“Can Giftly replace the rigid fixed-denomination gift card with a flexible, personalized digital instrument that still settles like a Visa prepaid card at any merchant?”
Founded in 2010 as a digital gift card platform enabling consumers to send flexible, personalized gift suggestions redeemable at any restaurant or retailer, Giftly differentiated from fixed-denomination gift cards by letting senders recommend a specific experience. Over time, the company added a card-issuing layer (via Lithic) and a bank partner (Column N.A.) to power the actual stored-value instrument behind the gift. The platform has remained small (~11 employees, ~$3.5M ARR) but has evolved from a pure software gifting experience to a regulated stored-value card product.
Giftly discloses Column N.A. as its banking provider, according to the Embedded Finance Index 2026.
Giftly does not disclose a bank charter of its own; its banking services are provided through Column N.A..
Giftly's cards are issued through Lithic.
The Embedded Finance Index 2026 maps 3 layers in Giftly's stack: Banking / BaaS (Column N.A.); Card issuing (Lithic); Sponsor bank (Column N.A.).
Giftly was founded by Timothy Bentley and is founded in 2010, headquartered in San Francisco, CA, USA.
Giftly has raised $2.8M in total (latest round: Seed).
Get a read on where your own stack stands against Giftly and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.