Felt Greeting Card App Update | Shark Tank Season 7

Tomer Alpert wanted a better way to send personal messages than just texting or emailing. So in 2013, he created Felt, an app that lets you design and send real handwritten cards from your phone. It helps people stay thoughtful and connected without having to go to the store or post office. Will the sharks connect with this idea? Let’s find out in our Felt update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Felt after Shark Tank.

Tomer entered Shark Tank Season 7, seeking $200,000 for 6% equity in his personalized greeting card app. After his pitch, he secured an investment of $225,000 for 10% equity with Kevin O’Leary.

In terms of a Felt update, the company capitalized on its Shark Tank exposure by growing its user base, expanding its product line, and reaching $4.1 million in annual revenue in 2023.

Shark	Result
Kevin O’Leary	Accepted offer of $225,000 for 10% equity
Barbara Corcoran	No offer
Lori Greiner	No offer
Robert Herjavec	No offer
Mark Cuban	No offer

Shark Tank Felt Pitch

• Entrepreneur: Tomer Alpert
• Business: App for personalized, handwritten greeting cards
• Ask: $200,000 for 6% equity
• Result: $225,000 for 10% equity
• Shark: Kevin O’Leary

Tomer began his pitch right away by explaining to the sharks the concept surrounding his idea. 

Felt allows users to create and send handwritten, customized cards directly from their phone or tablet.

With the app, users can select a card design, write a message using their finger or a stylus, and include up to three personal photos.

Once the design is complete, Felt takes care of the rest. The app prints the card, addresses the envelope, and mails it to the recipient on the user’s behalf.

Tomer emphasized that the goal was to combine modern convenience with the personal feel of handwritten notes.

To give the sharks a better idea, he handed out sample cards showing exactly what customers receive. The sharks were impressed with the quality and the packaging.

In addition to that, Felt also serves as a marketplace for designers who want to sell their custom card templates through the platform.

During the pitch, Kevin asked whether users could send cards in bulk for events like engagement parties. Tomer said that feature was still under development.

Next, he shared that Felt had been available in the App Store since 2013, had been downloaded 60,000 times, and maintained a strong 4.5-star rating.

However, Mark Cuban said downloads don’t equal success and understood why Tomer needed help.

Tomer said he and his three partners had invested $100,000 into the business.

Each card sold for $4, and he identified brides and business professionals as his core target customers.

At this point, Robert Herjavec asked about competitors. Tomer said no other e-card app lets users handwrite messages with the same level of customization.

Still, Robert also noted that Felt didn’t offer any proprietary technology and decided to pass.

Following that, Tomer shared that acquiring a customer costs about $8, but bridal users often spend as much as $210 over time.

Barbara Corcoran pointed out that Felt didn’t yet have a strong base of bridal users.

Kevin saw potential and offered $225,000 for 10% equity, noting he could bring customers through his existing wedding companies like Honeyfund.

After that, Mark and Barbara bowed out, followed by Lori Greiner, though they all encouraged Tomer to take Kevin’s offer.

Ultimately, Tomer accepted Kevin’s deal and walked out with a partnership.

Let’s find out how his business grew in our Felt update.

Shark Tank Felt Update

Our Felt update found that the deal with Kevin O’Leary did not close after the show. While no official reason was given, it’s likely the agreement fell apart during post-show negotiations.

Despite that, the company gained traction. App downloads increased, and more users started sending cards.

As a result, the team improved the app experience and expanded the product line to include gift items like card frames, bath sets, and seasonal teas.

In 2023, the company hit $4.1 million in annual revenue. Cards started at $4.50, which included postage. Felt also launched monthly subscription plans.

At the time of this writing, our Felt update research, the company’s estimated net worth was around $4 million. The app is available on major platforms.

Currently, the brand maintains an active online presence. The official website is live, and its social media pages continue to receive regular updates.

If we receive any other Felt update, we will let you know.

Would you like to know more about the other companies in Season 7 Episode 29? Follow the links below to see what happens to the rest of the companies in this episode. 

• Pete and Pedro Update
• PMS Bites Update
• Pavlok Update

For even more on companies and products, check out our Season 7 Products Page!