Badge
Badge provides a mobile-wallet operating platform enabling enterprises to build, deploy, and measure customer experiences across Apple, Google, and Samsung Wallets via unified APIs, a no-code workspace, and a white-label Embed SDK for platforms.
- Company typePrivate
- Founded2023
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Badge does
Badge is a mobile-wallet operating platform that enables enterprises to build, deploy, and measure customer experiences across Apple Wallet, Google Wallet, and Samsung Wallet from a single unified infrastructure. The platform offers three subscription tiers (Core, Enterprise, Strategic) — differentiated by messaging speed, fees, support SLAs, and infrastructure isolation — and exposes wallet capabilities through a no-code Pass Creator for marketers, a REST API and SDK for developers, and a white-label Embed SDK for downstream platform partners. Supporting features include push notifications, geofenced and iBeacon-triggered location-based messaging, dynamic pass campaigns, linked passes, native offers, and conversion-goal tracking that ties transaction data back to campaign performance.
The company monetizes through a hybrid model combining recurring platform subscriptions (priced on tier and message volume, sold as multi-year enterprise contracts) with usage-based messaging fees, licensing revenue from white-label/embed SDK partners, and professional services for wallet lifecycle strategy and launch. Its GTM motion blends product-led growth (free sandbox trial, no-code workspace) with enterprise field sales (dedicated customer success managers, custom SLAs, dedicated Slack/Teams channels for strategic accounts), supplemented by API-first distribution through developer documentation and platform partner channels. Badge holds formal partner status with Apple (official Apple Wallet partner) and Google (Premier Partner of Google Wallet), plus Samsung Wallet integration, and is SOC 2 Type 2, GDPR, CCPA, and PCI compliant.
Badge serves enterprise customers across retail and commerce (Carrefour, HOKA, IDYU), financial services and fintech (Synchrony, Stripe), travel and hospitality, sports and entertainment (TGL, Counter), education (Yale), and platforms (Shift4 Payments, whose integration extends Badge functionality to approximately 200,000 downstream merchants). The company was founded in 2023 in San Francisco and has raised $17.1 million in total funding — a $3.3 million seed round (2023) and a $13.8 million Series A (February 2026) led by TTV Capital with participation from Stripe, Synchrony Ventures, and Infinity Ventures. As part of the Series A, Lynne Laube (TTV Capital Venture Partner and Cardlytics co-founder) joined the board. Most recently, Badge launched the Badge MCP Server in beta (March 2026), positioning the platform for agent-driven wallet management.
Badge firmographics
Firmographics- Name
- Badge
- Legal name
- Badge Group, Inc.
- Website
- https://trybadge.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Badge provides a mobile-wallet operating platform enabling enterprises to build, deploy, and measure customer experiences across Apple, Google, and Samsung Wallets via unified APIs, a no-code workspace, and a white-label Embed SDK for platforms.
- Ownership category
- akta.pro rank
Badge industry classification
Industry- Product category
- Mobile Wallet Platform
- akta.pro primary industry
- Digital Wallet Platforms (Consumer & Merchant) (BPAMAFAC)
- akta.pro secondary industries
- General-Purpose Digital Wallets (P2P + Merchant) (FSAMAEAA), Wallet Infrastructure (SDKs, Wallet-as-a-Service) (FSADACAD)
Keywords
Where Badge is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Badge business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform Subscription: Three-tier subscription model (Core, Enterprise, Strategic) with unlimited passes across all plans. Revenue based on messaging volume and feature tier, with pricing quoted upon request.
- Messaging Fees: Usage-based pricing for wallet messages sent or managed. Higher-tier plans offer lower messaging fees. Costs scale with messaging volume.
- Embed SDK / White-label Licensing: Platform partners and brands can embed Badge capabilities into their products white-labeled with full design control, generating licensing revenue.
- Professional Services: Full-service support across wallet lifecycle from strategy and design to launch and optimization, helping enterprises achieve ROI faster.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Core: For businesses making wallets a foundational part of their customer experience |
| Subscription | Multi-year contract | Enterprise: For businesses operating at scale with deeper customization, enhanced support, and accelerated messaging speeds |
| Subscription | Multi-year contract | Strategic: For complex enterprises needing isolated infrastructure, premium support, custom SLAs, and lowest messaging fees |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Badge product offering
Product offeringCore offering
Badge provides an operating platform for Apple, Google, and Samsung Wallets that enables enterprises and platform partners to build, deploy, and measure customer experiences in mobile wallets at scale. The offering unifies wallet pass creation, real-time updates, push notifications, geofenced messaging, and campaign analytics through a REST API, no-code workspace, embeddable SDK, and a Badge MCP Server for AI agent integration. Customers include Carrefour, HOKA, Yale University, Shift4 Payments, Synchrony, and Stripe.
Product overview
Badge is a mobile wallet operating platform that provides infrastructure for Apple, Google, and Samsung Wallets, enabling enterprise brands to build, deploy, and measure customer experiences at scale. The offering consists of three subscription tiers (Core, Enterprise, Strategic) providing the same core wallet infrastructure with differentiated performance, support, and customization levels. The platform includes a no-code Pass Creator for marketers, a REST API and Embed SDK for developers, and AI-powered Badge MCP Server for agent-driven management. Supporting capabilities include push notifications, location-based messaging, wallet analytics, conversion tracking, and support for multiple pass types (loyalty, gift cards, membership, tickets, offers). The company operates as wallet-as-a-service, with formal partnerships with Apple, Google, and Samsung.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 4% increase in purchase frequency for HOKA
- +5 more outcomes
Companies that use Badge
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
Badge technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature12 records
Badge partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and supporting.
- ApplecoreOfficial partner with Apple Wallet. Badge maintains formal partnerships with Apple to deliver wallet-based loyalty programs, push notifications, and geofencing capabilities to merchants.
- GooglecorePremier Partner of Google Wallet. Badge maintains formal partnerships with Google to deliver wallet-based loyalty programs, push notifications, and geofencing capabilities to merchants.
- SamsungsupportingSamsung Wallet partner enabling Badge to create dynamic experiences in Samsung Wallet in addition to Apple and Google.
- Shift4 PaymentscoreShift4 Payments uses Badge infrastructure enabling brands to interface with Apple, Google, and Samsung wallets. Badge supports 200k downstream merchants through Shift4 platform.
- ThalessupportingThales integrated Badge's biometric cryptography technology into its OneWelcome Identity Platform to enhance account recovery through secure biometric authentication, reducing reliance on passwords.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Badge competitors and assessment
Company assessmentBroad incumbents
- SessionM (Mastercard): SessionM is Mastercard's customer engagement and loyalty platform with built-in mobile wallet pass delivery, card-linked offers, and segmentation. It competes for the same enterprise loyalty wallet budget that Badge targets with Carrefour- and HOKA-style deployments.
- Airship: Airship is a mobile engagement platform that supports push notifications, in-app messaging, and wallet passes for enterprise brands. While much broader than Badge, it overlaps in mobile wallet campaign orchestration and competes for enterprise martech budget.
- Punchh (PAR Technology): Punchh is a loyalty and engagement platform for restaurants and retail that increasingly integrates with mobile wallets for stored loyalty, offers, and rewards. It competes with Badge's retail/commerce loyalty wallet play, especially in QSR and grocery verticals.
- Vibes: Vibes is a mobile messaging and engagement platform used by major brands for SMS, MMS, push notifications, and mobile wallet campaigns. Its wallet and loyalty messaging capabilities overlap directly with Badge's customer engagement and push notification features.
Emerging players
- Yotpo: Yotpo is a commerce marketing platform spanning reviews, SMS, loyalty, and subscriptions, with growing wallet and mobile engagement capabilities. It overlaps with Badge in retail loyalty and card-linked offer orchestration.
- LoyaltyLion: LoyaltyLion is a loyalty and retention platform for Shopify-based retailers that supports wallet passes, points programs, and segmentation. While more SMB-tilted than Badge, it competes for the same retail wallet-loyalty budget and validates the market segment.
- Antavo: Antavo is a loyalty cloud platform for retail and fashion brands, supporting mobile wallet passes, membership tiers, and API-led loyalty integrations. It is comparable to Badge for enterprise loyalty wallet deployments in fashion and lifestyle verticals.
- Paytronix: Paytronix is a loyalty and gift platform for restaurants that delivers stored-value cards, rewards, and offers via mobile wallets. It is comparable to Badge's retail/commerce wallet use cases in restaurant and convenience-store segments.
- Annex Cloud: Annex Cloud is a loyalty and customer engagement platform supporting mobile wallet passes, referral programs, and UGC. It competes with Badge's no-code retail loyalty wallet proposition, particularly for mid-market omnichannel brands.
Direct peers
- PassKit: PassKit is a digital wallet platform that enables businesses to create, manage, and distribute Apple and Google Wallet passes for loyalty, coupons, tickets, and membership programs. It is the closest direct competitor to Badge, offering a similar no-code pass creator, APIs, and CRM/loyalty integrations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Badge social profiles
Digital presenceBadge compliance and trust
Trust signalCompliance4 records
Badge financial estimates
Financial estimateRevenue estimate
Valuation estimate
Badge leadership team
Management profileNumber of profiles
Profiles13 records
Badge funding detail
Funding detailFunding overview
Funding rounds4 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Badge 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 Badge
What does Badge do?
Badge provides an operating platform for Apple, Google, and Samsung Wallets that enables enterprises and platform partners to build, deploy, and measure customer experiences in mobile wallets at scale. The offering unifies wallet pass creation, real-time updates, push notifications, geofenced messaging, and campaign analytics through a REST API, no-code workspace, embeddable SDK, and a Badge MCP Server for AI agent integration. Customers include Carrefour, HOKA, Yale University, Shift4 Payments, Synchrony, and Stripe.
Is Badge a public or private company?
Badge is a private company. It is classified as venture growth investor backed and is currently operating.
When was Badge founded?
Badge was founded in 2023. It employs 11 to 50 people.
Where is Badge based?
Badge is headquartered in San Francisco, United States, in the North America region.
How does Badge make money?
Four revenue lines are on record. Platform Subscription is the primary driver. The others are messaging Fees, embed SDK / White-label Licensing and professional Services.
Who are Badge's main competitors?
Broad incumbents on record are SessionM (Mastercard), Airship, Punchh (PAR Technology) and Vibes. Emerging players are Yotpo, LoyaltyLion, Antavo, Paytronix and Annex Cloud. PassKit is listed as a direct peer.
Does Badge have an API?
Yes. Badge provides a REST API for programmatically creating and updating mobile wallet passes. The API supports pass template creation, pass issuance via userPassUpsert endpoint, push notification sending, pass voiding, and pass status tracking. Authentication uses Bearer token. The base URL is api.trybadge.com/v0/rpc/. Additionally, Badge offers the Badge MCP Server (beta) enabling AI agents like Claude, Cursor, and Claude Code to access the Badge workspace through natural language, allowing pass creation, activation, engagement, and reporting through conversational interfaces. Developer documentation is at docs.trybadge.com.
What industry is Badge in?
Badge's product category is Mobile Wallet Platform. Its primary akta.pro industry code is BPAMAFAC, Digital Wallet Platforms (Consumer & Merchant), with a secondary code of FSAMAEAA, General-Purpose Digital Wallets (P2P + Merchant).