Minted
Minted is a curated design marketplace connecting independent artists with consumers for premium stationery, wedding invitations, art prints, and home decor, sourced via crowdsourced design challenges and sold through its e-commerce site, wholesale retail partners, and an interior designer trade program.
- Company typePrivate
- Founded2008
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Minted does
Minted operates a curated, two-sided design marketplace that sources artwork through crowdsourced design competitions and sells premium stationery, art, and home goods to consumers. Founded in San Francisco in 2008 by Mariam Naficy (with Melissa Kim as co-founder/co-CEO), the company's flagship surface is minted.com, where independent artists submit designs that consumers vote on; winning submissions are manufactured and sold under Minted's brand, with artists earning 6%-10% royalties on future sales and maker-marketplace participants retaining 75% of revenue. Core product lines span wedding stationery (save-the-dates, invitations, ceremony and reception essentials, wedding websites, thank-you cards), holiday photo cards, birth announcements, greeting cards, personalized stationery, art prints and framed photography, and home decor (candles, ceramics, pillows, rugs, dinnerware).
The platform combines an e-commerce storefront with mobile apps (including a Minted Address Book iOS app), a trade program for interior designers with 20-30% discounts and complimentary art proposals, retail wholesale partnerships with Whole Foods Market, Target, West Elm, Pottery Barn Kids, and Amazon, and branded collaborations (minted+BRIDES, Disney-licensed collections). Underlying technology includes multimodal AI for artwork curation and copy generation, an AI-powered customer service agent deployed in 2025 with above 65% case resolution and above 95% satisfaction, a recommendation engine for design challenge curation, and an upcoming AI Greeting Card Assistant; an Apple iOS app extends contact management.
Minted's business model is multi-stream: (i) direct e-commerce sales of stationery, art, and home goods on a one-time purchase basis, (ii) marketplace commissions on maker sales, (iii) ongoing design royalties to winning artists, and (iv) recurring subscription revenue from the Minted More membership program (20% off plus free shipping), supplemented by B2B trade program subscriptions. Customer cohorts are diversified across wedding couples, new parents, greeting card senders, art and home decor buyers, independent artists, and interior designers, with a 251-500 employee base headquartered in San Francisco and over $296M in total disclosed funding through 2018.
Minted firmographics
Firmographics- Name
- Minted
- Legal name
- Minted LLC
- Website
- https://minted.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Minted is a curated design marketplace connecting independent artists with consumers for premium stationery, wedding invitations, art prints, and home decor, sourced via crowdsourced design challenges and sold through its e-commerce site, wholesale retail partners, and an interior designer trade program.
- Ownership category
- akta.pro rank
Minted industry classification
Industry- Product category
- Online stationery and art marketplace
- NAICS
- Greeting Card Publishers (513191), Stationery Product Manufacturing (32223), Independent Artists, Writers, and Performers (71151)
- SIC
- Greeting Cards (2771), Converted Paper & Paperboard Prods (No Contaners/Boxes) (2670)
- akta.pro primary industry
- Creator Merchandise & Print-on-Demand Platforms (MPACAFAE)
- akta.pro secondary industries
- Crafts & Maker Arts (Ceramics, Textiles, Jewelry, Mixed Media) (EDAMAAAD), Prepress, Plate-Making & Artwork Services (IMALAKAM)
Keywords
Where Minted is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Minted business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales (Stationery, Art, Home Goods): Direct sales of artist-designed products including wedding invitations, holiday cards, birth announcements, art prints, and home decor through e-commerce platform. One-time purchase model for physical goods.
- Marketplace Commission: Maker marketplace where independent artists and makers sell original artwork and products directly to customers. Makers retain 75% of sales with no upfront listing fees.
- Design Challenge Royalties: Winning designs from open-call competitions earn artists 6%-10% of future sales, creating ongoing royalty revenue stream for winning submitters.
- Membership Subscription (Minted More): Subscription membership offering 20% off + free shipping for members, providing recurring revenue through annual/monthly membership fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Minted More Membership - 20% off + free shipping |
| Subscription | Annual | Trade Program - 20-30% off fine art |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Minted product offering
Product offeringCore offering
Minted is a curated online design marketplace and e-commerce platform that connects independent artists with consumers seeking premium, artist-designed stationery, wedding invitations, holiday cards, birth announcements, art prints, and home decor. Independent artists submit work through open-call design challenges, consumers vote on submissions, and winning designs are manufactured, marketed, and shipped by Minted (or via makers on the marketplace) under a royalty-based model.
Product overview
Minted is a curated e-commerce platform offering premium, artist-designed stationery, invitations, art prints, and home decor for life's key moments. The core portfolio centers on Wedding Stationery (save-the-dates, wedding invitations in letterpress and foil-pressed formats, ceremony & reception essentials, wedding websites, and thank-you cards), Holiday Photo Cards, Birth Announcements, Art Prints & Framed Photos, Home Decor, Personalized Stationery, and Greeting Cards — all featuring artwork sourced from independent artists through crowdsourced design challenges. Supporting the core products are a Design Trade Program for interior designers (20-30% off fine art with curated art proposals), a Maker Marketplace where independent makers sell handmade goods directly, and a subscription membership program (Minted More) offering 20-30% daily discounts plus free shipping. The platform also offers online invitations, a Greeting Card Assistant (AI-powered, forthcoming), Baby Milestone Cards, branded collaborations with BRIDES (minted+BRIDES including Wedding Color of the Year), Disney-licensed art collections, and a mobile Minted Address Book app. The company distinguishes itself through crowdsourced artist design competitions, premium printing techniques (letterpress, foil-press, photo mount), and an expanding AI-powered customer service agent and personalization layer.
Differentiator
Problem solved
Functional benefit
Brands
- minted+BRIDES®: A collaboration collection with BRIDES magazine featuring wedding stationery and gifts.
Products and services
- Wedding Stationery Premium wedding stationery suite including foil-pressed, letterpress, photo mount, magnet, postcard, and vellum save-the-dates; letterpress, foil-pressed, modern, vintage, rustic, and novelty-shape wedding invitations; ceremony and reception essentials (place cards, menus, table numbers, programs, seating charts, welcome/bar signs); and coordinated thank-you cards.
- Wedding Websites Free and premium wedding website builder for couples to share event details, collect RSVPs, and host registry information for guests.
- Holiday Photo Cards Premium holiday photo cards across Christmas, New Year, Rosh Hashanah, Halloween, Diwali, Thanksgiving, Hanukkah, Kwanzaa, Valentine's Day, Easter, and Lunar New Year.
- Online Invitations Free, mobile-friendly online invitations for birthdays, bridal showers, baby showers, graduations, rehearsal dinners, and other celebrations, with RSVP tracking.
- Birth Announcements Birth announcements for boys, girls, and gender-neutral options, plus pregnancy announcements, customizable with photos and artist designs.
- Art Prints and Framed Photos Fine art prints (paintings, photography, mixed media, abstract) and framed photos in canvas, frameless, float mount, matted, and white-border formats in sizes up to 48x70 inches, with solid wood frames.
- Home Decor Home decor including candles and candle holders, ceramics, baskets and storage, trays and dishes, original sculptures, throw pillows, throw blankets, rugs, table linens, dinnerware, drinkware, and kitchen accessories.
- Personalized Stationery Customizable thank-you cards, stationery sets, mini notes, kids' personalized stationery, business cards, journals, planners, and calendars with letterpress and foil-pressed options.
- Greeting Cards Greeting cards for anniversary, baby, birthday, blank, congratulations, Father's Day, Get Well, holiday, Just Because, sympathy, thank you, and wedding occasions, with an optional subscription for regular deliveries.
- Minted More Membership Subscription membership offering members up to 30% off plus free shipping every day, with early access to new designs and exclusive deals.
- Design Trade Program B2B program offering interior designers 20-30% off fine art, free domestic shipping, complimentary art proposals, special commercial order handling, custom options, and access to original artwork by local artists, plus CEU courses.
- Artist Community / Design Challenges Crowdsourced open-call design competitions where independent artists submit artwork, consumers vote on submissions, and winners receive cash prizes plus 6-10% of future sales while Minted handles manufacturing, shipping, and customer support.
- Maker Marketplace Marketplace for independent makers to list and sell original artwork, artisanal gifts, stationery accessories, and handmade goods directly, keeping 75% of every sale with no upfront listing fees.
- Minted Address Book App Mobile application for managing contacts and addresses to organize recipient information for sending invitations and announcements.
- Baby Milestone Cards Photo prop cards for documenting a baby's first-year milestones, designed as keepsakes with space for monthly memory notes on the back.
- minted+BRIDES Collection Exclusive co-branded collection with BRIDES magazine featuring wedding stationery, websites, and gifts, including the 2026 Wedding Color of the Year (Island Citrus).
- Disney Art Collection Licensed Disney artwork collection including Mickey & Minnie Mouse, Frozen, Winnie the Pooh, Toy Story, Disney Princesses, Cars, Moana, and Beauty and the Beast for wall art, kids' room decor, and gifts.
- Wedding Concierge Service Free 1:1 concierge appointment service providing expert guidance for wedding stationery and planning decisions across the wedding journey.
Quantifiable outcome
- AI customer service achieves 65%+ case resolution rates and 95%+ satisfaction scores
- +2 more outcomes
Companies that use Minted
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Minted technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature1 record
Minted partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- SauconyminorSaucony collaborated with Minted New York to launch a metallic Chrome Runner shoe based on Saucony's Endorphin Pro 5 elite racing shoe. This marks the third collaboration between the two brands.
- Whole Foods MarketcoreMinted announced its artist-designed greeting cards are now available in select Whole Foods Market stores across the United States. This retail expansion targets younger consumers including Millennials and Gen Z while supporting independent artists.
- BRIDEScoreMinted and BRIDES jointly announced Island Citrus as the 2026 Wedding Color of the Year, inspired by tropical and destination wedding themes. The color is expected to influence wedding stationery and fashion trends in 2026.
- Petite PlumeminorLuxury sleepwear brand Petite Plume partnered with Minted to create lifestyle product collaborations across various lifestyle categories as part of their expansion into home and hospitality.
- TargetcoreRetail partnership for artist-designed merchandise distribution through Target stores, part of Minted's expanding national retail footprint.
- West ElmcoreArt and home decor retail partnership with West Elm, providing distribution for Minted's art prints and home goods.
- AmazoncoreE-commerce retail partnership through Amazon marketplace for expanded product availability.
- Pottery Barn KidscorePartnership with Pottery Barn Kids to help artists expand their portfolio and reach through the Target, West Elm, and Pottery Barn Kids family of brands.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Minted competitors and assessment
Company assessmentDirect peers
- Evite: Evite competes directly with Minted's online invitations across birthdays, showers, weddings, and other life events, with a similar ad-supported and premium tier business model.
- Paperless Post: Paperless Post is a direct competitor in online and printed wedding invitations, save-the-dates, and event stationery, with an overlapping design library and premium positioning aimed at the same couple/host buyer.
- Zazzle: Zazzle is a custom product marketplace where independent designers sell stationery, invitations, art prints, and home decor, with a similar maker-economy model and product breadth to Minted.
- Shutterfly: Shutterfly is a direct competitor in personalized stationery, holiday photo cards, birth announcements, and photo-driven gifts, with comparable printing infrastructure and consumer target audience.
- Society6: Society6 is a marketplace for independent artists to sell art prints, home decor, and lifestyle products on a revenue-share basis, closely mirroring Minted's art print and home decor business.
- Artifact Uprising: Artifact Uprising is a premium photo product brand selling prints, albums, and stationery, with a comparable design-forward, quality-focused positioning to Minted's higher-end stationery and art categories.
Broad incumbents
- Canva: Canva is a broad design platform with a wedding invitation suite and AI design tools, competing for the same self-directed couple/host customer and increasingly overlapping with Minted's core stationery use cases.
- Etsy: Etsy operates a large handmade and vintage goods marketplace that overlaps with Minted's Maker Marketplace and personalized gift categories, reaching a similar artisan-shopping consumer base.
Emerging players
- Joy: Joy is a wedding planning platform offering websites, RSVPs, and registries that competes with Minted's wedding website product and overlaps in the same engaged-couple target audience.
- Greenvelope: Greenvelope is a digital invitation platform for weddings and events with a designer template marketplace, partially overlapping with Minted's online invitations and wedding stationery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Minted social profiles
Digital presenceMinted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Minted leadership team
Management profileNumber of profiles
Profiles4 records
Minted funding detail
Funding detailFunding overview
Funding rounds6 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Minted M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Minted
What does Minted do?
Minted is a curated online design marketplace and e-commerce platform that connects independent artists with consumers seeking premium, artist-designed stationery, wedding invitations, holiday cards, birth announcements, art prints, and home decor. Independent artists submit work through open-call design challenges, consumers vote on submissions, and winning designs are manufactured, marketed, and shipped by Minted (or via makers on the marketplace) under a royalty-based model.
Is Minted a public or private company?
Minted is a private company. It is classified as private equity controlled and is currently operating.
When was Minted founded?
Minted was founded in 2008. It employs 251 to 500 people.
Where is Minted based?
Minted is headquartered in San Francisco, United States, in the North America region.
How does Minted make money?
Four revenue lines are on record. Product Sales (Stationery, Art, Home Goods) is the primary driver. The others are marketplace Commission, design Challenge Royalties and membership Subscription (Minted More).
Who are Minted's main competitors?
Direct peers on record are Evite, Paperless Post, Zazzle, Shutterfly, Society6 and Artifact Uprising. Broad incumbents are Canva and Etsy. Emerging players are Joy and Greenvelope.
Does Minted have an API?
No public API is recorded for Minted.
What industry is Minted in?
Minted's product category is Online stationery and art marketplace. Its primary akta.pro industry code is MPACAFAE, Creator Merchandise & Print-on-Demand Platforms, with a secondary code of EDAMAAAD, Crafts & Maker Arts (Ceramics, Textiles, Jewelry, Mixed Media). Its NAICS code is 513191 and its SIC code is 2771.