What Kiddivouchers does

KiddiVouchers is a UK-based childcare voucher administration service operated by Wider Plan Ltd, a private limited company registered in England and Wales (company number 5207145). Founded in 2007, the company runs a fully-managed online platform that enables UK employers to offer childcare vouchers to working parents through salary sacrifice arrangements, facilitating tax and National Insurance savings. The service connects three user groups: employers who set up and administer schemes, parents who order vouchers and pay registered childcare providers, and childcare providers (nurseries, individual carers) who accept electronic BACS or paper voucher payments. Operations are exclusively UK-domestic, with no international footprint.

The underlying technology is a straightforward web-based administration platform with employer, parent, and childcare provider portals integrated to employer payroll systems for salary sacrifice deductions. The company has invested in compliance credentials (ISO 27001, ISO 9001, Cyber Essentials) but does not disclose any proprietary technical differentiation beyond standard SaaS administration. The product portfolio consists of the core KiddiVouchers scheme plus cross-promotion with sister brand Wider Wallet (employee discounts), both under the Wider Plan employee benefits umbrella.

KiddiVouchers earns revenue through administrative charges on voucher transactions, billed monthly to employers or deducted at source, on a low-fee managed-services model with no disclosed public pricing and no long-term tie-ins. The go-to-market is sales-led and enterprise-oriented, targeting UK HR and benefits decision-makers via direct phone/email enquiries, a downloadable employer information pack, and channel partnerships (notably ESPO for public sector procurement). Critically, the UK Government closed Childcare Voucher schemes to new entrants from 4 October 2018 in favour of Tax-Free Childcare, meaning KiddiVouchers can no longer acquire new employer or parent customers and now operates as a closed-book servicer for pre-existing scheme members, who can continue only while they remain with their employer and maintain a 52-week ordering cadence.

Name

Kiddivouchers

Legal name

Wider Plan Ltd

Website

https://kiddivouchers.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Employee Benefits Administration

NAICS

Child Care Services (624410), Private Households (814)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Corporate / Employer-Sponsored In-Home Nanny Services (HSAAABAO)

Keywords

• Childcare voucher administration
• Salary sacrifice schemes
• Employee benefits platform
• UK family benefits
• Childcare payment processing

Headquarters

HQ city

Stambourne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Childcare Voucher Administration Services: KiddiVouchers earns revenue through standard administrative charges for managing childcare voucher schemes on behalf of employers and parents. The company offers a fully-managed service with low standard charges and no tie-ins.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

KiddiVouchers administers a fully-managed Childcare Voucher scheme that enables UK employers to offer childcare savings to working parents through salary sacrifice arrangements. The platform connects three user groups (employers, parents, and childcare providers) to handle voucher ordering, account management, and payment processing, with payments settled electronically via BACS or via paper/email vouchers. The scheme has been closed to new entrants since 4 October 2018 following government policy changes, with only existing members able to continue using the service.

Product overview

Kiddivouchers is a single-product childcare voucher service operated by Wider Plan Ltd. The core offering is a fully-managed Childcare Voucher scheme that facilitates salary sacrifice arrangements between employers and employees to help working parents save on childcare costs through tax and National Insurance savings. The service connects three user groups: employers who set up and administer schemes, parents who order and use vouchers for childcare payments, and childcare providers who register to accept voucher payments. Payments are processed via BACS transfers, with online account management for all transactions. A sister product, Wider Wallet, extends the offering to broader employee discounts and benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Wider Wallet: Sister site for engaging employee discounts and access to wider benefits.
• Wider Rewards

Products and services

• KiddiVouchers Childcare Vouchers A fully-managed, government-supported childcare voucher scheme that enables working parents to save on childcare costs through salary sacrifice arrangements with their employers. The service connects UK employers, parents, and childcare providers through an online platform for voucher ordering, payment processing, and account management. Closed to new entrants from 4 October 2018; existing scheme members can continue as long as they remain with their employer and the employer continues to offer the scheme.
• Wider Wallet (sister site)

Quantifiable outcome

• Parents can save hundreds of pounds a year in tax and National Insurance by using childcare vouchers

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Save the Children UKminorOthersKiddiVouchers supports Save the Children's UK operations, helping to provide a better future for children in inner-city areas. The company is committed to donating at least 5% of profits to charities relating to children and childcare.
• UK Wildlife TrustsminorOthersKiddiVouchers offsets their carbon footprint by making donations to UK Wildlife Trusts, helping to provide and sustain woodland areas for families.
• Family and Childcare TrustminorOthersReferenced as a useful link resource for families. The Trust aims to make the UK a better place for families through research, campaigning, and information provision.
• ESPO (Eastern Shires Purchasing Organisation)coreChannel Partner/ Reseller/ DistributorESPO staff benefits framework agreement provides an efficient and effective way for public sector bodies to procure a wide range of salary sacrifice schemes and voluntary benefits. This extends access to Wider Plan's benefit offering including KiddiVouchers.
• CentrepointminorOthersWider Plan donated to Centrepoint's Empty Homes Project and supports their 'Finest Hour' Campaign with £1,000 donation. Part of Wider Plan's commitment to donate at least 5% of profits to UK charities helping young people.
• Wider WalletcoreStrategic or Co-development PartnerSister site Wider Wallet provides engaging employee discounts and access to wider benefits. Cross-promotion between KiddiVouchers and Wider Wallet brands under Wider Plan Ltd.
• Wider Plan Ltd (Parent Company)coreStrategic or Co-development PartnerKiddiVouchers is owned and administered by Wider Plan Ltd, a company registered in England and Wales (company number 5207145). Wider Plan provides the broader employee benefits platform including rewards, wellbeing, and cycle-to-work schemes.

Scale indicators2 records

Recent moves6 records

Broad incumbents

• Reward Gateway: Reward Gateway is an established UK-headquartered employee engagement and benefits platform with discounts, wellbeing, and recognition modules. It overlaps with Kiddivouchers on the employer-sponsored family benefits distribution channel, although it does not administer the legacy Childcare Voucher scheme specifically.
• Perkbox: Perkbox is a UK-based employee perks, wellbeing and engagement platform targeting employers of all sizes. While it has historically included childcare-related perks, it competes more broadly with the Wider Plan benefits stack rather than with Kiddivouchers' specific voucher scheme.
• Selecta UK: Selecta is a large European employee benefits and workplace services provider with a UK presence across vouchers, food, and broader benefits. It overlaps with Kiddivouchers on employer benefits purchasing channels and broader employee services distribution.

Direct peers

• My Family Care (Myfamilycare): My Family Care provided UK childcare vouchers and emergency childcare benefits as a salary-sacrifice employer offering. It competes directly with Kiddivouchers for employer scheme business and operates with a similar UK-only, three-sided model.
• Faircare (UK childcare vouchers): Faircare operated as a UK childcare voucher scheme administrator offering employer-sponsored salary-sacrifice to working parents. It is comparable to Kiddivouchers as a small, focused competitor in the legacy UK government voucher market.
• Edenred UK (Childcare Vouchers): Edenred UK operates one of the major UK Childcare Voucher schemes via salary sacrifice, connecting employers, parents, and childcare providers. Like Kiddivouchers, it competes for employer share in administering the legacy government-backed scheme and has similar three-sided marketplace dynamics.
• Pluxee UK (former Sodexo Benefits & Rewards): Pluxee, formerly the Sodexo Benefits & Rewards Services unit, operates the Sodexo Childcare Voucher scheme in the UK — a direct salary-sacrifice competitor to Kiddivouchers serving UK employers, parents and childcare providers with comparable product economics.
• Computershare Childcare Vouchers: Computershare runs one of the larger UK childcare voucher schemes, providing employer-sponsored salary-sacrifice voucher administration. It is directly comparable as a competitor for UK employer scheme set-ups and offers a similar three-sided service to Kiddivouchers.
• Caboodle Benefits: Caboodle Benefits is a UK-focused child care voucher and employee benefits administrator with salary-sacrifice offerings. It targets the same employer buyers and parents as Kiddivouchers and ran a competing legacy Childcare Voucher scheme.

Others

• HMRC Tax-Free Childcare (Government Scheme): HMRC's Tax-Free Childcare is the government's preferred successor to the legacy Childcare Voucher scheme, administered directly by the state. It is not a commercial competitor but is the primary policy alternative now promoted to UK working parents instead of joining Kiddivouchers' legacy scheme.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kiddivouchers
• Xx.com/kiddivouchers
• Facebookfacebook.com/kiddivouchers

Compliance4 records

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 Kiddivouchers