We're on a mission to make gift-giving more personal, less stressful, and kinder to our planet and our bank balances.
Kindly is your own unique intelligence layer that remembers everything about the people you love — so when their birthday comes around, you already know exactly what to get.
Please help us tailor the features you'll value most.
Takes 2 minutes
About you · 1 of 3
What's your age group?
About you · 2 of 3
Who do you most often buy gifts for?
Select all that apply
About you · 3 of 3
How many people do you typically buy gifts for in a year?
The honest bit
Have you ever bought a gift knowing it probably wasn't quite right?
60 million unwanted gifts. Every year. In the UK alone.
British shoppers spend an estimated £700 million to £1.27 billion every year on gifts that end up unloved, unused, or thrown away. The problem isn't generosity — it's the gap between what givers think people want and what recipients actually value.
² YouGov / MoneySavingExpert survey data; financial waste estimate via Action for Children campaign research (2024).
The other side
When you've received a gift that wasn't quite right, what usually happens to it?
Select all that apply
Why is gift-buying so hard?
Research from Carnegie Mellon University found that givers and recipients consistently disagree about what makes a great gift. Givers focus on the moment of unwrapping — recipients focus on whether they'll actually use it long-term.
It's not a you problem. It's a gifting problem.
¹ Galak, Givi & Williams (2016). "Why Certain Gifts Are Great to Give but Not to Get." Current Directions in Psychological Science, 25(6), 380–385.
Your experience
Which of these do you experience when buying gifts?
Select all that apply
Your experience
How often do you buy a gift you're genuinely confident about?
Your experience
Have you ever missed a birthday or important occasion?
What would help
Which of these would be most useful to you?
Pick your top 3
What it's worth
Kindly remembers your people, syncs your occasions, and surfaces personalised gift ideas from thousands of retailers — even helping you write the card. Never miss a moment. Never panic-buy. Never waste money on something that lands in a drawer.
What would that be worth to you per month?
In your own words
What's the biggest frustration you have with buying gifts?
Optional — just a sentence or two
Almost done
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✦
Thank you.
Every response shapes what Kindly becomes. You've helped us build something that solves a real problem for real people.
"Givers judge a gift in the moment. Recipients judge it for years after." Kindly is built around that gap — backed by published research in gifting psychology.