Established in 1996, extrameasures was among the first companies to recognize the strength of an association (Visa) branded GiftCard that customers can redeem anytime, everywhere Visa debit cards are accepted, without the delay and hurdles of having to deposit a check. In essence, customers could finally experience instant gratification and enjoy instant rewards.

extrameasures first introduced a consumer-purchased GiftCard to the general public in 1996. Quickly realizing the tremendous appeal of prepaid GiftCards as a marketing tool to incent and retain customers, extrameasures approached a handful of companies with the idea of a GiftCard co-branded with the MasterCard® or Visa brand mark and the client's name/logo. extrameasures also helped to pioneer the acceptance of online "virtual" GiftCards.

In 1998, extrameasures introduced its first B2B incentive product for a major Telecommunication company's customers, replacing an unwieldy, ineffective $25 bill-credit with a simple Reward Card. The positive feedback from customers, as well as the client savings, were astounding. Today extrameasures is a recognized leader in the development of innovative Reward, Rebate and GiftCard programs.