A system of servers and algorithms allows merchants to receive value on behalf of a customer as a gift from a third party or for the merchant to proactively award value to the customer. The system receives an indication of credit sponsored by the merchant for a personal account number (PAN) of the customer. The system then creates a specialized monitor for the customer's transactions to identify transactions meeting certain criteria, including merchant, and applies the credited funds for the purchases. These credits may be made in real time at the register during a purchase or via a statement credit when the customer's bill is processed. The scope of the monitoring process may be expanded to partner brands or co-marketing partners. As the funds are applied, the system generates a settlement message to transfer funds from the merchant to an issuer associated with the PAN or other clearinghouse.