Wishlist
Wishlist is a cloud-based employee rewards and recognition platform serving 500+ companies across 30+ countries with AI-powered recognition triggers, a 100,000+ gift catalog, and deep integrations into HRIS, payroll, and collaboration systems.
- Company typePrivate
- Founded2012
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Wishlist does
Wishlist Rewards LLC (DBA Wishlist) is a cloud-based employee rewards and recognition platform headquartered in Denver, Colorado, with a secondary operations and engineering office in New Delhi, India. Founded in 2012 and operating as a subsidiary of ThrivePass Company, the platform serves more than 500 companies across 30+ countries, with a catalog of 100,000+ curated gifts supporting global redemption. Its core product enables managers and peers to send recognition tied to company values, with AI-powered action identification surfacing recognition-worthy behaviors from workplace signals rather than relying solely on manual nominations.
The platform integrates directly with Slack, Microsoft Teams, Workday, BambooHR, Paylocity, and other HRIS, payroll, and collaboration systems, embedding recognition into daily workflows. Customers include Noodles, GoFundMe, Dr. Squatch, Church's Chicken, Credit Karma, and QSC, spanning consumer, financial technology, restaurant, entertainment, and pro-audio verticals. The platform also targets pharmaceutical, BioPharma, entertainment, and nonprofit segments, where SOC II Type 2 compliance lowers enterprise procurement friction.
The business operates a SaaS model with per-employee or program-based pricing typical of recognition platforms, monetizing through subscription contracts and gift markup on redemption. The go-to-market leverages HRIS and payroll partner channels, direct mid-market sales, and a distributed customer base of 500+ companies that reduces reliance on any single anchor account. Geographic breadth across 30+ countries and an offshore delivery capability in India provide structural cost advantages and support multi-region rollouts.
Wishlist firmographics
Firmographics- Name
- Wishlist
- Legal name
- Wishlist Rewards LLC
- Website
- https://enjoywishlist.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wishlist is a cloud-based employee rewards and recognition platform serving 500+ companies across 30+ countries with AI-powered recognition triggers, a 100,000+ gift catalog, and deep integrations into HRIS, payroll, and collaboration systems.
- Ownership category
- akta.pro rank
Wishlist industry classification
Industry- Product category
- Employee Recognition and Rewards Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Rewards, Incentives & Gift Card Program Services (MPAAAIAG)
- akta.pro secondary industries
- Incentive Travel Design & Rewards Programs (THAHADAB), Group Gifting & Registry Fulfillment (HSACANAL)
Keywords
Where Wishlist is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Wishlist business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription/Platform Fees: Companies pay for access to the Wishlist platform including automated rewards, spot rewards, recognition features, analytics, and integrations. Pricing is likely tiered based on company size and feature access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | No publicly available pricing information |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Wishlist product offering
Product offeringCore offering
Wishlist is a cloud-based employee rewards and recognition platform that helps organizations automate gifting for birthdays, work anniversaries, and milestones; issue real-time spot rewards aligned with company values; run peer-to-peer recognition programs; and let employees choose from a marketplace of over 100,000 curated gifts and experiences. The platform serves enterprise HR and Total Rewards teams with analytics and deep integrations into HRIS, communication, and SSO systems.
Product overview
Wishlist is an employee rewards and recognition platform consisting of a unified core product with multiple integrated modules. The platform is architected around Automated Rewards, Spot Rewards, Recognition, Marketplace, Data & Insights, and Integrations as the primary product suite, with Swag as an add-on module. The platform enables companies to create workplace communities through automated gifting for milestones, real-time spot recognition, peer-to-peer appreciation, and a marketplace of 100,000+ gifts and experiences. Supporting services include Travel, Brand Gift Cards, Live Events, and Hotels, all accessible through the unified platform interface with deep integrations into HRIS systems, communication tools (Slack, Teams), and SSO providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Automated Rewards
- Spot Rewards Enables real-time recognition of employees for specific actions aligned with company goals, values, and priorities, using AI to identify desired behaviors. Targets managers and HR teams at enterprise organizations.
- Recognition Facilitates peer-to-peer recognition through public messages and GIFs tied to company core values and business objectives, building team connection and camaraderie. Built for enterprise workforces.
- Marketplace Offers over 100,000 curated gifts and experiences including live events, products, and experiential rewards, with personalization and preference matching for employees. Used by enterprise HR teams to power reward selection.
- Data & Insights Analytics dashboard providing data-driven insights on team engagement, reward program utilization, spending, and workplace relationship health to measure program effectiveness. Built for HR leaders and executives at enterprise customers.
- Integrations Connects Wishlist with existing platforms including HRIS providers (Workday, BambooHR, Paylocity, Namely, Greenhouse, Paychex, TribeHR, Rippling), communication tools (Slack, Microsoft Teams), and SSO solutions (Okta, Google, Microsoft, Azure AD) for seamless enterprise implementation.
- Swag On-demand custom swag marketplace that automates creation and distribution of personalized company merchandise, shipped directly to employees worldwide with consistent brand experience. An add-on module for enterprise customers.
- Travel Travel booking service managed through authorized Travel Partners, allowing employees to plan trips using reward funds. Subject to 15% travel fee and 60-day advance booking requirement. Offered through the Marketplace to enterprise customers.
- Brand Gift Cards Third-party gift cards redeemable for merchandise, food, or services, delivered automatically via third-party vendors once selected by employees through the Wishlist Marketplace.
- Live Events Event tickets including sports games and concerts available through the Wishlist Marketplace. All sales are final and tickets cannot be resold.
- Hotels Hotel accommodations available through dynamic inventory with discounted rates via the Wishlist Marketplace. Bookings are non-refundable and non-alterable after purchase.
Quantifiable outcome
- 39% of employees are less likely to leave their job if regularly recognized
- +2 more outcomes
Companies that use Wishlist
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Wishlist technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability3 records
Feature3 records
Wishlist partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- SlackcoreIntegration allowing Wishlist to live within Slack channels. Employees can give shout-outs and celebrate achievements directly in Slack, making recognition seamless within existing workflows.
- Microsoft TeamscoreIntegration enabling recognition messages and celebrations within Teams channels. Managers can send celebratory messages and employees can join in congratulating colleagues.
- WorkdaycoreHRIS integration connecting employee data (birthdays, hire dates, department info) to automate reward triggers and personalized recognition.
- BambooHRcoreHRIS integration for automated employee data synchronization to enable automated rewards based on milestone dates and employee information.
- PaylocitycoreHRIS integration for employee data synchronization enabling automated reward triggers and recognition programs.
- NamelycoreHRIS integration connecting employee data to Wishlist for automated recognition and reward programs.
- RipplingcoreHRIS integration for automated employee data and milestone tracking to power automated rewards.
- OktacoreSSO integration for secure enterprise authentication and single sign-on access to the Wishlist platform.
- GooglecoreSSO integration enabling Google account authentication for Wishlist platform access.
- MicrosoftcoreSSO integration for Microsoft/Azure AD authentication to the Wishlist platform.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Wishlist competitors and assessment
Company assessmentBroad incumbents
- Culture Amp: Broader employee engagement platform covering surveys, performance, and development. Adjacent rather than direct overlap, but competes for the same HR technology budget and buyer.
Direct peers
- Reward Gateway: Employee engagement platform with recognition, rewards, benefits, and wellbeing. Directly overlaps with Wishlist's rewards/recognition offerings and competes for similar HR decision-makers.
- Kudos: Employee recognition platform with peer-to-peer messaging, rewards, and analytics. Closely comparable to Wishlist's Recognition and Data & Insights modules and serves a similar enterprise HR buyer.
- Bonusly: Employee recognition and rewards platform offering peer-to-peer recognition, spot bonuses, and a rewards marketplace. Directly competes with Wishlist in the same mid-market and enterprise HR segment with overlapping product modules.
- Motivosity: Employee engagement platform combining recognition, rewards, and culture-building tools. Closely comparable to Wishlist across recognition, spot rewards, and manager-driven engagement workflows.
- Workhuman: Large-scale employee recognition platform (formerly Globoforce) with social recognition and a global rewards marketplace. Competes with Wishlist in enterprise recognition deployments but at materially greater scale.
- Achievers: Enterprise-focused employee recognition and rewards platform with a global rewards marketplace. Operates in the same category as Wishlist and competes for the same large-enterprise HR budgets.
- Nectar HR: Employee recognition and rewards platform with peer recognition, rewards catalog, and manager tools. Comparable in product scope and target buyer to Wishlist.
Others
- ThrivePass: Parent company of Wishlist; provides lifestyle benefits and pre-tax accounts. Related ecosystem participant enabling cross-sell and shared customer relationships rather than a direct competitor.
Emerging players
- Empuls: Employee engagement platform offering recognition, rewards, surveys, and intranet functionality. Overlaps with Wishlist in rewards and recognition while extending into adjacent engagement modules.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Wishlist social profiles
Digital presenceWishlist compliance and trust
Trust signalCompliance1 record
Wishlist financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wishlist leadership team
Management profileNumber of profiles
Profiles5 records
Wishlist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wishlist M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wishlist
What does Wishlist do?
Wishlist is a cloud-based employee rewards and recognition platform that helps organizations automate gifting for birthdays, work anniversaries, and milestones; issue real-time spot rewards aligned with company values; run peer-to-peer recognition programs; and let employees choose from a marketplace of over 100,000 curated gifts and experiences. The platform serves enterprise HR and Total Rewards teams with analytics and deep integrations into HRIS, communication, and SSO systems.
Is Wishlist a public or private company?
Wishlist is a private company. It is classified as corporate owned and is currently operating.
When was Wishlist founded?
Wishlist was founded in 2012. It employs 11 to 50 people.
Where is Wishlist based?
Wishlist is headquartered in Denver, United States, in the North America region.
How does Wishlist make money?
One revenue line is on record: subscription/Platform Fees.
Who are Wishlist's main competitors?
Culture Amp is listed as a broad incumbent. Direct peers are Reward Gateway, Kudos, Bonusly, Motivosity, Workhuman, Achievers and Nectar HR. ThrivePass is listed as an others. Empuls is listed as an emerging player.
Does Wishlist have an API?
Yes. Wishlist makes available application programming interfaces (APIs), browser or other application plugins and related documentation. Users and administrators/developers on behalf of organization clients may use the API for internal business purposes to develop or enable web or other software services or applications that communicate and interoperate with the Platform. The API is provided 'as is' with no warranty that it will meet requirements, be compatible with third-party software, or achieve intended results.
What industry is Wishlist in?
Wishlist's product category is Employee Recognition and Rewards Software. Its primary akta.pro industry code is MPAAAIAG, Rewards, Incentives & Gift Card Program Services, with a secondary code of THAHADAB, Incentive Travel Design & Rewards Programs. Its SIC code is 7372.