Kindred

What Kindred does

Kindred is a UK-based commerce infrastructure company that provides APIs enabling AI platforms, browsers, banking apps, OEM device AI, and consumer apps to discover merchant offers, navigate checkout flows, and complete transactions. Founded in 2019 and operating as Kindred Soul Ltd, the company standardises data across 75,000+ merchants in 244 markets and 16 languages, with 65% of merchants outside Shopify. Its core product is four enterprise APIs — Promo Discovery (standardised offer and coupon data), Merchant Map (CSS-selector-based checkout navigation templates), Entity Mapping (a canonical product graph of 2.4M+ entities), and Offsite Context (pre-transaction intent and identity signals) — that together power agentic checkout. The technical stack includes a five-stage merchant pipeline (ingest, standardise, QA, localise, publish) that uses LLM-based extraction for terms-and-conditions parsing and VM-based daily agentic checkout testing, achieving 90%+ auto-coupon accuracy (3x public coupon sources) and ~95% token-cost reduction for AI agents versus HTML parsing.

The company earns revenue through performance-based commission on validated transactions across five distribution surfaces — AI agents, OEM device AI, banking apps, consumer apps, and data products — with each surface earning its own slice of merchant economics. A consumer-facing cashback programme funded by merchant commissions serves as a long-tail acquisition channel; individual consumers access the platform free of charge. Enterprise partners include ITV (both a commercial client powering the ITV Kerching browser extension and a minority equity investor via a £8.5M advertising-inventory-for-equity deal in 2024), Samsung (Add-on for Samsung), Perplexity, O2, Xiaomi, E.ON, and e& UAE (which launched the 'Save & Grow' programme reaching millions of telecom subscribers). The company is ISO 27001 certified, registered in Cambridge UK, and operates with 51–100 employees.

Name

Kindred

Legal name

Kindred Soul Ltd

Website

https://kindred.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Kindred is a UK commerce infrastructure company providing four enterprise APIs that connect AI platforms, browsers, banking apps, and OEM devices to 75,000+ merchants across 244 markets, enabling agentic checkout, offer discovery, and offsite intent enrichment.

Ownership category

akta.pro rank

Product category

Commerce Infrastructure APIs

NAICS

Web Search Portals and All Other Information Services (519290), Web Search Portals and All Other Information Services (51929), Wholesale Trade Agents and Brokers (42512)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)

akta.pro secondary industries

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Comparison Shopping & Price Discovery Portals (BPAMAAAJ)

Keywords

• Commerce infrastructure APIs
• Agentic checkout platform
• Merchant offer data
• Consumer intent signals
• Coupon discovery API

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Commission on validated transactions: Kindred earns commission from merchants on validated transactions when consumers complete purchases via the Kindred platform or partner surfaces. Commission is performance-based, tracked per conversion, and settled through the merchant portal.
2. Performance-based commission: Commission earned across AI surfaces, banking apps, consumer apps, and data products. Each surface earns its own slice of merchant economics — AI agents drive checkout volume; banking and consumer apps drive commission on basket value; data products monetise offsite context as enriched audiences.
3. Cashback programme: Users receive cashback on purchases through the Kindred browser extension and app, funded by merchant commissions. Users can donate 1–100% of cashback to charity. Kindred distributes the amount actually paid by the merchant after validation.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Kindred provides commerce infrastructure for AI through four enterprise APIs that connect AI platforms, browsers and apps to 75,000+ merchants worldwide. The Promo Discovery API returns standardized, daily-tested offers; the Merchant Map API provides CSS-selector templates for agentic checkout; the Entity Mapping API resolves products to a canonical graph; and the Offsite Context API pipes consumer intent signals into partner systems.

Product overview

Kindred is a commerce infrastructure platform for AI, providing four enterprise APIs that connect AI platforms, browsers, and apps to 75,000+ merchants worldwide. The product suite comprises Promo Discovery API (offer and coupon discovery), Merchant Map API (checkout template navigation), Entity Mapping API (product fingerprintprinting and canonicalization), and Offsite Context API (audience enrichment and intent signals). These four APIs feed a merchant pipeline for data processing and a distribution platform reaching five consumer surfaces (AI agents, OEM device AI, banking apps, consumer apps, and data products). Supporting modules include the Merchant Portal for merchant onboarding and management, and Consumer UX demonstrating the end-to-end agentic checkout journey. The platform covers 244 markets in 16 languages with 65% of merchants outside Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• Promo Discovery API REST API delivering standardized, daily-tested coupon and offer data across 75k+ merchants and 244 markets. LLMs query by domain or product and receive ranked offers with codes, terms, expiry dates and QA scores. Also available via SFTP daily feed, MCP server and JavaScript bridge.
• Merchant Map API Provides structured site-map per merchant with CSS selectors for product pages, add-to-cart, cart, checkout fields and coupon inputs. Enables agents to navigate checkout deterministically without HTML parsing, reducing token cost by ~95% and covering 75k+ merchant domains with 24h auto-refresh.
• Entity Mapping API Resolves merchant SKUs, retailer category trees and brand aliases to a canonical product graph of 2.4M+ entities. Bridges category- or brand-level offers to the specific item being purchased with confidence tiers from 1.0 (exact ID) to 0.3 (leaf category).
• Offsite Context API Pipes pre-transaction intent, geo, device and SKU-level purchase signals into enterprise partner systems via POST /v1/get-attributes. Built on a stitched identity graph linking device IDs (IDFA/GAID), hashed emails/phones, IP and zipcodes to a persistent consumer view. <500ms p95 latency; consent-based and GDPR/PDPA compliant.
• Merchant Portal Self-serve operator portal for merchants to onboard into the Kindred network, publish and manage offers, connect product catalogues (including Shopify integration), approve auto-detected site maps and monitor distribution performance across connected AI surfaces. Most merchants complete onboarding in under 30 minutes.

Quantifiable outcome

• 90%+ auto-coupon accuracy — 3× the rate of public coupon sources
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability9 records

Feature6 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• ITVflagshipGTM or Marketing PartnerITV launched ITV Kerching browser extension powered by Kindred's Promo Discovery and Merchant Map technology. ITV invested £8.5 million in advertising inventory in exchange for a minority equity stake in Kindred, as part of ITV's strategy to diversify revenue streams amid declining traditional advertising. ITV is both a commercial client and a strategic investor.
• e& UAEcoreGTM or Marketing Partnere& UAE launched 'Save & Grow' programme in partnership with Kindred.co, offering e& UAE app users an average of 10% discounts across more than 9,000 online retailers including Noon, Ounass, and Namshi. A portion of transaction revenues funds eco-friendly initiatives (tree-planting in UAE). This partnership gives Kindred access to e& UAE's millions of subscribers as a distribution channel.
• SamsungcoreTechnology or IntegrationSamsung is listed as a trusted partner on Kindred.co. Kindred offers an 'Add-on for Samsung' as part of its service offerings, indicating OEM embedding of Kindred's commerce infrastructure on Samsung devices.
• PerplexitycoreTechnology or IntegrationPerplexity is listed as a trusted partner on Kindred.co homepage. As an AI search platform, Perplexity integrates Kindred's Promo Discovery API to surface commerce offers within AI-powered search results.
• The Storey GroupminorStrategic or Co-development PartnerThe Storey Group collaborates with e& UAE and Kindred on the 'Save & Grow' eco-initiative, specifically the tree-planting project in the UAE funded by a portion of transaction revenues from the Kindred-powered savings programme.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Capital One Shopping: Shopping assistant offering coupon application, price comparison and rewards across thousands of merchants. Comparable consumer savings layer with merchant commission economics, owned by a major US bank issuer.
• Honey (PayPal): Browser extension and app that finds and applies coupon codes at checkout with affiliate-funded cashback. Most directly comparable consumer-facing product to Kindred's cashback browser extension and one-click offer application.
• RetailMeNot: Long-running digital coupon and cashback platform aggregating merchant offers across thousands of retailers. Direct competitor in the deals-discovery and cashback category that Kindred's consumer UX targets.
• CJ Affiliate (Commission Junction): One of the largest affiliate networks globally, linking brands with publisher partners and tracking performance-based commissions. Overlaps directly with Kindred's merchant catalogue and commission economics, though historically more publisher-focused than agent-focused.
• Impact: Partnership automation and affiliate platform powering performance-based commerce programs for global brands. Comparable SaaS-style affiliate and partner economics with merchant-side tooling.
• Rakuten Advertising: Global affiliate and cashback network connecting advertisers with publishers across digital surfaces. Operates a comparable performance-based commission model and offer-discovery infrastructure, making it the closest incumbent analogue to Kindred's merchant network.
• Awin: Global affiliate marketing network with a large merchant catalogue and partner-facing technology stack. Comparable B2B affiliate infrastructure with overlapping merchant and publisher relationships.
• Skimlinks: Content-to-commerce monetization platform that links publishers to merchant offers via standardized APIs. Closest peer in terms of API-first offer infrastructure and publisher/publisher-adjacent distribution model.

Emerging players

• Sovrn: Commerce and monetization platform providing affiliate, data and programmatic tools to publishers. Comparable offer-distribution and signal-monetization model with growing overlap in commerce data products.

Broad incumbents

• Amazon Associates: Amazon's affiliate program with a closed-loop merchant catalogue and commission model. Sets the benchmark for scale in affiliate commerce, but limited to Amazon's own merchant inventory versus Kindred's 75k+ multi-merchant network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 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 Kindred