A group of former top managers in Visa’s mobile program have formed a start-up that plans to use NFC and BLE to deliver coupons, rewards and other offers to consumers in stores, using the branded apps of retailers or other marketers.

U.S.-based Tapcentive, led by Dave Wentker, the former head of Visa’s global product development team, is expected to officially launch in the next several weeks. A developer preview launched last month.

The company has built an in-store marketing platform that enables merchants and other marketers, using NFC touchpoints and also BLE beacons, to deliver the incentives via their own branded Android and iOS apps.