One list for the people who love them. Buy it outright, chip in together, or build toward something bigger — sealed until the big day.
Payments by Stripe · Money held safely until the reveal · Free to start
Billy's Christmas wish
PlayStation 5
£450
£351 raised
78%
+9 chipped in
Progress hidden from Billy until reveal day
Made for how you actually give
Know exactly what to get — no “what do you actually want?” texts, no gift card nobody's excited about.
See what's already covered before you buy, so nothing's wasted and nothing's duplicated.
3 in 5 Brits have received an unwanted gift (Finder UK, 2025).
One link replaces the group chat, the spreadsheet, and the “has everyone paid yet?” messages.
Any amount, any way — paste a link and buy something outright, chip in what suits your budget, or help build toward something bigger. No overspending to compensate for not knowing what to get.
Mintel: the pressure to get the right gift pushes people past what they meant to spend.
The surprise stays completely intact until one emotional moment on the day — your message or video included.
Earn 2% back in credit on catalogue purchases, toward your own wishes.*
Every contribution enters the quarterly prize draw of £2,500.*
* 18+, UK residents only. Free entry route — no purchase necessary. Full terms.
The problem with gift giving
Friends and family mean well. But without coordination, birthdays, leaving-dos and Christmases end up full of duplicates, wrong sizes, and things that gather dust.
3 in 5
Brits have received an unwanted gift
58% of us (around 31 million adults) have unwrapped something that missed the mark.
Source: Finder UK unwanted-gifts research, 2025
£1.27bn
spent on unwanted gifts every Christmas
That's money families spent on things returned, regifted, or shoved in a drawer.
Source: Finder UK unwanted-gifts research, 2025
£41
wasted per person on gifts that missed
The average value of unwanted gifts each of us receives, because nobody coordinated.
Source: Finder UK unwanted-gifts research, 2025
Not knowing what to buy is also how overspending happens. Mintel found the pressure to get the right gift pushes people past what they meant to spend.
Source: Mintel UK gift-buying research
The magic moment
The reveal happens on the day you set: birthday, Christmas, the big moment. It doesn't wait for the wish to be full. Everyone gathers for the gift, who chipped in, and a fair few happy tears.
£800
How Kindled works
From wishlist to tearful reveal. No confusion, no duplicates, no awkward conversations about money.
Add what you actually want. Paste links from any shop, pick from the catalogue, or create custom goals. Takes under 2 minutes.
Send a single link to family, friends, even colleagues abroad. They chip in any amount, with no app to download and no account to make.
On the big day, an animated reveal shows exactly what was funded and who made it happen. Tears are practically guaranteed.
No sign-up needed to explore the demo
Stack
Stack events and watch the wish grow across the year. A goal that isn't reached by one occasion simply carries forward to the next, birthday to Christmas to birthday, so nothing is ever wasted and the big things stay in reach.
And if the big day arrives before the goal does, the reveal still happens. Take what was raised, keep it stacking, or switch to a goal within reach. Your choice, never smallprint.
One wish, stacked across the year
Her birthday
45%
£360 raised
Christmas
82%
carried over + topped up
Next birthday
100%
fully funded
Where does your money go?
Chipping in should feel as safe as it feels good. Here's exactly what happens when you give.
When someone chips in, the payment is handled by Stripe, the same infrastructure trusted by millions of businesses. We never see or store full card numbers.
Contributions are tracked against the wish's goal so the family can watch it grow. On a surprise wish it stays hidden from the recipient until reveal day.
If a wish isn't fully funded by the big day, the reveal still happens and the family chooses: take what was raised towards the goal, stack it forward to the next occasion, or switch to a goal within reach. No pressure, no lost money.
Payment data is encrypted in transit, and a recipient never sees who gave what, or how much, until the reveal.
Full detail on how funds are held, paid out, and refunded is in our Terms. No account needed to chip in.
Everything you need
Every feature is designed around how friends and families actually give, and how kids actually get excited about gifts.
Billy never sees a running total until reveal day. Contributors can chat, but the gift stays completely hidden.
Anyone with the link can chip in. No app to download, no account to make.
Remember circling the catalogue? Now it's their turn. Stars earned through chores unlock the goals they circled.
Incomplete birthday goals simply carry over to Christmas. Nothing is ever lost or wasted.
Event dates, catalogue browsing with virtual marker pens, gift approvals. The family stays in control.
On top of it all, every contributor is entered into our quarterly £2,500 prize draw. There's a free entry route, so no purchase is necessary.
2 min
To set up your first wish
£5+
Chip in any amount, from a fiver
£2,500
Quarterly prize draw · free entry · terms apply
2%
Back in credit on catalogue purchases
The moments we're building for
Kindled is launching soon, so these aren't customer reviews yet. They're the everyday moments we're building Kindled to create.
Illustrative
“No more three copies of the same book at every birthday. Everyone chips into the gifts that actually get used, and the reveal is the bit that brings the happy tears.”
Illustrative
“Living far away, sending cash always felt impersonal. Chipping into a real goal means being part of the celebration, even from another country.”
Illustrative
“A star chart turns good behaviour into gift momentum: a goal earned along the way and fully funded by the big day.”
Illustrative
“Watching someone discover who came together to make their gift happen. That shared moment is the whole point.”
Illustrative
“Set up in a couple of minutes, one link shared, and the family chips in over the week. Nobody has to have the awkward money chat.”
Questions
Every payment runs through Stripe — the same infrastructure trusted by millions of businesses — and contributions are held securely until the reveal. How the money works
A note from the founder
Draft — awaiting Sam's words
[Sam — write this yourself: 2-4 sentences on why you built Kindled. What's the real story? A specific Christmas or birthday that went wrong, a moment with your own kids, family, or friends that made you think "there has to be a better way"? Keep it short and specific — a real detail beats a general statement every time.]
Kindled is launching soon
Be one of our first families. Join the waitlist and we'll invite you in as soon as your spot opens up.
Be one of our founding families
Just want a look first? See a live wish.