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 an associated account number with a specific provider of goods and/or services. The card has an associated identifier used to associate a value with the card. Associated value is redeemable with one or more providers, including the specific provider. During a card purchase, a central processor receives a request to activate the card from a merchant terminal. The central processor receives a redemption request comprising the identifier from the customer. The central processor identifies the provider and account number, and inserts the associated value into the account. The central processor receives a subsequent request to activate the card from a merchant terminal, recognizes the card, identifies the provider and account number, and inserts the value into the account.