Abstract: A method and system of co-branding an electronic payment platform, such as an electronic wallet, makes use of computer hardware and software including, for example, one or more electronic wallet related servers controlled by a financial institution, which can be coupled over the Internet to a user's personal computer and merchant's website server. The electronic wallet is co-branded, for example, with the brand of the financial institution and the brand or brands of one or more cooperating merchants. The co-branded electronic payment platform makes use of a payment mechanism related, for example, to a credit card account of the user or digital payment tokens pre-allocated for the user. The user is given an incentive award for use of the co-branded electronic payment platform which is stored for the user and redeemable on one or more of the cooperating merchants.