Payroll Giving in Action

What Payroll Giving in Action does

Payroll Giving in Action is a UK-based professional fundraising organization that administers Payroll Giving — a tax-relief scheme through which employees of participating employers donate directly from pre-tax salary to registered charities. Founded in 1989 and headquartered in Nottingham, the company operates as a private limited firm serving two sides of a marketplace: 800+ UK employers (including AON, Arriva London, G4S, NATS, Cancer Research UK, Whitbread, and Stella McCartney) and 215+ actively represented charities. The platform is offered free of charge to employers, while revenue is generated from charities paying a transaction fee of less than 1p per £1 donated. Over 35+ years the scheme has facilitated more than £700M in pledged donations, with £43.03M pledged in the 2025 calendar year alone.

The platform provides a two-way API and SSO integration, allowing payroll and benefits platforms at employer organizations to connect directly, which streamlines employee enrollment, deduction processing, and remittance to charities. The firm holds the Payroll Giving Diamond Quality Mark in both 2023 and 2024, an industry accreditation that signals operational standards. It is privately held by co-owners Amelia Tucker-Jones and Suzie Power, who have run the company since 2018, supported by a small team (1–10 employees per firmographic data).

The business model is structurally simple: charities bear the processing cost (less than 1p per £1, amounting to fees below £417K annually on the 2025 pledged volume), while employers face no direct cost, removing the procurement friction that typically slows adoption of workplace giving schemes. The company is bootstrapped, with no external funding rounds disclosed in the available data, and is operationally focused on the UK market only. Geographic and product expansion beyond the core payroll-giving rail is not documented in the source material.

Name

Payroll Giving in Action

Legal name

Payroll Giving in Action Ltd

Website

https://payrollgiving.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Payroll Giving in Action is a UK-based professional fundraising organization operating a two-sided Payroll Giving scheme, connecting 800+ UK employers with 215+ charities and earning fees from charities on donations processed through its platform.

Ownership category

akta.pro rank

Product category

Payroll Giving Services

NAICS

Payroll Services (541214)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Workforce Benefits Administration (Enrollment & Deductions) (BPACAIAF)

akta.pro secondary industries

Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA)

Keywords

• Payroll giving services
• Workplace charity giving
• Employee benefits platform
• Corporate social responsibility
• Charity fundraising agency

Headquarters

HQ city

Barnstaple

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Charity Transaction Fees: Services are free to employers. Revenue is generated through small fees charged to charities - less than 1 penny for every £1 generated. In 2025, £43.03M was pledged generating fees of less than £417,000.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Payroll Giving in Action helps UK employers set up and manage Payroll Giving schemes where employees donate to UK charities through pre-tax salary deductions. The service includes scheme setup, employer and employee portals, branded websites, workplace visits, webinars, bespoke marketing, and processing support, all provided free to employers. Revenue is generated through small transaction fees (less than 1p per £1 generated) charged to charities receiving donations.

Product overview

Payroll Giving in Action offers a unified Payroll Giving service platform that helps companies set up and manage Payroll Giving schemes for their employees. The core offering consists of a comprehensive scheme setup and management service, the Payroll Giving Platform for employee charity selection, and an Employer Portal with live reporting. The service is free to employers and works with any Payroll Giving Agency. Supporting modules include the Payroll Giving Quality Mark (accreditation with five levels from Bronze to Diamond), the Payroll Giving Accreditation Award (3-5 star rating), a bespoke marketing package with branded websites and artwork, workplace visits, webinars, and videos. The company also provides an Employee Portal, charity directory spanning 17 sectors, live chat support, and policy documentation. All services are offered at no cost to employers, with the company operating as a Professional Fundraising Organisation.

Differentiator

Problem solved

Functional benefit

Products and services

• Payroll Giving Scheme Setup and Management Service Comprehensive service helping UK companies set up and manage Payroll Giving schemes that employees actually use, with full compliance and no cost to employers. Includes branded Payroll Giving website, bespoke marketing package, advice, workplace visits, webinars, videos, and smooth processing.
• Payroll Giving Platform

Quantifiable outcome

• £43.03M pledged in 2025 - more than any competitor
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• Any Payroll Giving AgencycoreChannel Partner/ Reseller/ DistributorPayroll Giving in Action works with any Payroll Giving Agency and helps employers choose which agency to use. They facilitate the connection between employers, payroll systems, and agencies to process employee donations.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Charities Aid Foundation: A major UK charity that operates its own Payroll Giving Agency services, processing employee donations for charities. CAF is one of the closest direct competitors to PGiA in the UK Payroll Giving market.
• Benevity: Global corporate giving and employee volunteering platform used by large enterprises. While based in Canada and operating globally, Benevity overlaps with PGiA in facilitating workplace charitable giving and competes for the same enterprise employer mandates.
• YourCause (Blackbaud): Corporate social responsibility and employee giving platform acquired by Blackbaud, used by large employers to manage workplace giving programmes. Overlaps with PGiA in facilitating employee-to-charity donations through payroll-adjacent infrastructure.
• Stewardship: UK charity providing Payroll Giving administration and processing services to employers and employees. Stewardship competes head-to-head with PGiA for the same employer and charity clients in the UK.
• CyberGrants (Bonterra): Employee giving, grants management, and corporate social responsibility platform owned by Bonterra. CyberGrants addresses the same employer-driven workplace giving use case as PGiA, especially for larger enterprise clients.

Others

• JustGiving: UK online charitable giving platform used by individual donors. While not a Payroll Giving Agency, it is an adjacent charity-fundraising destination that competes for overall charitable donation share and is thematically related to PGiA's mission.
• Reward Gateway: UK-headquartered employee benefits and engagement platform used by employers for rewards, recognition, and benefits. It is an adjacent ecosystem participant that PGiA integrates with via API/SSO for Payroll Giving within benefit stacks.

Emerging players

• Deed: Corporate giving platform that enables employee donations and matching through payroll integrations. It is an emerging player in the same employer-giving category PGiA operates in, but is more focused on US/global enterprise clients.
• Bright Funds: Employee giving and CSR platform for employers that enables workplace charitable donations. It addresses the same employer-driven giving workflow as PGiA but with a different go-to-market and primarily US customer base.
• Goodera: Corporate employee volunteering and giving platform serving multinational employers. It overlaps with PGiA's workplace-giving proposition but is more focused on volunteering and global programmes than UK Payroll Giving tax-efficient deductions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/payrollgiving
• Facebookfacebook.com/PayrollGivinginAction
• LinkedInlinkedin.com/company/payroll-giving-in-action

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Payroll Giving in Action