A system and method for adding value into a customer's stored-value account is provided. A stored-value card is distributed to a merchant for distribution to a customer who has an account with a specific provider of goods and/or services. The stored-value card has an associated identifier that can be used to associate a stored value with the card. The associated stored value is redeemable with one or more providers, including the specific provider. The account has an associated account number. During a card purchase transaction, a central processor receives a request to activate the card from a merchant terminal. The central processor receives a redemption request from the customer, wherein the redemption request includes the identifier. The central processor identifies the provider and the account number. The central processor inserts the associated value into the account, for instance by passing a value insertion request to the provider. The central processor receives a subsequent request to activate the card from a different merchant terminal. The central processor recognizes the card, identifies the provider and account number, and automatically inserts the value into the account.