A service uses a system of servers and specialized interfaces to facilitate transfer of value from a gift card to an open loop card of a user. The service may support user-facing interfaces that interact with customers. The service may also support an API-based interface with a gift card processor to obtain gift card value, effect the value transfer, and confirm that the gift card value has been depleted. The service may also include a programmatic interface to various transaction processor services such as associating the transferred value with a personal account number of the user, a merchant associated with the original gift card, transaction monitoring, and messaging services that provide status information to the user.