What GiddyUp does

GiddyUp, founded in 2013 and headquartered in Ventura, California, operates a two-sided Partner Commerce Network that connects direct-to-consumer brands with marketing partners — including publishers, influencers, agencies, and performance marketers — through performance-based partnerships delivered on a 100% performance-only basis. The company's proprietary Performance Platform provides partners with real-time tracking, attribution, funnel creation tools, a curated creative library, dynamic personalization, and international conversion boosters. Brand partners apply through a Typeform intake while marketing partners onboard via an Everflow-powered signup, and GiddyUp's team recruits, activates, and manages the resulting partnerships across 20+ online channels and 30+ countries.

GiddyUp generates revenue by taking a margin on the commissions flowing between brands and marketing partners; brands pay nothing upfront and are charged only when customers are acquired, while marketing partners reportedly earn commissions 20-50X higher than the industry average. The platform has cumulatively launched 300+ DTC brands, driven $2B+ in total brand revenue, paid $435M+ in commissions to marketing partners, and acquired 10M+ customers since inception. Customer concentration is distributed across verticals including consumer technology, health and wellness, consumer electronics, and media, with anchor publisher relationships (CNN, The Chive) and case study brands such as ThePhotoStick, Dodow, Bondic, FIXD, and TrackR illustrating the scale of individual campaigns.

The company operates as a privately held corporation (The GiddyUp Group, Inc.) under founder-CEO Topher Grant, with co-founders Todd Armstrong and Eric Schechter. It maintains a remote-first team of 11-50 employees distributed globally, has no disclosed institutional funding, and continues to expand its brand portfolio and geographic footprint, evidenced by a March 2026 partnership with Amsterdam-based Hears and ongoing platform development.

Name

GiddyUp

Legal name

The GiddyUp Group, Inc.

Website

https://giddyup.io

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

GiddyUp is a privately held performance marketing platform that connects direct-to-consumer brands with publishers, influencers, and agencies on a 100% performance-only basis across 30+ countries.

Ownership category

akta.pro rank

Product category

Performance Marketing Platform

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Affiliate & Partner Marketing (Performance Partnerships) (BPAFACAE)

akta.pro secondary industries

Affiliate Marketing & Partner Program Management (MPAAACAD), Affiliate & Performance Creator Programs (BPAFAHAG)

Keywords

• Performance marketing platform
• Affiliate marketing network
• Partner commerce solutions
• Customer acquisition services
• Performance-based marketing

Headquarters

HQ city

Ventura

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Performance-Based Partner Marketing: GiddyUp generates revenue by connecting brands with marketing partners (publishers, influencers, agencies) on a 100% performance-only basis. Brands pay only when results are delivered - when customers are acquired. Marketing partners earn commissions that are 20-50X higher than industry average.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

GiddyUp operates a Partner Commerce Network and proprietary Performance Platform that connects innovative direct-to-consumer brands with marketing partners (publishers, influencers, agencies, and performance marketers) on a 100% performance-only basis. The company handpicks, activates, and manages performance-based partnerships across 20+ online channels and 30+ countries, providing exclusive tools for real-time tracking, funnel creation, creative assets, and campaign optimization.

Product overview

GiddyUp operates as a Partner Marketing Network and Performance Platform offering two core components: the Partner Commerce Network that connects brands with marketing partners (publishers, influencers, agencies, performance marketers) for performance-based partnerships, and the proprietary Performance Platform providing exclusive tools for real-time tracking, campaign optimization, funnel control, dynamic content personalization, and deep data insights. The platform enables brands to profitably acquire customers across 20+ online channels and 30+ countries on a 100% performance-only basis. Supporting services include a Creative Library of high-performing assets, Funnel Creation Tools for customizable sales experiences, and a Case Studies Platform showcasing success metrics. Since 2013, GiddyUp has launched 300+ direct-to-consumer brands and driven over $2 billion in total brand revenue.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Platform

Quantifiable outcome

• $2B+ in total brand revenue generated since 2013
• +5 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• HearsminorGTM or Marketing Partner · 18 March 2026Hears, a consumer earplug company headquartered in Amsterdam, partnered with GiddyUp to sell their reusable noise-reducing earplugs through GiddyUp's network. The product is available through buyhears.com in partnership with GiddyUp, featuring patented high-fidelity attenuation filters offering up to 20dB noise reduction.
• CNNcoreGTM or Marketing PartnerCNN monetizes its audience by promoting GiddyUp brand partners through content. In a featured case study, CNN earned 45X more commissions on Dodow by switching a single link, demonstrating the effectiveness of the partnership.
• The ChivecoreGTM or Marketing PartnerThe Chive, a content publisher, partnered with GiddyUp to revitalize revenue streams through unique partner marketing programs. Featured as a testimonial case study for successful publisher partnership.

Scale indicators8 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Impact: Partnership management platform offering affiliate, influencer, and B2B partnership automation for global brands. Competes with GiddyUp's Performance Platform layer on tracking, attribution, and partner recruitment at enterprise scale.
• PartnerStack: SaaS platform for managing partner ecosystems including affiliates, resellers, and referrals. Targets many of the same DTC and SaaS brand customers and competes for performance-based partner program budgets.
• FlexOffers: Affiliate marketing network connecting advertisers with a large publisher base across multiple verticals. Operates a similar performance-only model and competes for the same publisher relationships and brand budgets.
• Acceleration Partners: Independently owned performance marketing agency focused on affiliate and partner programs for premium and DTC brands. Operates a similar two-sided model connecting brands with publishers and influencers on a performance basis, making it the closest direct competitor to GiddyUp.

Broad incumbents

• Awin: Global affiliate marketing network with thousands of advertisers and publishers across multiple verticals and geographies. Overlaps with GiddyUp's Partner Commerce Network as a broader incumbent in the affiliate channel.
• CJ Affiliate: One of the largest and longest-running affiliate networks globally, owned by Publicis. Competes for the same brand-side affiliate program spend and publisher relationships that GiddyUp monetizes.
• Rakuten Advertising: Affiliate and performance marketing network backed by the Rakuten ecosystem, with global publisher inventory and cross-channel attribution. Targets the same enterprise brand budgets as GiddyUp's Brand Partner Services.

Emerging players

• Refersion: Affiliate and influencer marketing platform purpose-built for DTC and Shopify-based brands. Competes with GiddyUp for the same startup-DTC segment, with overlapping feature sets around tracking and partner payouts.
• TUNE: Partner marketing platform with strong attribution and analytics capabilities serving affiliate and influencer programs. Overlaps with GiddyUp's Performance Platform on tracking, fraud prevention, and partner payouts.

Others

• Everflow: Partner marketing platform that powers GiddyUp's marketing-partner signup workflow. Functions as a technology enabler/competitor in the affiliate tracking and partner management software category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

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 GiddyUp