Charity Choice
- Company typePrivate
- Founded1993
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingDigital Commerce or Content
Charity Choice firmographics
Firmographics- Name
- Charity Choice
- Legal name
- MiExact Ltd
- Website
- https://charitychoice.co.uk
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Ownership category
- akta.pro rank
Charity Choice industry classification
Industry- Product category
- Online Charity Directory Services
- NAICS
- Grantmaking and Giving Services (81321), Grantmaking and Giving Services (8132)
- SIC
- Services-Social Services (8300), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Public Charities & Grantmaking Intermediaries (BPAGAKAE)
- akta.pro secondary industry
- Charitable Giving & Philanthropic Trust Advisory (FSAEAKAH)
Keywords
Where Charity Choice is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Charity Choice business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Charity advertising and premium microsite upgrades: Charities can pay to upgrade their basic profile to a premium microsite, appearing higher in directory search listings, adding branding, logos, photos, videos, customisable Gifts in Wills fundraising pages, and online donation links. Advertising options include MPU and banner positions throughout the website, impression-based campaigns, and tenancy placements.
- Detailed financial reports: Detailed financial reports covering the top 5,000 UK charities are sold to individuals or organisations wanting comprehensive insight into a charity's financial activities. Target buyers include CSR directors, grant-making trusts, public bodies, and individuals leaving legacies or making large donations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free basic directory listing |
| Subscription | Monthly | Premium microsite (paid upgrade) |
| One time/ perpetual license | Pay-as-you-go | Detailed financial reports (top 5,000 charities) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Charity Choice product offering
Product offeringCore offering
Charity Choice is an online directory of 160,000+ UK-registered charities that enables users to search for, evaluate, and support charitable organisations. Operated by MiExact Ltd, it provides free searchable charity listings, detailed financial reports (paid) for the top 5,000 charities, premium microsite upgrades for charities to enhance visibility, and complementary services such as legacy planning tools and printed charity directories distributed to solicitors and libraries.
Product overview
Charity Choice is a charity directory platform offering a comprehensive suite of tools for connecting donors with UK charities. The core offering consists of a searchable directory of over 160,000 registered UK charities organized into 28 sectors, supplemented by free financial reports for charities, premium microsites for charities seeking enhanced visibility, and legacy planning tools including downloadable forms for charitable giving in wills. The platform also includes a blog with charitable content and an email newsletter subscription service.
Differentiator
Problem solved
Functional benefit
Products and services
- UK Charity Directory Free online searchable directory of 160,000+ UK-registered charities, enabling individual donors and the public to discover, compare, and contact charities that match their interests.
- Detailed Financial Reports In-depth financial reports on the top 5,000 UK charities, sold to corporate buyers such as CSR directors, trustees, solicitors, and due-diligence professionals who need authoritative charity financial information.
- Charity Premium Microsites Upgraded charity profile pages offered to UK-registered charities, providing enhanced presentation, branding, and visibility on the Charity Choice directory to attract more donors and supporters.
- Free Charity Financial Reports Basic, free financial reports for UK charities sourced through partnership with CharityFinancials, supporting due diligence by donors and other stakeholders at no cost.
- Gifts in Wills / Legacy Planning Resources Online tools and content that help individual donors discover and support UK charities through legacy gifts and bequests, and help charities attract planned giving.
- Printed Charity Directory Printed physical charity directories distributed to solicitors, libraries, and partner organisations across the UK, complementing the online platform with offline discoverability.
Quantifiable outcome
- Over 160,000 registered UK charities listed across 28 sectors
- +2 more outcomes
Companies that use Charity Choice
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Charity Choice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Charity Choice partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- CharityFinancialscoreCharityFinancials provides third-sector financial information expertise for the financial reports offered on Charity Choice. Figures in each report are sourced directly from each charity's financial accounts, with further analysis provided by CharityFinancials. Their methodology and glossary are referenced on the Charity Choice reports page.
- Smee & FordcoreSmee & Ford provides the Legacy Analysis Portal, a unique online tool giving Smee & Ford notification service customers access to their charity's real-time legacy data. Charity Choice directs charities to this portal as a resource for tracking legacy trends and strategy performance.
- Will AidminorWill Aid is a campaign held every November where solicitors waive their fee for writing a basic will, with funds redirected to participating charities. Charity Choice references this as a resource for those wishing to leave charitable legacies. The scheme raised £5.5 million in legacies for charities in 2010.
- Free Wills MonthminorFree Wills Month runs every March and October, encouraging those aged 55 and over to write or update their wills free of charge. Charity Choice references this initiative as part of its legacy giving guidance for donors.
- Gift to RememberminorGift to Remember is a campaign referenced by Charity Choice for downloadable codicil and pledge forms to help donors leave gifts to charity in their wills.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Charity Choice competitors and assessment
Company assessmentDirect peers
- FreeWill: Online platform that helps individuals create wills and leave charitable gifts. Comparable because Charity Choice's Gifts in Wills / legacy planning tools serve the same donor moment, and both platforms integrate charitable giving into the will-writing workflow.
- Localgiving: UK online fundraising platform specifically focused on small, local charities. Comparable as a UK-only platform facilitating discovery and support for UK-registered charities, with similar SMB charity customer base.
- JustGiving: UK-focused online donation platform connecting individual donors to charities. Directly comparable because both Charity Choice and JustGiving serve UK donors discovering and supporting charities, though JustGiving controls the donation transaction while Charity Choice controls discovery.
- EasyFundraising: UK shopping-based fundraising platform where retailers donate a percentage of purchases to supporters' chosen charities. Comparable as a UK-focused intermediary channel connecting consumers to UK charities, operating a similar model of donor-charity facilitation.
- Charities Aid Foundation (CAF): UK charity that helps individuals, companies, and charities make giving more effective. Comparable as a UK-centric intermediary enabling donors and charities to connect, with overlapping products including charity research, giving accounts, and corporate philanthropy services.
Regional players
- GiveWell: US-based nonprofit that researches and recommends effective charities. Comparable as a donor decision-support tool helping donors choose where to give, though operates primarily in the US and focuses on charity effectiveness research rather than a broad directory.
- Charity Navigator: US-focused charity evaluation and rating platform providing financial transparency tools. Comparable in product concept (charity directory plus financial reports), but operates exclusively in the US and does not directly compete in the UK market.
Emerging players
- Big Give: UK online matching platform for charity fundraising campaigns. Comparable as a UK-focused platform connecting donors to charities through curated campaigns, with partial overlap in donor-discovery and charity-promotion services.
Others
- Smee & Ford: UK legacy notification service that tracks charitable bequests in wills. Directly comparable as an ecosystem partner and adjacent competitor in legacy-giving data, powering Charity Choice's Legacy Analysis Portal while also serving charities directly with similar intelligence.
- CharityFinancials: UK third-sector financial information provider. Directly comparable as a partner supplying financial report analysis to Charity Choice, while also offering comparable charity financial intelligence products to other customers in the sector.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Charity Choice social profiles
Digital presenceCharity Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Charity Choice leadership team
Management profileNumber of profiles
Profiles2 records
Charity Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Charity Choice 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 Charity Choice
What does Charity Choice do?
Charity Choice is an online directory of 160,000+ UK-registered charities that enables users to search for, evaluate, and support charitable organisations. Operated by MiExact Ltd, it provides free searchable charity listings, detailed financial reports (paid) for the top 5,000 charities, premium microsite upgrades for charities to enhance visibility, and complementary services such as legacy planning tools and printed charity directories distributed to solicitors and libraries.
Is Charity Choice a public or private company?
Charity Choice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Charity Choice founded?
Charity Choice was founded in 1993.
Where is Charity Choice based?
Charity Choice is headquartered in London, United Kingdom, in the Europe region.
How does Charity Choice make money?
Two revenue lines are on record. Charity advertising and premium microsite upgrades are the primary driver. The others are detailed financial reports.
Who are Charity Choice's main competitors?
Direct peers on record are FreeWill, Localgiving, JustGiving, EasyFundraising and Charities Aid Foundation (CAF). Regional players are GiveWell and Charity Navigator. Big Give is listed as an emerging player. Others are Smee & Ford and CharityFinancials.
Does Charity Choice have an API?
No public API is recorded for Charity Choice.
What industry is Charity Choice in?
Charity Choice's product category is Online Charity Directory Services. Its primary akta.pro industry code is BPAGAKAE, Public Charities & Grantmaking Intermediaries, with a secondary code of FSAEAKAH, Charitable Giving & Philanthropic Trust Advisory. Its NAICS code is 81321 and its SIC code is 8300.