Meemo, a payments app that tracks user transactions and offers merchant rewards, launched a website where users can create personalized gift cards.

Why should we care?
Meemo is betting that consumers who send gift cards want ceremonial and personal touches appended to the experience. Meemo allows users to send money to contacts that are earmarked for specific purposes, under such categories as shops, restaurants, and experiences. Each category has a list of eligible merchants. For example, under the “Guilty Pleasures” category, recipients can spend funds at McDonald’s, In-N-Out Burger, KFC, Taco Bell, and more than 50 other shops. The functionality will also support corporate gifting. Meanwhile, for Meemo users, the platform’s spending-based rewards act as referral channels to brands. Meemo, which launched in July and raised $10M, was established by former Snap developers Wisam Dakka and André Madeira. “An individual’s relationship with money is a delicate and an emotional one. Most financial apps are not adopted by the masses because they are strict, lack empathy, and are unconsciously perceived as judgmental,” Madeira said upon launch of the platform.