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§ Private Profile · 350 3250 Bloor St W East Tower, Etobicoke, Ontario, M8X 2X9, Canada
Retail technology company providing a digital platform for retailers and CPG brands, focused on digital flyers and merchandising.
Flipp has raised $76.0M across 2 funding rounds.
Key people at Flipp.
Flipp has raised $76.0M in total across 2 funding rounds.
Flipp is a Toronto, Ontario-based retail technology company that provides a software-as-a-service platform for retailers and consumer packaged goods brands to automate, publish, and distribute digital flyers and merchandising content. The company's consumer-facing mobile application has accumulated approximately 13 million downloads and generates 50 million weekly flyer views across an aggregated network of 800 retail partners. Its enterprise software platform serves major North American retail chains, including Walmart, Home Depot, and Canadian Tire, helping them digitize their promotional materials to reach over 100 million households. Prior to its August 2023 acquisition by private equity firm Truelink Capital, the 400-employee organization secured a $61 million growth equity investment led by General Atlantic. Originally established under the name Wishabi, the retail technology business was founded in 2007 by Wehuns Tan, David Au-Yeung, and David Meyers.
Flipp has raised $76.0M in total across 2 funding rounds.
Flipp's investors include Zachary Kaplan, Alex Crisses.
Key people at Flipp.
Flipp has raised $76.0M across 2 funding rounds. Most recently, it raised $61.0M Other Equity in April 2016.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Apr 15, 2016 | $61M Venture Round | Zachary Kaplan | — | Announced |
| Sep 5, 2013 | $15M Series B | Alex Crisses | — | Announced |
# High-Level Overview
Flipp is a digital retail technology platform that transforms how shoppers discover deals and how retailers distribute promotions.[1][2] Founded in 2007, the company operates a next-generation shopping platform used by over 100 million high-intent shoppers across North America to plan weekly shopping trips, discover savings, and make purchase decisions.[3] On the retailer and brand side, Flipp provides an end-to-end digital merchandising solution that replaces traditional print weekly ads with dynamic, personalized digital experiences distributed across multiple channels.[1]
The company serves a dual-sided marketplace: shoppers use the Flipp app and website to browse digital flyers, clip coupons, and manage shopping lists across 2,000+ retailers, while retailers and brands—from single-location stores to national chains like Kroger and The Home Depot—leverage Flipp's platform to create, curate, and distribute visual merchandising content to drive store traffic and engagement.[1][3] Flipp helps shoppers save an average of $45 weekly on groceries, home improvement, electronics, pharmacy, and other categories, while enabling retailers to optimize promotional ROI and reduce non-media costs.[1][3]
# Origin Story
Flipp was founded in 2007 as a technology platform reimagining the weekly shopping experience.[3] The company emerged during the early stages of mobile commerce adoption, recognizing that traditional print flyers were becoming obsolete as consumers increasingly turned to digital channels for shopping planning. Rather than simply digitizing paper ads, Flipp built a platform that could ingest merchandising content from any source—APIs, feeds, or websites—and transform it into engaging digital shopping experiences.[1]
Early traction came from partnerships with major North American retailers who recognized the value of reaching digitally-native shoppers. The platform's growth was driven by the fundamental shift in consumer behavior: households began using Flipp as their primary weekly shopping tool, creating a virtuous cycle where more shoppers attracted more retailers, and more retailers attracted more shoppers.[3] By the time of a major strategic merger announcement, Flipp had established itself as the dominant drive-to-store marketing platform in North America, setting the stage for international expansion.
# Core Differentiators
# Role in the Broader Tech Landscape
Flipp operates at the intersection of three major retail trends: the digitization of promotional marketing, the rise of location-based commerce, and the consolidation of shopper data platforms. The company is riding the secular shift away from print media toward digital channels—a transition accelerated by smartphone adoption and changing consumer expectations for personalized, frictionless shopping experiences.
The timing is critical: as retailers face margin pressure and seek to optimize promotional spend, Flipp's platform provides measurable ROI and reduces waste compared to traditional print advertising. The company's 2024 merger with MEDIA Central (a European drive-to-store leader) signals the globalization of this market and Flipp's ambition to become the worldwide standard for promotional distribution technology.[3]
Flipp's influence extends beyond its direct users. By aggregating shopper behavior data across millions of transactions, the company generates insights that inform broader retail strategy—from product assortment to pricing to store layout. The platform also shapes how brands think about promotional effectiveness, moving the industry toward data-driven, performance-based marketing rather than traditional media buys.
# Quick Take & Future Outlook
Flipp has established itself as the dominant North American platform for drive-to-store marketing, but its trajectory is now global. The MEDIA Central merger positions the company to export its North American playbook to 24 countries across Europe, Australia, and Latin America, where fragmented, legacy promotional systems still dominate.[3]
The next frontier for Flipp is deepening its role as a retail intelligence platform. Beyond distributing promotions, the company is investing in foresight capabilities—anticipating shopper needs before they're explicitly expressed and helping retailers move from reactive discounting to proactive, personalized offers.[4] As retail continues its digital transformation, Flipp's ability to bridge the gap between online discovery and in-store conversion will only become more valuable. The company's challenge will be maintaining its platform neutrality while competing with retailers' own digital channels and Amazon's growing influence over shopper discovery.
