MasterCard is acquiring Truaxis, Inc, a California-based provider of relevant credit and debit card-linked offers to consumers through merchants and financial institutions (view press release). Though the deal, MasterCard will be able to offer real-time delivery coupled with advanced analytics, designed to give consumers more meaningful offers while helping merchants drive sales and financial institutions to build greater loyalty with customers. MasterCard said the acquisition is key to its strategy to deliver enhancing shopping experiences and added value to stakeholders through partnerships with leaders in the offers and loyalty space and unique product innovations.

“The offer and rewards industry is rapidly evolving as consumers have demonstrated their desire for customised offers and savings that truly matter to their individual lifestyles,” said Tim Murphy, chief product officer, MasterCard. “By adding Truaxis’ expertise, its intellectual property and a talented team of software engineers to MasterCard, we increase our capabilities to offer merchants and financial institutions a solution that helps them better connect with consumers while evolving the model from the traditional coupon or daily deals offers programs that are popular today.”