What Give as you Live does

Give as you Live Ltd is a UK private limited company (registered in England & Wales, company number 5181419) operating since 2005 from Stratford-upon-Avon. It runs an affiliate marketing platform that connects everyday online shoppers with 6,000+ UK retailers and 200,000+ UK-registered charities. When a shopper accesses a retailer through the platform, the retailer pays an affiliate commission (typically 0.5%-5%+ or a fixed fee), 50% of which Give as you Live donates to the shopper's chosen charity and 50% of which the company retains to fund operations; high-volume charities (above £2m annual commission thresholds) can receive up to 90% of the commission. The platform has raised over £44m for UK charities across 400,000+ active members.

The product surface comprises Give as you Live Online (the core website-driven affiliate platform), Give as you Live Donate (direct donations, monthly giving, fundraising pages, and ticketed events), a Donation Reminder browser extension (Edge, Chrome, Firefox, Safari), a mobile app on iOS and Android, the Tap to Donate contactless collection app, and the discontinued Give as you Live Instore gift card programme (closed 29 December 2025). Technology relies on affiliate networks (Rakuten LinkShare) for tracking and commission collection, Stripe for payment processing and charity payouts (weekly, £250 minimum on Donate), Facebook and Apple for identity, Feefo for reviews, and Google Analytics for usage analytics. Distribution is product-led and self-serve via the website, browser extension, and mobile apps; retailer integrations act as a downstream acquisition channel.

The business model is freemium for individual members and free for charities on Give as you Live Online (no joining, subscription, or payment fees). Monetisation is concentrated in the 50% retained affiliate commission on Online, supplemented by transaction fees on Donate (2.5% donation processing fee, 5% on Tap to Donate payouts, 2.5% on ticket purchases, with an opt-in to cover fees). Customer segments are: (1) UK individual consumers using the platform for everyday shopping, (2) UK registered charities receiving donations, and (3) corporate partners using the platform for CSR and ESG programmes. Marketing is multi-channel: website/content, email, social (Facebook, X), referrals (£5 bonus donation per qualifying sign-up), Feefo-integrated reviews, and partnerships with the Fundraising Regulator, Chartered Institute of Fundraising, and Giving Tuesday.

Name

Give as you Live

Legal name

Give as you Live Ltd

Website

https://giveasyoulive.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Give as you Live is a UK affiliate marketing platform that channels online shoppers through 6,000+ retailers, donating 50% of retailer commissions to 200,000+ UK charities. It serves individual consumers, UK registered charities, and corporate CSR partners via web, mobile, and browser-based donation tools.

Ownership category

akta.pro rank

Product category

Charity Fundraising Platform

NAICS

Grantmaking and Giving Services (81321)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Charitable Giving & Philanthropic Trust Advisory (FSAEAKAH)

Keywords

• Charity fundraising platform
• Affiliate marketing
• Online shopping donations
• Charity donations UK
• Contactless donation collection

Headquarters

HQ city

Evesham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Affiliate Marketing Commission: Give as you Live generates revenue through affiliate marketing commissions paid by retailers when users make purchases through the platform. The company receives a commission from retailers (either a percentage of the sale or a fixed amount) and donates 50% of this commission to the user's chosen charity, with the remaining 50% used to fund the platform's operations and development. Commission rates vary by retailer, typically ranging from 0.5% to 5% or more, with some retailers offering fixed amounts per transaction.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Give as you Live operates an affiliate marketing platform that enables UK shoppers to raise free donations for over 200,000 registered charities by purchasing through 6,000+ partnered retailers. Retailers pay commission on sales, with 50% (rising up to 90% at higher volumes) passed to the shopper's chosen charity. The company also runs Give as you Live Donate for direct donations, fundraising pages, ticketed events, and contactless Tap to Donate collections, serving both individual supporters and charity organisations.

Product overview

Give as you Live operates a multi-product charitable giving platform. The core offering consists of Give as you Live Online (a cashback-style donation platform where users shop at 6,000+ retailers and a portion of commissions goes to their chosen charity) and Give as you Live Donate (a fundraising platform for charities to collect direct donations, manage events, and create fundraising pages). Supporting products include a Donation Reminder browser extension and a mobile app. Give as you Live Instore (gift card-based in-store donations) was discontinued in December 2025. The platform connects shoppers, retailers (via affiliate networks), and over 200,000 UK charities, passing on 50-90% of commission revenue as donations.

Differentiator

Problem solved

Functional benefit

Brands

• Give as you Live Online: The primary online shopping platform enabling users to raise free donations for charities through purchases with over 6,000 partner retailers.
• Give as you Live Donate
• Give as you Live Instore
• Give as you Live Donation Reminder

Products and services

• Give as you Live Online Main platform that lets UK consumers generate free charitable donations by shopping online through 6,000+ partnered retailers. Retailers pay a commission on each sale; Give as you Live passes 50% (up to 90% at higher volumes) to the shopper's chosen charity. Free to join for both members and charities, with no payment fees on Give as you Live Online.
• Give as you Live Donate Platform designed for charities and their supporters to collect direct donations, set up monthly direct debits, manage ticketed fundraising events, build campaign pages, and accept Tap to Donate contactless contributions. Payments processed via Stripe with a 2.5% donation processing fee.
• Tap to Donate App Contactless donation collection application used by charities and their supporters to accept tap-based donations.
• Grant for Good Give as you Live's own grant scheme that helps support platform operations and backs inspiring fundraising ideas, funded by unallocated commissions from users who haven't chosen a charity.

Quantifiable outcome

• Over £44 million raised for UK charities since 2005
• +4 more outcomes

Named customers10 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• Affiliate Networks (e.g., Rakuten LinkShare)coreTechnology or IntegrationGive as you Live works with affiliate networks to facilitate relationships with retailers. The networks provide tracking and reporting technologies and handle invoicing and collection of commissions owed. Rakuten LinkShare is explicitly mentioned as a technology provider.
• 6,000+ RetailerscoreGTM or Marketing PartnerMajor retailers including Marks & Spencer, John Lewis, Tesco, Sainsbury's, Argos, Booking.com, eBay, Boots, and thousands more participate in the affiliate program, paying commissions that are partially donated to users' chosen charities.
• Stripe Inc.coreTechnology or IntegrationStripe serves as the payment partner for charity admin payments on the Give as you Live platform, handling BACS payments to charities.
• FeefocoreGTM or Marketing PartnerFeefo provides independent review services, with Give as you Live rated 4.7/5 from 3,570 verified reviews and recipient of Feefo Platinum Trusted Service Awards.
• Fundraising RegulatorcoreOthersGive as you Live is registered with the Fundraising Regulator, demonstrating commitment to ethical fundraising standards in the UK.
• Chartered Institute of FundraisingcoreOthersCorporate member of the Chartered Institute of Fundraising, the professional body representing and supporting UK fundraisers.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TopCashback: UK and global cashback affiliate leader operating a similar model that captures the same retailer commission pool GAYL depends on. Represents a broader incumbent alternative to GAYL's affiliate flow, with much larger marketing budgets and a broad portfolio play versus GAYL's charitable-giving specialization.
• Quidco: One of the UK's largest cashback platforms, sharing the affiliate-commission infrastructure that GAYL uses. While Quidco's primary value proposition is consumer cashback rather than charitable giving, it draws from the same retailer affiliate networks and represents the most established incumbent competing for the same shopping-affiliate traffic.
• JustGiving: UK- and global-leading online fundraising platform used by charities and individuals for crowdfunding-style and event-based fundraising. While not an affiliate-marketing platform, JustGiving competes for the same charity customer base and donor mindshare GAYL targets, and overlaps directly with the Give as you Live Donate product line.

Emerging players

• Goodshop: Online shopping-for-charity platform where shoppers raise donations through participating retailers. Adopts a similar affiliate-commission-to-cause mechanism to GAYL, but typically partnered with cause-focused discount platforms in North America, making it more of an emerging US-aligned parallel than a UK head-to-head peer.
• Pennies: UK-based micro-donation fintech enabling charities to receive small digital donations at physical retail point-of-sale. Overlaps with GAYL in the charitable-giving technology space and shares the Tap to Donate contactless product direction, but operates in physical retail rather than e-commerce affiliate flows.

Direct peers

• Easyfundraising: UK-based shopping-for-charity affiliate platform and the closest direct competitor to Give as you Live. Operates the same model: shoppers use the platform to shop at partner retailers and a portion of affiliate commission is passed to a chosen registered charity. Competes head-to-head for both UK charity partnerships and active donors.
• TheGivingMachine: UK-registered charity that operates a shopping-affiliate giving platform similar to Give as you Live Online. Shoppers raise donations through participating retailers for chosen causes. Closely comparable business model, target market (UK consumers and charities), and revenue mechanism.

Regional players

• iGive: Long-running US-based shopping-affiliate charity platform operating an analogous 'shop and a portion of the purchase is donated' model. Comparable on product mechanism (affiliate commission split to a chosen cause) and target audience (charity-conscious online shoppers), but is geographically focused on the US rather than the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/giveasyoulive
• Xx.com/giveasyoulive

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Give as you Live