drive repeat business and customer acquisition.

Quantifiable outcome

• 61% of consumers prefer gift cards to actual gifts, making them the most popular holiday gift for 12 years in a row
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Yiftee: Yiftee is a digital gift card platform for local and SMB merchants, directly comparable to TenderCard in merchant size, value proposition, and distribution model.
• LoyaltyLion: LoyaltyLion focuses on loyalty program platforms for SMB and mid-market e-commerce merchants, partially overlapping with TenderCard's loyalty card product for digital-native merchants.

Broad incumbents

• Toast: Restaurant-focused POS platform that natively supports gift card and loyalty programs for SMB merchants — directly overlapping with TenderCard's value proposition in the food service vertical.
• Clover (Fiserv): Clover's SMB POS app marketplace includes native and third-party gift/loyalty solutions, putting Fiserv in direct competition with TenderCard's closed-loop gift card platform.
• Blackhawk Network: Blackhawk operates one of the largest gift card distribution and stored-value networks in the US, competing for merchant gift card program share and issuer relationships.
• Block (Square): Square's POS and merchant ecosystem bundles gift card issuance and loyalty functionality, making it the largest incumbent competing for the same SMB gift card wallet that TenderCard targets.

Direct peers

• Givex: Givex is a direct gift card, loyalty, and stored-value platform competitor, very comparable in product scope, target customers (multi-unit SMB merchants), and technology delivery model to TenderCard.
• PaySign: PaySign provides prepaid card and stored-value solutions with a similar SMB-merchant GTM and technology orientation, making it a comparable mid-cap peer in the gift/prepaid ecosystem.
• Gift Up!: Gift Up! is a digital gift card platform targeting SMB and small retail merchants with a self-serve model — closely matching TenderCard's ease-of-use, SMB-focused positioning.

Others

• InComm Payments: InComm is a major prepaid and gift card product/processing provider; its payments technology platform overlaps with TenderCard's closed-loop stored-value offering at the merchant and processor layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 TenderCard