Perkbox adds local gift cards as employers look beyond traditional employee rewards 

Perkbox has become one of the first major employee benefits platforms to offer local gift cards to employers, reflecting growing demand for rewards that support both employee wellbeing and local communities. 

The employee benefits provider, which works with more than 7,500 organisations, has added Town & City Gift Cards to its platform through a new partnership between fintech company Miconex and digital gift card network Tillo. 

The move gives employers access to 75 digital gift cards covering towns, cities and tourist destinations across the UK and Ireland. Unlike traditional retail gift cards, the cards can be spent across a range of businesses within a specific location, including independent retailers, hospitality venues and national brands. 

The launch comes as organisations increasingly seek benefits and reward programmes that align with wider social value and community investment goals. 

Research conducted by Miconex found that 82 per cent of organisations believe supporting local communities has become more important to their business. At the same time, employers continue to look for reward and recognition initiatives that feel more relevant and meaningful to employees. 

Heather Peebles, commercial director – Perks at Perkbox, said the partnership would strengthen the platform’s local benefits offering. 

She said: “We’re really excited to be working with Town & City Gift Cards. They’re a fantastic addition to our Perks catalogue and will really strengthen our local discount provision for clients and prospects. Most importantly, it means our employee members can save more with the businesses closest to them, on the go and right where they need it most.” 

The partnership signals a shift in how employee rewards are evolving. Historically, reward platforms have focused on national retail brands, vouchers and discounts. Local gift cards offer a different proposition, allowing employers to recognise employees while directing spending into local economies. 

Miconex reported more than £24m in Town & City Gift Card sales during 2025, an increase of 60 per cent compared with the previous year. Corporate purchases were among the key drivers of growth, as employers increasingly incorporated local gift cards into reward and recognition programmes. 

Voucherline has also added Town & City Gift Cards to its Voucherline Corporate and Reward Panda platforms. 

Kim Purdie, head of marketing at Voucherline, said organisations were looking for reward options that combined employee choice with community impact. 

According to David O’Neil, chief customer and growth officer at Miconex, the partnership will help local gift cards compete alongside established national brands within the employee benefits market. 

“Before now, it was gift cards for national brands that dominated reward and recognition platforms,” he said. “This has all changed thanks to our partnership with Tillo, bringing the power of Town & City Gift Cards to leading reward and recognition platforms.” 

Katie Cannon, chief brand partnerships officer at Tillo, said employers were increasingly looking for rewards that reflected employee values and community connections. 

As employee benefits strategies continue to evolve, the partnership highlights a growing appetite for rewards that deliver value beyond the individual recipient, supporting local businesses while giving employees greater choice over where they spend.