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The brainchild of two industries, coming together to create one
powerful rewards solution. This is our story.

Where rewards and technology meet.

Ten years ago, we created Virtual Incentives to close a gap in the industry. Brands needed to reward customers, employees and research respondents, yet the existing model felt dated and, well, unrewarding.

Technology was rapidly advancing, but the ability to deliver virtual rewards was either non-existent or too clunky to be efficient. And the chasm between what consumers expected – and what brands were able to provide – grew wider and wider.

So Vi founders Jonathan Price and James Gary combined their collective experience from both incentives industry and the technology space to solve the problem. The result: The first virtual rewards platform of its kind, powered by one simple, customizable solution.

Today, we’ve perfected our full-service platform and API technology so you can deliver digital gift cards instantly to anyone, at any time. Choose from endless bulk reward options – including virtual Visa®, MasterCard® and global eGiftCards – to give employees, research respondents and customers exactly what they want, when they want it.

What originally started as a combination of rewards and tech, has quickly become one of the most trusted partners across the world. Through the Vi platform, we provide millions of rewards each year to industry-leading, global brands — including more than 40 Fortune 100 companies.

Management Team

Jonathon Price
Jonathan Price

Chief Executive Officer

Jonathan Price applied his decades of experience as an executive leader behind some of the largest incentive and reward programs in the industry in founding and establishing Vi. He is well-known for his work in the prepaid field and was recognized in 2016 with the Gold level award for Most Innovative CEO and Gold Status in the Golden Bridge Awards® Most Innovative Executive of the Year as a result of his ground-breaking work in the digital rewards and incentives industry.

Jonathan advocates on behalf of the goals of Vi clients to increase engagement, strengthen brand awareness and maintain customer loyalty. At Vi, he is leading the team to challenge conventional thinking and continue to passionately drive the future of rewards.

Most recently, Jonathan was Vice President, B2B at Incomm. Prior to Incomm, he led consumer promotions and agency sales at American Express Incentive Services. Before entering the Prepaid industry, Jonathan spent seven years with the prestigious J. Walter Thompson advertising agency.

Jonathan holds a BS in Business Administration from the University of Missouri.

James Gary

Chief Operating Officer

James Gary is a Founder and Chief Operating Officer of Virtual Incentives. James has more than ten years of executive management experience in both Fortune 50 companies and growth software companies.

Prior to Virtual Incentives, James was a Founder and President of mdINR, which was acquired in 2009 by Linde AG, FWB: LIN. mdINR is the world’s largest platform that delivers home health diagnostic services for healthcare providers managing anti-coagulation patients self-testing at home. James was a founder at Medmatics, a medical software company, which was acquired in 2009 by Linde AG, FWB: LIN. Previous to Medmatics James founded GlobeTrend Technologies, a value-added reseller for AT&T Business Services.

James has an MBA from Arizona State University, an MA from Thunderbird, School of Global Management and a B.S. in Business Administration from Saint Louis University.


Steve Larmon 
Chief Technology Officer


Steve Larmon is a Founder and Chief Technology Officer of Virtual Incentives. Steve has over ten years of software development and IT management experience in various high security industries, including defense, financial technologies and healthcare.

Prior to Virtual Incentives, Steve was a Founder and CTO for mdINR, which was acquired in 2009 by Linde AG, FWB: LIN. mdINR is the world’s largest platform that delivers home health diagnostic services for healthcare providers managing anti-coagulation patients self-testing at home.

Steve was a founder at Medmatics, a medical software company, which was acquired in 2009 by Linde AG, FWB: LIN.

Prior to Medmatics, Steve consulted for the defense industry sector, specifically working on system migration, networking and security for both Pratt and Whitney and Lockheed Martin.

Martin Hood

Senior Vice President, Channel Sales

Martin Hood joined Vi in 2017 as Senior Vice President, Channel Sales. He has over 20 years experience in building and leading channel distribution within the payments, loyalty, performance improvement and promotional space in the US and Canada across virtual and physical products and solutions.

Formerly holding executive team leadership roles with American Express Incentive Services (AEIS), Intelispend and CashStar over the past two decades, Hood specializes in business-to-business relationship building in the rewards and incentives space.

Hood is based out of Vi’s St Louis office where he leads a Team of sales and support for Channel distribution.


Ann-Marie Raposo

Vice President of Reward Platform Operations

Ann-Marie has experience in CPG and Banking. Prior to Virtual Incentives, Ann-Marie was at A&P and Banco Bilbao Vizcaya.

Ann-Marie has a B.S in Business Administration from Lehman College, City University of New York.


Sarena Straus
Sarena Straus

Senior Vice President of Legal

Sarena has over fifteen years of In-House Counsel experience, working in the technology and life sciences industries, including for several start-ups in ventures ranging from medical management to online retail.

Sarena began her legal career as a prosecutor in the Bronx where she focused on crimes against children. Sarena has a J.D. from Fordham University School of Law, a B.A. from Barnard College.


Jacilyn Bennett

Vice President of Sales

Jacilyn Bennett is Vice President of Sales of Virtual Incentives. Jacilyn has more than 15 years of experience in the technology and marketing-based industries, with a strong focus on loyalty, incentive and recognition program sales.

Prior to Virtual Incentives, Jacilyn has more than ten of experience in leadership roles as a top sales performer in the business-to-business rewards and incentives space.

Jacilyn has a B.S. in Business Administration from Troy University.


Bill Lynch

Vice President of Client Success

As the Vice President of Client Success, Bill helps our Client Success Managers deliver world class service to our clients. Bill has held many different roles throughout the past eighteen years with his most recent being as a Management Consultant after spending 16 years in the prepaid transaction processing industry with a heavy focus on Gift Cards. Bill studied at Rutgers University in New Jersey.


Lenny Murphy

Chief Client Engagement Strategist

Leonard “Lenny” Murphy is Chief Client Engagement Strategist of Virtual Incentives. Lenny has been in the Market Research industry for over fifteen years in various senior level roles, and served on the Virtual Incentives advisory board for several years, prior to taking an expanded role as Chief Client Engagement Strategist. Lenny spearheads the company’s activities within the market research community.

Lenny focuses on collaborating with multiple organizations to help advance innovation and strategic positioning of the market research industry, most prominently as the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends Report, 2 of the most widely read and influential publications in the global insights industry.

Additionally, Lenny is a key consultant to numerous insight-focused organizations on both the supplier and client side and an advisor to several technology focused start-ups via his consulting practice. Lenny is involved with multiple organizations including the Insight Innovation Exchange, The ARF, NY AMA, NewMR & MRGA. Lenny maintains his other roles and activities in addition to his role with Virtual Incentives.


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