The news: Zip partnered with Nift to bring AI-powered “thank-you” gifts to its checkout flow, per company announcements. The integration brands send Zip users tailored offers after making a purchase, aiming to strengthen loyalty while creating new ad inventory. 

Nift also named Saket Mehta (ex-Block and Gopuff) as its first CRO, tasked with scaling partnerships with fintechs, retailers, and direct-to-consumer brands.

Zooming out: Nift also partnered with Klarna in June.

Buy now, pay later (BNPL) firms’ thin margins make it difficult to finance proprietary rewards programs: Affirm and Afterpay had to chop their rewards last year. Affirm instead offers exclusive deals in partnership with major brands.

Why it matters: Nift says its tech helps fintech and consumer platforms monetize commerce media network (CMN) inventory. Its personalized experiences lift sentiment, engagement, and loyalty.