What Kale does

Kale is a New York-based, privately held creator rewards platform founded in 2021 that connects consumer and B2B brands with content creators through gamified brand challenges and tournaments. Creators join via a self-serve mobile app (app.kalecard.com), participate in lifestyle-aligned brand challenges, and earn perks, cash, merch, and exclusive rewards for producing user-generated video content distributed on TikTok, Instagram, and (as of December 2025) LinkedIn. The platform currently counts a diverse roster of enterprise brand partners including Chili's, Planet Fitness, Urban Outfitters, DoorDash, Southwest, Vita Coco, Magnum, The Ordinary, Starburst, Free People, Herbal Essences, Lesser Evil, and Notion, spanning restaurants, fitness, retail, food delivery, travel, beverages, beauty, confectionery, and snack food verticals.

The core product is a unified rewards tournament engine: creators discover brand challenges, tap to join, follow clear creative briefs, and submit UGC videos that are surfaced back to the sponsoring brand. The platform supports a freemium go-to-market on the creator side, with revenue derived from brand-side campaign fees and partnerships (pricing not publicly disclosed). Distribution is product-led via app store presence and the company's owned social channels (@getkale on TikTok, Instagram, and LinkedIn), supplemented by a dedicated brands landing page (getkale.com/brands) for enterprise outreach. The December 2025 LinkedIn expansion extends the platform into the B2B brand segment, exemplified by Notion's use of Kale-sourced UGC videos for professional-network brand engagement.

The business has raised approximately $3.9M in total disclosed funding across a $150K seed from Pear VC (June 2021) and a $3.75M Series A led by Forerunner with Pear VC participation (March 2022). The team is reported at 1-10 employees, the company is privately held with no parent entity, and no revenue, ARR, or GMV figures are publicly disclosed. Kale operates primarily in North America.

Name

Kale

Website

https://kalecard.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Kale is a New York-based creator rewards platform founded in 2021 that connects brands like DoorDash, Planet Fitness, and Notion with content creators via gamified brand challenges, enabling creators to earn perks, cash, and merch for user-generated video content distributed on TikTok, Instagram, and LinkedIn.

Ownership category

akta.pro rank

Product category

Creator Marketing Platform

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Live Commerce & Shoppable Creator Campaigns (BPAFAHAL)

Keywords

• Creator rewards platform
• User-generated content
• Brand creator marketing
• Influencer marketing platform
• Creator economy platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Brand Partnership Model: Kale connects brands with creators who produce authentic user-generated content. Brands run challenges and tournaments, and creators earn rewards for participating. Revenue likely comes from brand partnerships and campaign fees.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Kale operates a mobile rewards platform that connects consumer and B2B brands with individual content creators through branded tournaments and challenges. Creators self-onboard, pick tournaments, produce lifestyle user-generated video content, and earn cash, perks, merch, and exclusive rewards. Brands run challenge campaigns to source authentic, creator-produced content for distribution on TikTok, Instagram, and now LinkedIn.

Product overview

Kale is a unified creator rewards platform that connects brands with content creators through branded challenges. Creators join tournaments, create user-generated content (videos) for brand partners, and earn rewards. The platform serves two audiences: creators who earn rewards for content creation, and brands (B2B) who gain authentic brand promotion through creator-generated content. The platform expanded in December 2025 to support LinkedIn, enabling B2B brand engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Kale Creator Rewards Platform A mobile rewards platform where individual creators self-onboard, join brand-sponsored tournaments, produce lifestyle user-generated video content, and earn cash, perks, merch, and exclusive rewards. Brands run challenge campaigns to source authentic UGC distributed across TikTok, Instagram, and LinkedIn.

Quantifiable outcome

• Creators have achieved 100k+ views across platforms on Kale videos

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Aspire (formerly AspireIQ): Aspire is a direct peer running an enterprise creator marketplace and UGC platform used by consumer brands to source authentic content, overlapping closely with Kale's brand challenge and creator rewards model.
• Tagger by Sprout Social: Tagger (now part of Sprout Social) is a direct competitor offering influencer discovery, campaign management, and analytics for enterprise brands, addressing the same brand-side use case as Kale.
• Insense: Insense is a direct peer that connects brands with UGC creators for ad-ready content and whitelisted campaigns, targeting a similar enterprise customer base with similar brand-creator marketplace functionality.
• Grin: Grin is a direct competitor offering an influencer marketing platform that connects brands with creators for UGC campaigns and content licensing, serving a similar enterprise customer base with comparable brand-creator workflow tooling.
• Later (Mavrck): Later (which acquired Mavrck) operates an influencer marketing and social commerce platform serving enterprise brands with creator discovery, campaign management, and UGC tools that overlap with Kale's offering.
• Billo: Billo is a direct peer operating a UGC creator marketplace where brands commission short-form video content from creators, sharing Kale's core model of rewarding creators for brand-aligned lifestyle content.
• Captiv8: Captiv8 is a direct peer offering an influencer marketing platform with creator discovery, campaign execution, and UGC tools for enterprise brands, closely paralleling Kale's brand challenge and rewards offering.
• CreatorIQ: CreatorIQ is a direct competitor providing enterprise-grade influencer marketing software for brand-creator campaign management, audience analytics, and UGC sourcing at large enterprise brands.
• IZEA Worldwide: IZEA is a publicly traded influencer marketing platform offering sponsored content, creator marketplace, and campaign management services that overlap directly with Kale's brand-creator matchmaking model.

Broad incumbents

• Brandwatch Influence: Brandwatch is a broader consumer intelligence and influencer platform that overlaps with Kale's brand-creator campaign use case as part of a wider social analytics and marketing suite.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/getkale
• Instagraminstagram.com/getkale
• TikToktiktok.com/@getkale
• Xx.com/kalerewards

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kale