Safeway-owned Blackhawk Network is offering digital gift cards from hundreds of brand name merchants to smartphone users through Fin.X from mFoundry, a North American provider of mobile banking and mobile payments.

Smartphone users whose financial institutions offer this option can browse and buy gift cards electronically from entertainment, fashion, dining, and home improvement brands that have a relationship with Blackhawk Network. The purchased gift cards are accessible via the consumer’s smartphone and can be redeemed electronically at participating merchants.

“This new partnership between Blackhawk Network and mFoundry is a milestone for us,” said Talbott Roche, president, Blackhawk Network. “Our ability to offer both digital and physical gift cards from the nation’s leading retailers combined with mFoundry’s mobile banking and payment solutions expertise allows us to bring financial institutions a wonderful opportunity to drive new revenue streams from digital channels while deepening relationships with consumers and retailers.”

Blackhawk Network, a subsidiary of Safeway Inc., is a provider of prepaid and financial payments products for consumers and businesses. The company’s Gift Card Mall offers prepaid gift cards, telecom and financial service brands, and is available through a network of leading grocery stores, big box, convenience, pharmacy, specialty stores, Internet retailers and mobile channels, including GiftCardMall.com.

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