Passworks

What Passworks does

Passworks S.A. is a Lisbon, Portugal-based SaaS platform that enables brands to create, distribute, and manage mobile wallet content for Apple Wallet and Google Pay without requiring an installed consumer application. The platform supports multiple pass types including coupons, loyalty cards, event tickets, boarding passes, store cards, and membership cards, and offers differentiated capabilities in real-time pass updates, push notifications, GPS-based geofencing, iBeacon-driven indoor micro-location triggers, and a WYSIWYG pass designer. Headquartered at Rua Dom Luis I in Lisbon with a secondary office in a Portuguese technology incubator, the firm operates globally with case studies spanning USA, Europe, South Africa, and Australia and serves enterprise and mid-market customers across retail, events, travel, and automotive verticals.

The company operates a tiered subscription model priced from €29 to €499 per month, with annual plans offering an 18% discount and custom enterprise arrangements available on request. Distribution channels span email, SMS, Facebook Ads integration, QR codes, and CSV bulk import, allowing brands to deploy passes through existing marketing channels. Enterprise customers disclosed include Paez (a footwear brand operating 300+ points of sale and achieving a 46% installation rate and 29% redemption rate), Chilli Beans (achieving a 64% conversion uplift over paper coupons with sub-1% uninstall), Premier Tax Free, tickettoaster, Helipass, House of Tickets, AndyMohr, Adkaora, and Gleam. A REST API with PHP and Ruby SDKs supports programmatic pass management alongside self-service campaign workflows.

Following the April 2023 acquisition by Canada-based Fobi AI Inc. for approximately $5.47 million, Passworks S.A. operates as a subsidiary within Fobi's digital payment wallet strategy. The company employs 1-10 people, holds GDPR compliance, outsources payment processing to PCI Level 1 service provider Braintree, and supports enterprise authentication via SAML 2.0 / ADFS single sign-on and TOTP-based two-factor authentication. The firm was previously capitalized with a 2014 seed round from Faber and Portugal Ventures.

Name

Passworks

Legal name

Passworks, S.A.

Website

https://passworks.io

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Passworks is a Lisbon-based mobile wallet SaaS platform that enables brands to create, distribute, and manage Apple Wallet and Google Pay passes for coupons, loyalty cards, event tickets, and boarding passes, serving retail, events, and travel verticals.

Ownership category

akta.pro rank

Product category

Mobile Marketing Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Digital Wallet Infrastructure (Tokenization, Wallet-as-a-Service) (FSAMAEAI)

akta.pro secondary industry

Mobile Ticketing & Digital Pass Apps (THAIAMAB)

Keywords

• Mobile wallet platform
• Mobile marketing software
• Mobile coupon platform
• Loyalty card software
• Mobile pass management

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based SaaS: Tiered monthly or annual subscription plans providing access to the mobile wallet platform with different limits on installed passes, campaigns, and features. Pricing ranges from €29 to €499 per month with volume-based tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Passworks is a SaaS platform that enables brands to create, manage, and distribute mobile wallet passes (coupons, loyalty cards, event tickets, boarding passes, store cards, membership cards, vouchers) for Apple Wallet and Google Pay. The platform offers a no-code WYSIWYG pass designer, real-time GPS and iBeacon-based location notifications, push messaging, multi-channel distribution (email, SMS, Facebook Ads, QR, CSV bulk import), and a REST API with PHP and Ruby SDKs. It includes campaign analytics, webhooks, enterprise SSO, and scanner mobile apps for in-store redemption.

Product overview

Passworks is a unified mobile wallet marketing platform that enables brands to create, manage, and distribute mobile passes (coupons, loyalty cards, event tickets, boarding passes, store cards, and vouchers) for Apple Wallet and Google Pay. The platform consists of the core Passworks SaaS platform for campaign management, the Passworks REST API for programmatic access with PHP and Ruby SDKs, mobile scanner apps for Android and iOS (beta) for pass redemption, and add-on modules including CSV bulk import, SSO/SAML authentication, and Android Pay reseller integration. The platform supports real-time location-based notifications via GPS geofencing and iBeacons, push messaging, and provides analytics dashboards and webhook integrations for CRM connectivity.

Differentiator

Problem solved

Functional benefit

Products and services

• Passworks Platform SaaS platform for brands to create, manage, and distribute mobile wallet passes (coupons, loyalty cards, event tickets, boarding passes, store cards, membership cards, vouchers) for Apple Wallet and Google Pay, with real-time GPS-based and iBeacon-triggered notifications, push messaging, multi-channel distribution (email, SMS, Facebook Ads, QR codes, CSV bulk import), WYSIWYG pass designer, and real-time analytics dashboard.
• Passworks REST API REST-based API enabling developers to programmatically create, update, void, and delete mobile wallet passes, send push notifications, retrieve campaign analytics, and integrate pass lifecycle events via webhooks (created, downloaded, installed, fetched, redeemed, uninstalled); includes official PHP and Ruby SDKs and supports up to 5000 requests per hour for authenticated users.
• Passworks Android Scanner Native Android mobile application developed by Passworks for retailers and event organizers to scan and redeem mobile wallet passes via QR Code barcode scanning at point-of-sale or venue entry.
• Passworks iOS Scanner iOS mobile application currently in beta testing that scans and redeems mobile wallet passes via QR Code barcode scanning for retailers and event organizers on Apple devices.

Quantifiable outcome

• 46% of consumers who saw the campaign installed the mobile pass
• +4 more outcomes

Named customers9 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

Integration16 records

Feature6 records

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• Fobi AI: Fobi AI is the parent company that acquired Passworks in 2023. It is a digital wallet and data analytics platform and is directly comparable as it now owns and operates Passworks' technology stack.

Direct peers

• PassKit: PassKit is a closely competing Wallet-as-a-Service platform enabling brands to create and distribute Apple Wallet and Google Pay passes. It targets the same retail, loyalty, ticketing, and event use cases with a comparable self-serve plus enterprise model.
• Punchh: Punchh is a SaaS loyalty and engagement platform used by restaurant and retail chains, with native mobile wallet pass support for loyalty cards. It competes for the same retail brand budget that Passworks targets.
• Vibes: Vibes is a mobile marketing platform specializing in mobile wallet passes, SMS, MMS, and RCS campaigns for enterprise brands. It overlaps directly with Passworks' wallet distribution and CRM engagement capabilities.

Broad incumbents

• Yext: Yext offers digital presence management including mobile wallet integrations and location-based marketing tools. While broader in scope, it competes for some of the same enterprise brand wallet marketing budgets.
• SessionM (Mastercard): SessionM, owned by Mastercard, is an enterprise customer loyalty and engagement platform with mobile wallet pass issuance capabilities. It competes upstream with broader loyalty features and deeper payments rails.
• Airship: Airship is an established mobile engagement platform offering push notifications, in-app messaging, and now wallet integrations. It targets the same enterprise marketing buyer with a much larger suite.

Regional players

• Eventbrite: Eventbrite is a global self-service ticketing and event management platform that supports Apple Wallet ticketing. It overlaps with Passworks' events and ticketing vertical but is a North America-first mass-market player.

Emerging players

• Plot Projects: Plot Projects is a geofencing and beacon-driven mobile marketing SDK that overlaps with Passworks' location-based notification features. It is more developer-tool oriented and serves as an enabling layer rather than a full wallet platform.
• Bleublanc (formerly PassNinja): Bleublanc provides a wallet-as-a-service platform for brands to create and distribute Apple Wallet and Google Pay passes. It targets similar retail and event use cases as Passworks with a comparable self-serve model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/passworksio
• GitHubgithub.com/passworks
• YouTubeyoutube.com/watch?v=4VvwWgpGt5M
• Facebookfacebook.com/passworksio
• LinkedInlinkedin.com/company/passworks
• Instagraminstagram.com/passworks
• Pinterestpinterest.com/passworks

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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 Passworks