&Taps

What &Taps does

&Taps (legal entity &TAPS LTD., company number 10181393) is a UK-registered private company founded in 2017 that operates a Product Connected CRM platform built on Near Field Communication (NFC) technology. The platform enables consumers to tap the back of their smartphone against an NFC tag embedded in or attached to a physical product to instantly access a 'product story' containing bullet points, video content, and authenticity verification, and to share their experience directly to Facebook and Instagram. Brands use the platform to gather first-party CRM data — who the customer is, what they like, and where they are using the product — and to run personalized direct-to-consumer (D2C) marketing and loyalty campaigns.

The company serves two primary customer segments: consumer brands seeking to connect physical products to digital engagement and individual consumers seeking richer product information. It operates a dual-track go-to-market combining a free self-serve sign-up tier (broad consumer/SMB adoption with no app-download friction) and a dedicated enterprise tier at enterprise.andtaps.com that targets larger brands with a 'Connected Value Chain' offering of CRM data capture, D2C marketing, and loyalty program tooling. Revenue is generated through subscription SaaS pricing (monthly for the basic tier, annual for enterprise), though specific pricing is not publicly disclosed. The company was featured during Apple's 2017 WWDC Keynote for iPhone NFC capabilities, providing early credibility as a flagship iOS NFC use case.

&Taps is a small organization (1–10 employees) headquartered in London with operations based in Cambridge, UK. It has not disclosed institutional funding, M&A activity, or material leadership changes, and its customer base beyond the free tier is not publicly documented. The business model rests on converting freemium consumer adoption into enterprise brand subscriptions, monetizing the first-party CRM data generated through tap interactions.

Name

&Taps

Legal name

&TAPS LTD.

Website

https://andtaps.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

&Taps is a UK-based Product Connected CRM platform that uses NFC technology to let consumers tap products and access brand content, enabling consumer brands to gather first-party CRM data, run D2C marketing, and operate loyalty programs via a freemium-plus-enterprise SaaS model.

Ownership category

akta.pro rank

Product category

NFC-enabled Product CRM Software

akta.pro primary industry

Industry-Specific CRM (Vertical CRM Suites) (HDAEAFAH)

akta.pro secondary industries

Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI), Social CRM & Community Engagement Platforms (HDAEAFAF), Loyalty, Rewards & Retention Platforms (BPAFAFAH), CRM Strategy, Implementation & Managed Services (MPAAAIAD)

Keywords

• NFC product CRM
• Direct-to-consumer marketing
• Customer loyalty platform
• NFC tag engagement
• Product authentication software

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Platform SaaS Subscription: CRM, loyalty and social media tools platform provided on subscription basis to brands seeking to connect with customers through NFC-enabled product interactions. The platform offers tiered access from free consumer-facing features to enterprise-level value chain solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

&Taps offers a Product Connected CRM platform built on NFC (Near Field Communication) technology. Consumers tap NFC tags on physical products with their smartphones to access product stories (bullet points and videos), share experiences on Facebook and Instagram, and verify product authenticity—all without downloading an app. The platform supplies brands with CRM data collection, direct-to-consumer (D2C) marketing tools, and customer loyalty program capabilities through an Enterprise Connected Value Chain solution.

Product overview

&Taps operates as a Product Connected CRM platform centered around NFC (Near Field Communication) technology. The core offering is the &taps Platform, which enables brands to connect with customers via NFC tags on products. Users tap the back of their phone on a tag to view product stories (bullet points and video content) and share experiences on social media. The platform provides CRM data gathering, direct-to-consumer (D2C) marketing capabilities, and loyalty program tools. The company offers an Enterprise tier for scalable direct-to-customer relationships and personalized customer experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• &taps Platform NFC-based Product Connected CRM platform that enables brands to connect with customers through tap-to-engage technology, providing CRM data collection, loyalty tools, and social media integration.
• Enterprise Connected Value Chain Enterprise solution enabling brands to gather precious CRM data, perform direct-to-customer marketing (D2C), promote products interactively, and improve brand image and loyalty through NFC-enabled Connected Value Chain deployments.

Quantifiable outcome

• 210% YOY growth in value creation through NFC technology
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

One partnership is on record.

• Apple (WWDC 2017)flagshipGTM or Marketing Partner&taps was featured during Apple's 2017 WWDC Keynote for iPhones, demonstrating iPhone NFC capabilities. This high-visibility feature provided significant credibility and brand awareness, positioning &taps as a leading use case for NFC technology on iOS devices. The feature serves as a major GTM endorsement from Apple.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Klaviyo: Klaviyo is a leading D2C CRM and marketing automation platform focused on ecommerce brands, providing email, SMS and customer-data tools. It overlaps directly with &taps' D2C CRM, loyalty and direct-to-consumer marketing capabilities.
• Yotpo: Yotpo provides loyalty, reviews, SMS marketing and UGC for D2C brands. It is comparable to &taps in CRM-adjacent brand engagement and loyalty functionality, though delivered via digital channels rather than NFC.
• Attentive: Attentive is a D2C messaging CRM specializing in SMS and email for consumer brands. It competes for the same direct-to-consumer engagement budget that &taps targets with its NFC engagement platform.
• Bond Brand Loyalty: Bond is a D2C loyalty and CRM platform that helps brands build direct customer relationships and personalized experiences — overlapping directly with &taps' loyalty and D2C marketing enterprise offerings.
• Blue Bite: Blue Bite operates an NFC- and connected-product platform that lets brands deliver content, authentication and engagement when consumers tap products. It is the closest direct competitor to &taps' Product Connected CRM model.
• Smile.io: Smile.io is a leading D2C loyalty and rewards platform for Shopify-based brands. It directly overlaps with &taps' loyalty program management offering within its Connected Value Chain enterprise tier.

Broad incumbents

• Twilio Segment: Twilio Segment is a leading customer data platform (CDP) that powers first-party identity, profile unification and engagement for brands. It is comparable to &taps' CRM data-gathering and customer-persona capabilities at a much larger scale.
• Salesforce: Salesforce (Marketing Cloud, Loyalty Management) is the dominant enterprise CRM incumbent with deep D2C marketing and loyalty capabilities. It represents the most likely large-platform competitor that could subsume &taps' functionality.
• HubSpot: HubSpot is a broad incumbent CRM platform offering marketing automation, customer engagement and loyalty-adjacent tooling. While not NFC-native, it competes for the same brand CRM budget that &taps' enterprise tier targets.

Others

• Avery Dennison (Smartrac / atma.io): Avery Dennison, through its Smartrac NFC tags and atma.io connected-product cloud, supplies the underlying NFC infrastructure and software that &taps relies on. It is an ecosystem participant and potential partner or competitor at the connected-product layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/andtaps
• Xx.com/andtapmagic

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 &Taps