GoodPAYE
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
GoodPAYE firmographics
Firmographics- Name
- GoodPAYE
- Legal name
- WeAreGoodGiving Ltd
- Website
- https://goodpaye.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
GoodPAYE industry classification
Industry- Product category
- Payroll Giving Software & Agency Services
- NAICS
- Payroll Services (541214)
- akta.pro primary industry
- Full-Service Payroll Processing (BPACAIAA)
- akta.pro secondary industries
- Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Payroll Outsourcing & Pay Administration (Multi-country/Managed Payroll) (BPACAKAD), Employer of Record (EOR) & Global Payroll (FSAMAKAB)
Keywords
Where GoodPAYE is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
GoodPAYE business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Platform Services for Employers: GoodPAYE provides a free branded platform for employers with full visibility of donations. The service is free for employers to set up and use. Admin fees are automatically applied to employee donations, though employers have the opportunity to cover these costs to ensure 100% of donations reach charities.
- Donation Administration Fees: Minimal administrative fees are automatically applied to employee donations. Employers can optionally cover these fees to ensure all donations go directly to charities. This is the primary revenue mechanism for the charity-owned platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free platform for all UK employers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
GoodPAYE product offering
Product offeringCore offering
GoodPAYE operates a proprietary, HMRC-approved Payroll Giving Platform that lets UK employees donate to any UK-registered charity directly from their gross salary before tax. The platform provides donation processing, real-time tracking, payroll integration, and bundled employee engagement support (comms, roadshows, webinars), delivered as a free, branded service to UK employers of all sizes.
Product overview
GoodPAYE is a charity-owned payroll giving platform that serves as a one-stop solution for workplace charitable donations in the UK. The core product is the GoodPAYE Payroll Giving Platform, which combines donation processing, tracking software, and employee engagement support in a unified system. The platform is modular, with distinct interfaces for Employers (branded admin portal with donation visibility), Employees (charity selection and donation management), and Charities (impact tracking and donor management). The company also offers tiered solutions for organizations of different sizes: a self-service SMB platform for companies under 250 employees and an enterprise solution with custom engagement materials for larger organizations. Following the acquisition of STC Payroll Giving in May 2024, the company now integrates that sub-brand into its portfolio. The platform supports any UK-registered charity and provides tools including the Payroll Giving Quality Mark certification program for employers demonstrating philanthropic commitment.
Differentiator
Problem solved
Functional benefit
Products and services
- GoodPAYE Payroll Giving Platform A comprehensive payroll giving platform enabling UK employees to donate to any UK charity directly from their gross salary before tax, combining donation processing, tracking software, payroll integration and employee engagement support as a unified, HMRC-approved service for UK employers.
- STC Payroll Giving Acquired payroll giving service brand for UK employers and employees, now operating as a sub-brand of GoodPAYE and delivering continued payroll giving administration following integration into the parent platform.
Companies that use GoodPAYE
Customer profileNamed customers20 records
Ideal customer profiles3 records
GoodPAYE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
GoodPAYE partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- StC Payroll GivingcoreGoodPAYE acquired StC Payroll Giving in May 2024 as part of its sector activities. The acquisition aims to expand GoodPAYE's reach and innovative capabilities in payroll giving, and increase awareness and adoption of payroll giving among UK organisations and employees. StC Payroll Giving is now integrated under GoodPAYE.
- Barnardo's, Crisis, Royal British Legion, RNIB, WaterAidcoreGoodPAYE is 100% owned by five of the UK's largest charities: Barnardo's, Crisis, Royal British Legion, RNIB and WaterAid. This joint venture created the first multi-owned charity startup in the UK. All profits from GoodPAYE stay within the charity sector, and the platform was designed to bring Payroll Giving into the 21st century.
- Trees for CitiesminorTrees for Cities partnership for the 'Grow with GoodPAYE' referral program. When users refer a business to GoodPAYE and they meet with the company, a tree is planted to grow greener, healthier urban spaces across the UK.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
GoodPAYE competitors and assessment
Company assessmentDirect peers
- Charities Aid Foundation (CAF): CAF administers Give As You Earn (GAYE), the UK's longest-running Payroll Giving scheme, and is the most direct incumbent competitor to GoodPAYE in UK workplace charitable giving.
- Charities Trust: UK Payroll Giving agency providing workplace giving administration and donor-advised fund services, comparable to GoodPAYE's payroll giving focus and charity-owned ethos.
- Stewardship: UK charity services provider offering Payroll Giving administration for employers and employees, competing directly with GoodPAYE in the same HMRC-approved agency model.
- Smart Giving: UK Payroll Giving agency offering employers a platform for pre-tax charitable donations, operating in the same HMRC-approved agency niche as GoodPAYE.
Broad incumbents
- Benevity: Global corporate purpose and employee-giving platform serving large employers with matching, volunteering, and charitable disbursements. Indirect overlap with GoodPAYE's workplace giving value proposition but a much broader product suite.
- Bright Funds: Employee giving and corporate philanthropy platform used by enterprises to manage charitable matching, payroll giving and donation disbursement, broadly comparable in the workplace-giving category.
- ADP: Global payroll services incumbent that processes payroll deductions at scale and serves many of the same UK employers GoodPAYE targets, providing both an integration vector and competitive substitute.
- Workday: Large HCM/payroll platform whose native payroll-deduction capabilities and HR ecosystem partner programmes overlap with GoodPAYE's payroll integration model, posing both an integration partner and substitute risk.
Others
- JustGiving: Large UK consumer-facing online donation platform used heavily by charities for fundraising; adjacent to GoodPAYE's charity-distribution flow but serves peer-to-peer and event giving rather than employer payroll deductions.
Emerging players
- OnHand: UK employee volunteering and micro-giving platform targeting HR/benefits leaders — overlapping benefit category for employer wellbeing and CSR programmes but with a volunteering-led rather than payroll-giving-led model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
GoodPAYE social profiles
Digital presenceGoodPAYE compliance and trust
Trust signalCompliance6 records
GoodPAYE financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoodPAYE leadership team
Management profileNumber of profiles
Profiles2 records
GoodPAYE subsidiaries and ownership
Company hierarchySubsidiaries1 record
GoodPAYE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoodPAYE M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoodPAYE
What does GoodPAYE do?
GoodPAYE operates a proprietary, HMRC-approved Payroll Giving Platform that lets UK employees donate to any UK-registered charity directly from their gross salary before tax. The platform provides donation processing, real-time tracking, payroll integration, and bundled employee engagement support (comms, roadshows, webinars), delivered as a free, branded service to UK employers of all sizes.
Is GoodPAYE a public or private company?
GoodPAYE is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was GoodPAYE founded?
GoodPAYE was founded in 2021. It employs 1 to 10 people.
Where is GoodPAYE based?
GoodPAYE is headquartered in London, United Kingdom, in the Europe region.
How does GoodPAYE make money?
Two revenue lines are on record. Platform Services for Employers are the primary driver. The others are donation Administration Fees.
Who are GoodPAYE's main competitors?
Direct peers on record are Charities Aid Foundation (CAF), Charities Trust, Stewardship and Smart Giving. Broad incumbents are Benevity, Bright Funds, ADP and Workday. JustGiving is listed as an others. OnHand is listed as an emerging player.
Does GoodPAYE have an API?
No public API is recorded for GoodPAYE.
What industry is GoodPAYE in?
GoodPAYE's product category is Payroll Giving Software & Agency Services. Its primary akta.pro industry code is BPACAIAA, Full-Service Payroll Processing, with a secondary code of BPAAAHAA, Managed Payroll Services (Full-Service Payroll Outsourcing). Its NAICS code is 541214.