What Abenity does

Abenity is a Franklin, Tennessee-based private company, founded in 2006 and acquired by BenefitHub in 2024, that operates a subscription-based employee and member discount platform. The platform aggregates discounts from 1,000+ corporate brand partners across 1M+ redemption locations and 10,000+ cities in the United States and Canada, spanning hotels, restaurants, pharmacies, theme parks, car rentals, movie theaters, concerts, and ski resorts. Core products include the Employee Perks Program, Private Offers (negotiated corporate discounts redeemable online, in-store, or by phone), the Abenity Store (a managed eTicket platform for theme parks, attractions, and movie theaters), and location-aware iOS and Android mobile applications that push real-time deal alerts based on member proximity to participating merchants. The platform supports 40+ customization options, a member management dashboard, and an accessible API for enterprise integrations.

Abenity monetizes primarily through annual group subscriptions sold to employers, alumni groups, professional associations, and customer loyalty and affinity groups, with pricing scaled to organization size and quote-based rather than publicly disclosed. The go-to-market is inside sales led by Growth Manager Sam Dryden and a 'Request a Demo' conversion mechanism, with named enterprise deployments including U.S. Bank (~70,000 employees), HCA Healthcare, Werner, Union Plus, and Tennessee Farm Bureau, alongside mid-market and SMB clients ranging from 400 to 10,000 employees.

The platform is differentiated by direct-to-member pricing (no middleman fees), comprehensive branding and content controls for program administrators, and a national footprint with local merchant coverage. Operationally, the company runs with 11-50 employees and has been recognized six times on the Inc. 5000 list of fastest-growing private companies in America, including the #1 ranking in the Perks category. Following the 2024 acquisition by BenefitHub, Abenity continues operating under its brand with member perks preserved, while positioning the combined entity as one of the largest marketplaces for voluntary employee benefits and corporate discounts.

Name

Abenity

Legal name

Abenity, Inc.

Website

https://abenity.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Abenity operates a subscription-based employee and member discount platform, aggregating negotiated offers from 1,000+ brand partners across 1M+ redemption locations in the US and Canada. It serves employers, alumni groups, professional associations, and affinity groups with location-aware mobile apps and managed e-ticketing.

Ownership category

akta.pro rank

Product category

Employee Benefits Software

NAICS

Software Publishers (513210)

akta.pro primary industry

Contractor Benefits & Perks Administration (BPACAGAJ)

Keywords

• Employee discount program
• Corporate perks platform
• Member benefits network
• Voluntary benefits marketplace
• Workplace savings platform

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Employee Perks Program Subscription: Group subscription model where employers, alumni groups, associations, and affinity groups pay for access to the Abenity employee discounts and perks platform. Pricing based on organization size with digital product delivery included.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Abenity operates an employee perks and discount program platform delivered to employers, alumni groups, professional associations, and affinity groups on a group subscription basis. The platform aggregates private offers and corporate rates from 1,000+ brand partners across 1M+ redemption locations in 10,000+ cities in the US and Canada, with location-aware mobile apps (iOS/Android) and full program management tools for HR teams.

Product overview

Abenity is an employee perks and discount program platform that operates as a unified system combining three distinct offering categories: the Abenity Store (a managed eTicket platform for theme parks and attractions), Private Offers (negotiated corporate discounts from 1,000+ brand partners), and Great Deals (publicly available offers). The platform provides access to over 1 million redemption locations across 10,000 cities in the US and Canada, with features including mobile apps (iOS/Android), location-aware deal alerts, and comprehensive member management tools. The system is delivered as a group subscription service targeting employers, alumni groups, professional associations, and affinity groups.

Differentiator

Problem solved

Functional benefit

Products and services

• Employee Perks Program The primary subscription platform providing employee discount programs with local and national merchant discounts, corporate rates, and savings across more than 10,000 cities and over 1 million redemption locations. Sold to employers, alumni groups, professional associations, and affinity groups.
• Abenity Store A fully managed eTicket platform exclusively available to Abenity members offering direct access to theme parks, movie theaters, and attractions at negotiated prices.
• Private Offers Corporate discounts negotiated across 1,000+ brand partners, redeemable online with direct links or coupon codes, in-store with printable or mobile coupons, or by phone.
• Abenity Mobile App Location-aware mobile application available on iOS and Android that alerts members to nearby deals and discounts, providing real-time access to savings while on the go.

Quantifiable outcome

• $4,500+ in potential per member savings
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• BenefHubcoreStrategic or Co-development PartnerBenefHub announced acquisition of Abenity, combining two industry leaders in the voluntary benefits and discounts marketplace. This partnership expands one of the world's largest marketplaces for employee perks and corporate discounts, making it easier to access exclusive deals on insurance, travel, concerts, and everyday essentials.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BenefitHub: BenefitHub operates a voluntary benefits and employee discounts marketplace and acquired Abenity in 2024. It is both Abenity's strategic acquirer and the closest direct peer, operating in the same voluntary benefits category with overlapping employer customers.
• PerkSpot: PerkSpot provides employer-sponsored employee discount and perks programs with national and local merchant networks. It serves HR departments in the same B2B SaaS subscription model and competes head-to-head for the same employer buyers.
• Beneplace: Beneplace provides an employee discount and voluntary benefits marketplace to employers and associations, with comparable private offer negotiations, merchant network breadth, and HR-department sales motion as Abenity.
• LifeMart: LifeMart (a HealthMarkets company) offers a discount marketplace platform to employers and associations for shopping, travel, and wellness savings — comparable product, B2B subscription model, and association-channel distribution to Abenity.
• Plum Benefits: Plum Benefits (Plum) runs an employee perks platform offering discounts on travel, electronics, fitness, and entertainment to corporate clients — directly comparable product, pricing structure, and customer segment to Abenity.
• Access Development (CorporatePerks): Access Development operates discount programs (including CorporatePerks) for employer, association, and affinity group customers — a direct peer with overlapping merchant networks, member benefits focus, and association-channel GTM.
• TicketsAtWork: TicketsAtWork offers employee discount programs on entertainment, travel, and consumer goods through employer-sponsored memberships — the closest direct competitor to Abenity's core perks platform with a similar B2B2C subscription model and merchant network.
• Entertainment Benefits Group (EBG): EBG operates one of the largest voluntary benefits and employee discount networks in the US, including entertainment, travel, and consumer offers — directly comparable to Abenity's 1M+ redemption location proposition and association/employer customer base.
• Working Advantage: Working Advantage delivers employee discount programs on entertainment, travel, shopping, and services through employer and association memberships — a direct competitor with a very similar merchant-network-based business model.

Broad incumbents

• Reward Gateway: Reward Gateway is a larger employee engagement platform that bundles recognition, wellbeing, and perks/discounts for enterprise HR. It overlaps with Abenity on the perks module but competes as a broader workforce engagement incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/abenity
• YouTubeyoutube.com/user/abenity
• Facebookfacebook.com/abenity
• LinkedInlinkedin.com/company/Abenity-Member-Employee-Discounts-95512

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 Abenity