Interview: Dion & Shaun on their business GIFTA

In a small business success tale as old as time…Dion Bastian (CEO) and Shaun Trivedi (CTO) saw a gap in the market, and they grabbed the opportunity with both (or all four) hands. With backgrounds in technology and software development, taking their digital gift card platform and evolving it into an offering that covers customer loyalty programs, promotional gifting and cashback offers, and customer referral programs for businesses has been a journey well worth pursuing. 

What should we know about GIFTA?

Both: GIFTA Benefits is a fully customisable and integrable rewards and benefits platform, available as part of our enterprise solution or ready to switch on with our out-of-the-box setup. Designed to help businesses retain employees and foster customer loyalty, it offers incredible discounts on everyday essentials like groceries and utilities, plus exciting deals on experiences, tickets, hotels, and top fashion brands like Reebok and Gymshark.

Guided by our three core pillars—financial benefit, elevating life experiences, and nurturing wellbeing—we deliver lasting value to users and their families, making it easier for organisations to reward their employees and customers.

Was there a catalyst for the conception of GIFTA?

Shaun: GIFTA initially began as a gift card program designed to help businesses send rewards to their employees and customers. While gift cards were convenient, we recognised limitations such as expiry dates and a broader industry disconnect from providing real, lasting value.

This insight drove us to pivot and evolve GIFTA into a comprehensive benefits suite. Our enhanced platform is focused on actively sourcing better deals, top brands, and meaningful discounts that deliver ongoing value to users. By shifting our approach, we transformed GIFTA into a more purposeful and impactful solution – designed to support everyday lives and foster stronger connections between businesses and their people.

What’s a business lesson you’ve learnt the hard way that others could learn from?

Dion: One of the biggest business lessons I’ve learned is that you must truly believe in your product and the purpose it serves. When we initially focused on gift cards, it was a great business, but it lacked a deeper sense of purpose. As we evolved GIFTA into a comprehensive benefits platform, we found that purpose—providing meaningful rewards that positively contribute to the lives of employees and customers.

Another key takeaway is not to disregard your first idea. Even if it doesn’t become your end product, it’s often the catalyst for a journey that leads to something more purposeful. Some brands are fortunate to find their purpose immediately, while others discover it along the way—and that journey is just as valuable.

What’s something that’s gone right and you’re particularly proud of?

Dion: I’m particularly proud of the incredible people who stand behind GIFTA. Watching both past and present employees pour their deep thoughts, creativity, and passion into the product has been truly inspiring. GIFTA has evolved into something meaningful because of their dedication. It’s a product built for the people, by the people—a reflection of the collective effort and heart that continues to drive it forward.

What’s in store for GIFTA in 2025?

Shaun: 2025 is shaping up to be an exciting year for GIFTA. We’re expanding our offerings with more discounted travel through partnerships with Expedia and products from major sports and fashion brands. But what excites me most are two new categories we’re proud to launch.

The first is Green Rewards, which provides discounts on sustainable products such as solar solutions, EV vehicle and charging discounts, eco-friendly water bottles, and a curated range of personal and home products at fantastic rates.

The second is Clearance, a category we created in collaboration with brands to tackle product wastage. Instead of items sitting in warehouses or ending up in landfill, we’ve made them available at unbeatable rates—offering great deals while contributing to waste reduction.

These initiatives reinforce GIFTA’s mission to deliver purposeful value while making a positive impact.

Talk to us more about GIFTA’s purpose?

Both: GIFTA is really here to make a difference. We’re committed to transforming reward programs—not only for enterprise clients but also by making them more accessible to SMEs who typically wouldn’t have access to these benefits for their employees and customers.

We’re proud to be working with over 600 corporate partners, developing exceptional programs, including a newly released national rollout for Anytime Fitness, which has been a remarkable success. At the same time, we’re onboarding SMEs daily, providing their teams with an amazing suite of benefits that are usually out of reach. Our mission is to create a platform that uplifts businesses of all sizes and makes meaningful rewards accessible to everyone.

You can find out more about GIFTA here, follow them here and chat to us about business ownership here!