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Overview
Miconex is the leading provider of Town and City Gift Card programmes across the UK, helping local economies thrive by keeping spend within communities.
Over a six-year partnership, Bravand has worked closely with Miconex to design, build, and scale the technology that powers these programmes - supporting millions in local spending and enabling national growth.
The Challenge
As demand for Town and City Gift Cards accelerated, Miconex faced the challenge of scaling a successful UK model into a robust global platform.
The existing ecosystem needed to evolve to:
- Support rapid onboarding of new towns and cities
- Handle increasing transaction volumes and programme complexity
- Provide better tools for programme management and reporting
- Deliver a seamless experience for consumers, businesses, and corporate buyers
Miconex needed a long-term technology partner who could continuously adapt the platform as the business grew.
Scaling a product like this isn’t a one-off build - it requires ongoing iteration, optimisation and technical partnership.
The Solution
Bravand partnered with Miconex to iteratively design and develop a scalable, flexible platform that could support global expansion.
This builds on the early platform foundations we created with Miconex, evolving a local solution into a globally scalable product.
What we delivered
- Scalable platform architecture supporting multi-region growth
- Consumer and corporate purchasing journeys
- Mobile apps for digital gift card redemption
- Reporting and analytics infrastructure
- Continuous optimisation and feature development
A scalable platform for growth
We evolved the core platform architecture to support:
- Multiple concurrent Town and City Gift Card programmes
- Increasing transaction volumes across physical and digital channels
- Flexible configuration for different local authority and BID requirements
- Continuous product development
Rather than a one-off build, the partnership focused on continuous improvement:
- Regular feature enhancements driven by real programme needs
- Iterative UX improvements for both consumers and administrators
- Ongoing optimisation to improve performance and reliability
- Tools for programme success
We developed systems that enable Miconex and its partners to operate effectively at scale:
- Programme management tools for launching and running new schemes
- Enhanced reporting and analytics capabilities, enabling Miconex and its partners to track performance and demonstrate local economic impact.
- Integration with payment systems and fulfilment processes
- Supporting corporate and public sector demand
As corporate and government-funded initiatives grew, the platform evolved to corporate gifting at scale, with tools for bulk purchasing, fulfilment and large-scale distribution:
- Large-scale distribution campaigns
- Bulk purchasing and fulfilment
- Secure and efficient handling of high-value transactions
£24m+ in sales. 60% year-on-year growth. 200+ programmes delivered.
The Impact
Over six years, the partnership has enabled Miconex to scale from individual local schemes to a global platform now supporting programmes across the UK, Ireland, the US and Canada.
Measurable outcomes
- Millions of pounds retained and spent within local economies
- Thousands of participating businesses supported across the UK, Ireland, the US and Canada
- Rapid rollout of new programmes in towns and cities across territories
Proven at scale
The platform has successfully supported:
- Large public sector funding initiatives
- High-volume seasonal campaigns
- Ongoing day-to-day transactions across multiple regions
Long-term partnership value
By working as an embedded technology partner, Bravand has helped Miconex:
- Continuously evolve its product offering
- Respond quickly to new opportunities and market demands
- Build a resilient, future-proof platform for continued growth
You can read more about the journey in our blog on scaling Town and City Gift Cards over six years.
The outcome
What began as a platform to support local gift card schemes has grown into a global infrastructure for community spending.
Through a six-year partnership, Bravand has enabled Miconex to scale confidently - supporting local economies, empowering businesses, and delivering measurable impact across the UK, Ireland, the US and Canada.
Let’s build something that scales
Scaling a digital product takes more than a launch - it takes the right technology, the right thinking, and the right partner.
If you’re looking to grow a platform, expand into new markets, or handle increasing demand, we’d love to help.
The team
