About 35 charities use the service, including the NSPCC, Breakthrough Breast Cancer, Asthma UK, Meningitis Trust, RNLI and St Dunstans, and it enables donors to set up tribute funds in memory of loved ones.
Valldata said its offer had been accepted subject to contract.
In a statement, Hamish Horton, chief executive of Valldata, said he hoped to complete the legal process for the sale “in a matter of days”.
“We look forward to building on these key relationships in the coming days and weeks, and developing the product for many years to come,” he said.
Martin Smith, chief executive of Involve Marketing Partnership, said: “It is fantastic that Our Lasting Tribute will have such a responsible and knowledgeable new owner as Valldata. It almost uniquely understands the technological issues involved and the charity sector that Our Lasting Tribute operates in.”
Relaunched in March 2010, the site is designed to showcase the ease with which charities can set up in memoriam funds and the benefits that can be delivered, it is claimed to have “all the ingredients needed to become an active community site for In Memoriam fundraisers”.
Valldata said that the donors who had set up in-memoriam pages would continue to receive the same service.
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