Max Card
- Company typePrivate
- Founded-
- HeadquartersLeeds, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
Max Card firmographics
Firmographics- Name
- Max Card
- Legal name
- Forward Carers CIC
- Website
- https://mymaxcard.co.uk
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
Max Card industry classification
Industry- Product category
- Discount Card Program
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Private-Label & Store Card Schemes (FSAMAAAE)
- akta.pro secondary industries
- Rewards & Loyalty Credit Cards (FSAKABAH), Multi-Merchant / Shopping Mall Gift Cards (FSAMANAC)
Keywords
Where Max Card is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Max Card business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Not-for-profit scheme delivery: Max Card is delivered by Forward Carers CIC, a not-for-profit social enterprise. The scheme is funded through partnerships with Local Authorities and venue partnerships rather than direct revenue generation. Cards are provided free to eligible families through distributor organisations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free card for eligible families |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Max Card product offering
Product offeringCore offering
Max Card is a free discount card program for foster families, families of children with additional needs (SEND), and young carers in the UK. The card provides free or discounted admission to a network of 112+ UK venue partners including castles, zoos, soft play centres, trampoline parks, theatres, museums and holiday resorts. Cards are administered free of charge to eligible families through 137+ Local Authorities and selected charities.
Product overview
Max Card is a single core product - a discount card program for foster families and families of children with special educational needs and disabilities (SEND) in the UK. The card provides free or discounted admission to participating venues across the country. Cards are distributed through Local Authorities and selected charities rather than directly to individuals.
Differentiator
Problem solved
Functional benefit
Products and services
- Max Card The Max Card is a free discount card for foster families, families of children with special educational needs and disabilities (SEND), and young carers in the UK. Cardholders present the card at participating venues to obtain free or discounted admission to attractions, soft play centres, theatres, museums, adventure parks and holiday resorts. Cards are valid up to age 25 and are issued free through Local Authority and charity distribution partners; they cannot be purchased directly.
Quantifiable outcome
- Eligible children and young people covered up to age 25
- +1 more outcomes
Companies that use Max Card
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
Max Card technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Max Card partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and major.
- Forward Carers CICcoreForward Carers CIC is the not-for-profit social enterprise that delivers the Max Card scheme nationally. They manage card production, distribution, partnerships, and system oversight. Forward Carers is committed to supporting families and creating inclusive, Carer Friendly Communities.
- Local Authorities (UK)coreLocal Authorities across the UK act as distributors of the Max Card, administering cards to eligible foster families and families of children with additional needs in their areas. 137+ Local Authorities are listed as distributors covering all UK regions.
- Selected CharitiescoreCharities such as Spectrum (for children with SEND) distribute Max Cards to their members who meet eligibility criteria. These organisations verify membership and facilitate card distribution to families.
- Venue Partners (112+)majorOver 112 venues across the UK partner with Max Card to offer free or discounted admission to cardholding families. Partners include attractions, theatres, museums, soft play centres, adventure parks, and holiday resorts. Examples include JORVIK Viking Centre, Butlin's, and Lincolnshire Wildlife Park.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Max Card competitors and assessment
Company assessmentDirect peers
- CEA Card: UK discount card specifically for disabled cinema-goers and their carers, providing free or discounted cinema access. Directly comparable to Max Card in its mission-led, eligibility-gated discount card model for a specific welfare-focused demographic.
- Kids Pass: Subscription-based UK discount scheme focused on family days out and attractions. Comparable business model (members gain venue discounts) and overlapping venue categories with Max Card, though Kids Pass is a paid consumer subscription whereas Max Card is free and eligibility-gated.
- Blue Light Card: UK discount card scheme offering members discounts at thousands of retailers and attractions via a verified membership model. Highly comparable to Max Card in core mechanic (membership + discount network) though its target beneficiary is emergency services/NHS rather than foster/SEND families.
- Tastecard: Multi-merchant UK discount card offering restaurant and leisure discounts via a paid membership. Highly comparable network economics and venue partner model to Max Card, though Tastecard is consumer-paid and restaurant-skewed.
Others
- Carers Trust: UK charity network supporting unpaid carers, including young carers. Comparable beneficiary overlap (young carers) and Local Authority engagement, though it is a service/advocacy organisation rather than a discount scheme.
Broad incumbents
- Merlin Annual Pass: Subscription/membership product for entry to UK attractions (Alton Towers, Legoland, etc.). Comparable in delivering family attraction access value, though it is venue-owned and broader in demographic reach rather than a multi-merchant scheme.
- Groupon UK: Large-scale deals and discount marketplace with UK family attractions and experiences category. Comparable in aggregating venue offers, though Groupon is a transactional marketplace rather than a curated mission-led card scheme.
- Family & Friends Railcard: Discount card scheme targeted at UK families for rail travel. Comparable demographic targeting (families with children) and card-based discount delivery, but operated by National Rail rather than a social enterprise.
Emerging players
- Days Out With Kids: UK directory and offers platform for family days out. Adjacent to Max Card in surfacing attraction discounts and deals, though it is a discovery/comparison site rather than a card-based discount scheme.
- Netmums: UK family-focused community and content platform that surfaces offers and discounts for parents. Comparable audience (UK families with children) and partial overlap in surfacing family offers, though it is not a dedicated discount card scheme.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Max Card social profiles
Digital presenceMax Card financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max Card leadership team
Management profileNumber of profiles
Max Card funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max Card 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 Max Card
What does Max Card do?
Max Card is a free discount card program for foster families, families of children with additional needs (SEND), and young carers in the UK. The card provides free or discounted admission to a network of 112+ UK venue partners including castles, zoos, soft play centres, trampoline parks, theatres, museums and holiday resorts. Cards are administered free of charge to eligible families through 137+ Local Authorities and selected charities.
Is Max Card a public or private company?
Max Card is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Max Card founded?
Max Card was founded in -1.
Where is Max Card based?
Max Card is headquartered in Leeds, United Kingdom, in the Europe region.
How does Max Card make money?
One revenue line is on record: not-for-profit scheme delivery.
Who are Max Card's main competitors?
Direct peers on record are CEA Card, Kids Pass, Blue Light Card and Tastecard. Carers Trust is listed as an others. Broad incumbents are Merlin Annual Pass, Groupon UK and Family & Friends Railcard. Emerging players are Days Out With Kids and Netmums.
Does Max Card have an API?
No public API is recorded for Max Card.
What industry is Max Card in?
Max Card's product category is Discount Card Program. Its primary akta.pro industry code is FSAMAAAE, Private-Label & Store Card Schemes, with a secondary code of FSAKABAH, Rewards & Loyalty Credit Cards. Its SIC code is 7990.