23 Snaps
23 Snaps Limited is a London-based company, founded in 2012, that operates a free, ad-free mobile and web app enabling families to privately share photos, videos, and child milestones within invitation-only family circles, serving privacy-conscious parents and extended family members including grandparents.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What 23 Snaps does
23 Snaps Limited is a London-based, privately held company founded in 2012 that operates 23snaps, a free, ad-free mobile and web application designed exclusively for families to privately share photos, videos, and milestone updates within invitation-only family circles. The platform serves privacy-conscious parents and extended family members—particularly grandparents—as an alternative to mainstream social media, with cross-generation accessibility through iOS, Android, web, and email-based access for non-technical users. Core product features include Private Family Albums, Stories (narrative posts combining photos, videos, and text), Time Machine for chronological retrieval, Collections for organizing by date/child/event, Height and Weight tracking for child milestones, child tagging with cross-family approval workflows, and a content export function for data portability. Underlying technology is a cloud-based application built on dual infrastructure provided by Amazon Web Services and Microsoft Azure, secured to the standards used for credit card transaction processing.
The company operates a pure freemium, ad-free model: there are no paid tiers, no subscriptions, no advertising, and no data monetization—users can upload unlimited photos and videos at no cost. Growth is driven by product-led distribution through the Apple App Store and Google Play, an SEO-rich content marketing blog targeting privacy-conscious parent search queries, and earned media coverage from major outlets including BBC, The Guardian, TechCrunch, and CNET. The only disclosed monetization vector is an add-on printed photo books and prints feature. 23 Snaps is bootstrapped and founder-owned (founders Yury Tereshchenko, Ivailo Jordanov, and Andrew Kempe, CTO & co-founder), with no disclosed external funding, no parent company, and no subsidiaries. It continues to operate as an independent private limited company registered in England and Wales (company number 07853831).
23 Snaps firmographics
Firmographics- Name
- 23 Snaps
- Legal name
- 23 Snaps Limited
- Website
- https://23snaps.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 23 Snaps Limited is a London-based company, founded in 2012, that operates a free, ad-free mobile and web app enabling families to privately share photos, videos, and child milestones within invitation-only family circles, serving privacy-conscious parents and extended family members including grandparents.
- Ownership category
- akta.pro rank
23 Snaps industry classification
Industry- Product category
- Family Photo and Video Sharing
- akta.pro primary industry
- Short-Form User-Generated Video Platforms (MPACABAB)
Keywords
Where 23 Snaps is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
23 Snaps business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Infrastructure, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Free User Base (Primary Revenue Model): The app is completely free to use with no paid tiers. Users can upload an unlimited amount of photos and videos at no cost. The company has been operating since 2012 on this model, relying on its privacy-first, ad-free positioning rather than direct monetization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Forever - Unlimited Access |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
23 Snaps product offering
Product offeringCore offering
23snaps is a private, ad-free mobile and web application that enables families to safely share photos, videos, and milestones exclusively with invited family members through invitation-only family circles. The platform supports unlimited photo and video uploads, chronological timelines, child milestone tracking, and multi-generational access across iOS, Android, web browsers, and email. An integrated print-on-demand add-on allows users to order physical photo prints and custom photo books directly from the app.
Product overview
23snaps is a single, unified private family social network combining a mobile app (iOS and Android) and website. The core offering is the 23snaps platform itself—a free, ad-free family album and photo-sharing application. Key integrated features include Private Family Albums for invite-only sharing, Stories for longer-form narrative posts combining photos/videos/text, the Time Machine for chronological memory retrieval, Collections for organizing content by date/child/event, and Height and Weight Tracking for child milestone documentation. An add-on offering enables users to order printed photo books and prints directly from the app. All content supports high-definition photo and video sharing, with a content export feature for data portability.
Differentiator
Problem solved
Functional benefit
Products and services
- 23snaps Family Sharing Platform A private, ad-free mobile and web application that enables families to safely share photos, videos, milestones, and updates exclusively with invited family members. Includes chronological feeds, private albums, and multi-generational access across iOS, Android, web browsers, and email. Free with unlimited photo and video uploads.
- Printed Photos and Photo Books An add-on offering that enables 23snaps users to order physical photo prints and custom photo books directly from the app, transforming digital family memories into tangible keepsakes for the home or as gifts.
Quantifiable outcome
- Families have been using the platform for over 12 years, demonstrating long-term retention and trust
- +1 more outcomes
Companies that use 23 Snaps
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
23 Snaps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
23 Snaps partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Amazon Web ServicescoreAmazon Web Services provides secure cloud storage infrastructure for all user content uploaded to 23snaps. The storage meets the same security standards used for credit card transaction processing and online banking systems.
- Microsoft AzurecoreMicrosoft Azure provides secure cloud storage infrastructure alongside Amazon Web Services. Both providers are described as highly regarded for reliability and security in data storage and processing.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
23 Snaps competitors and assessment
Company assessmentDirect peers
- FamilyWall: FamilyWall is a private family organizer app that combines shared calendars, shopping lists, and photo sharing. While broader in scope than 23 Snaps, it competes directly for the family-organizer use case and the same target audience of families seeking privacy-first coordination tools.
- Tinybeans: Tinybeans is a private family photo and video sharing app focused on parents and grandparents. It is one of the closest direct competitors to 23 Snaps, serving the same niche of privacy-conscious families seeking alternatives to mainstream social media for memory preservation.
- FamilyAlbum: FamilyAlbum (by Kiwamu) is a popular family photo and video sharing app, particularly strong in Japan and other Asian markets. It offers similar private album functionality and serves the same use case of family memory preservation with invitation-only sharing and chronological timelines.
Broad incumbents
- Google Photos: Google Photos is a free photo and video storage and sharing service from Google. It is a broad incumbent frequently cited as an alternative to 23 Snaps, though it lacks the privacy-first, family-only, ad-free positioning.
- Instagram: Instagram is the mainstream photo and video sharing platform from Meta. It is the primary incumbent that privacy-conscious parents are leaving when they adopt 23 Snaps, making it the main competitor for share-of-mind among family-focused users.
- Apple Photos: Apple Photos (with iCloud Photos) is Apple's native photo management and sharing service. It is a broad incumbent pre-installed on iOS devices and a default alternative for families seeking shared photo libraries via Shared Albums.
- WhatsApp: WhatsApp is the dominant global messaging app and is frequently used by families for photo and video sharing via group chats. It competes with 23 Snaps as a free, ubiquitous alternative for intra-family communication and media sharing.
Emerging players
- Day One: Day One is a private journaling app that supports photo, video, and text entries with strong memory-keeping features. While not specifically family-focused, it overlaps with 23 Snaps in the personal and family memory-keeping, journaling, and private archive use case.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
23 Snaps social profiles
Digital presence23 Snaps financial estimates
Financial estimateRevenue estimate
Valuation estimate
23 Snaps leadership team
Management profileNumber of profiles
Profiles3 records
23 Snaps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
23 Snaps 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 23 Snaps
What does 23 Snaps do?
23snaps is a private, ad-free mobile and web application that enables families to safely share photos, videos, and milestones exclusively with invited family members through invitation-only family circles. The platform supports unlimited photo and video uploads, chronological timelines, child milestone tracking, and multi-generational access across iOS, Android, web browsers, and email. An integrated print-on-demand add-on allows users to order physical photo prints and custom photo books directly from the app.
Is 23 Snaps a public or private company?
23 Snaps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 23 Snaps founded?
23 Snaps was founded in 2012. It employs 11 to 50 people.
Where is 23 Snaps based?
23 Snaps is headquartered in London, United Kingdom, in the Europe region.
How does 23 Snaps make money?
One revenue line is on record: free User Base (Primary Revenue Model).
Who are 23 Snaps's main competitors?
Direct peers on record are FamilyWall, Tinybeans and FamilyAlbum. Broad incumbents are Google Photos, Instagram, Apple Photos and WhatsApp. Day One is listed as an emerging player.
Does 23 Snaps have an API?
No public API is recorded for 23 Snaps.
What industry is 23 Snaps in?
23 Snaps's product category is Family Photo and Video Sharing. Its primary akta.pro industry code is MPACABAB, Short-Form User-Generated Video Platforms.