Appointment Follows Nift’s Recent Launch with Klarna as More Fintech Companies Partner with Brands to Create Ad Inventory That’s Integrated into the Customer Experience

Nift, the technology company connecting commerce platforms to advertisers and brands to new customers, today announced that Saket Mehta has joined its executive leadership team as Chief Revenue Officer (CRO). A fintech industry veteran who most recently served as VP of Global Advertising Partnerships and Revenue at Block (NYSE: XYZ), the parent company of Cash App Afterpay and Square, Mehta will oversee sales, business development and partnerships with enterprises and brands, reporting directly to Nift founder and CEO Elery Pfeffer.

Mehta’s appointment follows Nift’s recent partnership with Klarna and builds on its earlier launch with Cash App Afterpay, collaborations that underscore an industry shift as consumer fintech companies increasingly look to partner with brands and retailers to create more on-site ad inventory that is native to their customer experience. Nift’s AI-powered technology helps fintech and other consumer-facing platforms monetize their commerce media network (CMN) inventory while offering a more personalized experience that boosts consumer sentiment, engagement and loyalty.

“We’re extremely pleased to welcome Saket Mehta as our first CRO,” said Elery Pfeffer, founder and CEO of Nift. “His track record of scaling global advertising partnerships and revenue across fintech, logistics and adtech companies—and his experience helping grow organizations from startup to successful acquisition to IPO—make him the ideal leader to drive our next stage of revenue growth and build our commerce partner and DTC brand networks.”

Nift’s two-sided ad marketplace enables commerce platforms across finance, fitness, retail, travel and other verticals to unlock passive revenue while giving DTC brands an efficient way to acquire new customers. Integrated into each partner’s customer experience, Nifts are valuable, exclusive “thank you” gifts deliverable at nearly 20 touchpoints across the customer journey. Designed to surprise and delight, Nifts introduce consumers to products and services from leading DTC brands, retailers and subscription companies.

For the thousands of brands in Nift’s closed ecosystem, the platform offers a cost-effective customer acquisition model that delivers better ROI than traditional banner ads. With conversion rates of up to 10%, versus 1%–3% for traditional digital ads on even the most popular search and social media platforms, Nift’s model drives new demand for DTC brands’ products and services as well as repeat purchases.

“Commerce media can’t follow the same playbook as retail media because consumer-facing platforms in verticals like fintech, travel and healthcare aren’t simply reordering the digital shopping aisle—they’re crossing over categories and connecting with consumers in new contexts,” said Saket Mehta, CRO of Nift. “I’m thrilled to join Nift at this key point in our industry’s evolution because its AI platform lets CMNs drive passive revenue and create incremental ad inventory that feels completely native to their brand without disrupting the customer experience.”

Mehta is a seasoned commerce media executive who led advertising partnerships at Gopuff prior to joining Block/Cash App Afterpay. Before that, he held a series of sales, strategy and operations roles at brand advertising software company TubeMogul, where he helped scale the company from early-stage startup to IPO and eventual acquisition by Adobe. Mehta has also held leadership roles at Chartboost (acquired by Zynga) and Quibi. He holds a BS in Business and Finance from Miami University, where he serves as an adjunct professor and on the advisory board of the College of Creative Arts.

Among consumers who receive a Nift, 88% rate their gift positively, the company’s data show, and 72% say they like the gifting company more for giving them a thank-you gift. In addition, 70% of those who redeemed a Nift say they will use the brand again.

Nift gives consumer platforms the flexibility and control to present a gift at nearly any touchpoint to show appreciation or thank a customer for an action such as leaving a review, making a payment, transferring points or downloading an app. Partners can deliver a Nift immediately when a customer performs an action or later through the same channel or a different one, such as email or a push notification.

About Nift

Nift is a technology company enabling consumer platforms and publishers to increase revenue, brand sentiment and loyalty by offering high-value thank-you gifts to their customers at any moment in the digital journey. Cash App Afterpay, Gopuff, iHeartMedia, Klarna, Match and ParkMobile are among the hundreds of leading companies partnering with Nift to surprise and delight their customers with exclusive gifts that let them discover and try new products and services from thousands of leading brands, retailers and subscription companies. Each month, Nift delivers more than 50 million thank-yous for its partners in the US, the UK and Canada. In 2024, Nift ranked #109 on the Deloitte Technology Fast 500 list of the 500 fastest-growing technology companies in North America, based on its revenue growth of 1,111% over the previous three years. To learn more, visit Nift.com.

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