PassKit

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.

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

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

• Mobile wallet platform
• Digital loyalty cards
• Wallet pass management
• Digital membership cards
• Mobile coupon issuance

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Google WalletcoreTechnology or IntegrationGoogle 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 WalletcoreTechnology or IntegrationPassKit 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

Broad 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

• GitHubgithub.com/PassKit
• LinkedInlinkedin.com/company/passkit
• Xx.com/passkit
• Facebookfacebook.com/pkpass

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PassKit