Ruta Amigo will be tapping into the Long Beach, New York-based company’s “Digital Issuance Platform” of vendors, consumers, and other users to roll out its pre-paid loyalty cards that can be used for payments in various locations across the country or digitally. The company boasts of its platform’s identification technology, including biometric security embedded into payment options such as a mobile wallet, among other features.

Using the network of Ipsidy, which counts MultiPay as a subsidiary in Colombia, will allow Ruta Amigo to facilitate a rewards program that will involve “a number of the leading consumer brands” across the country, according to the marketing firm.

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“We are excited to use the Ipsidy platform as the core technology in our new marketing and rewards program,” said Fidel Alvarez, general manager of Ruta Amiga. “The platform’s flexibility, robust capabilities and ease-of-use is an excellent fit for our requirements. Our goal is to bring an innovative loyalty rewards program to parts of Colombia that have not previously been offered such program.”

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