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Visa partners with Merit for an innovative approach to cardholder personalization

The GifTech startup has launched a white-labeled, customer-centric, offers & promotions mobile application, ‘Makasbi’, for Visa cardholders

Merit, a leading developer of innovative customer and employee engagement solutions, are pleased to announce their partnership with global payments leader Visa to launch the Makasbi program, a white-labeled application which will enable Visa cardholders in Kuwait and Qatar to access a variety of AI-sourced offers.

Regarding the partnership, Merit CEO Julie Barbier-Leblan said “We are excited about the collaboration with Visa. Combining the power of the Visa network and our innovative technologies is the perfect match for customers. We have a proven track record of building powerful next-generation solutions for both enterprise clients and multinational companies. Our vision is to give any business access to the most advanced technology for their geographical location, size, or even budget. Merit – as the leading GiftTech startup in the MENA region – is instrumental in enabling organizations and merchants to get in touch with their consumers and supporting one another”.

Visa cardholders will be able to benefit from Merit’s tier-based solution that uses machine-learning capabilities to analyze basic shopping behavior and deliver accurate insights and recommendations on specific offers. These offers are then qualified by Merit as an “Offer Of Need” (OON).

Shashank Singh, Visa’s Vice President and General Manager for Kuwait and Qatar, said: “Through this partnership, we will be able to bring location specific offers for Visa cardholders in Kuwait and Qatar who use the Makasbi app. We are confident that this will provide Visa cardholders with relevant, timely and attractive offers that suit their lifestyle choices and is easily accessible through their mobile phones.

Merit has the unique capacity to set up global incentives platforms, with the possibility to localise at a level of a region, country, city, or even a community. Geo-agility from a global scale to a local focus has been one of Merit’s key strengths and a huge driver of growth.

Merit’s “open software-driven” SaaS solutions, such as (GCB), play a vital role in increasing direct and instant sales for merchants with their customers by utilising solutions such as banking loyalty platforms, employee engagement programs or government initiatives delivered in the region.

“Our partnership with Visa supports our strategic effort to continue to attract and retain customers via a personalized, tier-based solution and we hope it will help us achieve our key objectives. We are excited to partner with Visa and provide Visa customers with a greater freedom of choice” said Prerna Sonawane, VP MENA Partnerships at Merit.

About Visa Inc.

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at

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