Launched in 2017, Gift & Go has developed a software platform that allows organisations like Apple, Best Buy, and Uber to choose and send gifts to their employees and customers, with the aim of improving retention and loyalty. The London-based company, which allows clients to buy gifts via Amazon and other suppliers, was founded by Joe Hall and Jon Reuben, who serve as co-chief executives. Sales hit £14.6m in 2021, driven by an increase in companies seeking to reward employees and customers at a distance during the pandemic. In December 2022, Gift & Go received investment from Oakvale Ventures to support growth in the US.