GoGenerosity

What GoGenerosity does

GoGenerosity, operated by Pledger Giving Limited, is a New Zealand-based private SaaS company founded in 2020 that operates as a Shopify-native application enabling ecommerce merchants to facilitate pay-it-forward donations at checkout. Customer contributions are converted into online gift cards which certified charity partners redeem on the merchant's own Shopify store at full retail value, effectively recycling a portion of revenue back through the charity channel. The platform targets primarily Shopify-based retailers across New Zealand, Australia, the United Kingdom, and the United States, with named customers spanning apparel (Bloch Australia, Kowtow, Active Truth, Zorali), food retail (Harris Farm Markets, The Meat Box, Nothing Naughty, Sportsfuel), beauty and wellness (ECOYA, Essano, Derm, Flo & Frankie), home goods (Brolly Sheets, Baby Village, Cleanery), workwear (TRADEMUTT), and others. Cumulative platform scale, as disclosed, includes $1,002,186 paid forward, 162,560 acts of generosity, 77,408 people impacted, and 312 documented impact stories, with an average checkout conversion of approximately 1-in-15 customers opting to pay it forward.

The core product architecture is a Shopify-integrated SaaS consisting of an in-cart donation widget, a Generosity Hub transparency dashboard, a Stories of Impact content library (312+ stories), and a Resource Hub of marketing assets for merchant partners. Supporting features include multi-currency support, loyalty-points donation, and multi-brand administration. Pricing is tiered across four plans — Flexi ($29/month plus 12% on donations), Grow ($99/month, up to 5,000 orders and $1,000 donations), Pro ($199/month, up to 10,000 orders and $2,000 donations), and Scale ($299/month, up to 20,000 orders and $4,000 donations) — with custom pricing above 20,000 orders/month. Distribution is dual-track: self-serve installation via the Shopify App Store as "GoGenerosity Pay-it-Forward" for SMB merchants globally, supplemented by a HubSpot-powered sales-assisted demo booking motion for larger accounts. The company is led by founder and CEO Rohan McCloskey, operates with a 1–10 person team from Tauranga, New Zealand, and was capitalized with a single disclosed funding round of approximately NZD $914,537 in October 2021. It maintains a network of corporate sponsors (e.g., CSC Buying Group) and strategic technology partners (Rocketspark, Zyber) to amplify pay-it-forward donation flows.

Name

GoGenerosity

Legal name

Pledger Giving Limited

Website

https://gogenerosity.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

GoGenerosity is a New Zealand-based Shopify-native SaaS app, operated by Pledger Giving Limited, that enables ecommerce merchants to convert checkout donations into online gift cards redeemable by certified charity partners at full retail value. It serves SMB and mid-market Shopify retailers across NZ, Australia, the UK, and the US.

Ownership category

akta.pro rank

Headquarters

HQ city

Tauranga

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS Fees: Monthly subscription fees across four tiered plans ranging from $29/month to $299/month, with each tier supporting increasing order volumes and donation caps.
2. Transaction Fees on Donations: 12% fee on all donations received under the Flexi Generosity plan, providing usage-based revenue on the donation volume processed.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

GoGenerosity is a Shopify-integrated SaaS platform that enables ecommerce merchants to add a pay-it-forward donation prompt at checkout. Customer donations are converted into online gift cards that certified charity partners redeem at full retail value on the merchant's Shopify store. The platform includes a back-office charity management dashboard, a Generosity Hub transparency portal, and a library of impact stories for partner marketing.

Product overview

GoGenerosity is a SaaS platform built as a Shopify app that enables ecommerce businesses to facilitate pay-it-forward donations at checkout. The core product is the Pay-it-Forward App, which integrates directly with Shopify stores to display an in-cart donation widget. Customer donations convert into online gift cards that certified charity partners redeem at full retail value. The platform is supported by the Generosity Hub (transparency dashboard), Stories of Impact (marketing content from charities), and a Resource Hub (partner marketing materials). Pricing is structured across four tiers—Flexi ($29/month), Grow ($99/month), Pro ($199/month), and Scale ($299/month)—differentiated by monthly order volume and donation caps.

Differentiator

Problem solved

Functional benefit

Products and services

• GoGenerosity Pay-it-Forward App A Shopify-integrated SaaS application that enables ecommerce merchants to add a pay-it-forward donation prompt at checkout. Customer donations are converted into online gift cards that certified charity partners redeem on the merchant's store at full retail value, enabling Shopify businesses to support charitable causes while differentiating their brand.

Quantifiable outcome

• 4x more likely for customers to purchase from brands with purpose
• +3 more outcomes

Named customers12 records

Segments3 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

Feature7 records

Partnerships

15 partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationPlatform partnership enabling GoGenerosity's app to be listed on and integrated with Shopify, the primary commerce platform for their merchant customers. The app is available on the Shopify App Store for direct merchant discovery and installation.
• Pledger Giving LimitedcoreOthersParent company/legal entity behind GoGenerosity brand, operating as the SaaS platform enabling the pay-it-forward commerce model.
• RocketsparkcoreStrategic or Co-development PartnerStrategic technology partner providing website platform support. Zyber is also listed as a strategic partner helping Shopify stores perform at their best and recommending GoGenerosity integration.
• ZybercoreStrategic or Co-development PartnerStrategic partner that helps Shopify stores optimize performance and recommends GoGenerosity integration to their clients.
• CSC Buying GroupcoreGTM or Marketing PartnerCorporate partner that has partnered with GoGenerosity to pay-it-forward through local business partners, amplifying generosity in their network.
• DesignwellminorGTM or Marketing PartnerDesign partner that has partnered with GoGenerosity to pay-it-forward to people in need through local businesses in the Waikato region.
• First Mortgage TrustminorGTM or Marketing PartnerCorporate partner supporting local people in need in the Bay of Plenty through GoGenerosity.
• Holland Beckett LawminorGTM or Marketing PartnerLaw firm partner supporting people in need through local businesses in the Bay of Plenty via GoGenerosity.
• HospoConnectminorGTM or Marketing PartnerHospitality industry network supporting people in need in the Bay of Plenty through GoGenerosity.
• Mike Greer Homes TaurangaminorGTM or Marketing PartnerHome building company supporting people in need in their community through GoGenerosity.
• Mount MainstreetminorGTM or Marketing PartnerBusiness association in Mount Maunganui supporting local businesses to pay-it-forward to people in need.
• Richard Smart at HavenminorGTM or Marketing PartnerCorporate partner supporting locals in need through local businesses in the Bay of Plenty.
• Savage ConsultingminorGTM or Marketing PartnerConsulting partner associated with GoGenerosity.
• S&L Land SpecialistsminorGTM or Marketing PartnerLand development company supporting locals in need through generous local businesses in the Bay of Plenty.
• Spark Business Hub Bay of PlentyminorGTM or Marketing PartnerBusiness hub supporting local businesses to pay-it-forward to locals in need in the Bay of Plenty.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ShopRaise: Shopify-integrated app enabling e-commerce merchants to add round-up and direct donations to nonprofits at checkout. Direct head-to-head competitor to GoGenerosity in the Shopify charity-app category.
• ShoppingGives: Cause-marketing platform powering donations, round-ups, and impact reporting for e-commerce merchants. Operates across Shopify and other platforms with a similar donation-at-checkout value proposition to GoGenerosity.
• Pledge: Charity-tech and donation platform that integrates with retailers and e-commerce checkout to enable donations and CSR programs. Closely comparable in product category and merchant target customer.
• Give Lively: Nonprofit and donation technology platform providing free tools for charities and donor-facing experiences, including peer-to-peer and online giving. Overlaps with GoGenerosity in the charitable-giving infrastructure space.
• Be Kind: Shopify App Store donation/charity app that adds a checkout-time donation prompt for Shopify merchants. Directly comparable product, distribution channel, and target customer as GoGenerosity.

Others

• GoodShop: Cause-shopping and donation platform that lets consumers direct a portion of online purchases to nonprofits. Adjacent in connecting e-commerce transactions to charity outcomes.
• Charity Navigator: Independent charity evaluation and rating platform. Ecosystem participant adjacent to GoGenerosity's charity-partner transparency and impact-story use case.
• iGive: Long-running online donation and cause-shopping platform that routes a portion of merchant sales to consumer-chosen causes. Thematically adjacent in connecting e-commerce purchases to charitable impact.

Broad incumbents

• PayPal Giving Fund: Large, established donation infrastructure operated by PayPal, embedding charitable giving into the PayPal checkout experience. Operates as a broad incumbent offering overlapping donation capabilities to e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gogenerosity
• LinkedInlinkedin.com/company/gogenerosity
• Instagraminstagram.com/gogenerosity
• TikToktiktok.com/@gogenerosity

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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 GoGenerosity