PlusPass
PlusPass is a Texas-based fintech operating a mobile license-plate-recognition payment platform for tolls, parking, and Pay In Motion transactions, serving individual drivers and toll authorities across 10 U.S. states and the E-ZPass network.
- Company typePrivate
- Founded2012
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What PlusPass does
PlusPass, Inc. is a Texas-based fintech company founded in 2012 that operates a mobile payment platform for in-vehicle, "Pay In Motion" transactions covering tolls, parking, and adjacent commercial markets. The company's core products are the PlusPass mobile application and the BancPass Toll Sticker; both enable drivers to pay tolls without a traditional agency-issued transponder by using license plate recognition, geolocation, and a linked payment method (credit card, PayPal, or prefunded cash balance). PlusPass holds Patent #9,691,061 covering the underlying Pay In Motion architecture and licenses this IP to third parties including commercial vehicle providers.
The platform operates across 10 U.S. states (California, Colorado, Florida, Georgia, Illinois, Massachusetts, North Carolina, Oklahoma, Texas, and Washington) and the E-ZPass network, with direct toll authority integrations including Oklahoma Turnpike Authority, Kansas Turnpike Authority, Georgia State Road and Tollway Authority, and Harris County Toll Road Authority. Cash-based and underbanked users can prefund accounts ($15-$500 loads) at retailers including Walgreens, CVS, HEB, Kroger, Costco, and Family Dollar via InComm. A 2020 partnership with Passport extends the platform into parking payments through Passport's Operating System serving over 1,000 cities.
PlusPass generates revenue through a 15% convenience fee on credit card/PayPal toll transactions, a $2 cash reload fee, and technology licensing of its patented Pay In Motion IP. Distribution is multi-channel: mobile app stores for direct consumer acquisition, retail partners for BancPass starter kits and cash reloads, and toll agency plus enterprise software partnerships for market access. The company is privately held, led by co-founders Glenn Deitiker (CEO) and Shannon Swank (CMO), with John Freund as President and Partner and Rick Gegenheimer as VP of Sales.
PlusPass firmographics
Firmographics- Name
- PlusPass
- Legal name
- PlusPass, Inc.
- Website
- https://www.pluspass.com/
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PlusPass is a Texas-based fintech operating a mobile license-plate-recognition payment platform for tolls, parking, and Pay In Motion transactions, serving individual drivers and toll authorities across 10 U.S. states and the E-ZPass network.
- Ownership category
- akta.pro rank
PlusPass industry classification
Industry- Product category
- Mobile Toll Payment Solutions
- akta.pro primary industry
- Parking & Toll Payment/Reservation Platforms (BPAMAIAL)
- akta.pro secondary industries
- Back-Office Toll Transaction Processing, Billing & Customer Account Management (TLAJABAC), Payments Acceptance & Financial Settlement for Tolling (Card, Wallet, Open Payments) (TLAJABAJ), Toll Payment & Toll Account Management (ETC, Toll Tags, Toll Invoicing) (TLABAMAC), Transit & Mobility Fare Cards (Stored Value) (FSAMANAG), Ancillary Services & Add-Ons (GPS, Child Seats, Tolling, Fuel Plans, Roadside) (THADAAAL)
Keywords
Where PlusPass is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PlusPass business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Toll Transaction Convenience Fees: PlusPass charges consumers a 15% convenience fee on tolls when they use the service. For example, a $1 toll costs $1.15. When users prefund with cash, they are only charged a $2 reload fee per transaction with no additional per-transaction fees.
- Cash Reload Fees: When users prefund their PlusPass account using cash at participating retailers, a $2 fee applies per reload. Users can load between $15 and $500 per transaction.
- Technology Licensing: PlusPass provides opportunities to license and resell its patented technology (Patent #9,691,061) to build a more interoperable and competitive market. Currently licenses to a commercial vehicle provider.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Toll Payment |
| Unit Pricing | Pay-as-you-go | Cash Pre-Funding |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
PlusPass product offering
Product offeringCore offering
PlusPass operates a Pay In Motion mobile payment platform that lets drivers pay electronic tolls by registering their license plate and linking a credit card, PayPal, or prefunded cash balance, with the vehicle's plate read automatically to charge the account. The companion BancPass Toll Sticker program delivers a transponder starter kit through retail partners, enabling cash-based and infrequent users to pay tolls across 10 U.S. states plus the E-ZPass network without a phone or bank account.
Product overview
PlusPass is a Texas-based Fintech company offering two complementary toll payment solutions: the PlusPass mobile app (launched 2013 as PToll) and the BancPass Toll Sticker (launched 2015). Both solutions target cash-based, infrequent, and transient toll road users who prefer not to use traditional transponder accounts. The mobile app enables license plate-based payment with automatic charging via credit card, PayPal, or cash prefunding at retail locations, while the BancPass Toll Sticker provides transponder-based payment. The company also offers patented Pay In Motion technology that can be licensed for parking and other commercial markets.
Differentiator
Problem solved
Functional benefit
Brands
- BancPass®: A Toll Sticker program offering transponder-based toll payment solution for cash-based, infrequent, and transient users. Users obtain a transponder from participating retailers and fund accounts on a pay-as-you-go basis.
Products and services
- PlusPass Mobile App Mobile application that lets drivers register their vehicle's license plate, link a credit card, PayPal, or cash-prefunded balance, and have tolls charged automatically when their plate is read at toll points across 10 states plus the E-ZPass network. Targeted at individual drivers who want toll payment without a transponder or phone interaction while driving.
- BancPass Toll Sticker
Quantifiable outcome
- Users save approximately 25% compared to PlatePay customers as the app eliminates printing and mailing invoice costs
- +2 more outcomes
Companies that use PlusPass
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
PlusPass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
PlusPass partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and major.
- Oklahoma Turnpike AuthoritycoreOklahoma Turnpike Authority officially announced PlusPass as an approved mobile app option for drivers on November 16, 2022. PlusPass allows drivers to pay tolls via credit card, PayPal, or cash at participating retailers (CVS, Walgreens, Family Dollar). Drivers save approximately 25% compared to PlatePay. The partnership supports Oklahoma's transition to cashless tolling.
- PassportcorePassport, a transportation software company managing parking payments for cities, partnered with PlusPass to broaden options for parking payment. The partnership integrates PlusPass tolling capabilities with Passport's Operating System, enabling seamless toll and parking transactions for drivers through Passport's ecosystem serving over 1,000 cities in North America. PlusPass CMO Shannon Swank stated the integration saves time and money without paper bills, violations, late fees, fines, or postage.
- InCommcoreInComm enables the retail distribution of BancPass Toll Sticker starter kits and cash reload services across their network of retail partners including Walgreens, CVS, HEB, and others. This partnership is essential for the BancPass transponder program's availability at physical retail locations.
- KrogermajorKroger and the entire family of Kroger grocers serve as retail locations for BancPass Toll Sticker starter kits and cash reload services, providing equitable access to toll payment solutions for underbanked communities.
- CostcomajorCostco serves as a retail distribution partner for BancPass Toll Sticker starter kits, providing another channel for consumers to access PlusPass/BancPass toll payment solutions.
- Kansas Turnpike AuthoritycoreKansas Turnpike Authority partners with BancPass to provide transponder-based toll payment options, serving as a core agency partner for the BancPass program targeting underbanked and cash-based users.
- Georgia State Road and Tollway AuthoritycoreGeorgia's State Road and Tollway Authority partners with BancPass to provide equitable toll payment solutions for Georgia drivers, particularly serving cash-based and underbanked users who need flexible payment options.
- Harris County Toll Road AuthoritycoreHarris County Toll Road Authority partners with BancPass to serve the Houston metropolitan area with equitable toll payment options, providing another channel for underserved users to participate in all-electronic tolling.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
PlusPass competitors and assessment
Company assessmentDirect peers
- PayByPhone: PayByPhone is a mobile parking payment app used across North America and Europe, addressing drivers and municipal operators with a similar app-based, license-plate-or-zone-based payment model. Comparable to PlusPass's PlusPass/BancPass mobile toll payment motion and the parking expansion roadmap.
- ParkMobile: ParkMobile provides app-based parking payments to drivers and municipalities across thousands of locations in North America. Comparable as a mobile-first mobility payments platform that PlusPass's Pay In Motion roadmap competes with or partners into.
- Passport: Passport operates a parking and mobility payment Operating System across 1,000+ North American cities and is PlusPass's integration partner for extending toll payment into parking. Directly comparable as a mobility-payment platform targeting similar end users (drivers) and agency customers.
Broad incumbents
- TxTag (Texas Department of Transportation): TxTag is the Texas statewide electronic toll transponder program operated by TxDOT. PlusPass is explicitly positioned as a workaround for TxTag customer-service issues, making TxTag the primary Texas incumbent competitor.
- Kapsch TrafficCom: Kapsch is a global provider of electronic toll collection systems, having acquired Caseta/Telvent/Schneider Electric's tolling business (where PlusPass co-founder Shannon Swank previously worked). It is the dominant back-office toll technology vendor to U.S. authorities.
- TransCore: TransCore is a major U.S. provider of tolling and traffic management systems to state agencies and toll authorities, with deep relationships across the same customer base PlusPass targets.
- Conduent Transportation: Conduent provides electronic tolling and mobility solutions to U.S. transportation agencies, including back-office violation processing and customer account management—directly overlapping with PlusPass's stated back-office capabilities.
- SunPass (Florida's Turnpike Enterprise): SunPass is Florida's statewide electronic toll transponder system and a direct competitor for PlusPass in Florida. Represents the agency-owned incumbent model that competes with third-party mobile apps at the customer-acquisition layer.
- E-ZPass (Interagency Group): E-ZPass is the dominant U.S. electronic tolling network across 19 states in the Northeast and Midwest. PlusPass specifically interoperates with E-ZPass, and E-ZPass represents the entrenched incumbent that all third-party toll fintechs must coexist with.
Emerging players
- Neology: Neology provides RFID-based electronic toll collection and automatic license plate recognition technology to toll authorities and smart mobility programs. Comparable as a technology vendor targeting the same agency customers with adjacent ANPR capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
PlusPass social profiles
Digital presencePlusPass financial estimates
Financial estimateRevenue estimate
Valuation estimate
PlusPass leadership team
Management profileNumber of profiles
Profiles4 records
PlusPass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PlusPass 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 PlusPass
What does PlusPass do?
PlusPass operates a Pay In Motion mobile payment platform that lets drivers pay electronic tolls by registering their license plate and linking a credit card, PayPal, or prefunded cash balance, with the vehicle's plate read automatically to charge the account. The companion BancPass Toll Sticker program delivers a transponder starter kit through retail partners, enabling cash-based and infrequent users to pay tolls across 10 U.S. states plus the E-ZPass network without a phone or bank account.
Is PlusPass a public or private company?
PlusPass is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PlusPass founded?
PlusPass was founded in 2012. It employs 11 to 50 people.
Where is PlusPass based?
PlusPass is headquartered in Austin, United States, in the North America region.
How does PlusPass make money?
Three revenue lines are on record. Toll Transaction Convenience Fees are the primary driver. The others are cash Reload Fees and technology Licensing.
Who are PlusPass's main competitors?
Direct peers on record are PayByPhone, ParkMobile and Passport. Broad incumbents are TxTag (Texas Department of Transportation), Kapsch TrafficCom, TransCore, Conduent Transportation, SunPass (Florida's Turnpike Enterprise) and E-ZPass (Interagency Group). Neology is listed as an emerging player.
Does PlusPass have an API?
No public API is recorded for PlusPass.
What industry is PlusPass in?
PlusPass's product category is Mobile Toll Payment Solutions. Its primary akta.pro industry code is BPAMAIAL, Parking & Toll Payment/Reservation Platforms, with a secondary code of TLAJABAC, Back-Office Toll Transaction Processing, Billing & Customer Account Management.