Fold and Blackhawk Network Revolutionise Bitcoin Access
Fold Holdings, Inc. (NASDAQ: FLD), recognised as the first publicly traded Bitcoin financial services company, has announced a significant collaboration with Blackhawk Network, Inc. (BHN). This strategic partnership is set to dramatically expand the distribution of the Fold Bitcoin Gift Card™, fundamentally increasing mainstream consumer access to Bitcoin across a growing portfolio of major U.S. digital retailers.
This initiative marks a pivotal milestone in the ongoing effort to integrate Bitcoin into everyday commerce. By leveraging Blackhawk Network’s extensive reach, Fold is now positioned to significantly boost its user base and transaction volume through one of the nation’s most comprehensive retail distribution networks. The alliance underscores a shared vision to make Bitcoin more accessible and usable for the average consumer, moving beyond niche markets into the financial mainstream.
The Fold Bitcoin Gift Card: Bridging Crypto to Mainstream
The Fold Bitcoin Gift Card™ is at the heart of this groundbreaking partnership, designed specifically to simplify Bitcoin access for the general public. Launched in May 2025, this innovative product enables consumers to gift Bitcoin in a familiar and straightforward format, eliminating the need for recipients to possess prior technical knowledge of cryptocurrencies or even own a crypto wallet. This user-friendly approach is crucial for onboarding new users into the Bitcoin ecosystem.
Recipients can easily redeem their gift cards through the intuitive Fold App, ensuring a smooth and seamless experience for both newcomers and seasoned Bitcoin users alike. This product directly addresses a long-standing barrier to Bitcoin adoption, transforming a complex digital asset into a readily understandable and shareable commodity, much like traditional gift cards that consumers already understand and trust.
Strategic Distribution Network: Blackhawk’s Extensive Reach
The expanded distribution of the Fold Bitcoin Gift Card™ is powered by Blackhawk Network (BHN), a leading branded payments provider with an impressive global footprint. BHN’s network spans over 400,000 consumer touchpoints, encompassing top retailers, e-commerce platforms, loyalty programmes, and enterprise rewards programmes. This vast and diverse ecosystem provides Fold with an unparalleled path into mainstream retail.
The partnership positions the Fold Bitcoin Gift Card™ to become one of the most broadly distributed Bitcoin gift products in the U.S. market. By integrating into BHN’s established infrastructure, Fold can tap into existing consumer behaviours and purchasing channels, significantly accelerating the adoption of Bitcoin as a widely accepted form of value. This strategic alliance leverages BHN’s expertise in branded payments to bring Bitcoin directly to consumers where they already shop and engage.
CEO Insights Meeting Consumers Where They Are
Will Reeves, Chairman and CEO of Fold, articulated the core philosophy behind this partnership, stating, “Until now, Bitcoin was difficult for the average person to access, let alone share.” He emphasised that by making Bitcoin available as a gift card, Fold is “opening access to the millions of consumers who already buy, send, and use gift cards.”
Reeves stressed that this initiative is not about novelty but about “meeting people where they are and integrating Bitcoin into the financial tools and channels they already understand.” He highlighted Fold’s commitment to “building infrastructure for everyday adoption,” recognising that BHN provides the crucial path into mainstream retail. This collaboration aims to unlock the potential of the immense $300 billion U.S. gift card market for Bitcoin, a goal the crypto ecosystem has struggled with for over a decade, demonstrating a pragmatic approach to mass adoption.
Seamless Onboarding for Bitcoin Newcomers
A key benefit of the Fold Bitcoin Gift Card™ is its ability to provide a seamless onboarding experience for individuals new to the world of cryptocurrency. Unlike traditional methods of acquiring Bitcoin, which often involve complex exchange registrations, wallet setups, and understanding of technical jargon, the gift card simplifies the process dramatically. Recipients simply redeem their card through the user-friendly Fold App.
This streamlined approach removes significant barriers to entry, making Bitcoin accessible to a broader demographic who may not have the technical expertise or inclination to navigate more complex crypto platforms. By prioritising ease of use and familiarity, Fold is actively lowering the barrier to entry, ensuring that both newcomers and experienced Bitcoin users can engage with the asset effortlessly. This focus on user experience is vital for driving widespread adoption and integrating Bitcoin into daily financial routines.
Growing Momentum for Crypto Gifting
The partnership between Fold and Blackhawk Network aligns with a broader industry trend indicating growing momentum for crypto-based gifting. According to the Incentive Gift Card Coalition, a notable 47% of executives anticipate that crypto gift cards will experience significant growth as a category in 2025. This projection reflects a clear shift in consumer preferences towards digital assets and a rising demand for flexible, modern ways to give and store value. Jennifer Philo, GVP, Global Commerce at BHN, affirmed this trend, stating, “Consumers today expect more flexibility in how they give and store value, and cryptocurrencies like Bitcoin are becoming part of that equation.”
This increasing acceptance and demand from both consumers and industry leaders underscore the timeliness and strategic importance of the Fold Bitcoin Gift Card™ in the evolving landscape of digital commerce and gifting.
Fold’s Vision: Integrating Bitcoin into Daily Finance
Fold’s collaboration with Blackhawk Network is a testament to its overarching vision of integrating Bitcoin into everyday financial experiences. As the first publicly traded Bitcoin financial services company, Fold is at the forefront of this movement. With over 1,492 BTC in its treasury, the company demonstrates its strong commitment to the asset. Through its suite of innovative products, including the Fold App, Fold Credit Card™, Fold Bitcoin Gift Card™, and Fold Debit Card™, Fold is actively building the crucial bridge between traditional finance and a Bitcoin-powered future.
This multi-channel expansion strategy, now significantly enhanced by BHN’s extensive network, aims to make earning, saving, and using Bitcoin as simple and ubiquitous as traditional financial transactions. Fold’s efforts are paving the way for Bitcoin to become a seamless and integral part of consumers’ daily financial lives, driving its mainstream adoption.
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