• Gemalto is now part of the Thales Group, find out more.

White-label payment solutions: PURE

Launching the PURE Technology Community

PURE is now truly global.

More than 30 domestic schemes and local labels, representing 150 issuers, have already issued 120 million cards, mobile devices and wearables implementing PURE white-label EMV

Issuers can launch payment offers that fit best their local market needs, while enjoying fast time to market and low costs.

Gemalto’s objective is to grow this base and make more payment use cases available. 

To accomplish this, Gemalto  is very pleased to announce the launch of the PURE Technology Community

It is a forum for all PURE issuers to share their priorities, to debate key trends in the market and how to address them. Most importantly,  members will directly influence the PURE roadmap.

We are convinced that this collaboration will help to define a PURE solution that can grow with our customer’s needs. We are looking forward to animating the PURE Technology Community!

Introducing PURE

PURE is an off-the-shelf payment application from Gemalto that is fully compliant with the EMV™ standard. It is designed for domestic schemes and private payment card associations looking for chip-based security and fast time to market.

PURE is a scheme-agnostic EMV application that private-label card issuers and national payment associations can use without the need to enter into a business agreement with another payment scheme.​

PURE EMV scheme 
EMV compliant 
Brand independent solution. giving you full control to desin customized user experience.

PURE s​pecifications for ​​domestic​ ​​schemes

With PURE, domestic schemes can define their own payment solution – including product lifecycle and roadmap, and certification rules – for a cost-effective off-the-shelf solution.

Learn more about PURE Domestic Schemes

​​PURE for private-lab​el and mobile-payment issuers

PURE offers closed-loop card issuers the benefits of EMV combined with full control over their payment network, for the ultimate in convenience combined with state-of-the art technical features.

Learn more about ​​PURE for private-lab​el and mobile-payment issuers​

W​​hy Gem​alto?

Strong con​​sulting services in payme​nt systems:

With almost two decades of consultancy expertise in payment systems and 55 years of cumulative experience in EMV chip and NFC technologies, Gemalto has a dedicated team of senior EMV consultants to support the scheme and its members.

A trusted and expe​rience​​d partner

With more than 150 references in 52 countries, Gemalto is a trusted developer and manufacturer, able to quickly produce specific products for issuing members, creating traction in the industry around the world.

Fully com​​mitted ​​to our customers' needs 

Gemalto has developed a complete, modular offer to fit all implementation scenarios. It includes not only specifications but also consultancy, assistance, card products, personalization tools, and provisioning and tokenization platforms for mobile, offering seamless, and timely deployment.


  • Frost & Sullivan’s 2018 Award for Gemalto PURE

    Frost & Sullivan’s 2018 Award for Gemalto PURE

    The Customer Value Leadership Award is granted by Frost & Sullivan to Gemalto PURE based on an independent analysis and Evaluation of two key factors—Customer Impact and Business Impact. Full detailed report available here.

    Frost & Sullivan’s 2018 Award for Gemalto PURE [PDF - 1.2mb]
  • Introducing PURE

    Introducing PURE

    PURE for regional schemes and private labels: Key facts and figures about worldwide PURE deployments

    Introducing PURE
  • Optelio PURE solution

    Gemalto PURE solution

    Filling station chain Gazprom Neft upgrades its loyalty card program with Gemalto PURE contactless solution

    Gemalto PURE solution [PDF - 636kb]
  • EMV White label for Domestic Schemes

    PURE for ​​domestic schemes

    Extensive EMV™ and mobile NFC payments for national schemes. PURE gives domestic schemes full ownership of their payment solution, including product lifecycle, roadmap and certification rules, allowing them to articulate their own business model

    PURE for ​​domestic schemes
  • PURE by Gemalto

    PURE for private networks

    Extensive EMV™ and mobile NFC payments for private networks. Gemalto’s PURE white-label application brings EMV technology to private label card and mobile payment issuers.

    PURE for private networks