Kadonation
Kadonation NV operates a Belgian gifting platform serving B2B HR and procurement teams (via Kadonation Select) and B2C consumers (via Cadeaubon gift cards and Groepscadeau group gifts), with a 100+ brand redemption network, HR/ERP/CRM integrations, and ISO-certified, GDPR-by-design infrastructure across Benelux and wider Europe.
- Company typePrivate
- Founded2014
- HeadquartersGent, Belgium
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Kadonation does
Kadonation NV is a privately held Belgian gifting platform company founded in 2014 and headquartered in Gent. The firm operates a horizontal gifting marketplace that serves both B2B and B2C customers through four primary product lines: Kadonation Select (an all-in-one B2B gifting platform for employee and customer appreciation with multi-user access, automated occasion-based campaigns, budget controls, approval flows, consolidated invoicing, and reporting), Kadonation Cadeaubon (a gift card redeemable across 100+ partner brands in Europe including Asos, Zalando, Coolblue, Bol.com, Airbnb, Adidas, and IKEA, valid for three years and spendable in installments), Kadonation Groepscadeau (a group-gift pooling product for friends, family, and colleagues), and a catalogue of 1,000+ curated physical gifts.
The underlying technology is a serverless, Belgium-hosted architecture with GDPR-by-design data handling, automatic backups, and client-side data segregation. A REST Order API and native integrations expose the platform to HR systems (AFAS), ERP/e-procurement systems via punch-out / OCI (SAP, Microsoft Dynamics, Odoo), and CRM/support tools (Salesforce, HubSpot, Teamleader, Zendesk), with API tokens managed via the customer dashboard. Payments run through Mangopay, a CSSF-licensed European e-money institution. The platform holds ISO 9001, ISO 27001, and ISO 14001 certifications, and operates with an external DPO (Deloitte).
Kadonation monetises through a freemium B2B subscription for Kadonation Select (free tier plus two paid plans on annual or multi-year cycles), transaction-economics on Kadonation Cadeaubon (digital at face value; physical at €1.80/card plus €4.20/delivery), direct margin on physical gift sales with consolidated monthly invoicing for B2B buyers, and fee-based white-label custom branding. The go-to-market blends product-led growth (self-serve, free tier, referral programme of up to €200 per qualified contact, and an Attentiebudget Calculator) with enterprise field sales (tailored demos, bespoke quotes, custom-branded programmes for organisations with 50+ employees). Primary segments are HR/People teams, procurement/finance departments, B2B customer and prospect gifting, and B2C consumers. Commercial reach is concentrated in Belgium and the Netherlands with delivery across Europe, and the company claims 50,000+ customers served.
Kadonation firmographics
Firmographics- Name
- Kadonation
- Legal name
- Kadonation NV
- Website
- https://kadonation.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kadonation NV operates a Belgian gifting platform serving B2B HR and procurement teams (via Kadonation Select) and B2C consumers (via Cadeaubon gift cards and Groepscadeau group gifts), with a 100+ brand redemption network, HR/ERP/CRM integrations, and ISO-certified, GDPR-by-design infrastructure across Benelux and wider Europe.
- Ownership category
- akta.pro rank
Where Kadonation is headquartered
LocationHeadquarters
- HQ city
- Gent
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Kadonation business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Kadonation Select Subscription: Annual or multi-year subscription to the Kadonation Select platform with three tiers (free, and two paid plans). Revenue is recurring, with plans tailored to organisation size and gift volume. Enterprise tier includes HR system integration, advanced reporting, and approval workflows.
- Gift Card Sales: Sale of Kadonation Gift Cards (digital and physical) to B2B and B2C customers. Digital cards sold at face value only; physical cards incur a per-unit production cost (€1.80 per card + €4.20 delivery per order). Kadonation retains a margin on the spread or through commercial arrangements with Kadopartners.
- Physical Gift Product Sales: Direct sale of curated physical gifts (flowers, food, beverages, personalised items, experiences) via the platform. Orders consolidated on a single monthly invoice for B2B customers. No minimum order value; some products have minimum quantities.
- Custom Branding / Personalisation: Additional charges for full white-label customisation of gift cards (own design, logo, brand colours) and packaging. Fee-based service layered on top of gift card or physical product purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free version with core gifting features |
| Subscription | Annual | Professional plan with full platform features |
| Unit Pricing | Pay-as-you-go | Digital gift card at face value only |
| Unit Pricing | Pay-as-you-go | Physical gift card with production surcharge |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Kadonation product offering
Product offeringCore offering
Kadonation operates an all-in-one gifting platform consisting of Kadonation Select, a B2B subscription software that automates employee and customer appreciation policies with HR system integration, budget controls, approval workflows, and consolidated invoicing. It is complemented by a redeemable gift card (Kadonation Cadeaubon) accepted at 100+ retail partners, a group-gift pooling feature, and a catalogue of over 1,000 curated physical gifts. A REST Order API embeds automated gifting inside customers' own CRM, ERP, HRM, and support systems.
Product overview
Kadonation operates as a unified gift platform with multiple integrated products: Kadonation Select serves as the core B2B platform for managing company-wide gifting policies with HR integrations and automation; the Kadonation Cadeaubon functions as the flagship digital/physical gift card accepted at 100+ retail partners; Kadonation Groepscadeau enables collaborative group gifting; alongside physical gifts, personalized merchandise, and choice-based concepts. The Order API enables enterprise automation and CRM/ERP integrations. The ecosystem is designed for both B2B corporate appreciation (employees, clients) and B2C group gifting use cases.
Differentiator
Problem solved
Functional benefit
Brands
- Kadonation Select: The all-in-one gifting platform for employees and customers, offering HR system integration, budget controls, automated gift campaigns, and centralized invoicing for organizations.
- Kadonation Cadeaubon
- Kadonation Groepscadeau
Products and services
- Kadonation Select
Quantifiable outcome
- 50% reduction in time spent on employee appreciation programmes
- +3 more outcomes
Companies that use Kadonation
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Kadonation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability2 records
Feature5 records
Kadonation partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- WeForestcoreFor every €500 worth of gifts purchased, Kadonation plants one tree via WeForest. As of the webshop, 105,000 trees have been planted restoring 1.67 hectares of forest. This partnership supports Kadonation's sustainability positioning and ESG narrative for B2B customers.
- AFAS SoftwarecoreAFAS is cited as an integrated HR system for Kadonation Select. The integration syncs employee data automatically, enabling automated gifting without Kadonation users accessing personal employee addresses. GDPR-proof data handling is a key selling point of this integration.
- MangopaycoreMangopay is the certified payment processor for all Kadonation transactions. It is a European electronic money institution licensed by the Luxembourg CSSF (Commission de Surveillance du Secteur Financier). Used across hundreds of platforms in Europe.
- FEESTvarken vzwminorFor every €500 of gifts purchased, Kadonation donates €1 to FEESTvarken vzw, an ASBL that organises birthday parties for children in poverty. This enables B2B customers to extend social impact alongside their gifting programmes.
- Kadopartners (100+ Retail and Experience Brands)coreOver 100 brands including Asos, Zalando, Coolblue, Bol.com, Airbnb, Adidas, A.S.Adventure, ZEB, Dreambaby, IKEA, Hotelgiftcard, I.am.klean, and many experiences. Kadopartners are the redemption network for the Kadonation Gift Card. The gift card can be spent across multiple partners in installments.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Kadonation competitors and assessment
Company assessmentBroad incumbents
- Blackhawk Network: Global branded payments and gift card network offering corporate reward and incentive solutions. Comparable to the Kadonation Cadeaubon distribution and partner-brand aggregation model.
- Reward Gateway: UK-based employee engagement and rewards platform including recognition and gifting modules. Overlaps with Kadonation Select for HR-driven employee recognition and gifting use cases.
- Edenred: Global leader in prepaid corporate benefits, vouchers, and gift solutions with deep European enterprise penetration. Operates at much larger scale and offers gift solutions that overlap with Kadonation's enterprise offering.
- Perkbox: European employee benefits and recognition platform covering perks, rewards, and recognition. Competes for the same HR/procurement buyers Kadonation targets, but as part of a broader benefits suite.
Direct peers
- Giftogram: Corporate gifting platform that lets businesses send digital gift cards and physical gifts to employees and customers. Direct competitor in the automated, occasion-based B2B gifting category.
- Tango Card: US-headquartered digital gift card and rewards platform used by employers for employee and customer gifting. Closely comparable to Kadonation Select's B2B gifting-plus-corporate-rewards proposition, though focused on the US market.
- Snappy: Gift choice platform where recipients select from a curated collection of gifts funded by the sender. Comparable to Kadonation's Keuzeconcept and Cadeaubon choice-based gifting model.
Regional players
- Cadooz: German corporate gifting and incentives provider with strong DACH presence. Comparable in offering (gift cards, physical gifts, corporate programmes) but geographically complementary to Kadonation's Benelux base.
Emerging players
- Thanks.com: Cloud-based corporate gifting platform focused on scalable customer and employee gifts with API integrations. Comparable to Kadonation Select on the API-driven, automated gifting motion.
Others
- Sodexo Benefits & Rewards: Sodexo's benefits and rewards services division provides employee benefit and gift card programmes to large employers across Europe. Overlaps with Kadonation Select on enterprise gifting and benefits delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Kadonation social profiles
Digital presenceKadonation compliance and trust
Trust signalCompliance5 records
Kadonation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kadonation leadership team
Management profileNumber of profiles
Profiles2 records
Kadonation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kadonation 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 Kadonation
What does Kadonation do?
Kadonation operates an all-in-one gifting platform consisting of Kadonation Select, a B2B subscription software that automates employee and customer appreciation policies with HR system integration, budget controls, approval workflows, and consolidated invoicing. It is complemented by a redeemable gift card (Kadonation Cadeaubon) accepted at 100+ retail partners, a group-gift pooling feature, and a catalogue of over 1,000 curated physical gifts. A REST Order API embeds automated gifting inside customers' own CRM, ERP, HRM, and support systems.
Is Kadonation a public or private company?
Kadonation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kadonation founded?
Kadonation was founded in 2014. It employs 11 to 50 people.
Where is Kadonation based?
Kadonation is headquartered in Gent, Belgium, in the Europe region.
How does Kadonation make money?
Four revenue lines are on record. Kadonation Select Subscription is the primary driver. The others are gift Card Sales, physical Gift Product Sales and custom Branding / Personalisation.
Who are Kadonation's main competitors?
Broad incumbents on record are Blackhawk Network, Reward Gateway, Edenred and Perkbox. Direct peers are Giftogram, Tango Card and Snappy. Cadooz is listed as a regional player. Thanks.com is listed as an emerging player. Sodexo Benefits & Rewards is listed as an others.
Does Kadonation have an API?
Yes. Kadonation Order API is a REST API that enables automated gifting through custom triggers. It connects CRM, ERP, HRM systems, or custom applications to send attentions automatically. Supports Salesforce, HubSpot, Microsoft Dynamics 365, SAP, Teamleader, and Zendesk integrations. Uses secure API tokens for authentication, HTTPS with TLS encryption, and multi-tenant architecture. Offers sandbox environment for testing and production deployment. Developer documentation is at kadonation.com/be-nl/order-api.