PassKit
PassKit provides a unified platform for creating, distributing, and managing Apple Wallet and Google Wallet passes, including loyalty, membership, coupons, and tickets, serving SMBs via self-serve tools and enterprises via APIs across 140+ countries.
- Company typePrivate
- Founded2012
- HeadquartersHong Kong, Hong Kong SAR China
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What PassKit does
PassKit is a mobile wallet engagement platform founded in 2012 that enables businesses to create, distribute, and manage Apple Wallet and Google Wallet passes without requiring end users to download a dedicated app. The platform supports eight distinct pass types spanning loyalty cards, membership cards, coupons, gift cards, event tickets, boarding passes, insurance/policy passes, and digital business cards. PassKit operates as a Google Wallet Premier Partner and holds SOC 2 Type II certification, with infrastructure deployed in both EU and US regions, a stated 99.5% uptime, and reach across more than 140 countries.
The underlying platform combines a self-serve web portal with pre-built templates, REST APIs, webhooks, and native integrations with Zapier and Make for deeper automation. Real-time update capabilities allow dynamic fields such as points balances, check-ins, and redemptions to be pushed to installed passes. Supporting features include NFC-enabled passes, multiple QR and barcode formats, and a companion scanner application called PassReader for validation at point-of-sale or event entry. The company also operates Loopy Loyalty as a sub-brand targeting simplified loyalty stamp cards for small businesses.
PassKit monetizes through usage-based pricing, charging customers per pass issued with automatic volume discounts and no minimum commitments. Coupons and tickets cost less than one cent each at scale, while loyalty and membership cards cost as little as 0.5 cents per card per year. The company combines a product-led growth motion (45-day free trial, no credit card required) with an enterprise API-first motion for deeper integrations. It serves customers across retail, sports and events, hospitality and fitness, travel and airlines, and nonprofit verticals, with notable enterprise users including Jetstar, Virgin Australia, Carnegie Hall, Cleveland Cavaliers, AAA, Sprouts Farmers Market, and PETA. Disclosed outside funding totals approximately $2.1M across two early rounds led by Vectr.
PassKit firmographics
Firmographics- Name
- PassKit
- Legal name
- PassKit, Inc.
- Website
- https://PassKit.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PassKit provides a unified platform for creating, distributing, and managing Apple Wallet and Google Wallet passes, including loyalty, membership, coupons, and tickets, serving SMBs via self-serve tools and enterprises via APIs across 140+ countries.
- Ownership category
- akta.pro rank
PassKit industry classification
Industry- Product category
- Mobile Wallet Engagement Platform
- akta.pro primary industry
- Card Issuing & Program Management Platforms (BPAMAFAH)
- akta.pro secondary industries
- In-App / Online Checkout Wallets (FSAMAEAH), Mobile Ticketing & Digital Pass Apps (THAIAMAB)
Keywords
Where PassKit is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Markets served
PassKit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Usage-based Pass Issuance: Usage-based pricing model where customers pay per pass issued. Coupons and tickets cost less than 1 cent each at scale, loyalty or membership cards cost as little as 0.5 cents per year. Automatic volume discounts apply with no minimum terms or volume commitments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Coupons and Tickets |
| Usage-based | Annual | Loyalty and Membership Cards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
PassKit product offering
Product offeringCore offering
PassKit is a unified software platform that enables businesses to create, distribute, and automate Apple Wallet and Google Wallet passes, including loyalty cards, membership cards, coupons, event tickets, boarding passes, gift cards, insurance/policy passes, and digital business cards. The platform provides ready-made templates, real-time pass updates, NFC and QR/barcode redemption, and developer APIs/webhooks for integration with CRM, POS, and existing systems. End customers add passes directly to their mobile wallets without downloading a separate app.
Product overview
PassKit is a unified mobile wallet engagement platform that serves as an operating system for creating, distributing, and automating Apple Wallet and Google Wallet passes. The core platform offers eight distinct pass types: Digital Loyalty Cards, Digital Membership Cards, Digital Coupons, Digital Gift Cards, Digital Event Tickets, Digital Boarding Passes, Digital Insurance/Policy Passes, and Digital Business Cards. Supporting the pass creation are platform features including a Mobile Wallet Software platform, Google Wallet Pass Builder, Apple Wallet Pass Builder, NFC Wallet Passes, QR & Barcode Redemption, and Real-Time Pass Updates. Add-on tools include the Wallet Pass Scanner App (PassReader) for validating passes, while Loopy Loyalty operates as a sub-brand focused on simplified loyalty stamp cards. All pass types can be managed via a web portal or developer APIs and webhooks, with native integrations to Zapier and Make for workflow automation.
Differentiator
Problem solved
Functional benefit
Brands
- Loopy Loyalty: Digital loyalty card platform targeted at small businesses, operated as a separate brand under PassKit's umbrella.
- PassReader
Products and services
- Digital Loyalty Cards Digital loyalty card passes that live in Apple Wallet and Google Wallet, enabling businesses to reward customers with points, stamps, and rewards programs that update in real time.
- Digital Membership Cards Digital membership and gym pass cards stored in mobile wallets, supporting features like check-ins, access control, and real-time balance updates for hospitality, fitness, and club use cases.
- Digital Coupons Digital coupon and offer passes that businesses can distribute via email, SMS, or QR code, with support for expiration dates, redemption tracking, and barcode scanning.
- Digital Gift Cards Digital gift card passes compatible with Apple Wallet and Google Wallet, allowing businesses to sell and distribute gift cards that recipients add directly to their mobile wallets.
- Digital Event Tickets Digital event ticket passes for sports, concerts, and conferences with support for NFC, QR codes, and real-time updates for check-in, seat changes, and event information.
- Digital Boarding Passes Digital boarding pass templates for airlines that integrate with Apple Wallet and Google Wallet, including flight details, gate information, and real-time update capabilities.
- Digital Insurance/Policy Pass Digital policy and insurance card passes that policyholders can store in their mobile wallets for quick access to coverage details and emergency information.
- Digital Business Cards Digital business card passes that professionals can share via mobile wallets, containing contact information that recipients can add directly to their contacts and wallet apps.
- Mobile Wallet Software Platform The core PassKit platform enabling businesses to create, distribute, and manage all Apple Wallet and Google Wallet pass types from a single unified interface.
- Wallet Pass Scanner App (PassReader) A companion scanning application for validating and redeeming wallet passes at point-of-sale, events, or membership locations using QR codes or NFC.
- Loopy Loyalty A related brand under the PassKit ecosystem focused on digital loyalty stamp cards, offering simplified loyalty program creation for small businesses.
- PassKit Developer API & Webhooks REST APIs and webhooks for programmatic creation, issuance, updating, and management of Apple Wallet and Google Wallet passes, enabling integration with CRM, POS, and custom systems.
Quantifiable outcome
- Cost reduction for pass issuance: coupons and tickets cost less than 1 cent each at scale, loyalty cards cost as little as 0.5 cents per year
Companies that use PassKit
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles3 records
PassKit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
PassKit partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Google WalletcoreGoogle Wallet Premier Partner status. PassKit integrates seamlessly into existing systems supporting high-volume, mission-critical deployments across multiple regions for Google Wallet pass issuance and management.
- Apple WalletcorePassKit handles secure generation, distribution, and updating of Apple Wallet passes with full compatibility management, delivery, and real-time updates for all pass types.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
PassKit competitors and assessment
Company assessmentBroad incumbents
- Salesforce Marketing Cloud: Salesforce Marketing Cloud is a comprehensive customer engagement platform with mobile wallet and loyalty capabilities for enterprise customers. Comparable to PassKit's enterprise wallet pass management offerings at the high end of the market, with a much broader portfolio.
- FiveStars: FiveStars is a customer loyalty and marketing platform serving SMBs in retail, restaurants, and services. Comparable to PassKit's loyalty and coupon offerings for local and mid-market businesses.
- Yotpo: Yotpo is a broader customer engagement platform with a strong loyalty program offering, serving retail and ecommerce brands. Comparable to PassKit's retail loyalty use cases (e.g., Sprouts Farmers Market, Seasalt Cornwall) but with a wider portfolio including reviews, SMS, and subscriptions.
- Braze: Braze is a customer engagement platform with messaging, personalization, and campaign management capabilities. Comparable to PassKit's broader customer engagement use cases including loyalty, membership, and event-driven communications across channels.
- Airship: Airship is a mobile engagement platform serving enterprise customers with messaging, in-app messaging, and wallet pass capabilities. Comparable to PassKit's mobile wallet and customer engagement offerings at the enterprise end of the market.
Direct peers
- Passcreator: Passcreator is a direct competitor offering mobile wallet pass creation and management for Apple Wallet and Google Wallet with a SaaS model. Highly comparable to PassKit's core platform targeting SMB and mid-market customers.
- PassNinja: PassNinja is a direct competitor offering a platform for creating, distributing, and managing Apple Wallet and Google Wallet passes with API-first architecture. Highly comparable to PassKit's core product offering across loyalty, membership, coupons, and ticketing use cases.
- LoyalZoo: LoyalZoo is a digital loyalty program platform serving small and mid-sized businesses. Highly comparable to PassKit's Loopy Loyalty sub-brand, both targeting SMB loyalty programs with simple, self-serve experiences.
- Pass2u Wallet: Pass2u Wallet is a direct competitor providing digital wallet pass management for Apple Wallet and Google Wallet, supporting loyalty, coupon, ticket, membership, and gift card pass types. Comparable to PassKit's offerings in product scope and target customers.
Emerging players
- Smile.io: Smile.io is a loyalty and rewards platform focused on ecommerce brands. Comparable to PassKit's loyalty pass offerings, particularly for online-first retailers like Seasalt Cornwall, though it focuses more on ecommerce-native integrations than wallet passes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PassKit social profiles
Digital presencePassKit compliance and trust
Trust signalCompliance1 record
PassKit financial estimates
Financial estimateRevenue estimate
Valuation estimate
PassKit leadership team
Management profileNumber of profiles
Profiles2 records
PassKit subsidiaries and ownership
Company hierarchySubsidiaries2 records
PassKit funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PassKit 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 PassKit
What does PassKit do?
PassKit is a unified software platform that enables businesses to create, distribute, and automate Apple Wallet and Google Wallet passes, including loyalty cards, membership cards, coupons, event tickets, boarding passes, gift cards, insurance/policy passes, and digital business cards. The platform provides ready-made templates, real-time pass updates, NFC and QR/barcode redemption, and developer APIs/webhooks for integration with CRM, POS, and existing systems. End customers add passes directly to their mobile wallets without downloading a separate app.
Is PassKit a public or private company?
PassKit is a private company. It is classified as venture growth investor backed and is currently operating.
When was PassKit founded?
PassKit was founded in 2012. It employs 11 to 50 people.
Where is PassKit based?
PassKit is headquartered in Hong Kong, Hong Kong SAR China, in the Asia region.
How does PassKit make money?
One revenue line is on record: usage-based Pass Issuance.
Who are PassKit's main competitors?
Broad incumbents on record are Salesforce Marketing Cloud, FiveStars, Yotpo, Braze and Airship. Direct peers are Passcreator, PassNinja, LoyalZoo and Pass2u Wallet. Smile.io is listed as an emerging player.
Does PassKit have an API?
Yes. PassKit provides REST APIs and webhooks for creating, issuing, and managing Apple Wallet and Google Wallet passes. Developers can integrate to sync customer data, trigger pass updates, automate loyalty actions, and connect to CRM, POS, apps, or websites. The platform supports Zapier and Make for no-code automation. Authentication methods, rate limits, and versioning details are available in the documentation. Developer documentation is at docs.passkit.io.
What industry is PassKit in?
PassKit's product category is Mobile Wallet Engagement Platform. Its primary akta.pro industry code is BPAMAFAH, Card Issuing & Program Management Platforms, with a secondary code of FSAMAEAH, In-App / Online Checkout Wallets.