FreedomPay provides a cashless payment service that allows customers to purchase items by entering a user ID and PIN number into a device at the point of sale, or by using a radio frequency identification wand with an embedded chip. In addition to convenience for the customer, FreedomPay adds value for sponsor organizations by collecting and mining customer preference data enabling "loyalty retailing." Initial pilots of the service targeted vending and fast food. The website would need to:

Xenogene developed a highly usable site that converted visitors to customers, and enabled customers to fund their FreedomPay accounts. To enhance marketing and promotional opportunities, Xenogene created web tools and features for the collection of user preference data. For example, the Xenogene team added a "pick your favorites" feature that generated in-depth customer data for local promotions while at the same time providing a personalized service to the customer. In addition, Xenogene designed an in-context sponsorship model that integrates sponsor messaging with natural user tasks. This approach has proven significantly more profitable than the traditional ad banner model.

The right mix of web tools helped facilitate the relationship between FreedomPay, its customers and sponsor organizations. The expected conversion rate of customers to funded members was 10%. Within one week of launch 25% of FreedomPay customers funded their accounts online. Partners such as PepsiCo and McDonalds signed on opening the door to future growth and McDonalds is continuing to pilot the FreedomPay service in test markets.