Abstract: A swap system is provided that includes an interchange platform operable to receive and process transaction information from one or more companies that are included in a group of network companies. The transaction information being generated by one or more end users transferring a first monetary value from a first gift card issued by a first company, belonging to the group of network companies, to a universal card such that the universal card reflects a discounted second monetary value. The end user can use the universal card in a transaction involving a second company belonging to the group of network companies. The first company is required to credit back a majority of the first monetary value through the swap system. In more particular embodiments, a swap network entity is provided that receives a fee based on transactional activity in the swap system.