Purchase, N.Y.-based MasterCard announced today that is has acquired Truaxis, a provider of credit and debit card-linked loyalty offers to consumers through merchants and financial institutions.
MasterCard said the acquisition is a key component of the its strategy to deliver enhanced shopping experiences and "added value to stakeholders through unique product innovations and partnerships with leaders in the offers and loyalty space."
Truaxis will be integrated into the MasterCard network real-time offer delivery coupled with advanced analytics, the card company said.
"The offer and rewards industry is rapidly evolving as consumers have demonstrated their desire for customized offers and savings that truly matter to their individual lifestyles," said Tim Murphy, chief product officer, MasterCard, in a statement. "By adding Truaxis' expertise, its intellectual property and a talented team of software engineers to MasterCard, we increase our capabilities to offer merchants and financial institutions a solution that helps them better connect with consumers while evolving the model from the traditional coupon or daily deals offers programs that are popular today." .