Originally founded as a pioneer in the electronic gift card industry, ValueLink provided the infrastructure for merchants to issue, process, and manage stored-value card programs. The company was acquired by First Data Corporation in 1999, further expanding its reach. In 2019, Fiserv acquired First Data, and ValueLink's services and technology were fully integrated into Fiserv's comprehensive suite of commerce-enabling solutions, offered today as part of their digital commerce and merchant acceptance platforms like Clover and Carat.