MyPass
MyPass is an Italian fintech platform providing mobile checkout, ticketing, and payment solutions for tourism, transport, parking, and ski resorts, serving 150,000+ users and institutions including Peggy Guggenheim Collection, MUVE Venice, and Campiglio Dolomiti through patented Pay-Per-Use and BLE technologies.
- Company typePrivate
- Founded2014
- HeadquartersTurin, Italy
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What MyPass does
MyPass (MyPass Srl) is an Italian fintech and mobile platform company that provides technology solutions for checkout, ticketing, and payment across the tourism, transport, parking, and leisure sectors. Founded in 2014 in Florence as an innovative startup and now headquartered in Genoa, MyPass operates a horizontal all-in-one destination app that consolidates museum admissions, public transport tickets, parking access, ski passes, and event bookings into a single mobile interface. The company serves over 150,000 users with international catchment spanning Italian, English, German, French, and Northern European tourists, and counts institutional and enterprise partners including Peggy Guggenheim Collection, MUVE Venice civic museums, ACTV, Alilaguna, Cinque Terre National Park, Campiglio Dolomiti di Brenta ski area, and SAVE (Venice Marco Polo Airport parking).
The company's technological foundation rests on two patented innovations: a Pay-Per-Use smart billing system for ski passes that detects and charges only for actual skiing time, and a Bluetooth Low Energy (BLE) ticketless parking access system that enables entry, exit, and payment with a single tap. These power three consumer-facing branded apps — MyPass (all-in-one), MyPass Ski (specialized ski pass platform), and MyPass Venezia (Venice-focused tourism) — plus white-label deployments such as the inPark app for SSM Udine. The platform integrates with dominant European access and ticketing infrastructure providers including SKIDATA, Axess, ALFI, VivaTicket, TicketOne, and Feratel, and is supported by fintech partnerships with Fabrick and Axerve for payment and open banking rails.
MyPass operates a primarily transaction-based revenue model: commissions on partner bookings with zero upfront costs (no fixed fees, integration fees, or marketing costs), supplemented by per-transaction service fees (e.g., €1.22 on Cinque Terre Card purchases) and white-label licensing revenue from municipal deployments. The company is backed by strategic institutional investors including Banca Sella (2017), Helvetia (2019, with co-developed Helvetia Easy MyPass instant insurance product), and CDP Venture Capital (2021). Its go-to-market combines product-led growth through app store distribution with direct B2B sales targeting attractions, transport operators, parking providers, DMOs, and tour operators across Italy.
MyPass firmographics
Firmographics- Name
- MyPass
- Legal name
- MyPass Srl
- Website
- https://mypass.cc
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MyPass is an Italian fintech platform providing mobile checkout, ticketing, and payment solutions for tourism, transport, parking, and ski resorts, serving 150,000+ users and institutions including Peggy Guggenheim Collection, MUVE Venice, and Campiglio Dolomiti through patented Pay-Per-Use and BLE technologies.
- Ownership category
- akta.pro rank
MyPass industry classification
Industry- Product category
- Mobile Travel & Tourism Marketplace
- NAICS
- All Other Travel Arrangement and Reservation Services (561599), Other Travel Arrangement and Reservation Services (56159)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tour/Activities/Attractions Reservation Systems (THALADAG)
- akta.pro secondary industries
- Parking & Toll Payment/Reservation Platforms (BPAMAIAL), Mobile Ticketing & Digital Pass Apps (THAIAMAB), Tour, Attraction & Experience Dynamic Pricing Platforms (THALAOAF)
Keywords
Where MyPass is headquartered
LocationHeadquarters
- HQ city
- Turin
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
MyPass business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction/Marketplace Commission: MyPass charges a commission fee on all transactions processed through the platform. No upfront costs for partners (0€ fixed costs, 0€ entrance fee, 0€ marketing costs, 0€ integration costs). The sales commission includes platform updates, technical assistance, dedicated distributor support, and marketing activities.
- Service Fee: Additional booking/service fee applied on certain transactions, such as €1.22 for Cinque Terre Card purchases, to cover payment processing costs, customer service, and supplier charges.
- White-label Licensing: MyPass develops white-label applications for partners, such as the inPark app for Udine (SSM), incorporating patented parking technology for municipalities and parking operators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Cinque Terre Card - Trekking Card and Train Card |
| Transaction based/ take rate | Pay-as-you-go | Partner Platform Access |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
MyPass product offering
Product offeringCore offering
MyPass operates an all-in-one mobile destination platform that aggregates third-party leisure and travel services (ski passes, museums, transport tickets, parking, concerts, cultural attractions) into a single booking and payment experience. It monetizes primarily via transaction commissions on partner sales, with patented Pay-Per-Use ski billing and BLE-based ticketless parking technology as differentiating technologies. The company also licenses white-label apps (e.g., inPark for the city of Udine) and sells partner SaaS tools (BackOffice, Quick Book).
Product overview
MyPass is a horizontal all-in-one destination app platform that integrates multiple travel and leisure services into a single mobile application. The product portfolio consists of three main apps: MyPass (the core all-in-one platform), MyPass Ski (specialized in ski passes with Pay-Per-Use technology and StarPass seasonal products), and MyPass Venezia (Venice-focused tourism services). Supporting products include Cinque Terre Card for national park access, Helvetia Easy MyPass instant insurance, patented BLE-based parking solutions including the InPark white-label app, and the merchant-facing BackOffice platform with Quick Book System for partners.
Differentiator
Problem solved
Functional benefit
Brands
- MyPass Ski: The official App dedicated to Pay-Per-Use skipasses and Seasonal StarPasses for ski resorts in Italy, enabling skiers to pay based on usage rather than buying traditional ski passes.
- MyPass Venezia
- MyPass
- inPark
Products and services
- MyPass (Main App) Main all-in-one MyPass mobile app that lets users book and pay for museums, attractions, transport, parking and concerts from a single platform, enabling direct access without ticket offices.
- MyPass Ski Dedicated MyPass app for ski resorts, providing Pay-Per-Use skipasses, automatic rate detection, family accounts, StarPass seasonal capping, and embedded Helvetia instant insurance.
- MyPass Venezia Venice-focused MyPass app that aggregates museum tickets, public transport (vaporetti, buses, airport transfers), parking, and gondola rides into a single booking experience.
- StarPass (Seasonal Pay-Per-Use Ski Pass) First Pay-Per-Use seasonal ski pass that autonomously manages subscriptions and automatically activates a discounted season pass (capping) once user spending thresholds are reached.
- Cinque Terre Card Digital pass for the Cinque Terre National Park in Trekking Card and Treno Card versions, including trail entry, regional train access and park services, with a €1.22 service fee added to official prices.
- Helvetia Easy MyPass Instant Insurance Real-time instant ski insurance product co-developed with Helvetia, embedded into the Pay-Per-Use ski pass so coverage is purchased and activated as users ski.
- MyPass Parking (BLE Ticketless Parking) Patented ticketless parking solution using Bluetooth Low Energy (BLE) to enable smartphone-based entry, exit and automatic payment at parking facilities, with real-time expense monitoring and EV charging integration.
- inPark (White-label Parking App for SSM Udine) White-label parking app licensed by MyPass to the city of Udine, incorporating patented BLE parking technology, EV charging, merchant billing and subscription management for municipalities and parking operators.
- MyPass BackOffice (Partner Platform) Merchant-facing BackOffice sold to partner attractions, transport operators, parking operators and DMOs, providing real-time booking and entry statistics, offer configuration, flow management and sales analytics.
- MyPass Marketplace Marketplace platform within MyPass enabling travel agencies and tour operators to sell tours, activities and experiences through the MyPass app via the Quick Book system, on a commission basis with no upfront costs.
Quantifiable outcome
- Over 150,000 users across skiing and cultural sectors
- +3 more outcomes
Companies that use MyPass
Customer profileNamed customers13 records
Segments6 records
Ideal customer profiles6 records
MyPass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature10 records
MyPass partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, flagship and minor.
- SKIDATAcoreIntegration partner for access systems (turnstiles) enabling MyPass digital tickets to work with SKIDATA access infrastructure at ski resorts and parking facilities.
- VivaTicket - Best UnioncoreTicketing system integration for selling tickets through the MyPass platform using VivaTicket infrastructure.
- TicketOnecoreMajor ticketing platform integration for event and concert ticket sales through the MyPass marketplace.
- AxesscoreAccess system integration (turnstiles) enabling MyPass digital access at partnered venues.
- ALFIcoreAccess system partner for turnstile and entry management integration.
- FeratelcoreActive channel manager integration with Feratel for seamless content and availability synchronization.
- Trient GroupcoreTicketing system integration partner for the MyPass platform.
- ACTV (Azienda Consortiale Trasporti Veneti)corePublic transport operator providing vaporetto and water bus services in Venice. Partner for selling transport tickets through MyPass platform.
- ATVOcoreBus company providing transfers to/from Venice airports and tourist destinations including Cortina, Jesolo, Caorle. Transport tickets sold via MyPass.
- AlilagunacoreWater bus service connecting Marco Polo Airport to Venice center, Lido, Murano, and Burano. Transport tickets available through MyPass.
- Peggy Guggenheim CollectioncoreExclusive ticketing partner for Venice's premier contemporary art museum.
- Palazzo Grassi + Punta della DoganacoreExclusive ticketing partner for Pinault Collection contemporary art exhibition spaces on the Grand Canal.
- MUVE - Musei Civici di VeneziacoreTicketing partner for 12 civic museums including Doge's Palace, Correr Museum, Glass Museum, and Lace Museum.
- SAVE (Aeroporto Marco Polo Parking)coreParking operator at Venice Marco Polo Airport using MyPass ticketless parking solution.
- SSM UdinecoreMunicipal parking company for Udine, using MyPass patented parking technology in the white-label inPark app combining parking payment, EV charging, subscriptions, and merchant billing.
- Campiglio Dolomiti di Brenta (Funivie MDC)flagshipFirst ski resort to adopt MyPass Pay-Per-Use seasonal pass, eliminating traditional season tickets in favor of the innovative pay-per-use solution.
- Ca' Foscari University of VeniceminorMyPass is technical partner of Ca' Foscari University for Artnight Venice cultural event.
- Acquario di GenovacoreEurope's most biodiverse aquarium (12,000 specimens, 600 species) as partner for Liguria expansion in 2021.
- Parco Nazionale delle Cinque TerrecoreNational park partner for Liguria offering Trekking Card and Train Card for trails and regional train access.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
MyPass competitors and assessment
Company assessmentDirect peers
- Tiqets: Amsterdam-based mobile ticketing platform specializing in museums, attractions, and cultural venues across Europe. Direct competitor to MyPass in the museum/attractions reservation space, serving similar cultural institution clients with comparable digital ticketing solutions.
- Musement (TUI Musement): Italy-founded tours and activities platform, now part of TUI Group, that distributes attractions, tours, and experiences across Italy. Highly comparable given shared Italian heritage, museum/attraction focus, and B2B2C distribution model to hotels and partners.
- EasyPark Group: European leader in digital parking payments and access, directly competing with MyPass's BLE-based ticketless parking solution. Operates across multiple European cities with similar value proposition to MyPass's parking product.
- PayByPhone: Leading mobile parking payment app owned by Volkswagen Financial Services. Competes with MyPass in digital parking payments across European markets, with comparable commission-based model for parking operators.
Broad incumbents
- GetYourGuide: Berlin-based global tours, attractions, and experiences marketplace. Competes with MyPass for the same traveler base in Italian destinations, offering broader inventory and stronger international brand presence but less specialization in transport, parking, and ski verticals.
- Klook: Asia-headquartered global travel activities and services booking platform. Overlaps with MyPass in attractions, transport, and destination services, though at much larger scale and primarily Asia-Pacific focus.
Others
- VivaTicket (Best Union): Italian ticketing platform for events, museums, and attractions that is both a MyPass integration partner and a competitive ticketing infrastructure provider. Comparable technology stack serving similar cultural and event clients in Italy.
- Feratel: Austrian tourism technology company providing channel management and content distribution for Alpine tourism. Both integration partner and indirect competitor, serving ski regions, hotels, and destination management organizations across the Alps.
- Skidata: Global access control and ticketing infrastructure provider for ski resorts, parking facilities, and attractions. Both a key MyPass integration partner (turnstiles/access) and a potential competitor in parking and ski access technology, particularly for enterprise customers.
Regional players
- Skipass: Italian online platform for ski pass purchases, lift tickets, and ski resort bookings. Directly comparable to MyPass Ski for the Italian Alpine market with focus on advance-purchase ski passes rather than MyPass's pay-per-use model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MyPass social profiles
Digital presenceMyPass financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyPass leadership team
Management profileNumber of profiles
Profiles1 record
MyPass funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyPass 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 MyPass
What does MyPass do?
MyPass operates an all-in-one mobile destination platform that aggregates third-party leisure and travel services (ski passes, museums, transport tickets, parking, concerts, cultural attractions) into a single booking and payment experience. It monetizes primarily via transaction commissions on partner sales, with patented Pay-Per-Use ski billing and BLE-based ticketless parking technology as differentiating technologies. The company also licenses white-label apps (e.g., inPark for the city of Udine) and sells partner SaaS tools (BackOffice, Quick Book).
Is MyPass a public or private company?
MyPass is a private company. It is classified as venture growth investor backed and is currently operating.
When was MyPass founded?
MyPass was founded in 2014. It employs 11 to 50 people.
Where is MyPass based?
MyPass is headquartered in Turin, Italy, in the Europe region.
How does MyPass make money?
Three revenue lines are on record. Transaction/Marketplace Commission is the primary driver. The others are service Fee and white-label Licensing.
Who are MyPass's main competitors?
Direct peers on record are Tiqets, Musement (TUI Musement), EasyPark Group and PayByPhone. Broad incumbents are GetYourGuide and Klook. Others are VivaTicket (Best Union), Feratel and Skidata. Skipass is listed as a regional player.
Does MyPass have an API?
No public API is recorded for MyPass.
What industry is MyPass in?
MyPass's product category is Mobile Travel & Tourism Marketplace. Its primary akta.pro industry code is THALADAG, Tour/Activities/Attractions Reservation Systems, with a secondary code of BPAMAIAL, Parking & Toll Payment/Reservation Platforms. Its NAICS code is 561599 and its SIC code is 7900.