In November 2018, we launched GiftChoice, the first product in what we envisioned as the Choice Platform—a revolutionary gift card concept(Introducing GiftChoice for Ultimate Gift Card Experience – A Product I am Proud to Lead), ). Over the next 18 months, we introduced StyleChoice, SocialChoice, GroceryChoice, and FitnessChoice, making Choice one of the market-leading gift card brands in the UK.(Choice is now one of the most popular brand in the UK Gift card market: New Challenges with the Platform)
Our products were widely recognized, and we had built a loyal customer base. The platform was not just a business—it was a testament to our team’s hard work, creativity, and dedication. In 2020, we began receiving interest from various parties looking to acquire the Choice Platform. It was a testament to our success, but it also marked the beginning of a difficult chapter. For reasons that were never fully clear to me, our CEO decided to sell the business.
By the end of 2020, Blackhawk Network acquired the Choice products.
Mixed Feelings About the Sale
On paper, this should have been a great moment. The sale meant success, and I was even offered a bonus for my contributions. But deep inside, I wasn’t entirely happy.
When we started Choice, the goal was long-term growth—a roadmap filled with exciting new products. So, knowing that the brand would continue under new ownership was somewhat reassuring. Plus, my team and I were contracted to manage and support the platform for three more years.
It felt like a win-win. Or so I thought.
The Shocking End
Just a year later, at the beginning of 2022, we received some unexpected and heartbreaking news—Blackhawk decided to shut down the Choice Platform completely.
Why? Because they had their own branded gift card that competed directly with Choice, and they didn’t want to keep both running.
And just like that, Choice was gone.
What It Felt Like
For my team and me, this was more than just a business decision. From its launch in 2018 to its peak as a market leader, it represented the best of what we could achieve as a team. Its sale and eventual closure were a reminder that not all stories have happy endings, but every experience shapes us in profound ways. It felt like watching something we built with so much passion disappear overnight.
We had spent years perfecting the platform, overcoming technical challenges, and working relentlessly to make it a success. And now, instead of expanding and growing, it was being wiped out.
But in business, as in life, not everything goes the way you hope. As I look back, I’m proud of what we accomplished. And who knows? The next big idea might be just around the corner.