Virtue, formerly Pledger
Virtue is a London-based ESG SaaS platform that lets eCommerce merchants on Shopify, WooCommerce, and Adobe Commerce integrate charitable donations, round-ups, and impact tracking into the shopping experience via a network of 60,000+ vetted causes.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Virtue, formerly Pledger does
Virtue Impact Ltd, operating as Virtue (formerly Pledger), is a London-based ESG SaaS company founded in 2021 that provides a social impact and charitable donation platform purpose-built for eCommerce merchants. The product enables online retailers on Shopify, WooCommerce, and Adobe Commerce (Magento) to integrate charitable giving into the shopping experience through store-level product donations, customer checkout donations, round-ups, donation matching, and loyalty point conversions, with access to a network of 60,000+ vetted causes. The platform is built on Ruby on Rails with a JavaScript front-end, integrates with the Shopify Checkout API, and is distributed primarily through eCommerce app marketplaces with a freemium self-serve onboarding model.
Virtue, formerly Pledger firmographics
Firmographics- Name
- Virtue, formerly Pledger
- Legal name
- Virtue Impact Ltd
- Website
- https://virtueimpact.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Virtue is a London-based ESG SaaS platform that lets eCommerce merchants on Shopify, WooCommerce, and Adobe Commerce integrate charitable donations, round-ups, and impact tracking into the shopping experience via a network of 60,000+ vetted causes.
- Ownership category
- akta.pro rank
Virtue, formerly Pledger industry classification
Industry- Product category
- eCommerce Charitable Giving Platform
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Virtue, formerly Pledger is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Virtue, formerly Pledger business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Subscription-based pricing model with free trial and premium tiers for advanced features, automated reporting, and co-branded impact campaigns
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free trial with core features |
| Subscription | Monthly | Premium subscription tiers |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
Virtue, formerly Pledger product offering
Product offeringCore offering
Virtue provides a SaaS platform that enables eCommerce brands on Shopify, WooCommerce, and Adobe Commerce (Magento) to integrate charitable giving and social impact into their stores. The platform supports store-level sales donations, customer checkout donations, round-ups, donation matching, and loyalty point conversions, connecting merchants to a network of 60,000+ vetted charities with automated payouts and real-time impact tracking.
Product overview
Virtue is a unified social impact and charity donation platform for eCommerce, rebranded from Pledger. The core Virtue Platform integrates natively with Shopify, WooCommerce, and Adobe Commerce (Magento) as apps/modules that enable store-level sales donations, customer checkout donations, round-ups, and loyalty point conversions to charity. The platform offers three tiers of giving features: Store Donations and Customer Donations as core platform capabilities; and premium add-on modules including Tree Planting, Plastic Offsetting, Carbon Offsetting, Impact Partners (trackable causes), Loyalty Points for Donations (via Yotpo and Smile.io integrations), Donation Coupon Codes, and Donation Matching. All features are unified under a single analytics dashboard with the Impact Calculator for tracking and sharing charitable impact. The platform provides access to 60,000+ vetted causes globally with integrated payout systems via PayPal Giving Fund.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtue Platform A social impact and charity donation SaaS platform for eCommerce brands on Shopify, WooCommerce, and Adobe Commerce (Magento) that enables store-level sales donations, customer checkout donations, round-ups, donation matching, loyalty point conversions, and impact tracking through a unified analytics dashboard with access to 60,000+ vetted causes.
Quantifiable outcome
- 36.1% increase in add to cart rate
- +5 more outcomes
Companies that use Virtue, formerly Pledger
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Virtue, formerly Pledger technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature6 records
Virtue, formerly Pledger partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- PayPal Giving Fund CanadacoreStrategic partnership giving Shopify merchants using Virtue access to 11,000+ vetted Canadian charities. Handles automated monthly donations, tax receipts, and compliance. Processing fee of 1.6% + $0.30 on monthly business donations.
- Seven Clean SeascorePlastic offsetting impact partner. Virtue merchants can offset plastic through Seven Clean Seas ocean cleanup operations. Seven Clean Seas has offset over 374,000kg of plastic. £1.6 donated removes 1kg of plastic from water ecosystems.
- JUST ONE TreecoreTree planting impact partner. Has planted over 1.6 million trees across 4 continents including Madagascar, Mozambique, Indonesia, Nepal, Kenya, and Zambia. $0.60 plants 1 tree.
- Plastics for ChangeminorPlastic offsetting partner alongside Seven Clean Seas for certified ocean bound plastic removal initiatives.
- The One Foundation / One WatercoreClean water initiative partner. One Water sells water products with proceeds supporting The One Foundation's clean water projects globally. Has raised over £20 million supporting 4 million people.
- ShopifycoreNative Shopify App Store integration using Shopify Checkout API. Available for Shopify and Shopify Plus (checkout+) merchants.
- WooCommercecoreVirtue app available on WooCommerce WordPress plugin directory for merchants on WooCommerce platform.
- Howden Group HoldingsminorPartner supporting Seven Clean Seas' river plastic recovery system development alongside Marina Bay Sands, BW LPG, ECCA Family Foundation.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Virtue, formerly Pledger competitors and assessment
Company assessmentDirect peers
- ShoppingGives: ShoppingGives is a charitable giving platform purpose-built for Shopify and other eCommerce merchants, enabling donation widgets at checkout, cause selection, and impact reporting — directly overlapping Virtue's core product offering and target customer.
- Percent Pledge: Percent Pledge provides donation/cause-marketing automation for businesses, including eCommerce integrations, impact dashboards, and vetted nonprofit access — competing head-to-head for conscious-merchant software budgets.
- Goodstack (formerly Deed): Goodstack is a cause-marketing and corporate giving platform that helps brands launch donation programs, round-ups, and employee giving — covering much of the same conscious-commerce value proposition as Virtue.
- CrowdChange: CrowdChange offers charitable giving functionality for retailers and online stores, including round-up donations and cause campaigns — a close direct competitor in the SMB Shopify segment.
- RoundUp App: RoundUp App powers round-up donation experiences for eCommerce merchants and integrates with major storefronts; functionally overlaps with Virtue's Round-Up Donations feature and serves a similar merchant persona.
- Pledge: Pledge is a fundraising and donation platform for businesses and nonprofits offering checkout donations, APIs, and impact reporting; overlaps with Virtue's giving-infrastructure positioning and pursues the same enterprise and mid-market customers.
Broad incumbents
- Benevity: Benevity is a large, established CSR and corporate-giving platform used by major employers for employee volunteering and donation matching; relevant as a broader incumbent in charitable-giving software that may move downmarket into Virtue's territory.
- Bright Funds: Bright Funds is a workplace giving and corporate philanthropy platform; while focused on employer-led giving rather than checkout donations, it competes for the same 'brands doing good' software budget.
Emerging players
- Every.org: Every.org is a tech-forward nonprofit donation platform offering zero-fee giving infrastructure; relevant as an emerging alternative that could partner with or compete against Virtue's cause-partner network.
- Double the Donation: Double the Donation specializes in corporate matching-gift automation — adjacent to Virtue's donation-matching feature — and serves nonprofit/enterprise donors, making it a thematic adjacent in the charitable-giving software space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Virtue, formerly Pledger social profiles
Digital presenceVirtue, formerly Pledger financial estimates
Financial estimateRevenue estimate
Valuation estimate
Virtue, formerly Pledger leadership team
Management profileNumber of profiles
Profiles3 records
Virtue, formerly Pledger funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Virtue, formerly Pledger M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Virtue, formerly Pledger
What does Virtue, formerly Pledger do?
Virtue provides a SaaS platform that enables eCommerce brands on Shopify, WooCommerce, and Adobe Commerce (Magento) to integrate charitable giving and social impact into their stores. The platform supports store-level sales donations, customer checkout donations, round-ups, donation matching, and loyalty point conversions, connecting merchants to a network of 60,000+ vetted charities with automated payouts and real-time impact tracking.
Is Virtue, formerly Pledger a public or private company?
Virtue, formerly Pledger is a private company. It is classified as venture growth investor backed and is currently operating.
When was Virtue, formerly Pledger founded?
Virtue, formerly Pledger was founded in 2021. It employs 1 to 10 people.
Where is Virtue, formerly Pledger based?
Virtue, formerly Pledger is headquartered in London, United Kingdom, in the Europe region.
How does Virtue, formerly Pledger make money?
One revenue line is on record: saaS Subscription.
Who are Virtue, formerly Pledger's main competitors?
Direct peers on record are ShoppingGives, Percent Pledge, Goodstack (formerly Deed), CrowdChange, RoundUp App and Pledge. Broad incumbents are Benevity and Bright Funds. Emerging players are Every.org and Double the Donation.
Does Virtue, formerly Pledger have an API?
No public API is recorded for Virtue, formerly Pledger.
What industry is Virtue, formerly Pledger in?
Virtue, formerly Pledger's product category is eCommerce Charitable Giving Platform. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms.