Passport Unlimited

What Passport Unlimited does

Passport Unlimited, Inc. is a privately held membership rewards and discount platform founded in 1986 and headquartered in Kirkland, Washington. The company connects a network of more than 700,000 members with discounts at over 10,000 participating merchant locations across restaurants, retailers, travel, wellness, and entertainment. Passport operates three sub-brands — Passport (core), Passport Dining (consumer-facing at passportdining.com), and Passport Corporate (employer-distributed at passportcorporate.com) — and serves four distinct customer segments: corporate employers using Passport as an employee benefit, credit unions leveraging it as a member loyalty tool, restaurants and retailers accessing Passport's private B2B marketplace for targeted marketing, and individual consumers purchasing personal memberships.

The platform is delivered via a SaaS-based website and mobile application (launched 2014), with integrations to payment processors (Authorize.Net, PayPal), analytics (Google Analytics), mapping (Bing Maps), and affiliate tracking (Commission Junction). The company holds SOC 2 Type II certification and GDPR compliance, and in 2025 introduced an enterprise generative AI assistant for member journey support alongside a Family Share feature and geo-relevant mobile notifications. Revenue derives from four streams: individual membership subscriptions (~$150/year individual, $10/month mobile upgrade), corporate and credit-union B2B subscription contracts (quote-based), restaurant and retailer marketing fees, and affiliate commissions. The company sells through enterprise field sales for corporate clients, self-serve digital channels for individuals, and channel/reseller relationships with credit unions and membership organizations.

Passport Unlimited is owned by its three co-founders — Roger Blier, Richard Mueller, and Steve Esau — and has operated without external institutional funding since founding. It has never been acquired, merged, or publicly offered. Notable enterprise clients include Microsoft (1998), Hewlett-Packard (2005), Apple (2007), T-Mobile (2016), Lenovo, and BECU (2018); the 2024 AAA Washington partnership extends distribution to 1.2 million members. The company completed its first international expansion in 2019 with programs in the UK and other cities.

Name

Passport Unlimited

Legal name

Passport Unlimited, Inc.

Website

https://passportunlimited.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Passport Unlimited is a membership rewards platform founded in 1986, connecting 700,000+ members with discounts at 10,000+ merchant locations. It serves corporate employers, credit unions, restaurants, retailers, and individual consumers through its Passport Dining and Passport Corporate brands.

Ownership category

akta.pro rank

Product category

Membership Rewards and Discount Programs

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)

akta.pro secondary industry

Co-Branded Card & Card-Linked Offers Enablement (Issuer/Network Integrations) (THALAKAI)

Keywords

• Membership rewards platform
• Employee discount programs
• Customer loyalty solutions
• Merchant marketing services
• Corporate perks benefits

Headquarters

HQ city

Kirkland

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Membership Fees: Personal Passport Dining memberships are billed at time of purchase. Annual membership upgrades are billed at time of purchase. Monthly subscription upgrades are billed monthly in 1-month intervals.
2. Corporate/B2B Membership Fees: Corporate benefits programs sold to employers as employee benefits. Credit union rewards programs sold to financial institutions. Customer rewards programs sold to businesses as loyalty/engagement tools.
3. Merchant Commissions (Affiliate): Commission trackers used so Passport earns a small commission on purchases made when accessing other websites via Passport that result in a purchase. Commission is managed through Commission Junction.
4. Restaurant and Retailer Marketing Fees: Restaurants and retailers pay to participate in the marketing platform, gaining access to Passport's exclusive member base through customized listings, featured marketing, and hot deals promotions.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Passport Unlimited operates a SaaS-based membership rewards platform connecting a 700,000+ member base with exclusive discounts at over 10,000 local, national, and international merchants. The company sells corporate benefits programs to employers, credit union rewards to financial institutions, customer rewards platforms, restaurant and retailer marketing programs, and individual consumer memberships (Passport Dining). Members access discounts by presenting their membership at participating merchants or redeeming offers online through the website and mobile app.

Product overview

Passport Unlimited operates as a membership-based rewards and discount platform offering multiple integrated programs. The core offering includes Corporate Benefits (employee discount programs), Credit Union Rewards, Customer Rewards, Restaurant Marketing, Retailer Marketing, and Individual Memberships under the Passport Dining brand. The platform connects members with exclusive savings at local, national, and international restaurants, merchants, hotels, and entertainment venues through both a website and mobile app. Members access discounts by presenting their membership at participating merchants or redeeming offers online. The platform serves both B2B clients (corporations, credit unions, retailers, restaurants) and individual consumers, with programs offering customizable branding, tracking, and marketing tools for business partners.

Differentiator

Problem solved

Functional benefit

Brands

• Passport: The primary commercial brand name used by Passport Unlimited, Inc. to refer to its membership rewards and discount programs across all platforms including the website, mobile app, and customer-facing communications.
• Passport Dining
• Passport Corporate

Products and services

• Corporate Benefits / Employee Discount Programs Customizable corporate perks program providing employees access to discounts at over 10,000 locations including restaurants, travel, and merchants. Employers can customize branding elements and specific deals for their workforce.
• Credit Union Rewards Membership rewards program for credit union members offering exclusive discounts and savings at local and national merchants. Provides financial institutions a loyalty and retention tool for their members.
• Customer Rewards / Customer Engagement Reward Platform Customizable rewards platform for businesses to keep their brand top-of-mind with customers through co-branded membership programs with customized branding opportunities and top-of-mind placement.
• Restaurant Marketing Marketing platform for restaurants to generate brand awareness and attract desirable new and returning customers through Passport's private member network. Features redemption tracking, customized marketing listings, and exposure to corporate diners.
• Retailer Marketing / Retail Marketing Loyalty Programs Private B2B marketplace that connects retailers with Passport's targeted demographic of 700,000+ members and employees through customized marketing options. Provides brand awareness within a targeted base through exclusive merchant offers.
• Individual Memberships / Passport Dining Personal membership program providing everyday savings including unmatched dining benefits with second entrees complimentary at restaurants, plus additional merchant discounts at local shops, national brands, and online merchants. Features ongoing consistent discounts with an average 20% off at merchants.
• Real Estate Agent / Mortgage Lender Program

Quantifiable outcome

• 20% average ongoing discount for merchants; participating restaurants offer second entree compliments of the house every time
• +3 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and major.

• AAA WashingtoncoreGTM or Marketing Partner · 1 January 2024Partnership announced in 2024 to bring Passport deals to AAA Washington's 1.2+ million members in Washington and Northern Idaho. Both companies share local roots in Washington community with Passport bringing over 40 years of experience creating custom membership programs.
• BECU (Boeing Employees' Credit Union)coreGTM or Marketing Partner · 1 January 2018Partnership announced in 2018. BECU is the fourth largest credit union in the country by asset size, representing a targeted and strategic growth opportunity for Passport.
• T-MobilecoreGTM or Marketing Partner · 1 January 2016Bellevue, WA based T-Mobile joined Passport program in 2016, offering memberships to employees nationwide.
• STCU (Spokane Teachers Credit Union)majorGTM or Marketing Partner · 1 January 2010Spokane, WA credit union joined as Passport's financial institution partner in 2010.
• ApplecoreGTM or Marketing Partner · 1 January 2007Corporate program launched in 2007 offering each Apple employee a Passport Card as a benefit of employment. Apple joined as anchor client alongside Microsoft.
• Hewlett-PackardmajorGTM or Marketing Partner · 1 January 2005Corporate partnership agreement in 2005 to distribute Passport cards to Hewlett-Packard employees.
• Verity Credit UnioncoreGTM or Marketing Partner · 1 January 2003First co-branded credit card launched in 2003, marking the first time Passport benefits were used by a financial institution. Verity CU approached Passport about using the product as a loyalty and retention tool.
• MicrosoftcoreGTM or Marketing Partner · 1 January 1998First corporation partner in 1998, Microsoft began distributing Passport memberships to all employees as a benefit of employment. This landmark partnership established Passport's enterprise client model.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• PerkSpot: PerkSpot operates an employee discount and perks marketplace sold to employers as an HR benefit, very similar to Passport Unlimited's core corporate benefits product, with shared logic of aggregating merchant discounts behind a single membership login for employees.
• Working Advantage: Working Advantage provides employee discount programs offering savings on entertainment, dining, travel and shopping to corporate and association members — directly competing with Passport's Passport Dining / Passport Corporate offerings across both B2B and B2C segments.
• Corporate Perks: Corporate Perks sells employer-sponsored discount programs that give employees access to a network of merchant deals, operating the same enterprise perks GTM motion as Passport Unlimited and targeting the same HR and benefits buyer.
• Beneplace: Beneplace runs an employee benefits marketplace aggregating voluntary benefits, discounts and rewards for employers, overlapping Passport's corporate benefits product and increasingly competing on the same enterprise HR integrations.
• TicketsatWork: TicketsatWork offers exclusive entertainment, travel and shopping discounts to employees through employer partnerships, closely mirroring Passport's discount-network model and targeting similar HR decision-makers with discounted perks.
• Entertainment Benefits Group (EBG): EBG provides entertainment, travel and shopping discounts via employer-sponsored programs (including TicketsatWork) and is also listed as an active Passport customer — meaning it competes directly in the same discount marketplace category while also partnering with Passport.
• Access Development (Access Perks): Access Development operates discount and loyalty networks for associations, financial institutions and employers, closely paralleling Passport's multi-vertical distribution through credit unions, sponsors and corporations.
• LifeMart by Transamerica: LifeMart is an employee discount program offered through workplace benefits providing savings across shopping, travel, entertainment and wellness, competing head-to-head with Passport on the corporate perks RFP list.
• Plum Benefits: Plum Benefits provides corporate discount programs to employees of client companies, accessing merchant offers in dining, retail and travel similar to Passport's network, and competing for the same mid-market and enterprise HR buyers.

Regional players

• AAA (American Automobile Association): AAA is a membership organization offering travel, automotive and lifestyle benefits to its members and is now both a competitor in the membership-discount space and a Passport distribution partner via AAA Washington — directly mirroring Passport's B2B/distribution model while operating at much larger member scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCn5Jwu75R2hj-3qXI1oUlIw
• Facebookfacebook.com/passportunlimited
• LinkedInlinkedin.com/company/passport-unlimited
• Instagraminstagram.com/passport.unlimited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Passport Unlimited