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InComm Buys Hallmark Cards Subsidiary

Prepaid payments company InComm has purchased Hallmark Business Connections, a subsidiary of Hallmark Cards that provides employee incentive programs. Terms of the deal were undisclosed.

Hallmark built Hallmark Business Connections as its business relationships unit. The subsidiary offers physical and digital greeting cards to promote employee engagement to celebrate career milestones, company achievements, workplace excellence, and personal growth. Hallmark Business Connections also sells customer engagement cards such as those for direct marketing, customer care, and member outreach.

Hallmark Business Connections customers, which include Wells Fargo, State Farm, and Zappos, span a range of industries. The company is headquartered in Kansas City, Missouri, with offices in Minneapolis and Duluth, Minnesota.

“Hallmark Business Connections has built on the iconic Hallmark greeting card brand to empower companies with the means to create personalized incentive programs that recognize employees for dedication to their organization,” said Brooks Smith, CEO of InComm. “By combining this business with InComm’s existing loyalty and incentives solutions, we are able to offer an unprecedented level of technology and expertise that will help companies create the most engaging incentive programs possible.”

This is InComm’s ninth acquisition after buying digital lottery company Linq3 Technologies in March. The purchase helps solidify the Atlanta-based company’s expansion from stored value reward cards into more comprehensive incentives programs.

InComm offers more than 500,000 points of retail distribution with 1,000+ brand partners in more than 30 countries. The company debuted CorFire Mobile Commerce at FinovateFall 2011. More recently, InComm showed off the Cashtie API at FinDEVr Silicon Valley 2014. In May, the company expanded into wearables by making its MyVanilla Prepaid Mastercard compatible with Fitbit Pay and Garmin Pay.