bagID
BagID AS is a Norwegian company that sells the BagID 2 electronic baggage tag, an e-ink device enabling digital baggage check-in and real-time luggage tracking via Apple Find My and Samsung SmartThings Find, serving frequent travelers, 11 partner airlines, and airport operators globally.
- Company typePrivate
- Founded2016
- HeadquartersÅlesund, Norway
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What bagID does
BagID AS is a Norwegian hardware-software company headquartered in Ålesund that designs and sells the BagID 2 electronic baggage tag, an e-ink-display device that replaces traditional paper baggage tags and integrates with airline check-in systems to enable digital baggage check-in from a smartphone. The device communicates with partner airline systems via the BagID mobile app (iOS and Android), receives digital bag tag data over Bluetooth, and offers real-time luggage tracking through certified integration with both Apple Find My and Samsung SmartThings Find IoT networks, a dual-network capability the company describes as unique in the market. BagID has integrated with 11 airlines including the full Lufthansa Group carriers (Lufthansa, Swiss, Austrian, Brussels, Air Dolomiti, Discover Airlines, Lufthansa City Airlines), KLM, Norwegian, Widerøe, and Alaska Airlines, the latter enabled through the BAGTAG platform partnership that also exposes BagID to Qatar Airways, China Southern, Horizon Air, and Sky West Airlines.
The company operates a hybrid revenue model: hardware sales of the NOK 1,799 (~$184) BagID 2 device bundled with a one-year Premium Individual subscription, recurring subscription revenue from NOK 199/year individual and NOK 499/year family tiers, a NOK 39 pay-per-use option, and B2B commercial partnerships offering resale (Retail InMotion/Swiss Inflight), affiliate commission (Norwegian Reward), and loyalty reward integration (Miles & More). Distribution is omnichannel via bagid.com e-commerce, app stores, and B2B channels, with a €1.75 million two-year contract with Spanish airport operator Aena representing the largest disclosed commercial commitment. Strategic certifications include Apple Find My, Samsung SmartThings Find, FAA PED battery compliance, and UN38.3 lithium battery certification. AI usage is limited to operational customer-support automation rather than product differentiation. The company is privately held, employs approximately six core team members, and has been funded through a NOK 11.1 million Innovation Norway R&D grant (December 2025) alongside an earlier $645K round in December 2018; no venture capital or private equity rounds are disclosed.
bagID firmographics
Firmographics- Name
- bagID
- Legal name
- BagID AS
- Website
- https://bagid.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BagID AS is a Norwegian company that sells the BagID 2 electronic baggage tag, an e-ink device enabling digital baggage check-in and real-time luggage tracking via Apple Find My and Samsung SmartThings Find, serving frequent travelers, 11 partner airlines, and airport operators globally.
- Ownership category
- akta.pro rank
bagID industry classification
Industry- Product category
- Electronic Baggage Tags
- akta.pro primary industry
- Baggage/Personal Belongings Protection Platforms (THALALAD)
Keywords
Where bagID is headquartered
LocationHeadquarters
- HQ city
- Ålesund
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
bagID business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Electronic Bag Tag Hardware Sales: BagID sells the BagID 2 electronic baggage tag as a physical device. The product is available in Apple and Samsung versions with an included attachment case and TSA padlock. The primary device is priced at kr1,799 NOK. This is a one-time hardware purchase with a bundled 1-year Premium Individual subscription.
- Premium Individual Subscription: Annual subscription at 199 NOK per year providing unlimited access to digital baggage check-in with all partner airlines, usable across unlimited BagID devices. Includes a 30-day free trial. After the first bundled year, users choose to renew or switch to pay-per-use.
- Premium Family Subscription: Annual family subscription at 499 NOK per year for up to 5 family members living together. Each member has their own account. One person purchases and manages the subscription through the app.
- Pay-Per-Use (Premium Features): One-time 24-hour access to premium features (digital baggage check-in) at 39 NOK for users without an active subscription. Provides access to services included in the premium subscription for a 24-hour period from purchase.
- B2B Resale / Commercial Partnerships: BagID offers flexible commercial partnerships to airlines, airports, travel retailers, and loyalty programs. Partners can resell BagID products, earn commission via kickback/promotion codes, or offer BagID as a loyalty reward. No technical integration, inventory risk, or operational complexity required for partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | BagID 2 device (hardware) with 1-year Premium Individual subscription bundled |
| Usage-based | Pay-as-you-go | Pay-per-use for premium features (24-hour access) |
| Subscription | Annual | Premium Individual annual subscription |
| Subscription | Annual | Premium Family annual subscription (up to 5 members) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
bagID product offering
Product offeringCore offering
BagID designs, manufactures, and sells the BagID 2 electronic baggage tag (EBT), an e-ink hardware device that replaces traditional paper baggage tags by displaying flight and passenger information digitally. The device integrates with Apple Find My and Samsung SmartThings Find networks for real-time luggage tracking, and connects with airline systems to enable digital baggage check-in. The company sells the hardware device directly to consumers and offers recurring subscription plans (Premium Individual, Premium Family, Pay-Per-Use) to enable digital check-in functionality.
Product overview
BagID offers an electronic bag tag ecosystem centered on the BagID 2 device, which combines digital baggage check-in with real-time tracking through major IoT networks. The core BagID 2 product is an e-ink electronic baggage tag that replaces traditional paper tags, enabling travelers to check in baggage digitally from home and track luggage via Apple Find My or Samsung SmartThings Find. The product portfolio includes accessory mounting solutions (Attachment Case, Attachment Plate) and security accessories (TSA Padlock, Passport Folder). BagID operates on a subscription model with Premium Individual, Premium Family, and Pay-Per-Use options for accessing digital check-in services. The company has integrated with multiple European airlines and expanded to North America via the BAGTAG platform partnership.
Differentiator
Problem solved
Functional benefit
Products and services
- BagID 2 Electronic Baggage Tag The BagID 2 is an electronic baggage tag (EBT) with an e-ink display that replaces traditional paper baggage tags. It displays flight and passenger information digitally, integrates with Apple Find My and Samsung SmartThings Find for real-time luggage tracking, and connects with airline systems for digital check-in. Sold to individual travelers for 1,799 NOK per device.
- Premium Individual Subscription An annual subscription plan priced at 199 NOK that enables digital baggage check-in functionality for an individual user. Includes a 30-day free trial for new users. Designed for frequent individual flyers who own a BagID 2 device.
- Premium Family Subscription An annual subscription plan priced at 299 NOK that enables digital baggage check-in functionality for family members. Designed for families traveling together who want shared access to BagID digital check-in across multiple devices.
- Pay-Per-Use Plan A usage-based subscription option for occasional flyers who do not want to commit to an annual subscription. Allows pay-as-you-go access to digital baggage check-in functionality when needed.
- Attachment Case An accessory case designed to attach the BagID 2 device securely to luggage. Sold as a standalone accessory product through the BagID e-commerce store.
- Attachment Plate An accessory plate designed to attach the BagID 2 device securely to luggage. Sold as a standalone accessory product through the BagID e-commerce store.
- TSA Padlock A TSA-approved padlock accessory designed for use with BagID-compatible luggage. Sold as a standalone accessory product through the BagID e-commerce store.
- Passport Folder A passport folder travel accessory sold through the BagID e-commerce store. Designed as a companion product for travelers.
Quantifiable outcome
- 4.5/5 average rating from 107+ verified customer reviews
- +5 more outcomes
Companies that use bagID
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
bagID technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability2 records
Feature6 records
bagID partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered flagship, core and minor.
- BAGTAGflagshipBagID and BAGTAG entered into a strategic partnership in September 2023 with the main purpose of increasing awareness, visibility, and use of electronic baggage tags (EBTs) in aviation. BagID is integrated onto the BAGTAG platform, gaining access to all airlines already integrated with BAGTAG's platform (Lufthansa, KLM, China Southern, Austrian Airlines, Air Dolomiti, Horizon Air, Swiss Airlines, Alaska Airlines, Sky West Airlines, and Qatar Airways). The partnership aims to make EBTs the industry standard. BagID and BAGTAG work closely together on combined resources and innovations to drive airline, airport, and passenger adoption of electronic bag tags.
- Apple (Find My)coreBagID is a certified third-party accessory for Apple Find My. The BagID 2 (Apple version) communicates using encrypted Bluetooth signals with millions of Apple devices in the Find My network to determine baggage location. Users can add BagID to the Apple Find My app for real-time tracking.
- Samsung (SmartThings)coreBagID is a certified third-party accessory for Samsung SmartThings Find. The BagID 2 (Samsung version) works with Samsung Galaxy devices and communicates using encrypted Bluetooth signals through the SmartThings Find network for worldwide baggage tracking.
- AenaflagshipBagID joined Aena's 'Airport of the Future' innovation pavilion and the Aena Ventures Accelerator Program (winning the 'Airport efficiency' category in 2023). This led to a two-year €1.75 million contract with Aena for developing and deploying digital baggage solutions across Aena's airport network in Spain. BagID was showcased at MWC Barcelona 2026 in Aena's pavilion.
- Norwegian RewardminorNorwegian Reward promotes BagID using unique discount codes and earns commission (kickback) on every sale generated through their referral. This is a performance-based affiliate partnership with no upfront investment or inventory risk for Norwegian Reward.
- Retail InMotion / Swiss InflightminorRetail InMotion/Swiss Inflight serves as both a resale and loyalty partner for BagID, offering BagID products for sale in-flight and as part of loyalty reward programs.
- Miles & MoreminorMiles & More (the Lufthansa Group's loyalty program) offers BagID as a premium reward that members can redeem using miles or perks. This increases perceived value of the Miles & More loyalty program with a tangible travel product.
- Alaska AirlinescoreAlaska Airlines is the first North American airline to partner with BagID, enabled through the BAGTAG platform integration. Alaska Airlines has a long-standing reputation for digital innovation, having been the first North American carrier to sell tickets online (1995) and pioneer internet check-in (1999). Alaska connects travelers to over 1,000 destinations via the Oneworld alliance. The partnership was announced at the World Aviation Festival in Lisbon in 2025.
- NorwegiancoreNorwegian (low-price airline operating short-distance routes in Norway and Europe) is one of the most popular airlines among BagID users. It was one of the first airlines to integrate with BagID. Norwegian has won 'European Airline of the Year' (2023) and 'Most Punctual Airline in the Nordics' (2022).
- LufthansacoreLufthansa was added to the BagID airline library in early 2024 as the most international airline partner at the time. The airline operates worldwide and plays a leading role in the European market. Lufthansa's app was named the World's Best Airline App in 2024.
- KLMcoreKLM partnered with BagID in early 2025. KLM is the oldest airline operating under its original name and was the very first airline to allow electronic bag tags. As one of the largest airline groups in Europe with a network spanning over 160 destinations, KLM provides significant global reach for BagID.
- Swiss International Air LinescoreSwiss joined the BagID airline library in early 2024 as part of the Lufthansa Group partnership. Swiss is the leading airline in Switzerland with one of Europe's most advanced fleets.
- Austrian AirlinescoreAustrian Airlines joined BagID in early 2024 as part of the Lufthansa Group partnership. Austrian is the biggest airline in Austria with a dense route network in central and eastern Europe.
- WiderøecoreWiderøe was the first airline to welcome electronic bag tags in Norway. As Norway's oldest airline, Widerøe connects rural areas of Norway and is known for its investment in technology and sustainability.
- Air DolomiticoreAir Dolomiti joined BagID in early 2024 as part of the Lufthansa Group. As the Italian branch of Lufthansa Group, Air Dolomiti connects smaller Italian cities with Europe via approximately 550 flights per week.
- Discover AirlinescoreDiscover Airlines joined BagID at the beginning of 2024. As part of the Lufthansa Group, Discover Airlines supplements the group's growing segment of private travel, operating from Frankfurt and Munich hubs to over 60 vacation destinations worldwide.
- Brussels AirlinescoreBrussels Airlines joined BagID in June 2024 as part of the Lufthansa Group. The airline connects European and African destinations and is expanding its route network to America.
- Lufthansa City AirlinescoreLufthansa City Airlines (founded in 2022) became a BagID airline partner in September 2024. As the newest member of the Lufthansa Group, it connects passengers to Munich and Frankfurt hubs.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
bagID competitors and assessment
Company assessmentBroad incumbents
- SITA: SITA is the dominant IT and communications provider to the air transport industry and produces the annual Baggage IT Insights report that defines the category data. As the broad incumbent in baggage IT infrastructure, SITA could choose to bundle or compete with BagID-style EBT solutions at the airline level.
- Samsung (SmartTag / SmartThings Find): Samsung SmartTag and SmartThings Find deliver the same baggage-tracking functionality for Galaxy users. Like Apple AirTag, it is both a key integration partner (BagID 2 for Samsung) and a substitute product for the tracking-only use case.
- Apple (AirTag): Apple AirTag provides Bluetooth-based luggage tracking that overlaps with one half of BagID's value proposition (Apple Find My tracking). While not a full EBT, AirTag is the consumer default for baggage tracking and represents both an enabling integration and a competitive substitute.
Others
- Lufthansa Group: Lufthansa Group is both BagID's largest airline partner (7 of 11 integrated carriers are Lufthansa-owned) and a strategic channel via Miles & More loyalty. Its baggage innovation roadmap is the single biggest demand driver for BagID's installed base and pipeline.
Direct peers
- BAGTAG: BAGTAG is the original and largest independent electronic bag tag manufacturer, integrating with airlines including KLM (the first airline to allow EBTs), Lufthansa, and Qatar Airways. It is BagID's closest direct competitor and also its most important strategic platform partner.
- Vanguard ID Systems (ViewTag): Vanguard ID Systems developed the ViewTag, one of the early IATA-certified electronic bag tag products. It competes with BagID in the airline-supplied and B2B EBT channel, particularly in the US market.
- Rimowa (Electronic Tag): Rimowa, the German luxury luggage brand (owned by LVMH), launched the first mainstream electronic tag in partnership with Lufthansa. It is a direct competitor in the premium EBT category, though it is anchored to its own luggage hardware ecosystem rather than a standalone device.
Emerging players
- Tile: Tile is a Bluetooth-based item-tracking device competing with Apple AirTag and Samsung SmartTag. While not a direct EBT, Tile (now part of Life360) targets the same consumer 'find my stuff' use case, including luggage, and represents a low-cost substitute for the tracking half of BagID's offering.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
bagID social profiles
Digital presencebagID compliance and trust
Trust signalCompliance4 records
bagID financial estimates
Financial estimateRevenue estimate
Valuation estimate
bagID leadership team
Management profileNumber of profiles
Profiles6 records
bagID funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
bagID 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 bagID
What does bagID do?
BagID designs, manufactures, and sells the BagID 2 electronic baggage tag (EBT), an e-ink hardware device that replaces traditional paper baggage tags by displaying flight and passenger information digitally. The device integrates with Apple Find My and Samsung SmartThings Find networks for real-time luggage tracking, and connects with airline systems to enable digital baggage check-in. The company sells the hardware device directly to consumers and offers recurring subscription plans (Premium Individual, Premium Family, Pay-Per-Use) to enable digital check-in functionality.
Is bagID a public or private company?
bagID is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was bagID founded?
bagID was founded in 2016. It employs 1 to 10 people.
Where is bagID based?
bagID is headquartered in Ålesund, Norway, in the Europe region.
How does bagID make money?
Five revenue lines are on record. Electronic Bag Tag Hardware Sales are the primary driver. The others are premium Individual Subscription, premium Family Subscription, pay-Per-Use (Premium Features) and B2B Resale / Commercial Partnerships.
Who are bagID's main competitors?
Broad incumbents on record are SITA, Samsung (SmartTag / SmartThings Find) and Apple (AirTag). Lufthansa Group is listed as an others. Direct peers are BAGTAG, Vanguard ID Systems (ViewTag) and Rimowa (Electronic Tag). Tile is listed as an emerging player.
Does bagID have an API?
No public API is recorded for bagID.
What industry is bagID in?
bagID's product category is Electronic Baggage Tags. Its primary akta.pro industry code is THALALAD, Baggage/Personal Belongings Protection Platforms.