Givingli Raises $3 Million Seed Round - Digital Greeting Cards

The Enduring Appeal of Birthday Cards in a Digital Age

Despite the widespread impact of the digital revolution on social interactions and communication methods over the last two decades, the traditional birthday card continues to demonstrate remarkable resilience.

Givingli Secures Seed Funding to Reimagine Digital Greetings

Givingli, a Los Angeles-based startup focused on developing an application to modernize how Generation Z exchanges digital greeting cards, has successfully obtained seed funding. Investors are demonstrating confidence in the company’s approach to contemporary gifting practices.

The startup has secured $3 million in a seed funding round. This round was spearheaded by Seven Seven Six, the venture firm founded by Reddit co-founder Alexis Ohanian, with additional participation from Snap’s Yellow Accelerator.

From Wedding Invitations to a Digital Greeting Platform

The company’s founders, a husband and wife team, initially ventured into the realm of digital greetings and gifts after opting for digital invitations for their wedding. This experience prompted them to analyze the evolution – or lack thereof – within the digital greetings landscape.

They have adopted a mobile-first strategy to address greetings for significant occasions and everyday moments when individuals simply wish to express their thoughts to others.

The Rise of "Just Because" Cards and Viral Growth

“We initially anticipated a focus on birthdays and events like weddings and graduations,” explains CEO Nicole Emrani Green to TechCrunch. “We also included ‘just because’ cards, which unexpectedly became the most popular category.”

This unexpected popularity, she believes, fueled the app’s viral growth. Each Givingli sent introduces another individual to the platform, fostering ongoing conversations.

Monetization and Brand Partnerships

The application generates revenue through a $3.99 monthly premium subscription. This subscription provides users with access to a wider selection of digital greeting designs created by the over 40 artists the startup collaborates with.

In addition to premium subscriptions, users can purchase digital gift cards to accompany their greetings. Givingli’s digital gift card marketplace features more than 150 brands, including Amazon, Spotify, Nike, and DoorDash.

Customization as a Key Differentiator

A significant advantage of Givingli’s offering is its emphasis on personalization. While users can choose from a vast library of greeting cards, they can also enhance them by incorporating photos or videos alongside personalized text.

The goal is to deliver an experience that surpasses the impact of messages shared through email, text messaging, or social media platforms.

Alexis Ohanian on the Future of Connection

“Given that a generation of users has grown up with digital technology, it’s unsurprising that actions like liking, swiping, upvoting, and sending quick texts have become the primary ways we connect,” stated Ohanian in a press release announcing the seed round.

“What initially drew me to Givingli was Nicole and Ben’s astute understanding of this shift and their creation of a platform that provides the creative tools needed to enhance these interactions and strengthen relationships. Whether it’s a digital birthday gift or a simple note, Givingli is clearly challenging the traditional methods of sending mail.”

Snap Integration and User Growth

One of the challenges the team faced was increasing the visibility of their native application. Last autumn, Givingli launched a partnership with Snap, integrating their gifting service into Snapchat through a Snap Mini app.

This integration followed the startup’s participation in Snap’s Yellow Accelerator program.

Emrani Green reports that this partnership has contributed to increased user acquisition, with over 5 million individuals having used Givingli to send greetings since the app’s launch in 2019.