What Kids Pass does

Kids Pass, operated by Digital Rewards Group Limited (company number 08924065), is a UK digital membership platform that negotiates exclusive discounts with a network of over 4,000 partner brands across theme parks, zoos, aquariums, cinemas, family dining, hotels and holidays, and makes those discounts accessible only to paying members via a closed user group. The service is delivered through a mobile-first product surface: a website, iOS and Android apps, and a members portal where users browse offers, redeem via digital membership cards or unique codes, and manage subscriptions. Founded in 2014 and headquartered in Altrincham, the platform claims over 1 million UK family members and supports 450+ UK cinemas as a flagship category.

The business model is a tiered subscription anchored on a £1 for 30-day trial that auto-renews into either a £4.99/month or £39.99/year recurring plan, with a separate £29.99 12-month Gift Membership sold as an e-gift voucher. Revenue is generated almost entirely from these consumer subscriptions plus a growing B2B line comprising free employer staff benefits programmes and corporate gifting. Partner registration is free, with no implementation fees charged to supply-side merchants. The company operates a product-led growth motion using its £1 trial as the primary acquisition offer, supported by content marketing (blog), organic SEO across category and location landing pages, email, social, and historical earned media from UK national TV features (GMTV, Gadget Show, ITV, This Morning). No external venture or private equity investment is disclosed in the source data, suggesting the company has scaled to its current size through reinvested cash flow.

Name

Kids Pass

Legal name

Digital Rewards Group Limited

Website

https://kidspass.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Kids Pass is a UK digital membership platform providing over 1 million family subscribers with exclusive discounts at 4,000+ partner attractions, cinemas, restaurants and holiday providers via a closed user group model and subscription tiers ranging from a £1 trial to £39.99/year.

Ownership category

akta.pro rank

Headquarters

HQ city

Bowdon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Memberships: Kids Pass generates revenue through tiered subscription memberships. The primary revenue driver is auto-renewing monthly (£4.99/month) and annual (£39.99/year) subscriptions, with an entry-level £1 for 30-day trial that converts to paid subscriptions. Gift memberships at £29.99 provide one-time revenue. Additional revenue comes from B2B corporate staff benefit programmes and business partnership registration (free for partners).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Kids Pass is a digital, members-only savings club for UK families that negotiates exclusive discounts with a network of 4,000+ partner brands across theme parks, zoos, cinemas, aquariums, restaurants, hotels, and family activities. Members pay a recurring subscription to access these closed-user-group offers, redeem them via a mobile app or members portal, and can include their entire household under one membership.

Product overview

Kids Pass is a digital family savings membership platform offering a unified product portfolio centered on its core Kids Pass Membership, which provides exclusive discounts across UK attractions, cinema, dining, and holidays through a closed user group model. The portfolio includes multiple subscription tiers (Trial at £1/30 days, Monthly at £4.99/month, Annual at £39.99/year, and Gift at £29.99), the Kids Pass mobile app for iOS and Android, and B2B programs for business partnerships and staff benefits. The membership is designed as one household subscription covering all family members, with offers spanning theme parks, zoos, aquariums, cinemas, restaurants, hotels, and family activities. The platform operates exclusively for members and does not make offers available to the general public.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids Pass Membership
• Kids Pass Mobile App

Quantifiable outcome

• Families save an average of £500–£1,000 per year on days out, cinema, dining and holidays
• +5 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• 4,000+ Partner Brands (Attractions, Dining, Cinemas, Holidays)coreGTM or Marketing PartnerKids Pass's business model is built on a network of over 4,000 partner brands offering exclusive discounts to members. Partners include theme parks (Drayton Manor, Alton Towers, Thorpe Park, Flamingo Land, LEGOLAND Windsor, Pleasure Beach Resort), cinemas (Cineworld, Vue, ODEON), zoos and aquariums (Chester Zoo, Blackpool Zoo, Edinburgh Zoo, West Midlands Safari Park, Blue Planet Aquarium, Bristol Aquarium), outdoor activities (Go Ape, Zip World), holiday providers (Haven), and dining brands (Prezzo, YO! Sushi, Sizzling Pubs). The B2B page states 'Over 4,000 partners', 'Over 1,000 days out', and 'Supported by over 450 cinemas across the UK'. Partner registration is free. Drayton Manor reported that Kids Pass grew their redemptions by 119% vs 2018.
• Drayton Manor Theme ParkflagshipGTM or Marketing PartnerDrayton Manor Theme Park is a flagship partner of Kids Pass. Trade Sales Manager Ben Ireson stated: 'Being a partner with Kids Pass has allowed us to grow our ticket sales tactically without having to perform as many direct consumer offers. Using a closed user group such as Kids Pass allows for a steady stream of visitors throughout the year... Kids Pass have grown redemptions by a staggering 119% vs 2018 and we would not be without them.'
• Corporate Employers (Staff Benefits)coreGTM or Marketing PartnerKids Pass offers employer-provided staff benefit programmes targeting HR departments and employee benefits managers. Employers add Kids Pass as a staff benefit with no implementation fees. The corporate refund policy confirms HR-mediated cancellation processes during benefit campaign selection windows. Target proposition: 'Reward your staff, Retain your staff' with 'the perfect work, life and family balance' benefits.

Scale indicators8 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Tastecard: UK subscription-based discount club offering restaurant and days-out savings to members. Operates a near-identical membership/discount-aggregator model to Kids Pass, but with an older-skewing culinary focus, making it the closest direct competitor in the UK subscription discount club category.
• Meerkat Movies (Compare the Market): Cinema and days-out discount benefit bundled free with Compare the Market home and car insurance policies. Competes directly with Kids Pass's cinema proposition (Cineworld, Vue, ODEON) at a £0 effective price point to policyholders, creating substitution risk for Kids Pass's leisure offering.
• VoucherCodes.co.uk: UK's largest voucher code and discount aggregator. While not subscription-based, it competes for the same UK consumer savings-mindset and overlap with many of Kids Pass's partner brands, particularly on dining and attractions, making it a directly comparable online discount platform.
• Blue Light Card: UK discount membership club for NHS, emergency services, and armed forces personnel. Uses the same closed-user-group, multi-partner discount model as Kids Pass, but serves a different occupational demographic. Demonstrates the breadth of UK subscription discount-club models and validates the format.
• Wowcher: UK daily deals and discount marketplace featuring local experiences, dining, and attractions. Targets the same UK consumer leisure-spending wallet with a deal-based rather than subscription-based model, providing competitive context for Kids Pass's experience-based offering.

Broad incumbents

• Quidco: UK cashback platform returning a percentage of spend at participating retailers. Targets the same value-conscious UK consumer with a different (cashback vs upfront discount) redemption mechanic and much broader retailer coverage, making it a comparable online savings platform.
• Groupon: Global deals marketplace with a UK presence offering discounted local experiences, dining, and activities. Operates at significantly greater scale and broader category scope than Kids Pass, with a transactional (deal-purchase) rather than subscription model.
• RetailMeNot: Global digital coupon and cashback platform operating across multiple geographies. Comparable as a broad-based consumer discount/coupon platform, though focused on e-commerce retail rather than the leisure/attractions vertical Kids Pass targets.
• Honey (PayPal): Browser-based coupon and cashback platform owned by PayPal. Comparable as a digital discount infrastructure layer for online savings, though primarily e-commerce focused rather than the in-person leisure/attractions category Kids Pass operates in.

Emerging players

• Day Out With The Kids: UK family days-out directory and voucher site offering discounts on UK attractions and family activities. Niche overlap with Kids Pass's primary value proposition and similar target audience of UK families, but without a subscription/membership model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KidsPass
• LinkedInlinkedin.com/company/kids-pass-ltd

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 Kids Pass