Bootstrapped · Fintech · Reykjavík, Iceland · Founded 2018
YAY digitizes the gift-giving process through its mobile-app platform, YAY Moments, which allows B2C and B2B users to purchase, personalize, and send digital gift cards. Recipients can store and redeem these digital cards directly through mobile wallets such as Apple Pay and Google Pay. In June 2025, the company entered into a strategic joint venture with major Icelandic bank Landsbankinn to co-found Yayland ehf., which took over YAY's entire domestic gift card operations in Iceland. Additionally, the startup partnered with payment processor Enfuce to power its open-loop virtual Visa gift cards and was selected for the Mastercard Lighthouse MASSIV program.
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