Certifikid
Certifikid is a digital deal marketplace and parent-focused media portfolio offering discounted vouchers for kids' activities, camps, and family entertainment, supplemented by acquired hyperlocal newsletter networks (Macaroni Kid and Hulafrog) reaching hundreds of thousands of parents nationwide.
- Company typePrivate
- Founded2010
- HeadquartersGlen Echo, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Certifikid does
CertifiKID operates a digital deal marketplace and parent-focused digital media portfolio headquartered in Potomac, Maryland. The core platform sells discounted vouchers for kids' activities—camps, classes, entertainment venues, birthday parties, family getaways, and special needs services—with the website automatically detecting user location to display curated hyperlocal deals. CertifiKID takes a commission on each voucher transaction, supplemented by advertising and brand partnership revenue generated through acquired media assets.
The company has executed a roll-up strategy in the parent-media vertical, acquiring Macaroni Kid in August 2020 (a hyperlocal newsletter network with hundreds of mom publishers across 4,000+ communities) and Hulafrog in January 2023 (a digital media company featuring the Hulafrog Today morning newsletter for millennial moms). Together with the CertifiKID marketplace, the company now operates three complementary brands reaching "hundreds of thousands" of parent members nationwide. Distribution runs through the certifikid.com website, mobile applications, email newsletters, social media (Facebook, Twitter, Pinterest), referral programs ($5 credit per signup), and the ShareASale affiliate program.
The business is free for consumers and monetizes businesses through featured listings, deal placements, transaction commissions, and national advertising campaigns via the publisher network. A unique fundraising program lets community organizations earn $5 per $20 purchase using their custom promo code. CertifiKID is founder-owned by Jamie and Brian Ratner, with Kevin O'Leary holding a 19% stake from a 2019 Shark Tank investment; no institutional PE/VC backing is disclosed.
Certifikid firmographics
Firmographics- Name
- Certifikid
- Legal name
- CertifiKID Holdings, LLC
- Website
- https://certifikid.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Certifikid is a digital deal marketplace and parent-focused media portfolio offering discounted vouchers for kids' activities, camps, and family entertainment, supplemented by acquired hyperlocal newsletter networks (Macaroni Kid and Hulafrog) reaching hundreds of thousands of parents nationwide.
- Ownership category
- akta.pro rank
Certifikid industry classification
Industry- Product category
- Family Deals Marketplace
- NAICS
- Arts, Entertainment, and Recreation (71)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)
Keywords
Where Certifikid is headquartered
LocationHeadquarters
- HQ city
- Glen Echo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Certifikid business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Transaction/Voucher Fees: Certifikid sells vouchers/deals for family activities at discounted rates. The company takes a commission on each transaction between families and activity providers.
- Advertising and Brand Partnerships: National advertising campaigns connecting brands with parent demographic through Macaroni Kid's network of local publishers and influencer content.
- Affiliate/Referral Revenue: Referral program pays $5 in Certifikid credit for each new customer referred. Also operates affiliate program through ShareASale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free consumer access to all deals |
| Transaction based/ take rate | Pay-as-you-go | Business/Organization Fundraising Program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Certifikid product offering
Product offeringCore offering
CertifiKID operates a digital marketplace that sells discounted vouchers (deals) for family-oriented activities including kids' camps, classes, birthday parties, entertainment venues, and family getaways. The platform is free for consumers to browse and purchase, with the website auto-detecting user location to surface curated local deals. Revenue is generated by taking a commission on each voucher transaction between families and activity providers, supplemented by national advertising and brand partnerships, a community organization fundraising program, and an affiliate/referral program.
Differentiator
Problem solved
Functional benefit
Brands
- Macaroni KID: Digital media and advertising platform with hundreds of publishers delivering hyperlocal content on kids activities and family-friendly events to parents nationwide
- Hulafrog
Products and services
- Certifikid Deals Marketplace Free-to-use online marketplace that aggregates and sells discounted vouchers for family-oriented activities (kids camps, classes, birthday parties, entertainment venues, family getaways) from third-party providers, with location-based deal curation. For parents with children from toddlers through teenagers.
- Macaroni Kid (Hyperlocal Content Platform) Hyperlocal digital media and advertising platform delivering content on kids activities and family-friendly events, destinations, products, and services to parents nationwide through hundreds of mom publishers in 4,000+ communities.
- Hulafrog (Local Activities Directory & Newsletter) Digital media company helping parents find the best things to do in their local community and nationwide, featuring the Hulafrog Today morning email newsletter for busy millennial moms.
- Fundraising Program for Community Organizations Free fundraising channel for school and community organizations that turns Certifikid purchases into donations: organizations register at no cost and receive a unique promo code that generates $5 per $20 in member purchases.
Quantifiable outcome
- Up to 50% off regular prices on kids activities and camps
- +2 more outcomes
Companies that use Certifikid
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Certifikid technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Certifikid partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- HulafrogcoreAcquired Hulafrog, a digital media company helping parents find the best local and national family activities. Founded by Sherry Lombardi and Kerry Bowbliss in 2010. Hulafrog operates must-read morning email newsletter Hulafrog Today for busy millennial moms.
- Macaroni KidcoreAcquired Macaroni Kid, a digital media powerhouse delivering hyperlocal content to parents in 4,000+ communities through hundreds of mom publishers. Joyce Shulman and Eric Cohen founded Macaroni Kid in 2008. Macaroni Kid publishers provide grassroots content and connect national brands with local parent subscribers.
- MemberDealsminorPartnership with MemberDeals for exclusive ticket deals. Certifikid subscribers are redirected to MemberDeals website to complete ticket purchases for events like Bruno Mars concerts.
- Local Activity ProviderscoreNetwork of local and national businesses offering kids activities, camps, classes, entertainment venues, and family attractions that provide exclusive deals through the Certifikid platform.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Certifikid competitors and assessment
Company assessmentDirect peers
- Red Tricycle: Red Tricycle is a hyperlocal content and events platform for parents seeking kids activities, classes, and family experiences. It overlaps almost exactly with CertifiKID's target audience, content/community model, and local-discovery use case.
- Zulily: Zulily is a flash-sale e-commerce marketplace with a strong family, kids, and mom-oriented assortment. It overlaps with CertifiKID in the discounted-purchase-for-moms model, even though it skews more toward products than local experiences.
- Mommy Poppins: Mommy Poppins is a parenting media site curating kids events, classes, camps, and things-to-do content in major US metros. It competes with CertifiKID for parent attention and the same local family-activity merchant relationships.
- Goldstar: Goldstar is a discounted-ticket marketplace for live events, family shows, and local experiences. It targets a similar bargain-seeking parent/customer and competes directly with CertifiKID for the same local entertainment and family activity deal flow.
Broad incumbents
- Groupon: Groupon is the original and largest generalist daily-deals marketplace, including a family/kids/activities vertical. It is a broad incumbent that overlaps with CertifiKID in deal mechanics and merchant relationships, though it is far less specialized in the parent niche.
- Yelp: Yelp is a generalist local discovery platform where parents find kids' activities, camps, and family entertainment. It competes with CertifiKID for local parent intent but lacks the curated-deal, voucher, and discount-merchant layer.
Regional players
- Kidspot: Kidspot is a leading Australian parenting, kids-activities, and family-life media platform. It mirrors CertifiKID's parent-media-plus-activities proposition but serves a different geography and is therefore a useful international comparable.
- Day Out With The Kids: Day Out With The Kids is a UK-based directory and discovery platform for family days out, attractions, and activities. It is structurally similar to CertifiKID's local discovery + deals offering but operates in a separate geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Certifikid social profiles
Digital presenceCertifikid financial estimates
Financial estimateRevenue estimate
Valuation estimate
Certifikid leadership team
Management profileNumber of profiles
Profiles5 records
Certifikid subsidiaries and ownership
Company hierarchySubsidiaries2 records
Certifikid funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Certifikid M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Certifikid
What does Certifikid do?
CertifiKID operates a digital marketplace that sells discounted vouchers (deals) for family-oriented activities including kids' camps, classes, birthday parties, entertainment venues, and family getaways. The platform is free for consumers to browse and purchase, with the website auto-detecting user location to surface curated local deals. Revenue is generated by taking a commission on each voucher transaction between families and activity providers, supplemented by national advertising and brand partnerships, a community organization fundraising program, and an affiliate/referral program.
Is Certifikid a public or private company?
Certifikid is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Certifikid founded?
Certifikid was founded in 2010. It employs 11 to 50 people.
Where is Certifikid based?
Certifikid is headquartered in Glen Echo, United States, in the North America region.
How does Certifikid make money?
Three revenue lines are on record. Transaction/Voucher Fees are the primary driver. The others are advertising and Brand Partnerships and affiliate/Referral Revenue.
Who are Certifikid's main competitors?
Direct peers on record are Red Tricycle, Zulily, Mommy Poppins and Goldstar. Broad incumbents are Groupon and Yelp. Regional players are Kidspot and Day Out With The Kids.
Does Certifikid have an API?
No public API is recorded for Certifikid.
What industry is Certifikid in?
Certifikid's product category is Family Deals Marketplace. Its primary akta.pro industry code is CRAFAAAJ, Digital Goods & Gift Card Generalist Marketplaces. Its NAICS code is 71 and its SIC code is 7990.