Percent
“Can embedded giving become a standard SaaS feature the way embedded payments has?”
Founded2018
HQLondon, UK / New York, NY
IndustryInfrastructure / Payments
The story
Percent (poweredbypercent.com) is a UK/US-based embedded-giving infrastructure company that was rebranded to Goodstack. It provides APIs for nonprofit verification, donation disbursement, employee giving, and grants management — effectively 'Stripe for donations' targeting SaaS companies (Asana, Atlassian, Splunk, monday.com) that need to run corporate impact programs at global scale. Note: this is DISTINCT from Percent (percent.com / PERCENT SECURITIES, LLC), a private credit marketplace in NY founded 2018.
Last 12 months
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Product timeline
2018
Founded as Percent to build global infrastructure for corporate donations and nonprofit verification.· pivot
2024
Rebranded from Percent to Goodstack; poweredbypercent.com now redirects to Goodstack.· pivot
The stack
1 layer disclosed in Percent’s embedded-finance stack
Payments / PSP
Goodstack (self-operated donations gateway)
Accounting gap: minor