From Playdates to Platform: How Two Mums Built Australia’s Go-To for Hassle-Free Gifting

When Julie and her co-founder started GroupTogether, they weren’t chasing Silicon Valley glory. They were just two mums with seven small children between them — including two sets of twins — drowning in kids’ birthday parties. “Going to birthday parties every weekend, we wanted to give one gift that would be LOVED, not more ‘stuff’,” she recalls. “But who wants to put up their hand to chase people awkwardly or risk leaving someone’s name off the card!”

The answer? Some “simple tech” that made it easy for anyone to chip in a little, add a personal message to a shared card, and even nominate a charity to receive part of the funds. “The result — easy for the group, unforgettable to receive, and better for the environment.”

It was a solution born from the most relatable of frustrations. “UGH! Who wants to ask people for money? And who can remember who threw a $20 note into their hand outside the school?” Julie laughs. “At the office too, it’s nice to be a culture champion, but chasing the card around the office or getting hybrid workers to sign it… impossible!”

Of course, no great idea comes without its hurdles. The “simple tech” they thought would take three months took over a year to build. “There were lots of almost-in-tears moments,” she admits. But then came the signs they were onto something — strangers started using the platform, returning again, and then the email that sealed it: “Discovering GroupTogether was a choir singing, doves flying moment for me.” Julie and her co-founder jumped for joy.

From day one, the mission was to make group gifting both effortless and meaningful. And the emotional payoff is undeniable. “We regularly see thank you notes saying, ‘I ugly cried when I got the card’ or ‘I was surprised how overcome with emotion I felt’. It’s about the card, the beautiful digital unwrapping experience, and the words inside — now made even easier with our Ai magic message writer,” Julie explains. “People write hilarious poems in the style of President Trump or Beyoncé, or heartfelt tributes that really hit home.”

One of GroupTogether’s biggest hits is the AnyCard. “Maybe you know what your bestie wants, but you know you DON’T know what your kid’s teacher or a colleague wants,” Julie says. “It’s better to give them a GroupTogether AnyCard and let them choose from over 150 leading retailers — travel, jewellery, experiences, you name it.”

Over a million Australians have now used GroupTogether, and Julie has noticed three big post-COVID shifts in gifting:

1. Remote giving — with hybrid work and dispersed teams, “passing the card around the desk” is dead.
2. Spend less, give better — people pool smaller amounts for bigger, better gifts (“We’ve even seen a group buy a tractor!”).
3. Bulk eGift cards — “At Christmas, people want to send personalised eGift Cards to dozens of people in one click. We can do that now too.”

Accessibility was also a non-negotiable in the platform’s design. “We don’t show who gave what, and people can just sign the card without contributing. Everyone’s situation is different — we want people to share in the good vibes without pressure.”

Like any founder, Julie has learned some tough lessons. “The biggest thing? Release the ‘minimum viable product’. Don’t spend years building something with all the bells and whistles. Launch the essential version, get feedback, then build from there.”

The rewards, however, are priceless. “It’s my favourite part of the job to interview customers. They’re just trying to make someone else feel appreciated. If we can make that process easier and better, it’s worthwhile.” Some moments have been unforgettable — like 4,000 people signing a card for Dr Kerry Chant during COVID, or seeing Disney staff and the US Department of Defense use the platform.

So, what’s next for GroupTogether? Julie’s not giving too much away — “Stay tuned,” she teases — but if the past is anything to go by, it’s going to be another crowd-pleaser.