Surprise.com

What Surprise.com does

Surprise.com operates a dual marketplace spanning a consumer subscription business and an enterprise B2B workforce performance platform called SuccessOS. On the consumer side, the company sells an annual Surprise Box subscription billed monthly at $39.99 plus $4.99 shipping, delivered only within the U.S., U.S. Territories, and APO/FPO addresses. The companion mobile app — distributed through Apple App Store and Google Play — layers in-app purchases including Surprise Eggs ($0.99–$499.99), Match-3 Minigame entries, Wheel spins, virtual currencies (Coins, Gems, Spins), Avatars, and a premium Surprise Elite digital subscription at $12.99/month or $99.99 for six months. Each Surprise Egg and spin carries a free alternative method of entry by mail, signaling compliance with sweepstakes regulations.

The enterprise product, SuccessOS for Teams, launched in July 2021 and is anchored on AliceAi™, a proprietary AI engine that synthesizes thousands of performance data points from integrated systems (Salesforce, Jira, GitHub, Slack, MS Teams, Asana, Zendesk) into a dynamic Success Index™ benchmark across seven categories (Leadership, Work Ethic, Productivity, Communication, Knowledge, Teamwork, and Health). AliceAi auto-assigns purpose-driven Missions™, conducts AI-generated daily feedback games (Reflections™), and automates two-way check-in conversations designed to replace traditional performance reviews and micro-management.

The company employs 150+ staff across a Raleigh, NC corporate headquarters, a listed San Mateo presence, and R&D hubs in Tel Aviv, Warsaw, Kyiv, and Lviv. Co-founder and CEO Albert Eloyan leads the business, with Vadym Vorobiov serving as Head of Engineering. Surprise.com, Inc. is incorporated in Delaware, remains privately held with a single disclosed Series 2 round from NJF Capital and Venrex dated 2020-12-31, and discloses no revenue.

Name

Surprise.com

Legal name

Surprise.com, Inc.

Website

https://surprise.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Surprise.com operates a dual-marketplace business: a U.S. consumer subscription Surprise Box and app with gamified prize products, and an enterprise B2B platform called SuccessOS that uses its proprietary AliceAi™ engine to deliver AI-driven performance feedback, mission assignment, and Success Index™ benchmarking for enterprise teams.

Ownership category

akta.pro rank

Product category

Workforce Performance Management Software

NAICS

Gift, Novelty, and Souvenir Retailers (459420)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Scheduled/Subscription Gifting (Reminders & Recurring Sends) (HSACANAJ)

akta.pro secondary industries

Escape Room Games & Mystery Puzzle Boxes Retail (CRALALAM), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC), Gift Sourcing & Procurement (Local & Online) (HSACANAB)

Keywords

• Workforce performance software
• Employee engagement platform
• Subscription surprise boxes
• Gamified prize mechanics
• AI performance benchmarking

Headquarters

HQ city

San Mateo

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Surprise Box Subscription: Annual subscription service for surprise boxes containing curated goods from brand partners. Payable in monthly installments of $39.99 plus $4.99 shipping and handling. Average retail value of contents collectively approximately $39.99 per box (~$480 total per year). Subscribers respond to in-app preference questions to influence box contents. Ships to U.S., U.S. Territories, and APO/FPO addresses only.
2. Surprise Elite Digital Subscription: Monthly digital subscription for virtual in-app goods and benefits. $12.99 per month (or $99.99 for 6 months). Subscribers receive in-app benefits redeemable digitally. Trial period available (one per lifetime).
3. Surprise Eggs: Virtual eggs with guaranteed prizes of equal or greater retail value than purchase price. Prices range from $0.99 to $499.99, corresponding to Prize Tiers. Wildcard Surprise Eggs ($0.99 each) expedite timing until receipt of next prize. Each egg awards a guaranteed prize, with any difference provided as Coins or Gems.
4. Coins and Gems (In-App Currency): Virtual currencies used for additional in-app actions directly related to gameplay. Cannot be transferred to other users or exchanged for cash or real-world value. Awarded as change when prizes exceed Surprise Egg cost.
5. Sweepstakes Products: Products providing chances to win prizes including Match-3 Minigame ($0.99 each, limited to 100/month) and Weekly Raffle (up to 40 free entries per week). Each has a free alternative method of entry (AMOE) via mail. Interaction Prizes awarded after set number of user interactions.
6. Expedited Prize Products (Wheels): Players earn Wheel spins after set number of in-app interactions; additional spins purchasable for $0.99 each. Users limited to 100 spins per month. Free AMOE available via mail.
7. Avatars and Merchandise: Avatar purchases for gameplay aesthetics and merchandise sold through the Surprise Store. Prices and delivery methods disclosed prior to purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Surprise.com operates a dual-sided platform: a consumer entertainment subscription service that ships monthly Surprise Boxes with curated brand-partner goods and runs gamified prize mechanics (Surprise Eggs, Match-3 Minigames, Weekly Raffles, Wheels), and an enterprise workforce-performance SaaS called SuccessOS that uses AliceAi™ to drive AI-assigned daily Missions™, evolving 360° Reflections™ feedback, and a dynamic Success Index™ benchmark across seven competency categories.

Product overview

Surprise.com operates as a dual-marketplace entertainment and enterprise platform. For consumers, it offers a Surprise Box subscription service ($39.99/month), gamified prize products including Surprise Eggs, Match-3 Minigames, Weekly Raffles, and Wheels, along with virtual currencies (Coins, Gems, Spins) and avatars. The premium Surprise Elite subscription ($12.99/month or $99.99/6 months) provides enhanced in-app benefits. For enterprise teams, the company offers SuccessOS—a comprehensive platform featuring AliceAi (proprietary AI for automated team management), Missions (AI-assigned daily work habits), Reflections (AI-generated daily feedback games), and Success Index (real-time performance benchmarking). SuccessOS integrates with Salesforce, Jira, GitHub, Asana, Zendesk, Slack, and Microsoft Teams to synthesize performance data and drive continuous improvement.

Differentiator

Problem solved

Functional benefit

Products and services

• Surprise Box Annual subscription service that ships curated surprise product boxes containing items from brand partners each month; subscribers complete in-app quizzes to influence contents. Ships to U.S., U.S. Territories, and APO/FPO addresses only.
• Surprise Elite Monthly or six-month digital subscription providing in-app virtual goods, premium features, and bonus Weekly Raffle entries; one free trial per lifetime, cancelable before trial ends.
• Surprise Eggs Gamified prize product at price points from $0.99 to $499.99 that guarantees a prize of equal or greater retail value than purchase price; difference provided as Coins or Gems.
• Match-3 Minigame Purchasable match-3 puzzle game at $0.99 per play offering chances to win prizes; users limited to 100 uses per month with free AMOE via mail.
• Weekly Raffle Weekly contest awarding prizes; users get one free automatic entry plus up to 40 additional entries through in-app challenges, social media actions, and Elite subscription bonuses.
• Wheels (Spin and Win) Wheel spin feature where players earn spins after set interactions; additional spins purchasable at $0.99 each, limited to 100 spins per month.
• SuccessOS Enterprise SaaS platform combining AI, gamification, and the psychology of surprise to drive workforce performance; bundles AliceAi, Missions, Reflections, Success Index, enterprise dashboards, analytics, and integrations.
• Surprise.com Mobile App Mobile application on Apple App Store and Google Play enabling consumer gameplay, Surprise Box management, Surprise Eggs, Wheels, and Surprise Elite features, plus an enterprise version for SuccessOS team members.

Quantifiable outcome

• 10x more discretionary effort compared to traditional bonuses and incentives
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core.

• SalesforcecoreTechnology or IntegrationAliceAi™ integrates with Salesforce to synthesize customer relationship management data into the Success Index™ benchmark, providing holistic performance metrics for team members.
• JiracoreTechnology or IntegrationAliceAi™ integrates with Jira to pull project management and task completion data into Success Index™ calculations, enabling data-driven performance benchmarking.
• GithubcoreTechnology or IntegrationAliceAi™ integrates with Github to synthesize software development performance data (commits, pull requests, code reviews) into the Success Index™ benchmark for engineering teams.
• SlackcoreTechnology or IntegrationAliceAi™ integrates with Slack for team communication analysis and to facilitate automated AI-powered check-in conversations with team members.
• Microsoft TeamscoreTechnology or IntegrationAliceAi™ integrates with Microsoft Teams to incorporate communication and collaboration data into Success Index™ benchmarking for enterprise teams.
• AsanacoreTechnology or IntegrationAliceAi™ integrates with Asana to pull task and project completion data into Success Index™ calculations, enabling role-specific mission assignment based on workload.
• ZendeskcoreTechnology or IntegrationAliceAi™ integrates with Zendesk to synthesize customer support performance data into Success Index™ benchmarking for support and service teams.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• FabFitFun: FabFitFun operates a seasonal subscription box delivering curated lifestyle, beauty and wellness products from brand partners to US members. Directly comparable to Surprise Box in pricing tier, brand-partner curation model, and member-influenced customization.
• CultureAmp: CultureAmp is an employee engagement, performance and development platform serving mid-market and enterprise customers globally. It competes head-to-head with SuccessOS on continuous performance management and is a more established incumbent with a publicly known ARR base.
• Ipsy: Ipsy is a beauty subscription box and personalization platform delivering curated products monthly. Comparable to Surprise Box on the brand-partner curation, quiz-driven personalization and monthly subscription mechanics.
• BarkBox: BarkBox is a subscription-based mystery-box retailer delivering curated pet products monthly to US consumers. Closely analogous to Surprise Box on the recurring subscription gifting mechanic, brand-partner sourcing model, and US-only fulfillment footprint.
• Achievers: Achievers is an employee recognition and rewards platform that combines recognition programs with a global rewards marketplace. Overlaps with SuccessOS's variable-reward / bonus-optimization thesis and with Surprise.com's rewards/prize redemption marketplace mechanics.
• BetterUp: BetterUp combines AI-driven coaching with employee development and engagement for enterprise workforces. Most comparable to SuccessOS in its pairing of AI personalization with workforce performance outcomes, though BetterUp leads on the coaching/coaching-marketplace layer.
• Workboard: Workboard is an OKR and strategy execution platform used by enterprise teams to align objectives and measure outcomes. Competes with SuccessOS in the performance/alignment category, with comparable AI-augmented analytics features.
• Lattice: Lattice is a leading employee performance management and engagement SaaS platform offering continuous feedback, goal tracking (OKRs), and performance reviews. Direct competitor to SuccessOS in the enterprise HR Tech category, with deeper enterprise traction and a comparable AI-driven feature roadmap.
• 15Five: 15Five provides continuous performance management software including weekly check-ins, OKRs, engagement surveys and manager-employee feedback. Closely comparable to SuccessOS on the "continuous, lightweight, AI-assisted feedback" wedge of the market.

Emerging players

• TinyPulse: TinyPulse provides lightweight employee engagement surveys, peer recognition and performance feedback tools for SMB and mid-market teams. Comparable to SuccessOS in the continuous-feedback wedge, though smaller in scale and footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/surprisedotcom
• Facebookfacebook.com/Surprisecom-107312367567465
• LinkedInlinkedin.com/company/surprise-dot-com
• Instagraminstagram.com/surprisedotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

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 Surprise.com