No monthly fee

Much of the gift card industry earns its money on cards that are never used. Maria Wiezell, consumer adviser at Sveriges konsumenter, says Swedish consumers waste millions of kronor a year on forgotten gift cards. In Norway, Ola Grytten, professor at the Norwegian School of Economics, estimates that around 30% of gift cards go unused — 2.5 to 3 billion kroner a year.

We built it the other way round. You pay the service fee when you send, and the full gift amount goes to the recipient — the fee is never taken out of the gift. The order overview shows which gifts have been used, so you can follow up the ones that have not.

And we remind the recipient ourselves. If they have not used the gift, we send a reminder 10 days after it was sent, and a final one 30 days before the activation deadline.

When we launched we tested the alternative: a 5% fee, and a refund of everything that went unused. It did not go down well — customers would rather have a lower price. So we kept the low fee.

Sources: Sveriges Radio, December 2021 · NRK, January 2023

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