than 1,000 organisations in Nigeria issue rewards, incentives and loyalty value to their employees, customers, distributors and partners, with recipients redeeming that value across more than 400 merchant partners with over 1,100 store locations.
More than 1.3 million rewards have been redeemed through the platform, and twice as much reward value has been issued through it since the start of 2024 as in the entire decade before, according to the company’s Beyond Cash report on Nigeria’s corporate rewards economy. SureGifts operates in Nigeria and Kenya.
The infrastructure connects three groups: the organisations that give value, the people who receive it, and the merchants where it is spent.
Organisations issue value in bulk by uploading recipient lists to a business dashboard, or by integrating through SureGifts’ APIs.
Recipients receive their vouchers by email and redeem them in-store or online. Redemptions are settled with merchants, and organisations receive reports on delivery and redemption, giving finance, HR and procurement teams a clear record of issuance, delivery and redemption.
That infrastructure is used across business functions: HR teams for staff recognition and welfare, sales teams for performance incentives, marketing teams for customer promotions and loyalty, and commercial teams for distributor and channel rewards.
SureGifts’ product suite includes e-vouchers, physical gift cards, bundle and custom gifting, a gift voucher API, and distribution programmes. Platforms and other rewards providers can also use SureGifts’ gift voucher API to trigger rewards from inside their own products, such as HR tools, fintech apps and loyalty programmes, while SureGifts handles issuance, delivery and redemption. Interswitch, for example, has incorporated SureGifts vouchers into its digital promotions platform, broadening the rewards available for customer campaigns through access to SureGifts’ voucher infrastructure and merchant network.
Some other organisations running structured reward programmes with SureGifts include MTN, NLNG, Leadway, Nigerian Bottling Company and HBM Nigeria Plc.
Kingsley Ogwuche, Commercial Director, West and Central Africa, Campari Group, said, ‘SureGifts cards have enabled us to deliver more flexible, engaging, and impactful reward experiences across our trade, customer, and consumer promotions. The platform simplifies reward fulfilment, improves participant satisfaction, and provides recipients with the freedom of choice, making it a valuable solution for supporting the growth of the Campari portfolio in Nigeria.’
Merchants on the network gain customers they might not otherwise reach. Olabode Abraham, Head of Finance, Jendol Superstores, said, ‘SureGifts has positively influenced Jendol Superstores by increasing our footfall and expanding our customer base. Individuals who previously did not shop with us have now observed that Jendol is listed on SureGifts, which has encouraged them to patronise our establishment and has resulted in repeated engagement with our services.’
David Fisayo, the Managing Director of SureGifts, said more than a decade of operating this infrastructure has shown that organisations want rewards to serve a clear purpose, while recipients want the freedom to choose.
‘The real work in rewards is connecting what a business wants to achieve with something people actually value. We have spent more than a decade building that connection. Our network supports organisations running their own programmes and other providers building rewards into their products,’ David said.
He added that the same principle already underpins employer reward programmes and has wider relevance for public agencies and other institutions: value can serve a defined purpose while recipients retain meaningful choice. David discussed this principle on the Future of Money stage at Moonshot 2026, the technology conference organised by TechCabal in Lagos.
SureGifts is Nigeria’s leading enterprise platform for rewards, incentives and loyalty. Since 2014, it has served more than 1,000 corporate clients and partners with over 400 merchants across Nigeria and Kenya, powering one of Africa’s largest merchant-backed rewards ecosystems.