Passcreator
Passcreator GmbH is a Munich-based SaaS platform founded in 2012 that enables businesses to create, distribute, and manage digital wallet passes for Apple Wallet, Google Wallet, and Samsung Wallet, serving over 9,000 organizations across retail, ticketing, insurance, and embedded SaaS verticals.
- Company typePrivate
- Founded2012
- HeadquartersMunich, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Passcreator does
Passcreator GmbH is a Munich-headquartered SaaS company, founded in 2012 by David Sporer, that operates a digital wallet pass management platform covering Apple Wallet, Google Wallet, and Samsung Wallet from a single integration. The platform is built on Google Cloud Platform infrastructure hosted exclusively in EU data centers, supports the pkpass format for Apple and proprietary formats for Google and Samsung, and exposes REST APIs, an MCP server for AI tools, a Zapier app, and direct integrations with Salesforce, HubSpot, Shopify, Slack, and Google Sheets. Core capabilities include a no-code visual pass editor, dynamic push notifications, geofenced and time-based triggers, NFC Smart Tap support, QR-code validation, workflow automation, multi-tenant architecture, and a companion Smart Scan mobile app for issuers.
The business serves a mix of end-customer organizations (over 9,000 across 50+ countries) and embedded SaaS partners via Passcreator Embedded, a white-label SDK introduced in 2025 that targets POS, ticketing, fitness, hospitality, and CRM platforms. Customer segments span retail and consumer brands (loyalty, coupons, gift cards, stamp cards), ticketing and events (including The Oscars, EHF FINAL4, HSV), insurance (40+ carriers issuing digital proof of insurance), automobile clubs (ADAC), airports (Munich Airport), and public-sector tourism campaigns (Northern Territory, Australia). Pricing is a freemium-to-enterprise subscription model billed per active registration (the number of passes downloaded and saved on a device), with tiers from a free 5-registration plan through volume tiers (200 to 25,000+ active registrations) up to custom enterprise contracts, plus an OEM module-licensing layer for Embedded.
The company holds Apple Certified Pass Provider and Google Wallet Premier Partner status, is ISO 27001 certified, and is positioned as GDPR-compliant with EU-only hosting, which functions as a regulatory moat for regulated workloads. Passcreator is founder-owned and privately held with no disclosed external funding rounds, indicating an organically grown, bootstrapped operating model under Managing Director David Sporer. Recent strategic emphasis is on the Embedded channel and the EUDI Connector for the European Digital Identity Wallet framework, signaling a deliberate expansion from marketing-oriented wallet passes into identity and embedded infrastructure use cases.
Passcreator firmographics
Firmographics- Name
- Passcreator
- Legal name
- Passcreator GmbH
- Website
- https://passcreator.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Passcreator GmbH is a Munich-based SaaS platform founded in 2012 that enables businesses to create, distribute, and manage digital wallet passes for Apple Wallet, Google Wallet, and Samsung Wallet, serving over 9,000 organizations across retail, ticketing, insurance, and embedded SaaS verticals.
- Ownership category
- akta.pro rank
Passcreator industry classification
Industry- Product category
- Mobile Wallet Pass Management Software
- akta.pro primary industry
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)
Keywords
Where Passcreator is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Passcreator business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription-based SaaS Licensing: Passcreator operates on a tiered subscription model where customers pay based on the number of active registrations (downloads/saved passes). Pricing scales with volume from a free tier (5 active registrations) through multiple paid tiers up to enterprise custom plans. The number of passes that can be created is limited to 10x the booked active registrations. Additional chargeable options can be ordered through account settings.
- Usage-based Pricing Overlay: Pricing tiers are differentiated by active registration volume (500, 1K, 2K, 5K, 10K, 25K, Enterprise). The core charge is per active registration slot, with lower per-unit cost at higher tiers. A free tier allows unlimited pass creation but limits paid downloads to 5 active registrations.
- Enterprise Custom Contracts: Enterprise tier with custom pricing for high-volume organizations requiring dedicated support, advanced features, and SLA guarantees. Billing is monthly on account.
- Passcreator Embedded OEM Licensing: SaaS platforms embedding Passcreator's wallet capabilities into their own products pay for modular features (pass editor, campaigns, analytics, NFC, scan app) as add-on modules, with volume-based scaling for managing thousands of downstream customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free: 5 active registrations |
| Subscription | Monthly | 200 active registrations — 8 active registrations per EUR |
| Subscription | Monthly | 500 active registrations — 7 active registrations per EUR |
| Subscription | Monthly | 1,500 active registrations — 6 active registrations per EUR |
| Subscription | Monthly | 5,000 active registrations — 5 active registrations per EUR |
| Subscription | Monthly | 10,000 active registrations — 4 active registrations per EUR |
| Subscription | Monthly | 25,000+ active registrations — 3 active registrations per EUR |
| Subscription | Multi-year contract | Enterprise — Custom pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Passcreator product offering
Product offeringCore offering
Passcreator is a SaaS platform that enables businesses to create, distribute, and manage digital wallet passes for Apple Wallet, Google Wallet, and Samsung Wallet. The platform supports loyalty cards, coupons, event tickets, membership cards, gift cards, stamp cards, and digital proof of insurance, with features including push notifications, dynamic content updates, NFC contactless validation, a no-code visual editor, landing pages, analytics, and workflow automation. A separate Passcreator Embedded product allows SaaS platforms to white-label and embed wallet capabilities directly into their own products.
Product overview
Passcreator is a SaaS platform for digital wallet passes consisting of three main products: Core (the foundational platform for creating and managing wallet passes across Apple Wallet, Google Wallet, and Samsung Wallet), Embedded (a white-label SDK/API for embedding wallet functionality into third-party SaaS products), and EUDI Connector (for EU digital identity wallet integration). The Core platform supports multiple pass types including loyalty cards, coupons, event tickets, membership cards, gift cards, stamp cards, and digital insurance proofs, all featuring push notifications, dynamic updates, visual editing, landing pages, analytics, and workflow automation. Passcreator Retail is a specialized sub-brand for retail enterprise gift card and loyalty programs. The platform integrates with Salesforce, HubSpot, Slack, Shopify, Google Sheets, Zapier, Stripe, PayPal, and Klarna, and serves over 9,000 organizations across more than 50 countries with infrastructure hosted in the EU and ISO 27001 certification.
Differentiator
Problem solved
Functional benefit
Brands
- Passcreator Embedded: An embedded wallet solution that allows SaaS platforms to integrate Apple Wallet, Google Wallet, and Samsung Wallet capabilities directly into their products with white-label options.
- Passcreator Retail
- Passcreator EUDI Connector
- Passcreator Smart Scan App
Products and services
- Passcreator Core Foundational SaaS platform that enables businesses to create, distribute, and manage digital passes for Apple Wallet, Google Wallet, and Samsung Wallet. Supports loyalty cards, coupons, event tickets, membership cards, gift cards, stamp cards, and digital proof of insurance, with features including push notifications, dynamic content updates, visual editor, landing pages, analytics, and workflow automation.
- Passcreator Embedded White-label SDK and API solution that embeds full wallet functionality (Apple Wallet, Google Wallet, Samsung Wallet) directly into third-party SaaS platforms. Offers modular features including no-code pass editor, push notifications, analytics, NFC support, and workflow automation that SaaS vendors can offer to their own customers under their own brand.
- Passcreator EUDI Connector Identity verification and secure credentials solution for the European Union's European Digital Identity Wallet (EUDI Wallet) framework, enabling businesses to issue and manage EU-compliant digital identity documents.
- Passcreator Retail Enterprise-focused solution specifically designed for retail businesses, providing specialized gift card and loyalty program management capabilities integrated with wallet pass functionality.
- Passcreator Smart Scan App Mobile application for pass issuers to validate and scan wallet passes using iOS or Android devices, enabling QR code scanning and pass verification with downloadable scan statistics.
Quantifiable outcome
- Over 26,000 gift voucher wallet passes distributed by Northern Territory Tourism in Australia within the first day of campaign launch, with all vouchers redeemed on day one.
- +4 more outcomes
Companies that use Passcreator
Customer profileNamed customers7 records
Segments8 records
Ideal customer profiles3 records
Passcreator technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature10 records
Passcreator partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- eventpage.aicoreeventpage.ai is a strategic technology partner for event ticketing and venue management. Together with Passcreator, the companies co-delivered digital VIP ticketing for the EHF FINAL4 handball Champions League, where eventpage.ai managed digital venue spaces and seat assignment while Passcreator generated personalized wallet passes. The integration included CSV bulk import and API-driven pass issuance for 2,500 VIP guests.
- Google Cloud PlatformcorePasscreator's hosting infrastructure is provided by Google Cloud Platform, using only EU-based data centers. Google Cloud provides the underlying compute, storage, and network infrastructure for Passcreator's wallet pass services.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Passcreator competitors and assessment
Company assessmentDirect peers
- PassKit: PassKit is a direct competitor offering a SaaS platform for creating and distributing Apple Wallet and Google Wallet passes for loyalty, coupons, events, and membership — directly overlapping with Passcreator's core product and customer segments.
- PassNinja: PassNinja provides a developer-focused wallet pass platform for Apple, Google, and Samsung Wallets with API and SDK access — a direct competitor in the same B2B SaaS category targeting loyalty, ticketing, and membership use cases.
- Pass2U Wallet: Pass2U offers wallet pass creation, management, and issuance for Apple Wallet and Google Wallet, with consumer-facing apps and a B2B platform — directly competing for the same SMB and mid-market wallet-pass customers.
Emerging players
- Stamp Me: Stamp Me is a digital loyalty stamp card platform with strong wallet integration for SMBs — a partial overlap focused on the stamp card / loyalty niche where Passcreator also plays.
- Antavo: Antavo is an enterprise loyalty platform that integrates with mobile wallets as one engagement channel — overlapping with Passcreator's loyalty use cases for larger brands and retailers.
- Talon.One: Talon.One is a promotion and loyalty engine serving enterprise retailers and brands; its wallet integrations and loyalty flows are an adjacent competitive set for Passcreator's retail and coupon use cases.
Broad incumbents
- Yotpo: Yotpo is a broader commerce marketing platform offering loyalty, referrals, reviews, and SMS — an incumbent in adjacent loyalty/marketing categories that competes for wallet-driven loyalty budgets at larger retailers.
- Stocard (Klarna): Stocard, acquired by Klarna, is a consumer wallet app aggregating loyalty cards — an adjacent incumbent competing for the same end-customer wallet engagement and brand mindshare.
- Vibes: Vibes is an enterprise mobile messaging and wallet marketing platform used by major retailers — an incumbent in mobile engagement that overlaps with Passcreator's push notification and loyalty capabilities for large brands.
- Airship: Airship (formerly Urban Airship) is a mobile experience platform with push notifications and wallet messaging at enterprise scale — an adjacent incumbent serving some of the same enterprise customer engagement use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Passcreator social profiles
Digital presencePasscreator compliance and trust
Trust signalCompliance2 records
Passcreator financial estimates
Financial estimateRevenue estimate
Valuation estimate
Passcreator leadership team
Management profileNumber of profiles
Profiles1 record
Passcreator funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Passcreator 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 Passcreator
What does Passcreator do?
Passcreator is a SaaS platform that enables businesses to create, distribute, and manage digital wallet passes for Apple Wallet, Google Wallet, and Samsung Wallet. The platform supports loyalty cards, coupons, event tickets, membership cards, gift cards, stamp cards, and digital proof of insurance, with features including push notifications, dynamic content updates, NFC contactless validation, a no-code visual editor, landing pages, analytics, and workflow automation. A separate Passcreator Embedded product allows SaaS platforms to white-label and embed wallet capabilities directly into their own products.
Is Passcreator a public or private company?
Passcreator is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Passcreator founded?
Passcreator was founded in 2012. It employs 11 to 50 people.
Where is Passcreator based?
Passcreator is headquartered in Munich, Germany, in the Europe region.
How does Passcreator make money?
Four revenue lines are on record. Subscription-based SaaS Licensing is the primary driver. The others are usage-based Pricing Overlay, enterprise Custom Contracts and passcreator Embedded OEM Licensing.
Who are Passcreator's main competitors?
Direct peers on record are PassKit, PassNinja and Pass2U Wallet. Emerging players are Stamp Me, Antavo and Talon.One. Broad incumbents are Yotpo, Stocard (Klarna), Vibes and Airship.
Does Passcreator have an API?
Yes. REST API for creating, distributing, and managing wallet passes programmatically. Supports Apple Wallet, Google Wallet, and Samsung Wallet pass types. Available to all users with unlimited API usage included in all plans. Developer documentation is at developer.passcreator.com.
What industry is Passcreator in?
Passcreator's product category is Mobile Wallet Pass Management Software. Its primary akta.pro industry code is CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer).