AnyCard and FreedomPay help merchants build POS-agnostic gift card programs for connected commerce

AnyCard, a Norell company, today announced an integration with FreedomPay, the world’s leading omnichannel payment orchestrator and autonomous commerce platform, to help merchants build POS-agnostic gift card programs that can evolve alongside their payment, point-of-sale, and digital commerce environments. AnyCard provides gift card technology for businesses of every size.

A POS-agnostic gift card program is designed to operate independently of a merchant’s individual POS system. It gives merchants a path to maintain one consistent stored value program as they add channels, open locations, introduce new concepts, consolidate systems, or replace POS, payment, and digital commerce technology.

Through the integration, AnyCard’s Gift Card Platform connects with FreedomPay to support gift card capabilities across supported connected commerce experiences, including in-store transactions, e-commerce, kiosks, ordering, pickup, delivery, loyalty, mobile, and other supported channels.

“Commerce modernization should not require merchants to rebuild a critical customer program,” said Mo Chaar, Senior Vice President of AnyCard. “Gift cards often remain tied to a POS or payments decision that made sense years ago but no longer reflects how the merchant sells and serves customers. With FreedomPay, AnyCard gives merchants a POS-agnostic foundation that can keep stored value consistent as they add channels, change systems, and evolve the customer experience.”

A modernization challenge for connected merchants

Merchants increasingly operate across more than one customer and commerce environment. Restaurants add digital ordering, drive-through, delivery, loyalty, and new locations. Hotels and resorts connect property management, restaurant, spa, booking, and guest payment systems. Retailers add e-commerce, mobile, store technology, fulfillment options, and new customer engagement capabilities. Venues serve guests across ticketing, food and beverage, retail, mobile, and self-service touchpoints.

In many cases, the gift card program remains tied to the POS or processor selected years earlier. As merchants modernize that environment, stored value can become fragmented across systems, creating separate administration, inconsistent customer experiences, and more siloed reporting.

The AnyCard–FreedomPay integration gives merchants a path to make gift cards a durable part of connected commerce rather than a capability constrained by a legacy technology decision.

FreedomPay’s global payment orchestration platform connects commerce, payments, security, data, and loyalty capabilities through a single integration. FreedomPay’s platform supports more than 1,500 integrations across POS, PMS, kiosks, web, and mobile environments.

“Merchants need technology that can adapt as their operations and customer expectations change,” said Courtney Kelly, VP Global Business Development, FreedomPay. “By integrating AnyCard’s Gift Card Platform, we are helping merchants bring gift cards into a more connected commerce environment—supporting the ways they sell and serve customers today while providing flexibility for what comes next.”

A durable stored-value layer

AnyCard adds a dedicated gift card layer to the connected commerce foundation. Beyond issuing and redeeming cards, the platform helps merchants use gift card activity to support customer engagement, digital experiences, and distribution opportunities.

Merchants can trigger email, SMS, or CRM journeys based on events such as first load, redemption, top-up, balance activity, or dormancy; enable customers to buy, manage, and redeem cards through branded digital experiences; and support digital wallet capabilities. AnyCard also provides analytics, multi-location reporting and settlement, and access to retail and B2B corporate distribution programs that can help merchants extend gift card reach beyond their owned channels.

“The value of a gift card program should not disappear when a merchant changes the technology around it,” Chaar said. “Gift cards are a durable customer engagement capability, not merely a payment method or a feature of one POS. We are building a flexible foundation that helps merchants preserve that relationship as their commerce environment evolves.”

Built for evolving commerce environments

The integration is designed for merchants navigating change across their commerce environments—from multi-location restaurants and retailers adding digital channels to hospitality operators, venues, franchise systems, and larger organizations consolidating or replacing legacy technology.

Whether the next change is a new POS, payment strategy, digital ordering environment, e-commerce platform, loyalty capability, self-service experience, or geographic expansion, merchants should be able to preserve one consistent gift card program across supported channels.

AnyCard was recognized in The Globe and Mail’s 2026 Canada’s Top Growing Companies ranking, which ranks participating Canadian companies based on three-year revenue growth.