toMix

What toMix does

toMix (legal entity Mixcard 21 Ltd.) is an Israeli experience marketplace and gifting platform founded in 2021 and headquartered in Tel Aviv. The company curates and sells bundles of experiences ("Mixes") across nine categories — shows and performances, culinary, wineries and breweries, spa and wellness, hotels and vacations, tours, workshops, nature and extreme activities, and at-home experiences — with individual units priced from ₪79 to ₪1,490. The platform also operates toMix Theater, an in-house theatrical production arm that produces original shows distributed through the marketplace, positioning toMix as both curator and content owner.

The product surface is built on a standard WordPress/WooCommerce commerce stack and centers on the Mixcard, a reloadable gift voucher that allows stored-value balances to be redeemed across the experience catalog over time, enabling multi-use wallet behavior rather than single-transaction gifting. Distribution is anchored by B2B corporate loyalty partnerships with major Israeli brands including Samsung Members, Pelephone, MAX credit card, Phoenix Insurance, NESS Technologies, Marathon Israel, and Geo-Comp, which embed toMix offers into employee and customer benefit programs.

Revenue is generated through three mechanics: (1) ticket sales on individual experiences via the marketplace, (2) Mixcard voucher purchases including reloads, and (3) corporate B2B loyalty contracts where enterprises buy experience inventory at negotiated terms for distribution to their members or employees. The company operates with a headcount of 11-50 employees and serves both direct consumers (gifting and self-purchase) and enterprise clients (loyalty and HR/benefits buyers) within Israel.

Name

toMix

Legal name

מיקסקארד 21 בע"מ

Website

https://to-mix.co.il

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

toMix is an Israeli curated experience marketplace and gifting platform that sells bundled experiences across nine categories and operates the Mixcard reloadable voucher system, serving both direct consumers and corporate clients via loyalty partnerships with Samsung, Pelephone, and MAX.

Ownership category

akta.pro rank

Product category

Online Experience Gifting Marketplace

NAICS

Convention and Trade Show Organizers (561920), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)

akta.pro secondary industries

Party Games, Activities & Interactive Entertainment (HSACACAJ), Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)

Keywords

• Experience marketplace
• Gift card platform
• Curated experiences
• Corporate loyalty programs
• Experience gifting

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Experience Ticket Sales: One-time transaction fees from sale of individual experience tickets and bundles (Mixes) to consumers and corporate clients. Each product is sold at a unit price with occasional promotional bundles.
2. Mixcard Gift Voucher Sales: Sale of prepaid gift vouchers (Mixcard) in chosen amounts, redeemable against any experience on the platform. Residual balance is stored as credit in the buyer's personal account for future purchases.
3. B2B Corporate Loyalty Programs: Dedicated corporate benefits clubs and loyalty programs for partner companies (Samsung, Pelephone, MAX, Geo-Comp), generating recurring B2B transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

toMix operates an Israeli online experiences marketplace that sells curated experience bundles (Mixes) combining two or more complementary components across 12+ categories — theater, concerts, culinary tours, wineries, breweries, spa/wellness, hotels, tours, workshops, nature/extreme activities, and at-home experiences. The platform also sells a reloadable Mixcard gift voucher usable across all listed experiences, with residual credit stored in a personal account, and runs dedicated corporate B2B loyalty portals for partners including Samsung, Pelephone, MAX, and Phoenix Insurance.

Product overview

toMix is an Israeli experiences marketplace and gifting platform that operates as a curated portal for bundled experiences (called Mixes). The platform's core offering consists of the toMix Card reloadable gift card — usable across all experiences on the site — and hundreds of curated Mix bundles, each composed of two or more complementary experience components spanning categories including live shows and theater (with its own toMix Theater sub-brand producing original musicals), culinary/food tours, wineries and breweries, spa and wellness, hotel stays, tours, workshops, nature and extreme activities, and at-home experiences. The platform also serves as an intermediary loyalty marketplace, offering exclusive benefit programs for Samsung Galaxy users, Pelephone customers, MAX credit card holders, and Marathon Israel participants. Experiences are sold both individually and as multi-component Mix bundles, and the platform handles gifting, delivery (SMS, WhatsApp, email), and credit management.

Differentiator

Problem solved

Functional benefit

Brands

• Mixcard: The reloadable gift card of toMix - a gift card for experiences

Products and services

• toMix Card (Mixcard) Reloadable prepaid gift voucher for experiences that can be purchased or gifted in buyer-chosen denominations and redeemed against any experience on the toMix platform. Residual balance is stored as credit in the buyer's personal account for future purchases; supports personal greetings, photo/video upload, and scheduled delivery via SMS, WhatsApp, email, or print.
• toMix Mixes (Curated Experience Bundles) Curated experience bundles (Mixes) composed of two or more complementary parts spanning 12+ categories including shows and performances, culinary, wineries and breweries, spa and wellness, hotels and vacations, tours, workshops, nature and extreme activities, and at-home experiences. Sold as one-time unit purchases at fixed per-person or per-couple prices (e.g., food tours ₪119–₪349, spa couples massage ₪510–₪1,219, hot air balloon ~₪269, wine tasting couples ~₪145, theater tickets ~₪129).
• toMix Theater (Original Theater Productions) Exclusive theater productions and musicals produced by toMix, including original productions such as 'Around the World in 80 Days', Chiquititas, and Funny Girl, presented at venues including the toMix Theater and Culture Hall.
• Live Events & International Shows Concert and international festival tickets sold through the platform featuring international artists and events (Bruno Mars, BTS, Depeche Mode, Ariana Grande, Genesis Festival, Infected Mushroom, Shlomo Artzi, Shlomi Shaban, among others).

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Samsung MemberscoreGTM or Marketing PartnerSamsung Israel runs a dedicated loyalty club within the toMix platform offering exclusive experience deals, promotional pricing, and curated packages for Samsung Galaxy device owners. Featured promotions include theater tickets, dining experiences, adventure activities, and Samsung-exclusive bundles.
• PelephonecoreGTM or Marketing PartnerPelephone subscribers receive exclusive experience offers and benefits through a dedicated section on the toMix platform. The partnership provides Pelephone with a differentiated customer retention and rewards program.
• MAX Credit CardcoreGTM or Marketing PartnerMAX credit card holders access exclusive experiences, promotional bundles, and special event offers through the toMix platform. Featured in dedicated landing pages and promotional campaigns.
• Geo-Comp (The Geographic Company)minorGTM or Marketing PartnerGeo-Comp operates a customer benefits club on the toMix platform with dedicated experience categories and promotional pricing for its customer base.
• Marathon IsraelminorGTM or Marketing PartnerMarathon Israel has a dedicated experience category and branded promotional packages on toMix, combining race participation with curated local experiences.
• NESS TechnologiesminorGTM or Marketing PartnerNESS Technologies provides employee benefits through the toMix platform, offering staff exclusive access to curated experiences at discounted corporate rates.
• The Phoenix Insurance (הפניקס)minorGTM or Marketing PartnerPhoenix Insurance integrates toMix experiences into its customer loyalty and benefits program, offering policyholders access to exclusive experiences as part of their coverage packages.

Scale indicators1 record

Recent moves7 records

Expansion highlights6 records

Direct peers

• Peek: Peek is a curated marketplace for booking tours, activities, and experiences, with both consumer and B2B/reseller channels. Comparable to toMix's curated experiences marketplace and its B2B corporate partner program.
• Fever: Fever is a global experiences marketplace curating local events, concerts, immersive shows, and activities. Comparable to toMix's marketplace + proprietary content (toMix Theater) approach to experiences discovery and ticketing.
• Tinggly: Tinggly is a global experience gift card marketplace allowing recipients to choose from a curated catalog of activities. Closely comparable to toMix's Mixcard model, both packaging experiences as giftable, flexible vouchers across multiple categories.
• Smartbox: Smartbox sells experience gift boxes and vouchers redeemable across thousands of activities, hotels, and dining venues. Mirrors toMix's Mixcard mechanics with similar multi-category gift redemption and stored-credit model.
• Wonderbox: Wonderbox offers experience gift boxes covering stays, gastronomy, sports, and wellness across multiple European markets. Directly comparable to toMix's Mixcard experience gifting platform with similar catalog breadth and redemption flexibility.
• TodayTix: TodayTix is a mobile-first ticketing platform specializing in theater, concerts, and live entertainment, often bundled as curated experiences. Comparable to toMix's theater sub-brand and concert ticketing vertical.
• Cloud 9 Living: Cloud 9 Living sells curated experience gift packages across categories like dining, adventure, and wellness. Directly comparable to toMix's Mixes bundles and Mixcard gift voucher model in the experience gifting space.

Broad incumbents

• GetYourGuide: GetYourGuide is a global tours, activities, and experiences marketplace with strong travel and gift voucher products. Comparable to toMix's experiences catalog and gifting mechanics but operates globally with significantly larger scale and capital base.
• Groupon: Groupon operates a global deals and experiences marketplace with local experiences as a major vertical. Overlaps with toMix's marketplace + local experience offering but at much broader scale and across goods as well as experiences.
• Eventbrite: Eventbrite is a global self-service event ticketing and discovery platform used by organizers and venues. Comparable to toMix's ticketing operations for concerts, theater, and curated events, though Eventbrite is platform-only without proprietary content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tomixbettertogether
• Instagraminstagram.com/tomix_to_mix
• LinkedInlinkedin.com/company/to-mix

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 toMix