Hallmark Business Connections

What Hallmark Business Connections does

Hallmark Business Connections is the B2B division of Hallmark Cards, Inc., providing business greeting cards, corporate gifts, and relationship-management solutions to enterprise clients. The unit reports it serves more than half of the Fortune 100 across financial services, insurance, healthcare, retail, and utilities, with named accounts including State Farm, Aetna, Synchrony Financial, Walgreens, Cigna, PetSmart, Centene, CareSource, Liberty Utilities, Spire Energy, Full Beauty Brands, Helzberg Diamonds, and Evergy. At least one banking client reports reaching 50M+ customers through Hallmark-sent outreach, indicating the scale of enterprise deployments.

The product set spans physical greeting cards for birthdays, holidays, appreciation, sympathy, and congratulations, priced at $0.99-$2.99 per unit with volume discounts down to approximately $1.25 at 500+ units, plus corporate gifts in the $50-$77 range. The platform layer includes Connect from Hallmark (a web-based portal with CRM integration), Care from Hallmark (real-time card sending during customer service interactions), Direct Mail from Hallmark (bulk direct mail campaigns), and Automatic Mailings (subscription-based automated sending). Personal Font by Hallmark provides proprietary handwriting simulation, and VIDA Spanish Cards addresses the Spanish-language market. Operations extend into Canada alongside the U.S. primary market.

Revenue is generated through a combination of one-time per-unit sales (cards and gifts) and recurring platform subscriptions (Connect, Care, Direct Mail, Automatic Mailings). The go-to-market is enterprise-direct, leveraging the Hallmark brand and vertically integrated manufacturing, printing, mailing, and fulfillment infrastructure. Customer segments are concentrated in industries with high customer-touchpoint volume — financial services, insurance, healthcare, retail, and utilities — where relationship mailings are tied to retention, loyalty, and customer service workflows.

Name

Hallmark Business Connections

Legal name

Hallmark Business Connections

Website

https://hallmarkbusinessconnections.com

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Hallmark Business Connections is the B2B division of Hallmark Cards, Inc., providing business greeting cards, corporate gifts, and CRM-integrated relationship-management platforms to enterprises, serving more than half of the Fortune 100 across financial services, healthcare, retail, insurance, and utilities.

Ownership category

akta.pro rank

Product category

Business Greeting Cards & Corporate Communications

NAICS

Greeting Card Publishers (513191), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Services-Direct Mail Advertising Services (7331), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Corporate & Client Gifting Programs (HSACANAE)

akta.pro secondary industries

Rewards, Incentives & Gift Card Program Services (MPAAAIAG), Gift Wrapping & Presentation (Wrapping/Boxes/Ribbons) (HSACANAF)

Keywords

• Business greeting cards
• Corporate gift solutions
• Direct mail marketing
• Customer engagement platforms
• Employee recognition programs

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Greeting Card Sales: Direct sales of Hallmark greeting cards to businesses for customer and employee communications. Products include individual cards, bulk packs, and assorted card collections. Revenue generated through per-unit pricing with volume discounts.
2. Corporate Gift Sales: Sales of corporate gift items including fresh cut flower bouquets, gourmet chocolates, magnetic calendars, and card organizer boxes. One-time purchase model with bulk pricing available.
3. Business Solutions Services: Enterprise solutions including Break Through direct mail programs, Connect web-based portal services, and Care card sending applications. These subscription-style services provide scalable customer engagement tools.
4. Automatic Mailings: Automated card sending programs for birthdays, anniversaries, and other milestones. Recurring revenue model for scheduled, proactive customer outreach.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Hallmark Business Connections sells Hallmark-branded business greeting cards and corporate gifts to businesses for customer and employee communications. The company also offers three platform solutions — Direct Mail, Connect, and Care — that enable enterprises to send personalized cards at scale via web-based portals integrated with CRM systems.

Product overview

Hallmark Business Connections is a business-to-business platform offering greeting cards and relationship-building solutions for companies seeking to connect with customers and employees. The core offering consists of occasion-based greeting cards (birthdays, holidays, appreciation, sympathy, milestones) supplemented by three platform solutions: Direct Mail from Hallmark for marketing campaigns, Connect from Hallmark as a web-based portal for managing card programs, and Care from Hallmark for real-time customer service card sending. Additional products include Corporate Gifts (flowers, chocolates, calendars), Personal Font (handwriting simulation technology), Card Organizer Boxes, Automatic Mailings services, and the VIDA Spanish-language card sub-brand. These offerings work together to enable businesses to scale personalized customer and employee communications.

Differentiator

Problem solved

Functional benefit

Brands

• Direct Mail from Hallmark: Direct mail solution for businesses to send Hallmark cards to customers and employees at scale.
• Connect from Hallmark
• Care from Hallmark
• Personal Fonts by Hallmark

Products and services

• Business Greeting Cards Physical and digital greeting cards designed for business use across occasions including birthdays, holidays, thank you, sympathy, appreciation, congratulations, and employee milestones. Cards are available with personalization options including custom messages, logos, handwriting fonts, and mailing services. Targeted at businesses for customer and employee communications.
• Direct Mail from Hallmark A business solution enabling companies to send Hallmark greeting cards as direct mail campaigns. Cards are custom-designed using client brand guidelines and may include offers, appreciation messages, or marketing content, with tracking and measurement capabilities. Designed for enterprise marketing teams.
• Connect from Hallmark A web-based portal providing companies with a custom Hallmark card program, administrative features, gift catalog access, and CRM/user management integration. Enables culturally relevant, personalized greeting cards with authentic handwriting options and branded site experiences for large enterprises.
• Care from Hallmark A web-based application enabling customer service representatives to select, personalize, and send Hallmark cards to customers immediately after interactions. Cards can be ordered in under a minute and mailed within two days, with real handwriting fonts and multilingual options. Designed for customer service teams handling service recovery and appreciation.
• Corporate Gifts A selection of business-appropriate gifts including fresh cut floral bouquets, gourmet chocolates by Christopher Elbow, and magnetic calendars. These are paired with greeting cards for donor appreciation, customer gifts, or employee recognition. Targeted at businesses for relationship building.
• Automatic Mailings Automated card sending service that allows businesses to schedule and send greeting cards automatically based on triggers such as customer birthdays, anniversaries, or other milestones. Subscription-based recurring service.
• VIDA Spanish Cards Line A line of greeting cards written in Spanish with English translations on the back, designed for reaching Spanish-speaking and bilingual customers during Hispanic Heritage Month and year-round. Available for occasions including birthdays, sympathy, and appreciation.

Quantifiable outcome

• 82% of card recipients report improved brand perception of companies sending cards
• +7 more outcomes

Named customers15 records

Segments9 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lob: Direct mail automation API and platform with CRM-triggered personalized mail, including postcards and greeting-card style mailers. Competes with Hallmark's Direct Mail solution on programmatic direct mail at scale.
• Sendoso: B2B sending platform combining direct mail, gifting, and personalized touches with CRM integrations. Competes head-to-head with Hallmark Business Connections' Connect and Direct Mail solutions for corporate gifting and engagement budgets.
• Alyce: AI-powered corporate gifting platform with direct mail and physical gift capabilities for sales and marketing teams. Competes for the same enterprise customer engagement budget as Hallmark Business Connections.
• Handwrytten: Uses robot-pen technology to send AI-personalized handwritten cards at scale for businesses. Directly competes with Hallmark's Real Handwriting Fonts and Personal Font offering on enterprise card personalization.
• Reachdesk: Global B2B gifting and direct mail platform with a corporate gifting marketplace and CRM integrations. Overlaps directly with Hallmark Business Connections' corporate gift, card, and milestone outreach offerings.

Emerging players

• Snappy Gifts: Digital gifting platform used by enterprises for employee and customer gifting via a curated gift marketplace. Competes for the same corporate gifting wallet share as Hallmark's Corporate Gifts business.
• SendOutCards: Smaller direct-sales-driven platform enabling individuals and small businesses to send personalized printed greeting cards with CRM-style address book management. Overlaps with the SMB self-serve side of hallmarkbusiness.com.
• Postable: Online address book and card-sending service focused on personal and small-business use cases. Adjacent competitor in the digital-to-physical greeting card space.

Broad incumbents

• American Greetings (AG Business): Major greeting card publisher with a business/corporate customer division; competes with Hallmark as a greeting card publisher and as a B2B card provider across similar verticals.
• 1-800-Flowers (Business Gifts): Large consumer-facing gifting retailer with a corporate/business gifting arm selling flowers, gift baskets, and personalized items. Competes with Hallmark's corporate gift bouquets and corporate gifting programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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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 Hallmark Business Connections