Holder
Holder (Holder Software, Inc.) built a web3 CRM and marketing automation platform that combined on-chain wallet data with off-chain CRM records, offering wallet messaging via XMTP, forms, automation, and audience segmentation to NFT projects, DAOs, and web3 brands. The product was sunset in mid-2024.
- Company typePrivate
- Founded2022
- HeadquartersIndianapolis, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Holder does
Holder Software, Inc. is a privately held Delaware corporation, founded in 2022 and incubated at the High Alpha venture studio in Indianapolis, that built a web3 customer relationship management (CRM) and marketing automation platform for brands and communities operating in tokenized environments. The platform combined a Customer Data Platform (CDP) that merged on-chain wallet ownership and activity data (powered by Moralis on Alchemy infrastructure) with off-chain CRM records, enabling dynamic audience segmentation using social/web3 identity signals (Discord, OpenSea, POAP, Farcaster, Lens, ENS, Airstack). Layered on top were a web3-enabled form builder (Holder Forms), a Farcaster Frames builder, an Automation Builder for omnichannel workflows, and a Messaging module that added email and SMS before extending into wallet-to-wallet messaging via the XMTP protocol (live in Coinbase Wallet) — positioning Holder as an early entrant in direct, encrypted communication with pseudonymous wallet holders.
The product was sold as a SaaS subscription with three tiers (Creator $60/month, Engagement $300/month, Enterprise custom) plus add-ons for minting tools, professional services, additional contacts, contract syncs, and API access, with a free tier introduced in September 2023 to drive product-led acquisition. Customers were predominantly web3-native: NFT projects and DAOs such as Pixel Beasts, Woodies, Cameo Pass, Mems, Krause House, Nomad BLVD, and VaynerSports Pass, alongside one unnamed enterprise-class web3 product cited as a 12x conversion case study. Distribution was restricted to organizations in the United States and Canada per the Terms of Use, with paid plans routed through demo requests rather than self-serve purchase. Capital formation was limited: a May 2023 Form D filed for up to $2.5M, with $1.085M sold to accredited investors. In mid-2024 the company sunset the Holder product to focus on new opportunities, as announced by CEO Drew Beechler, and the legal entity Holder Software, Inc. remains in existence with its website still online but its flagship product discontinued.
Holder firmographics
Firmographics- Name
- Holder
- Legal name
- Holder Software, Inc.
- Website
- https://holder.xyz
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Holder (Holder Software, Inc.) built a web3 CRM and marketing automation platform that combined on-chain wallet data with off-chain CRM records, offering wallet messaging via XMTP, forms, automation, and audience segmentation to NFT projects, DAOs, and web3 brands. The product was sunset in mid-2024.
- Ownership category
- akta.pro rank
Where Holder is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Holder business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Recurring monthly or annual SaaS subscriptions across three tiers (Creator $60/mo, Engagement $300/mo, Enterprise custom) priced by number of contacts and NFT contracts included, with usage-based overage add-ons (additional 5k contacts, contract syncs).
- Freemium Tier: Free plan offering Holder Forms and CRM (made free in September 2023) to drive product-led acquisition and land-and-expand into paid tiers.
- Professional Services: Add-on professional services offering strategy, campaign activation, and custom development, sold as an add-on to the subscription plans.
- API Access: Access to Holder API endpoints as a paid add-on for building on top of the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free plan with Holder Forms and CRM |
| Subscription | Monthly | Creator — $60/month ($600/year); 2,000 contacts, 1 NFT contract sync, Discord integration |
| Subscription | Monthly | Engagement — $300/month ($3,000/year); 10,000 contacts, 5 NFT contract syncs, 50,000 emails, 50,000 wallet messages, 250 SMS |
| Subscription | Multi-year contract | Enterprise — custom; 50,000+ contacts, 50 NFT contracts, 250,000 emails, 250,000 wallet messages, 250 SMS |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels9 records
Holder product offering
Product offeringCore offering
Holder Software, Inc. built a web3 customer relationship management (CRM) and marketing automation platform that captures and merges on-chain wallet ownership/activity data with off-chain contact data into a customer data platform (CDP). The platform enables brands, NFT projects, and DAOs to build hyper-segmented audiences and run personalized omnichannel campaigns via email, SMS, and XMTP-powered wallet-to-wallet messaging. Note: the Holder product was sunset in mid-2024.
Product overview
Holder (Holder Software, Inc.) offers a single web3 CRM and marketing automation platform composed of multiple integrated modules rather than standalone products. The core platform combines on-chain and off-chain data in a next-gen Customer Data Platform (CDP) and powers the Audience Builder for hyper-segmented audiences. Layered on top are the Messaging module (email, SMS, and XMTP-powered wallet messaging), the Forms module (web3-enabled form builder), the Frames Builder (Farcaster Frames), the Automation Builder (workflows triggered by on-chain events and APIs), and the Holder API. Together, these modules allow brands to capture leads, enrich wallet data, segment audiences, run personalized omnichannel campaigns, and measure conversions in web3. Note: the Holder product has been sunset as of 2024.
Differentiator
Problem solved
Functional benefit
Brands
- Holder Forms: Web3-enabled form builder launched in December 2022; one of the first web3 form builders, supporting token-gated forms, lead capture, onboarding, and event registration.
- Holder Messaging
- Holder Frames / Holder Frame Builder
- Hold on for Dear Life (HODL)
Products and services
- Holder Platform (Web3 CRM and Marketing Automation) Core SaaS platform combining on-chain and off-chain customer data in a next-gen customer data platform (CDP), enabling hyper-segmented audiences, personalized messaging, and automated customer journeys for web3 brands, NFT projects, and DAOs.
- Holder Messaging (XMTP Wallet Messaging) Encrypted, on-chain-native wallet-to-wallet messaging channel built on the XMTP protocol, alongside email and SMS channels, enabling brands to send messages directly to customer crypto wallets. Launched in integration with XMTP and Mailchain.
- Holder Forms Web3-enabled form builder that allows brands and communities to capture leads, verify wallet ownership, and collect off-chain contact information; supports token-gated forms, minting forms, giveaways, and event registrations.
- Holder Frames Builder Frame Builder for creating and publishing interactive Farcaster Frames, extending Holder's capture capabilities for web3 brands.
- Holder Automation Builder Marketing automation workflow builder that connects web2 and web3 channels, triggering personalized customer experiences from on-chain interactions, APIs, custom contract events, and NFT contract syncs.
- Audience Builder Dynamic audience segmentation and customer data platform built with Moralis, creating hyper-segmented audiences and snapshots from combined on-chain and off-chain wallet data, enriched with Discord, OpenSea, POAP, Farcaster, Lens, and ENS identities.
- Holder API API endpoints allowing customers to build on top of the Holder platform; sold as a pricing add-on.
- Holder Professional Services Add-on professional services offering strategy, campaign activation, and custom development, sold alongside the subscription plans.
Quantifiable outcome
- 12x increase in conversions (leading web3 product case study with hundreds of thousands of MAUs)
- +3 more outcomes
Companies that use Holder
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Holder technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability5 records
Feature5 records
Holder partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered flagship, core and minor.
- XMTPflagshipXMTP is the core messaging protocol Holder integrated with to launch the first wallet messaging platform for brands. Holder announced the integration alongside the launch of Holder Wallet Messaging and built the product 'in deep integration with our friends at XMTP and building with their groundbreaking web3 messaging network — now live in Coinbase Wallet.' Holder also runs an XMTP-enabled newsletter where users can 'Text join to walletmessaging.eth'.
- AirstackcoreListed as a Holder integration and as a blog post titled 'Holder Announces Partnership with Airstack' on the Library. Airstack is referenced on the homepage integrations graphic.
- VaynerSports PasscoreCustomer / design partner. VSP has worked with Holder since Holder's earliest beginnings; their feedback helped shape the channels for web3 CRM. Holder helps VSP manage customer data, track user engagement, and automate marketing processes outside Discord.
- Nomad BLVDcoreCustomer / design partner since June 2022. Through Holder, Nomad BLVD expanded how they manage and communicate with their owners and community members, with Holder enabling communications about upcoming drops such as the '_gen+esc' genesis collection.
- ConsensysflagshipHolder was chosen as one of sixteen startups included in the first Consensys Fellowship Program, providing ecosystem exposure within the Consensys / Ethereum developer and web3 community.
- MoraliscoreHolder Audience Builder is 'Built with Moralis', providing on-chain wallet history and data enrichment for the Audience Builder and Holder Forms workflows.
- DiscordcoreDiscord is featured as a community management integration across all paid tiers and is included in the integrations graphic on the homepage. Holder uses Discord for its own community engagement and Indy3 community event.
- Twitter (X)coreTwitter is listed as one of Holder's core community platforms and integrations; Holder profiles on Twitter (holderxyz) actively distribute content and engage the web3 community.
- OpenSeacoreOpenSea is featured in the Holder integrations graphic, allowing users to enrich contact profiles with data from OpenSea.
- POAPcorePOAP is featured in the Holder integrations graphic, enabling enrichment of contact profiles with POAP attendance / event data.
- FarcastercoreFarcaster is featured in the Holder integrations graphic, enabling enrichment of web3 social identities alongside Lens, ENS, and others.
- LenscoreLens is featured in the Holder integrations graphic, enabling enrichment of web3 social identities alongside Farcaster, ENS, and others.
- ENScoreENS is featured in the Holder integrations graphic, enabling web3 identity resolution and branded wallet ENS domain setup.
- Cameo PassminorEarly design partner of Holder (referenced as an early customer on the 'old home' page and the 'Trusted by Leading Brands' section).
- Pixel BeastsminorEarly design partner / NFT customer of Holder (referenced as an early customer on the 'old home' page).
- WoodiesminorEarly design partner / NFT customer of Holder (referenced as an early customer on the 'old home' page).
- MemsminorEarly design partner / NFT customer of Holder (referenced as an early customer on the 'old home' page).
- Krause HouseminorEarly design partner / DAO customer of Holder (referenced as an early customer on the 'old home' page).
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Holder competitors and assessment
Company assessmentDirect peers
- Galxe: Galxe is a leading web3 community engagement and credentialing platform with quests, allowlists, and on-chain audience building — overlapping directly with Holder's wallet-based audience segmentation and community engagement focus for tokenized customer bases.
- Layer3: Layer3 is a web3 quests and community engagement platform that helps brands grow and engage on-chain audiences — comparable to Holder's marketing automation and audience builder modules for tokenized communities.
- Crossmint: Crossmint provides NFT and web3 infrastructure including minting, allowlists, and customer engagement tooling for enterprises — directly comparable to Holder's Holder Forms, Frame Builder, and web3 CRM functionality for NFT projects.
- Premint: Premint is a leading NFT allowlist and raffle platform used by NFT projects to manage token-gated access and lead capture — directly competing with Holder's token-gated forms and minting form capabilities.
- HeyMint: HeyMint offers NFT allowlist, token-gating, and loyalty tools for web3 communities — comparable to Holder's token-gated forms, minting tooling, and web3 customer engagement feature set.
Broad incumbents
- Iterable: Iterable is a cross-channel marketing automation platform offering email, SMS, and push — overlapping with Holder Messaging's email and SMS channels, though not natively web3/wallet-enabled.
- Customer.io: Customer.io is a marketing automation and CRM platform supporting segmented messaging workflows — broadly comparable to Holder Automation Builder's web2-channel orchestration, but without on-chain data.
- HubSpot: HubSpot is a leading CRM and marketing automation suite covering email, SMS, forms, and workflows — comparable as the dominant incumbent in the CRM/automation category Holder targets, though without web3/wallet primitives.
Others
- Dynamic: Dynamic is a wallet authentication and identity infrastructure provider that Holder integrated with — an enabling/ecosystem peer rather than direct competitor, but representative of the wallet-auth stack overlapping with Holder's wallet-identity use cases.
- Moralis: Moralis is the on-chain data and wallet-history infrastructure provider that powers Holder's Audience Builder — an enabling supplier/ecosystem peer whose API offerings partially overlap with Holder's wallet enrichment functionality.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Holder social profiles
Digital presenceHolder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Holder leadership team
Management profileNumber of profiles
Profiles4 records
Holder funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Holder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Holder
What does Holder do?
Holder Software, Inc. built a web3 customer relationship management (CRM) and marketing automation platform that captures and merges on-chain wallet ownership/activity data with off-chain contact data into a customer data platform (CDP). The platform enables brands, NFT projects, and DAOs to build hyper-segmented audiences and run personalized omnichannel campaigns via email, SMS, and XMTP-powered wallet-to-wallet messaging. Note: the Holder product was sunset in mid-2024.
Is Holder a public or private company?
Holder is a private company. It is classified as venture growth investor backed and is currently operating.
When was Holder founded?
Holder was founded in 2022. It employs 1 to 10 people.
Where is Holder based?
Holder is headquartered in Indianapolis, United States, in the North America region.
How does Holder make money?
Four revenue lines are on record. SaaS Subscription is the primary driver. The others are freemium Tier, professional Services and API Access.
Who are Holder's main competitors?
Direct peers on record are Galxe, Layer3, Crossmint, Premint and HeyMint. Broad incumbents are Iterable, Customer.io and HubSpot. Others are Dynamic and Moralis.
Does Holder have an API?
Yes. Holder offers API endpoints that customers can access to build on top of the Holder platform; listed as an add-on ("API Access") on the pricing page alongside Minting Tools, Professional Services, and Additional Contracts + Contacts. Specific type, auth method, rate limits, and versioning not specified.