Blue Mountain
Blue Mountain is a private consumer subscription platform, operating since 1996, that delivers a 4,000+-card library of animated, musical, and personalized digital greeting ecards plus custom songs and digital gift cards to individual consumers in the U.S. and Canada via web and mobile apps.
- Company typePrivate
- Founded1996
- HeadquartersSan Diego, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Blue Mountain does
Blue Mountain is a digital greeting card platform that has been operating since 1996 under BMA Holdings, LLC as a service of AGInteractive. The company provides subscription-based access to a library of more than 4,000 animated, musical, and interactive ecards spanning birthdays, holidays, anniversaries, sympathy, and other occasions. Its core technology stack is a web and mobile application platform (iOS and Android native apps) that supports personalized content delivery, scheduled sending, recipient contact and reminder management, and printable card output. Differentiated sub-products include SmashUps (personalized video and animated ecards with recipient-name integration), Creatacards (customizable virtual cards with photo upload, personal messaging, and home printing), Celebrity SmashUps (licensed video shout-outs from real celebrities), AI Messaging (a generative AI assistant for drafting card sentiments), and a Songfinch-powered custom-song integration priced at $6.99 per song.
The company monetizes almost exclusively through consumer subscriptions priced at $7.99 monthly, $35.99 annually, $49.99 for two years, and $53.99 for an annual bundle that includes the wholly-owned Jacquie Lawson brand, lifting combined content access to 4,500+ ecards. Secondary revenue streams include digital gift card attachments from retailers such as Starbucks, Target, Sephora, and Doordash, plus per-unit Songfinch song sales, both functioning as transaction-fee add-ons layered on top of the membership base. Distribution is entirely self-serve and product-led through BlueMountain.com, the iOS and Android apps, and organic social channels (notably Pinterest). The customer base is fragmented across individual consumers and long-distance families in the U.S. and Canada, with no disclosed enterprise logos or B2B channel. Blue Mountain is led by CEO David Rode with co-founders Susan Schutz and Stephen Schutz, and operates as a privately held company with no publicly disclosed funding or revenue.
Blue Mountain firmographics
Firmographics- Name
- Blue Mountain
- Legal name
- BMA Holdings, LLC
- Website
- https://bluemountain.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Blue Mountain is a private consumer subscription platform, operating since 1996, that delivers a 4,000+-card library of animated, musical, and personalized digital greeting ecards plus custom songs and digital gift cards to individual consumers in the U.S. and Canada via web and mobile apps.
- Ownership category
- akta.pro rank
Blue Mountain industry classification
Industry- Product category
- Digital Greeting Cards
- NAICS
- Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (459420)
- SIC
- Greeting Cards (2771)
- akta.pro primary industry
- Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)
- akta.pro secondary industry
- Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)
Keywords
Where Blue Mountain is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Markets served
Blue Mountain business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Memberships: Recurring subscription revenue from monthly, annual, and multi-year membership plans providing unlimited access to ecard library
- Bundle Subscriptions: Joint subscription bundle with Jacquie Lawson offering combined access to both ecard platforms for $53.99/year
- Digital Gift Cards: Digital gift cards from retailers attached to ecards as add-on purchases, separate from membership
- Personalized Songs: Custom songs from Songfinch sold for $6.99 each, played when card is opened and downloadable forever
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Membership - $7.99/month |
| Subscription | Annual | Annual Membership - $35.99/year (Most Popular) - $3.00/month equivalent |
| Subscription | Multi-year contract | 2-Year Membership - $49.99/2 years - $2.08/month equivalent |
| Subscription | Annual | Bundle (Blue Mountain + Jacquie Lawson) - $53.99/year |
| Unit Pricing | Pay-as-you-go | Personalized Songs - $6.99 each |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Blue Mountain product offering
Product offeringCore offering
Blue Mountain operates a subscription-based digital greeting card platform providing individual consumers with access to 4,000+ animated, musical, and interactive ecards for birthdays, holidays, anniversaries, and other occasions. Members can send personalized cards via email, text, or social media, with premium features including SmashUps video greetings, Creatacards customizable designs, AI-assisted messaging, and add-on digital gift cards and personalized songs. The platform also offers a bundled subscription with sister brand Jacquie Lawson for expanded content.
Product overview
Blue Mountain is a digital greeting card platform offering a comprehensive suite of ecard products. The core platform provides access to 4,500+ digital greeting cards spanning birthdays, holidays, anniversaries, and special occasions. Key products include SmashUps (personalized video ecards with celebrity and animated themes), Creatacards (customizable digital and printable cards), and Digital Gift Cards (retailer gift cards attachable to ecards). The platform also features AI Messaging for automated message generation and a Custom Song feature via Songfinch integration for personalized musical greetings. Mobile apps for iOS and Android enable sending on the go, while the Contacts & Reminders system helps users remember important dates. A partnership with Jacquie Lawson offers a bundled subscription for users wanting additional card styles. Pricing ranges from $7.99/month to $53.99/year for the Blue Mountain & Jacquie Lawson bundle.
Differentiator
Problem solved
Functional benefit
Brands
- SmashUps: Personalized digital greetings where recipients' names are featured through video and animation, including celebrity shout-outs
- Creatacard
- Celebrity SmashUps
- Jacquie Lawson
Products and services
- Blue Mountain Ecard Subscription Platform Subscription-based digital greeting card platform offering 4,000+ animated, musical, and interactive ecards for birthdays, holidays, anniversaries, and celebrations, with delivery via email, text, and social media. Available as monthly ($7.99), annual ($35.99), and 2-year ($49.99) memberships with a free trial.
- Digital Gift Cards
Companies that use Blue Mountain
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Blue Mountain technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
Blue Mountain partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Jacquie LawsoncoreBundle partnership offering combined subscription to both Blue Mountain and Jacquie Lawson ecard platforms. Provides access to 4,500+ total ecards with distinct styles - Blue Mountain's bold animated greetings and Jacquie Lawson's handmade English-style cards with classic scores.
- Digital Gift Card RetailersminorPartnership with retailers including Starbucks, Target, Sephora, Doordash and more for digital gift card attachments to ecards, enabling users to add gift cards to their card deliveries.
- Celebrity PartnerscoreCelebrity SmashUps feature includes partnerships with celebrities like Rob Lowe, Martin Short, Kevin Bacon, William Shatner, Michael Bolton, Lainey Wilson, and others who create personalized video birthday wishes.
- Peanuts (Charles Schulz)minorLicensed Peanuts character ecards including Schroeder and Snoopy 4th of July themes, Peanuts Birthday celebrations, and Peanuts Digital Advent Calendar.
Scale indicators3 records
Recent moves1 record
Expansion highlights6 records
Blue Mountain competitors and assessment
Company assessmentDirect peers
- 123Greetings: Long-standing free ecard website with optional premium subscription tiers, covering the same occasions and audience; direct competitor on price-sensitive free-tier traffic.
- Jacquie Lawson: Wholly-owned sister brand under BMA Holdings/AGInteractive; sells subscription digital greeting cards with handmade English-style artwork and original musical scores, directly comparable in product, pricing and target customer.
- Hallmark eCards: Digital arm of Hallmark Cards offering subscription ecards for birthdays, holidays and special occasions with similar celebrity and animated personalization features; the most direct large-scale competitor.
- Evite: Digital invitation platform with free and premium tiers covering birthdays, holidays and celebrations; competes head-to-head for the same consumer occasion-based traffic and gift-attachment use cases.
- Punchbowl: Digital invitation and greeting card platform with freemium subscription tiers, mobile apps and RSVP management; targets the same use cases (birthdays, holidays, parties) with comparable self-serve PLG motion.
- Paperless Post: Subscription-based digital stationery and invitation service with designer templates, premium upgrades and event-management features; competes for the same share-of-wallet on personalized digital greetings.
- Smilebox: Subscription digital greeting card and slideshow platform offering photo-and-video ecards with personalization features; closest comparable in product mechanics (mobile, shareable, subscription).
Broad incumbents
- American Greetings: Legacy greeting card manufacturer and retailer with a digital ecard subscription offering; competes across both physical and digital channels with a broader IP portfolio and deeper consumer brand recognition.
- Moonpig: UK-based greeting card and gifts retailer with growing digital and customizable card offering; comparable subscription and personalization mechanics though primarily serves the UK/European market.
Emerging players
- Canva: Mass-market design platform whose greeting card templates and AI-assisted design let consumers create personalized cards for free or low cost; represents a free-tier substitute for Blue Mountain's Creatacards product.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Blue Mountain social profiles
Digital presenceBlue Mountain financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blue Mountain leadership team
Management profileNumber of profiles
Profiles3 records
Blue Mountain subsidiaries and ownership
Company hierarchySubsidiaries1 record
Blue Mountain funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blue Mountain M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Blue Mountain
What does Blue Mountain do?
Blue Mountain operates a subscription-based digital greeting card platform providing individual consumers with access to 4,000+ animated, musical, and interactive ecards for birthdays, holidays, anniversaries, and other occasions. Members can send personalized cards via email, text, or social media, with premium features including SmashUps video greetings, Creatacards customizable designs, AI-assisted messaging, and add-on digital gift cards and personalized songs. The platform also offers a bundled subscription with sister brand Jacquie Lawson for expanded content.
Is Blue Mountain a public or private company?
Blue Mountain is a private company. It is classified as corporate owned and is currently operating.
When was Blue Mountain founded?
Blue Mountain was founded in 1996. It employs 51 to 100 people.
Where is Blue Mountain based?
Blue Mountain is headquartered in San Diego, United States, in the North America region.
How does Blue Mountain make money?
Four revenue lines are on record. Subscription Memberships are the primary driver. The others are bundle Subscriptions, digital Gift Cards and personalized Songs.
Who are Blue Mountain's main competitors?
Direct peers on record are 123Greetings, Jacquie Lawson, Hallmark eCards, Evite, Punchbowl, Paperless Post and Smilebox. Broad incumbents are American Greetings and Moonpig. Canva is listed as an emerging player.
Does Blue Mountain have an API?
No public API is recorded for Blue Mountain.
What industry is Blue Mountain in?
Blue Mountain's product category is Digital Greeting Cards. Its primary akta.pro industry code is CRALAJAE, Greeting Cards, Wrap & Party Supplies Retail, with a secondary code of CRAFAAAJ, Digital Goods & Gift Card Generalist Marketplaces. Its NAICS code is 513191 and its SIC code is 2771.