The History of MyBalanceNow and Its Evolution

MyBalanceNow is a widely used online platform that enables users to easily manage and track their Target gift card balances. It has become a quintessential tool for Target shoppers, providing them with quick and convenient access to vital information regarding the funds available on their gift cards. The history of MyBalanceNow is a fascinating tale of innovation and technological advancements, as it has evolved over time to meet the changing needs and preferences of its users.

If you’re curious about MyBalanceNow’s history and how it has evolved, this blog will give you a detailed overview, covering its journey from the beginning to the introduction of its mobile apps.


MyBalanceNow’s Evolution and History

Early Beginning

The roots of MyBalanceNow can be traced back to the early 2000s, when Target Corporation recognized the need for a system that would allow their customers to easily check their gift card balances online. At that time, the traditional method of calling customer service or visiting a physical store to inquire about the remaining balance on a gift card was not only time-consuming but also inconvenient.

In response to these challenges, Target Corporation developed and launched the initial version of MyBalanceNow in the mid-2000s. This early version of the platform allowed customers to access their gift card balance information by visiting a designated website and entering their card details. Although simplistic in design and functionality, it was a significant step forward in providing Target shoppers with a more accessible and user-friendly experience.

Introduction of the Card Management System

As the popularity of MyBalanceNow grew, Target Corporation identified the need to enhance the platform’s capabilities further. In 2010, they introduced a significant upgrade to the system known as the Card Management System (CMS). This new and improved version offered an array of added features such as the ability to register multiple gift cards, track transaction history, and set up alerts for low balances.

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The introduction of CMS transformed MyBalanceNow from a basic balance-checking tool to a comprehensive gift card management platform. Customers could now conveniently manage and track their Target gift cards from the comfort of their own homes, eliminating the need to physically visit a store or call customer service for balance inquiries.

Website Redesign and Improved Interface

Recognizing the importance of user experience, Target Corporation decided to give MyBalanceNow a complete website redesign in 2015. This overhaul aimed to make the platform even more user-friendly and aesthetically appealing. The redesigned website featured an intuitive interface, making navigation and accessing information effortless for users.

Moreover, the new design incorporated responsive web design principles, ensuring that MyBalanceNow functioned seamlessly on various devices, including desktop computers, smartphones, and tablets. This enhancement further enhanced the convenience and accessibility of the platform, allowing users to manage their gift cards from anywhere, at any time.

Expansion to Mobile Applications

To keep pace with the ever-growing prevalence of smartphones, Target Corporation recognized the need for a dedicated mobile application for MyBalanceNow. In 2017, they launched the official MyBalanceNow mobile app for both Android and iOS devices. The app replicated the functionalities of the website and offered an optimized user experience specifically tailored for mobile devices.

The MyBalanceNow mobile app allows users to conveniently check their gift card balances, view transaction history, and receive real-time notifications about their account activity. The introduction of the app was a testament to MyBalanceNow’s continuous evolution and commitment to providing users with the utmost convenience and flexibility in managing their Target gift cards.

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Future Outlook

The history of MyBalanceNow is a testament to the relentless pursuit of innovation and customer satisfaction. From its humble beginnings as a basic balance-checking tool, it has evolved into a comprehensive gift card management platform with features such as multiple card registration, transaction tracking, and real-time notifications. As technology continues to advance, it is reasonable to expect further enhancements and improvements to MyBalanceNow.

Frequently Asked Questions

What is MyBalanceNow and why it was created?

MyBalanceNow is an online portal that allows users to conveniently check their Target gift card balance and manage their funds. It was designed to offer customers a quick and convenient way to check their gift card information, eliminating the need to go to a store or call customer service.

When was MyBalanceNow launched, and what were its initial features?

MyBalanceNow was launched in 2006 as a response to the growing popularity of gift cards. Initially, it served as a balance checking tool, enabling users to inquire about their card balance by entering their card number and security code.

How has MyBalanceNow evolved over the years?

Throughout the years, MyBalanceNow has undergone several enhancements to enhance user experience and offer additional features. It transitioned from a simple balance checking portal to a platform that allows users to track transaction history, transfer funds among gift cards, view purchase receipts, and more.

What was the Card Management System that enhanced MyBalanceNow?

The Card Management System (CMS), introduced in 2010, transformed MyBalanceNow from a simple balance-checking tool into a comprehensive gift card management platform. With CMS, users gained the ability to register multiple cards, monitor transaction histories, and establish balance alerts for added convenience and control.


In conclusion, MyBalanceNow has come a long way since its inception. With each iteration and upgrade, it has adapted to the changing needs of its users, providing them with an ever-improving experience in managing their Target gift card balances. Whether through website redesigns, the introduction of the Card Management System, or the development of a dedicated mobile app, MyBalanceNow has consistently strived to offer greater convenience, accessibility, and functionality. It has undoubtedly become an indispensable tool for Target shoppers, streamlining the gift card management process and enhancing the overall shopping experience.