Our Work

Small change, big platform

The tech behind a nation of micro-donations

Projects & Resources:

Turning pain points into progress - explore what we’ve built together.

Bringing Visibility to Every Penny
Enhancing reporting and analytics to show retailers the real impact of customer donations.
Case Study
Bringing Visibility to Every Penny
Enhancing reporting and analytics to show retailers the real impact of customer donations.
Case Study
Bringing Visibility to Every Penny
Enhancing reporting and analytics to show retailers the real impact of customer donations.
Case Study
Bringing Visibility to Every Penny
Enhancing reporting and analytics to show retailers the real impact of customer donations.
Case Study
Faster Retailer Onboarding at Scale
Giving partners the tools and guidance to get donations live, quickly and securely.
Case Study
Faster Retailer Onboarding at Scale
Giving partners the tools and guidance to get donations live, quickly and securely.
Case Study
Faster Retailer Onboarding at Scale
Giving partners the tools and guidance to get donations live, quickly and securely.
Case Study
Faster Retailer Onboarding at Scale
Giving partners the tools and guidance to get donations live, quickly and securely.
Case Study
Branded Donation UX That Doesn’t Disrupt
Designing a checkout experience that makes giving feel good, not like an interruption.
Case Study
Branded Donation UX That Doesn’t Disrupt
Designing a checkout experience that makes giving feel good, not like an interruption.
Case Study
Branded Donation UX That Doesn’t Disrupt
Designing a checkout experience that makes giving feel good, not like an interruption.
Case Study
Branded Donation UX That Doesn’t Disrupt
Designing a checkout experience that makes giving feel good, not like an interruption.
Case Study
A Donation Plugin That Works Everywhere
Building a scalable, customisable module to power micro-donations across ecommerce platforms.
Case Study
A Donation Plugin That Works Everywhere
Building a scalable, customisable module to power micro-donations across ecommerce platforms.
Case Study
A Donation Plugin That Works Everywhere
Building a scalable, customisable module to power micro-donations across ecommerce platforms.
Case Study
A Donation Plugin That Works Everywhere
Building a scalable, customisable module to power micro-donations across ecommerce platforms.
Case Study

“GENE turned our ambition into a scalable, reliable product, without ever losing sight of the mission.”

“GENE turned our ambition into a scalable, reliable product, without ever losing sight of the mission.”

“GENE turned our ambition into a scalable, reliable product, without ever losing sight of the mission.”

From plugin builds to partner rollouts, analytics to UX, we helped Pennies scale their purpose-driven payments across the eCommerce ecosystem.

Pennies is the fintech-for-good powering micro-donations in UK checkouts. But behind every tap-to-give moment is a serious tech operation - one that needs to work fast, flex across platforms, and protect conversion. We partnered with Pennies to build that infrastructure: platform-agnostic plugins, branded donation flows, onboarding kits for retailers, and impact reporting that speaks in pounds and pence.

Sector

B2C

Charity Tech & Payments

Platform

Adobe Commerce + Custom Platforms

The Highlights

- Built a modular, platform-agnostic donation plugin
- Created branded, mobile-first donation UIs for retailers
- Delivered a fast-track onboarding toolkit for eCommerce partners
- Improved performance and reliability across integrations
- Introduced clear, campaign-level reporting for impact and engagement

The Impact

Our work helped Pennies become more than a charitable add-on - we helped make it a product. With scalable modules, seamless UX, and retailer-ready integration tools, Pennies can now onboard partners faster, run more campaigns, and tell a stronger story of impact.

This is how micro-donations go macro.

GENE ⬢ GENE ⬢ GENE ⬢ GENE ⬢ GENE ⬢
B2B eCommerce without the roadblocks
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