What Felt does

Felt is a mobile consumer application that enables individuals to design and send personalized handwritten greeting cards by writing on their phone or tablet with a finger or stylus. The company operates a vertically integrated fulfillment operation that prints the digital handwriting on premium Mohawk paper using Indigo printers, seals each card in custom-milled Kraft envelopes, hand-applies first-class stamps, and mails the physical card within 24 hours on weekdays. The product portfolio has expanded beyond single-card purchases to include multi-panel cards (one to four panels), Felt Bomb (coordinated multi-card sends), Group Card (multi-contributor format for collective occasions), and a curated Gifts line (seasonal tea, coffee, card frames, and bath selections) that ships alongside cards via 2-Day or Overnight delivery.

The underlying technology stack combines a mobile-first app with digital handwriting capture, a print-on-demand production pipeline, and direct mail logistics. Supporting features include scheduled future delivery, contact and event reminders, address book storage, reusable saved signatures, contact import from device or spreadsheets, and designer font fallbacks for users who prefer typed text. Distribution is exclusively through the iOS and Android app stores via a self-serve, product-led growth motion; the company has no physical retail presence.

Felt monetizes through per-transaction card and gift sales. Pricing is not publicly disclosed but follows a pay-as-you-go model. The company serves individual consumers seeking personal connection and convenience, addressing the friction of in-store card shopping and the impersonal feel of mass-produced greeting cards. Founded in 2012 by David Littlejohn, Tomer Alpert, and Andrew Clark, Felt is based in Telluride, Colorado, operates with 1-10 employees, and has raised approximately $620,000 in disclosed funding, primarily from 3Lines and Stout Street Capital in April 2018.

Name

Felt

Legal name

Felt

Website

https://feltapp.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Felt is a mobile app that lets consumers create personalized handwritten greeting cards on their phone or tablet and have them physically printed, stamped, and mailed within 24 hours, serving individual consumers seeking convenience and personal connection in greeting card sending.

Ownership category

akta.pro rank

Product category

Greeting Card Services

NAICS

Greeting Card Publishers (513191), Printing and Related Support Activities (323), Office Supplies and Stationery Retailers (45941)

SIC

Greeting Cards (2771), Coating, Engraving & Allied Services (3470), Commercial Printing (2750)

akta.pro primary industry

Everyday Makeup Application (HSALAHAA)

Keywords

• Greeting card app
• Handwritten card service
• Personalized mail delivery
• Mobile card printing
• Direct mail platform

Headquarters

HQ city

Telluride

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Card Sales: Users purchase individual greeting cards through the app. The transaction includes the card itself, printing, personalization, envelope, stamp, and mailing. Cards can be customized with greeting designs, drawings, stickers, and confetti.
2. Gift Add-ons: Curated gift items (seasonal tea/coffee, card frames, bath selections) are sold alongside cards with premium shipping options (2-Day or Overnight). Gifts are shipped inside the same package as the card.
3. Group Cards: Multi-panel cards allowing multiple people to contribute, enabling group messages for occasions like celebrations or condolences.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Felt operates a mobile application (iOS/Android) that lets users select greeting card designs and personalize them by writing messages with a finger or stylus. The company then prints the cards on premium Mohawk paper using Indigo printers, seals them in custom-milled Kraft envelopes, hand-applies first-class stamps, and mails them within 24 hours on weekdays. The service also offers curated gift add-ons that ship alongside the card.

Product overview

Felt offers a unified mobile application for creating and mailing physical handwritten greeting cards. The core product is the Felt App, which allows users to select card designs, write personal messages using their finger or stylus, and have the cards printed on premium Mohawk paper, sealed in custom Kraft envelopes, and delivered by mail within 24 hours (Mon-Fri). The product portfolio includes Our Cards (customizable card templates with 1-4 panels), Felt Bomb (coordinated card sending), Group Card (multi-contributor cards), and Gifts (curated seasonal gift items that ship alongside cards). The service handles the entire fulfillment process from printing via Indigo printers to hand-applying first-class stamps.

Differentiator

Problem solved

Functional benefit

Products and services

• Felt App A mobile application that enables individual consumers to create personalized handwritten greeting cards by drawing with their finger or stylus, which are then printed, sealed, stamped, and mailed within 24 hours on weekdays.
• Our Cards Customizable card templates and designs that users can select and personalize with handwritten notes, drawings, stickers, and confetti. Cards can consist of one to four panels.
• Felt Bomb A card offering that allows users to send multiple cards in a coordinated format.
• Group Card A card product designed for multiple contributors to add their handwriting and messages to a single card, suitable for group greetings, celebrations, or condolences.
• Gifts Curated gift items including seasonal tea and coffee, card frames and holders, and relaxing bath selections that can be shipped along with personalized greeting cards via 2-Day or Overnight delivery.

Quantifiable outcome

• 24-hour order processing (Mon-Fri)

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Postable: Postable is a mobile- and web-based service that lets users address, send, and track physical greeting cards. It overlaps directly with Felt on the print-and-mail-from-phone value proposition and target customer (individuals who want to send cards without going to a store).
• Cardly: Cardly is a mobile app that lets users create and mail handwritten-style greeting cards from their phone. It is one of Felt's closest direct competitors, targeting the same 'digital-to-physical handwritten card' niche with a similar product-led growth model.
• Paperless Post: Paperless Post offers online invitations and cards and has expanded into physical printed cards. It competes with Felt for the same occasion-based gifting occasions (birthdays, weddings, parties) though it is primarily digital-first.
• Sincerely (Sincerely Ink): Sincerely built mobile apps (including Ink Cards) for sending physical greeting cards from a phone and was acquired by 1-800-Flowers. It is one of the most direct historical predecessors of Felt in the mobile-to-mail greeting card category.

Broad incumbents

• Hallmark Cards: Hallmark is the dominant traditional greeting card company with massive brand recognition, retail distribution, and an expanding digital/card-sending platform. It is a broad incumbent whose category leadership sets consumer expectations Felt must compete against.
• Moonpig: Moonpig is a large UK-based greeting card and personalized gift retailer with a strong online and mobile platform for customized cards. It is a broad incumbent in personalized greeting cards, comparable in business model though at much greater scale and primarily UK-focused.
• 1-800-Flowers: 1-800-Flowers is a broad gift and floral retailer that acquired Sincerely and now offers digital and physical card sending alongside flowers and gifts. It competes with Felt on occasion-based gifting and gift add-ons, especially via its mobile channels.
• Shutterfly: Shutterfly is a large personalized print and gifting platform with photo cards, stationery, and gifts. It is a broad incumbent that competes with Felt for personalized card occasions, especially around holidays, weddings, and family milestones.

Emerging players

• Punchbowl: Punchbowl is a digital invitation and card platform with a focus on modern, design-forward stationery and physical card printing. It overlaps with Felt on personalized card occasions but is primarily a digital-first platform with physical card extensions.
• Evite: Evite is a long-standing digital invitation platform now owned by Snap and expanding into broader celebrations and card content. It competes with Felt indirectly for the same occasion-driven digital-to-card occasions, though it is currently digital-only.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/feltapp
• Facebookfacebook.com/feltapp
• LinkedInlinkedin.com/company/felt-app

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors3 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 Felt