The AdvantageCard Program was jointly developed by the Home Ideas Centre Group and Harbour Business Solutions with a view to establishing the first Loyalty rewards program in Australia specifically aimed at Homemakers, Renovators and the Building Industry.

The Program was launched as a pilot in Tasmania in February 2005 and has grown to over 250 participating businesses and 30,000 cardholders. These businesses range from small and local to large National companies. During the period of the pilot, a number of changes have been made to the core operation of the Program to ensure its long term sustainability and growth. The underlying technology platform now allows for the delivery of Loyalty Card (Retail and Trade) and Gift Card as well as real-time coupon offers at the Point of Sale. The Program is now set to roll out across Australia with the support of its strategic partners.