PASS
Pass (Pass Gallery) is a cloud-based vertical SaaS platform that enables professional photographers to share client photo galleries and sell prints and photo products through an integrated e-commerce store, generating revenue via tiered subscriptions and print-sale commissions, with a 30,000+ user base and a premium Platinum concierge tier.
- Company typePrivate
- Founded2011
- HeadquartersLaguna Beach, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What PASS does
Pass (operated as Pass Gallery at passgallery.com) is a cloud-based vertical SaaS platform for professional photographers, founded in 2011 and headquartered in Laguna Beach, California. The platform enables photographers to deliver client photo galleries and generate passive revenue through an integrated print e-commerce store. Core product capabilities include a gallery sharing platform with custom templates and branding, an in-gallery print store fulfilled by a network of partner print labs (Bay Photo, WHCC, KISS Books, Miller's, Loxley Color), album design and proofing tools, marketing automations (anniversary, birthday, holiday, abandoned cart, early-bird), and a computer-vision-based AI photo search. A white-glove Pass Concierge service handles client support on behalf of photographers.
The business operates a freemium-to-premium subscription model with five tiers: Free ($0), Beginner ($6–$8/month), Standard ($20–$24/month), Unlimited ($38–$44/month), and Platinum ($125/month). Revenue is generated from recurring subscriptions and, on lower tiers, a 15% commission on print sales; higher tiers carry 0% commission plus a 3% payment-processing fee. Distribution is primarily self-serve product-led growth, supplemented by a community-led GTM motion through a 30,000+ photographer user base, the Shoot & Share Facebook community, the Pass Ambassador program, and the Pass Pro / Pass Professor referral network. The company has 11–50 employees, is privately held, and underwent a leadership transition in 2024 with a new owner/CEO. Integration partnerships include Adobe Lightroom, Stripe, and PayPal.
PASS firmographics
Firmographics- Name
- PASS
- Legal name
- Pass
- Website
- https://passgallery.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pass (Pass Gallery) is a cloud-based vertical SaaS platform that enables professional photographers to share client photo galleries and sell prints and photo products through an integrated e-commerce store, generating revenue via tiered subscriptions and print-sale commissions, with a 30,000+ user base and a premium Platinum concierge tier.
- Ownership category
- akta.pro rank
PASS industry classification
Industry- Product category
- Photography Business Software
- NAICS
- Commercial Photography (541922)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Photography & Videography Workshops (THAJAKAD)
- akta.pro secondary industry
- Photo Library Organization & Curation (HSAFAGAA)
Keywords
Where PASS is headquartered
LocationHeadquarters
- HQ city
- Laguna Beach
- HQ country
- United States
- HQ region
- North America
Markets served
PASS business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Revenue: Tiered subscription model with four main plans (Free, Beginner, Standard, Unlimited) plus Platinum premium tier. Higher tiers offer more storage, zero commission fees, and advanced features like marketing automations and custom branding.
- Commission on Print Sales: Platform takes commission on print store sales for lower-tier plans (15% for Free and Beginner plans). Standard, Unlimited, and Platinum tiers have 0% commission, with only a 3% payment processing fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free plan for hobby photographers to share work |
| Subscription | Annual | Entry-level paid plan for beginners |
| Subscription | Annual | Core plan for photographers earning passive income |
| Subscription | Annual | High-volume professional photographer plan |
| Subscription | Monthly | Premium concierge service with dedicated support |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
PASS product offering
Product offeringCore offering
Pass Gallery is a cloud-based SaaS platform that enables professional photographers to share photo galleries with clients and generate passive income through an integrated e-commerce print store. The platform combines gallery delivery, automated print sales, marketing automation (campaigns, abandoned cart recovery, anniversary triggers), and optional white-glove concierge support. It is offered via a freemium-to-premium subscription model and integrates with major print labs (Bay Photo, WHCC, KISS Books, Miller's, Loxley Color) and Adobe Lightroom.
Product overview
PASS operates as a unified platform-plus-modules architecture built around its core Pass Gallery product. The platform enables professional photographers to share gallery collections with clients and generate passive income through an integrated Print Store. The subscription tier lineup spans from a free entry-level plan through to the premium Platinum concierge service. Modules include the Pass Print Store (e-commerce for prints and photo products), Pass Concierge (white-glove client support), Pass University (education and profit playbooks), the Pass Ambassador Program (affiliate referrals), and Pass Pros (professional mentorship and referral network). All tiers integrate with print lab partners (Bay Photo Lab, WHCC, KISS Books, Miller's, Loxley Color) and payment processors (Stripe, PayPal), while the Adobe Lightroom Plugin enables workflow integration. The Platinum tier at $125/month adds a dedicated business concierge team offering virtual assistance, album design, marketing management, and strategy coaching with a $2,000 profit guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- Pass Platinum: A premium subscription tier designed for professional photographers who want to turn their print store into a lucrative business venture with personalized assistance and expert strategies. Includes dedicated support, custom marketing materials, album design services, and concierge support for clients.
- Pass Pro
- Pass Professor
- Pass Ambassador Program
Products and services
- Pass Gallery Cloud-based gallery sharing and e-commerce platform that allows professional photographers to deliver client galleries and sell prints and photo products directly from the gallery, with marketing automation and integrated lab fulfillment.
- Pass Platinum Premium concierge subscription service at $125/month providing high-volume professional photographers with a dedicated virtual assistant, custom album designer, marketing manager/designer, business and strategy coaching, fully managed print store setup, and automated campaigns, backed by a $2,000 profit guarantee in the first 12 months.
- Pass University Educational platform offering step-by-step guides, profit playbooks, and selling secrets to help photographers maximize their print store revenue, with paid Pass Pro consultations and coaching courses available.
Quantifiable outcome
- Photographers earn $93/year net profit after platform fees based on 100k photographer analysis
- +2 more outcomes
Companies that use PASS
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
PASS technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability2 records
Feature6 records
PASS partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Bay Photo LabcorePrint lab partner offering innovative photographic printing and photo finishing services. Products and services for photographers worldwide from a state-of-the-art lab.
- WHCC (White House Custom Color)corePremier provider of professional photography printing, products, and services beyond the camera. Helps professional photographers thrive in their craft and business.
- KISS BookscoreEmpowers photographers worldwide to create extraordinary legacies through the art of print. Known for meticulous craftsmanship and attention to detail.
- Miller's Professional ImagingcorePreferred lab of professional photographers nationwide with reputation for highest quality products, customer service, technologies, and quick turnaround.
- Loxley ColorcoreHigh quality professional printing services for professional photographers in the UK. Offers unrivalled quality photo printing.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
PASS competitors and assessment
Company assessmentBroad incumbents
- Zenfolio: Established gallery, portfolio, and print commerce platform serving professional photographers. Competes directly on photo delivery and print sales.
- Adobe Portfolio: Adobe's free portfolio platform for creatives including photographers. Adjacent competitor offering basic gallery/portfolio functionality within Adobe's Creative Cloud ecosystem.
- SmugMug: Established incumbent combining gallery hosting, print fulfillment, and portfolio sites for photographers. Larger scale, broader feature set, and longer market history than Pass.
- PhotoShelter: Established portfolio, gallery, and asset management platform for photographers and visual creatives. Overlaps with Pass on gallery delivery and e-commerce functionality.
Emerging players
- HoneyBook: SMB business management platform popular with professional photographers covering contracts, invoicing, and workflows. Adjacent competitor as it expands into client experience and galleries.
- Pixpa: All-in-one portfolio, gallery, and e-commerce platform for photographers and creators. Comparable in offering though broader in scope, including website building.
Direct peers
- Pixieset: Direct competitor providing gallery delivery, online stores for prints, and client management tools for photographers. Overlaps significantly in core feature set and pricing tiers.
- PicTime: Direct competitor offering gallery sharing, print store, and marketing automation tools for professional photographers. Closest comparable by product scope and target customer.
- ShootProof (CloudSpotter): Direct competitor offering gallery delivery, print sales, and business management tools for photographers. Targets the same SMB professional photographer segment.
Others
- Bay Photo Lab: Core print lab partner of Pass providing photographic printing and fulfillment services. Comparable as enabling infrastructure rather than direct software competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
PASS social profiles
Digital presencePASS financial estimates
Financial estimateRevenue estimate
Valuation estimate
PASS leadership team
Management profileNumber of profiles
Profiles1 record
PASS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PASS 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 PASS
What does PASS do?
Pass Gallery is a cloud-based SaaS platform that enables professional photographers to share photo galleries with clients and generate passive income through an integrated e-commerce print store. The platform combines gallery delivery, automated print sales, marketing automation (campaigns, abandoned cart recovery, anniversary triggers), and optional white-glove concierge support. It is offered via a freemium-to-premium subscription model and integrates with major print labs (Bay Photo, WHCC, KISS Books, Miller's, Loxley Color) and Adobe Lightroom.
Is PASS a public or private company?
PASS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PASS founded?
PASS was founded in 2011. It employs 11 to 50 people.
Where is PASS based?
PASS is headquartered in Laguna Beach, United States, in the North America region.
How does PASS make money?
Two revenue lines are on record. Subscription Revenue is the primary driver. The others are commission on Print Sales.
Who are PASS's main competitors?
Broad incumbents on record are Zenfolio, Adobe Portfolio, SmugMug and PhotoShelter. Emerging players are HoneyBook and Pixpa. Direct peers are Pixieset, PicTime and ShootProof (CloudSpotter). Bay Photo Lab is listed as an others.
Does PASS have an API?
No public API is recorded for PASS.
What industry is PASS in?
PASS's product category is Photography Business Software. Its primary akta.pro industry code is THAJAKAD, Photography & Videography Workshops, with a secondary code of HSAFAGAA, Photo Library Organization & Curation. Its NAICS code is 541922 and its SIC code is 7330.