Into the Blue Gift Vouchers
Into the Blue Gift Vouchers is a UK e-commerce intermediary founded in 1996 that sells redeemable gift vouchers for over 1,500 experience activities, serving approximately 50,000 individual gift buyers annually across the UK.
- Company typePrivate
- Founded1996
- HeadquartersBiggin Hill, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Into the Blue Gift Vouchers does
Into the Blue Gift Vouchers (legally Activity Gift Vouchers Ltd) is a UK-based e-commerce intermediary founded in 1996 by Managing Director Jim Maitland and headquartered in Biggin Hill, Kent. The company sells redeemable multi-purpose face value credit gift vouchers on behalf of third-party activity suppliers, operating an agent model in which it handles marketing, voucher issuance, and customer interface while suppliers fulfill the actual experiences. Its catalog spans more than 1,500 experiences across nine broad categories, including flying lessons, supercar and rally driving, adventure sports, water sports, spa and beauty, food and drink, creative workshops, days out, and short breaks, with UK-wide venue coverage across England, Scotland, Wales, and Northern Ireland.
The underlying technology stack is a relatively standard e-commerce platform augmented by an integrated voucher management system, a dedicated online 365-day exchange portal that lets recipients swap vouchers for alternative experiences before redemption, and an instant e-voucher email delivery channel alongside physical Royal Mail and courier fulfillment. Distribution is direct-to-consumer through the company's own website (intotheblue.co.uk), supported by SEO-driven organic acquisition, content marketing through category and gift-guide pages, and an affiliate program. The business is privately held, family-run, and operates with 11-50 employees serving approximately 50,000 customers per year.
Revenue is generated primarily through the spread between voucher face value and supplier fulfillment costs (transaction-fee style economics), supplemented by delivery charges (£3.95 standard, £9.99 tracked, £15.50 Saturday special delivery) and a Premium Gift Pack attach at £3.50. Vouchers range in price from £9.99 (budget driving experiences) to £1,450 (Jordan F1 experiences), with most falling between £39 and £399, and are valid for 12 months with optional paid extensions. The customer base is dominated by individual gift buyers purchasing for occasions such as birthdays, Christmas, Valentine's Day, Mother's Day, Father's Day, and anniversaries, with a secondary segment for group bookings covering stag/hen weekends and corporate team building. No revenue, funding, or M&A activity is disclosed in available sources.
Into the Blue Gift Vouchers firmographics
Firmographics- Name
- Into the Blue Gift Vouchers
- Legal name
- Activity Gift Vouchers Ltd
- Website
- https://intotheblue.co.uk
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Into the Blue Gift Vouchers is a UK e-commerce intermediary founded in 1996 that sells redeemable gift vouchers for over 1,500 experience activities, serving approximately 50,000 individual gift buyers annually across the UK.
- Ownership category
- akta.pro rank
Into the Blue Gift Vouchers industry classification
Industry- Product category
- Experience Gift Vouchers
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Sports, Concert & Venue Gift Shops (CRALAJAH)
- akta.pro secondary industry
- Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)
Keywords
Where Into the Blue Gift Vouchers is headquartered
LocationHeadquarters
- HQ city
- Biggin Hill
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Into the Blue Gift Vouchers business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D, Infrastructure
Revenue model
- Gift Voucher Sales: The company sells redeemable multipurpose face value credit vouchers on behalf of activity suppliers. Customers purchase vouchers that can be exchanged for alternative activities via the online exchange system. Revenue generated from the difference between voucher face value and supplier costs, plus delivery and packaging fees.
- Packaging and Delivery: Additional revenue streams from premium gift packaging (£3.50) and various delivery options including standard (£3.95), tracked courier (£9.99), and Saturday special delivery (£15.50).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | E-Voucher - Free instant digital delivery |
| One time/ perpetual license | Pay-as-you-go | Standard Gift Pack - Included in shipping |
| One time/ perpetual license | Pay-as-you-go | Premium Gift Pack - £3.50 + £3.95 shipping |
| Unit Pricing | Pay-as-you-go | Experience Vouchers - Price varies by experience |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Into the Blue Gift Vouchers product offering
Product offeringCore offering
Into the Blue is a UK-based e-commerce retailer that sells redeemable gift vouchers (Choice Vouchers and Monetary Vouchers) exchangeable for over 1,500 experience activities across ten categories including flying, driving, adventure, water sports, spa, food and drink, days out, creative learning, and short breaks. The company acts as an agent on behalf of third-party experience suppliers, earning the spread between voucher face value and supplier fulfillment costs, plus delivery and packaging fees.
Product overview
Into the Blue is an e-commerce gift voucher platform that sells redeemable multi-purpose face value credit vouchers for over 1,500 experience activities across the UK. The core product consists of Choice Vouchers and Monetary Vouchers, which serve as flexible gift instruments that recipients can exchange for experiences through an online exchange portal. The company acts as an agent on behalf of third-party experience suppliers. The portfolio is organized into major experience categories including Flying Experiences (lessons, helicopter rides, flight simulators), Driving Experiences (supercar driving, rally, tank, drifting, go-karting), Adventure Activities, Days Out, Food & Drink experiences, Spa & Beauty treatments, Water Sports, Creative Learning experiences, and Short Breaks. Packaging options include Premium Gift Pack, Standard Gift Pack, and E Voucher digital delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Gift Vouchers (Choice and Monetary)
- Flying Experiences
- Driving Experiences
- Adventure Experiences
- Days Out
- Food and Drink Experiences
- Spa and Beauty Experiences
- Water Sports Experiences
- Creative and Learning Experiences
- Short Breaks
Quantifiable outcome
- 50,000 fantastic memories created for customers each year
Companies that use Into the Blue Gift Vouchers
Customer profileSegments4 records
Ideal customer profiles3 records
Into the Blue Gift Vouchers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Into the Blue Gift Vouchers partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Into the Blue Gift Vouchers competitors and assessment
Company assessmentDirect peers
- Prezzybox: UK online gift retailer offering a broad range of gift products including experience vouchers. Comparable as a multi-category gift e-commerce competitor that overlaps in experience gifting.
- Red Letter Days: Long-established UK experience days retailer selling gift vouchers for driving, flying, spa, adventure and short breaks. Operates the same agent/reseller model with similar catalogue breadth and occasion-led demand, competing directly for the same gift-buying audience.
- Buyagift: UK-based experience gift voucher retailer selling redeemable vouchers for experiences across the country. Closely comparable business model — agent intermediation between activity suppliers and gift buyers — making it the most direct head-to-head competitor for Into the Blue.
- Smartbox Group: Global operator of experience gift boxes and vouchers with a significant UK presence. Comparable multi-category experience-gift intermediation model with similar supplier aggregation mechanics.
- Activity Superstore: UK experience gift retailer offering vouchers for over 1,000 activities including driving, flying, water sports and adventure. Direct competitor with overlapping supplier base and similar gift-occasion targeting.
- Experience Days: UK online retailer specialising in experience days and gift vouchers across categories like flying, driving, food and short breaks. Comparable in scale, assortment breadth and gift-led go-to-market motion.
- Virgin Experience Days: UK experience gift voucher retailer under the Virgin brand, offering driving, flying, spa, food & drink and short break experiences. Comparable product catalogue, voucher mechanics and direct-to-consumer e-commerce model.
Broad incumbents
- Wowcher: UK deals marketplace offering discounted experience vouchers and local activities. Competes for the same price-sensitive gift-buyer audience but operates as a broad deals platform rather than a specialist.
- Groupon: Large global deals marketplace that sells discounted experience vouchers in the UK alongside many other categories. Overlaps in experience-gift demand but as a broad discounting platform rather than a specialist.
Emerging players
- Tinggly: Experience-gift brand offering redeemable vouchers usable globally across a curated catalogue of activities. Comparable product (experience gift vouchers) but with an international, mobile-first positioning versus Into the Blue's UK-domestic specialist model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Into the Blue Gift Vouchers social profiles
Digital presenceInto the Blue Gift Vouchers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Into the Blue Gift Vouchers leadership team
Management profileNumber of profiles
Profiles1 record
Into the Blue Gift Vouchers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Into the Blue Gift Vouchers 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 Into the Blue Gift Vouchers
What does Into the Blue Gift Vouchers do?
Into the Blue is a UK-based e-commerce retailer that sells redeemable gift vouchers (Choice Vouchers and Monetary Vouchers) exchangeable for over 1,500 experience activities across ten categories including flying, driving, adventure, water sports, spa, food and drink, days out, creative learning, and short breaks. The company acts as an agent on behalf of third-party experience suppliers, earning the spread between voucher face value and supplier fulfillment costs, plus delivery and packaging fees.
Is Into the Blue Gift Vouchers a public or private company?
Into the Blue Gift Vouchers is a private company. It is classified as family owned and is currently operating.
When was Into the Blue Gift Vouchers founded?
Into the Blue Gift Vouchers was founded in 1996. It employs 11 to 50 people.
Where is Into the Blue Gift Vouchers based?
Into the Blue Gift Vouchers is headquartered in Biggin Hill, United Kingdom, in the Europe region.
How does Into the Blue Gift Vouchers make money?
Two revenue lines are on record. Gift Voucher Sales are the primary driver. The others are packaging and Delivery.
Who are Into the Blue Gift Vouchers's main competitors?
Direct peers on record are Prezzybox, Red Letter Days, Buyagift, Smartbox Group, Activity Superstore, Experience Days and Virgin Experience Days. Broad incumbents are Wowcher and Groupon. Tinggly is listed as an emerging player.
Does Into the Blue Gift Vouchers have an API?
No public API is recorded for Into the Blue Gift Vouchers.
What industry is Into the Blue Gift Vouchers in?
Into the Blue Gift Vouchers's product category is Experience Gift Vouchers. Its primary akta.pro industry code is CRALAJAH, Sports, Concert & Venue Gift Shops, with a secondary code of CRAFABAI, Sporting Goods, Outdoor & Fitness Marketplaces. Its NAICS code is 45942 and its SIC code is 7900.