Huuray

What Huuray does

Huuray A/S is a privately held Danish company founded in 2012 that operates a global B2B digital rewards and gift card platform. The company enables businesses to send gift cards, prepaid cards, donations, and physical rewards to recipients worldwide through a self-serve web interface and a developer-facing Gift Card API. Its core product, the Freedom-of-Choice™ Gift Card, allows recipients to select from a catalog of 5,000+ reward options across 170+ countries and 80+ currencies, with automatic localization of currency, language, and brand availability.

The platform is built on a cloud-based, API-first architecture with over 100 pre-built integration partners, enabling automated reward distribution from enterprise HR, survey, sales-incentive, and marketing systems. Beyond the flagship gift card, Huuray offers occasion-specific gift cards, create-your-own gift cards, bulk distribution, prepaid Visa cards, multi-store gift cards, charitable donation options, and an enterprise-grade security and fraud prevention module. The company maintains regional offices in Denmark (Valby/Copenhagen), Norway (Oslo), Sweden (Malmö), Canada (Calgary), and Hong Kong.

Huuray runs a hybrid go-to-market combining product-led growth (a free self-serve signup tier) with enterprise field sales supported by demo requests and dedicated case studies. Revenue is generated through marketplace commissions on gift card transactions, subscription/enterprise plans with custom pricing, and transaction fees on prepaid card distribution. The customer base spans large multinational enterprises (Volvo, Deloitte, DSV, Samsung, IKEA, Rockwool, YouGov, Celonis) and a long tail of SMB and individual users acquired via self-serve sign-up.

Name

Huuray

Legal name

Huuray A/S

Website

https://huuraygroup.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Huuray is a Denmark-based B2B platform that lets businesses send digital gift cards and rewards globally, offering 5,000+ options across 170+ countries. It serves HR, marketing, sales, and research teams at enterprises such as Volvo, Deloitte, Samsung, and IKEA.

Ownership category

akta.pro rank

Product category

Corporate Gifting and Rewards Platform

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Material Distribution Services (54187)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industries

Loyalty, Rewards & Incentive Programs (BPAFAMAE), Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

Keywords

• Digital gift cards
• Employee rewards
• Corporate gifting
• Incentive programs
• Reward distribution

Headquarters

HQ city

Frederiksberg

HQ country

Denmark

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Gift Card Transactions: Huuray acts as a marketplace/platform for digital gift cards and rewards. The company earns revenue through transaction fees or commissions on gift card purchases and reward distributions sent through the platform.
2. API Access and Enterprise Plans: Premium API access and enterprise-tier services for businesses requiring advanced integration, custom templates, and dedicated support for large-scale reward programs.
3. Prepaid Card Distribution: Distribution of prepaid cards as part of the reward catalog, generating revenue through card issuance and transaction fees.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

Huuray operates a global digital gift card and rewards platform that enables businesses to send gift cards and rewards to recipients for use cases spanning employee recognition, marketing campaigns, sales incentives, research participant incentives, and customer-service gestures. The platform aggregates 5,000+ rewards from third-party brands and supports distribution to recipients in 100+ countries. Distribution is enabled through a web application and APIs that integrate with customer and partner systems.

Product overview

Huuray is a global gift card and rewards platform operating as a B2B solution with a platform-plus-modules architecture. The core platform provides a self-service interface and API for sending digital rewards and gift cards to recipients worldwide. The main product offerings include the Freedom-of-Choice™ Gift Card (the flagship product enabling recipients to choose from 5000+ options), Occasion Gift Cards (pre-designed for holidays and milestones), and Create-Your-Own Gift Cards (for customized recipient experiences). Additional module products include Bulk Gift Cards for large-scale distribution, Charitable Donations, PrePaid Cards, Global/International Gift Cards, and Multi Store Gift Cards. The platform spans 170+ countries with support for 80+ currencies and features a global rewards catalog with 5000+ digital rewards, gift cards, prepaid cards, physical products, and donations.

Differentiator

Problem solved

Functional benefit

Products and services

• Freedom-of-Choice™ Gift Card Digital gift card that lets the recipient pick a reward from multiple participating brands within Huuray's catalog. Used by businesses for employee recognition, customer rewards, and marketing or research incentives.
• Occasion Gift Cards Themed digital gift cards tied to specific occasions such as birthday, Christmas, wedding, and other celebrations. Sold to businesses for employee and customer gifting at the relevant time of year.
• Create-Your-Own Gift Card Customizable digital gift card that businesses can brand with their own logo, message, and design. Used for branded employee recognition, customer loyalty, and marketing campaigns.
• Bulk Gift Cards Bulk distribution of digital gift cards to large recipient lists. Sold to enterprises running high-volume reward programs such as research panels, sales incentive payouts, and large employee recognition campaigns.
• Charitable Donations Donation-as-gift offering that lets a recipient direct a gift amount to a charitable cause instead of redeeming a merchant gift card. Sold to businesses that want an alternative reward option for employee recognition, customer rewards, or campaigns.
• Prepaid Visa Cards Prepaid Visa cards usable wherever Visa is accepted, offered as an alternative to brand-specific gift cards. Sold to businesses for employee recognition, customer rewards, research incentives, and other use cases where open-network acceptance matters.

Quantifiable outcome

• Reduced corporate Christmas gifting process from multiple days to one day
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• API Integration PartnerscoreTechnology or IntegrationOver 100 integration partners enabling direct connection with enterprise software platforms. These partnerships allow seamless embedding of Huuray's reward capabilities into existing HR, survey, and incentive management systems. Partners integrate via API or pre-built connectors to enable automated reward triggering and distribution.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tango Card: Tango Card (acquired by Blackhawk Network) is a directly comparable digital rewards platform offering bulk gift card distribution, a global catalog, and API-driven reward delivery to enterprise HR, sales, and marketing teams — the same customer profile Huuray targets.
• Tremendous: Tremendous is a digital rewards and incentives platform with a global catalog and self-serve + enterprise motions, competing head-to-head with Huuray for HR, research incentive, and customer loyalty budgets. Both emphasize PLG onboarding and a wide international reward selection.
• Reward Gateway: Reward Gateway is an employee engagement and rewards platform offering recognition, rewards, savings, and wellbeing modules to enterprise HR. It directly overlaps Huuray's primary HR & People Teams segment and competes for the same enterprise reward budgets.
• Xoxoday: Xoxoday is a rewards, recognition, and wellness platform with a global gift card/incentives catalog and API integrations, directly overlapping Huuray's core product across HR, sales incentives, and customer loyalty use cases.
• Global Reward Solutions (WeGift): WeGift provides a digital gift card distribution platform with global reach and API-first delivery, targeting enterprise HR, marketing, and customer experience teams — a near-identical offering profile to Huuray's core product.
• Giftbit: Giftbit is a digital gift card delivery platform offering bulk gift card sending, APIs, and global rewards catalogs. It serves enterprise HR and marketing teams with similar PLG and API-driven motions to Huuray.

Broad incumbents

• Blackhawk Network: Blackhawk Network is the largest gift card and rewards distributor globally, operating both consumer retail and B2B incentive platforms (Tango Card, Rybbon). It competes broadly with Huuray in the enterprise B2B reward distribution space with significantly greater scale and brand catalog ownership.
• Workhuman: Workhuman (formerly Globoforce) is a large employee recognition platform with peer-to-peer recognition and global rewards catalogs, directly competing for the HR & People Teams workload that drives Huuray's primary segment.
• Achievers (Blackhawk): Achievers is a large employee recognition and rewards platform with a global catalog and integrations to enterprise HR systems (Workday, SAP). It is a broader incumbent alternative to Huuray for enterprise recognition programs at Fortune 500 scale.

Emerging players

• Voucherify: Voucherify is a developer-first gift card and promotion infrastructure API enabling businesses to issue and manage digital vouchers. It competes with Huuray's API-first layer for technical buyers who want to build rather than buy a UI-driven rewards platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/huuraycorp
• Facebookfacebook.com/huuraygifts
• LinkedInlinkedin.com/company/huuray-

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 Huuray