What PassagePoint Visitor Management Software does

Velocity Labels, LLC, operating as Velocity Badge & Label, is a privately held US-based manufacturer and e-commerce supplier of custom-printed and blank event badges, visitor identification badges, and compatible labels for direct thermal, thermal transfer, and inkjet printers. The company serves event organizers (conferences, trade shows, conventions, corporate meetings), organizations operating visitor management systems, and businesses needing custom labels for internal use. Its product portfolio centers on proprietary tag-stock constructions—DuroBadge (most durable, tear-resistant, no badge holder required) and SuperBadge (second most durable)—alongside Standard Badges, RFID-enabled badges engineered for the Zebra ZD500r printer, and labels for Zebra, DYMO, Brother, and Epson ColorWorks printers. Underlying differentiation is material science and printer-alignment engineering rather than software: products incorporate proprietary Gap Sense and Mark Sense optical sensing methods for accurate badge alignment in direct thermal printers, and integrated-ticket constructions combine attendee identification with event ticketing functions.

Velocity has deliberately built a software-agnostic compatibility layer across the visitor management and event software ecosystem, with tested integrations for PassagePoint, CVENT, Easy Lobby, Greetly, Lobby Track, AlphaTrack, and Fast Pass. This positions the company as a neutral consumables supplier rather than a software competitor to those platforms. Customer acquisition is primarily direct-to-consumer through the company's e-commerce storefront (online ordering, artwork upload, account management), with supplemental demand generated through a formal partner program serving service providers and resellers, social media presence across Facebook, Instagram, X, and LinkedIn, and content marketing via resource guides.

The revenue model is transactional: per-unit pricing scaled by volume (custom full-color badges as low as $0.17/unit at 20,000+ quantity; standard blank 250-packs from $32.10) plus one-time setup fees ($75 per color for flexographic, $100 for digital setup, plus potential custom die charges). Bundled event kits (badges with lanyards and badge holders) drive higher average order values. The company ships primarily within the contiguous US and Hawaii via FedEx, with international shipping available to most Canadian territories via FedEx International. Velocity is independently owned with no disclosed institutional funding, venture capital, or private equity investment, and operates from its headquarters in Whittier, California.

Name

PassagePoint Visitor Management Software

Legal name

Velocity Labels

Website

https://velocitylabels.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Velocity Labels is a US-based manufacturer and e-commerce supplier of custom event badges, visitor ID badges, and compatible labels for Zebra, DYMO, Brother, and Epson printers, serving event organizers, visitor management operators, and resellers.

Ownership category

akta.pro rank

Product category

Event Badges & Visitor Identification Labels

NAICS

Sign Manufacturing (339950)

akta.pro primary industry

Specialty & Functional Labels (Linerless, RFID/NFC, Braille, Smart) (IMALAKAK)

Keywords

• Custom Event Badges
• Visitor Management Labels
• Direct Thermal Labels
• Trade Show Badges
• Identification Labels

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Badges Sales: Sale of custom-printed and blank badges for events, conferences, and visitor management. Products include DuroBadge, SuperBadge, Standard Badges in various configurations (single-sided, double-sided, with integrated tickets, RFID-enabled). Revenue generated through per-unit pricing with volume discounts.
2. Custom Labels Sales: Sale of custom labels for Zebra, DYMO, and Brother printers. Includes various sizes, colors (full color, one color, two color), and types (expiring, visitor badge tags).
3. Event Kits: Bundled products combining badges with accessories (lanyards, badge holders) for complete event solutions. Higher average order value through bundled offerings.
4. Partner Program Revenue: Revenue from service and reseller partners who purchase badges and labels for their clients. Partner program offers dedicated customer care and wholesale pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Velocity Badge & Label manufactures and supplies custom printed and blank event badges, visitor identification badges, and custom labels compatible with Zebra, DYMO, Brother, and Epson/Primera printers. Their products serve event management (conferences, trade shows, conventions) and visitor management (offices, schools, healthcare, government) markets, with proprietary durable badge technologies (DuroBadge, SuperBadge) and RFID-enabled options.

Differentiator

Problem solved

Functional benefit

Brands

• DuroBadge: The company's most durable badge option, tear-resistant and extra sturdy tag stock event badge that does not require a badge holder.
• SuperBadge
• Standard Badge

Quantifiable outcome

• Volume pricing reduces per-unit cost to as low as $0.17 for custom full-color badges at 20,000+ quantity
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• SmartSourcecoreChannel Partner/ Reseller/ DistributorSmartSource is a service partner that resells Velocity Badge & Label products to their event management clients. Customer testimonial rates them highly for customer service and product quality.
• Meeting Masters, Inc.coreChannel Partner/ Reseller/ DistributorMeeting Masters is an event planning company that uses Velocity for custom event badges. Testimonial notes responsiveness, helpfulness, professionalism, and on-time delivery.
• Visionary Concepts NYC, LTDminorChannel Partner/ Reseller/ DistributorEvent specialist company that has been a client for over two years, using Velocity for custom badging needs.
• Zebra TechnologiescoreTechnology or IntegrationZebra Technologies printers are the primary compatible hardware for Velocity's badge products. Products are tested and optimized for Zebra direct thermal printers including ZD500r for RFID badges.
• DYMOcoreTechnology or IntegrationDYMO LabelWriter printers and DYMO-compatible products are key offerings. Velocity provides custom labels and badges designed specifically for DYMO printers.
• BrothercoreTechnology or IntegrationBrother QL series and TD series printers are supported. Velocity offers custom solutions for Brother printers including labels and badges.
• CVENTcoreTechnology or IntegrationCVENT is an event management software platform that Velocity's products are designed to integrate with. Products are compatible with CVENT's event registration workflows.
• Easy LobbycoreTechnology or IntegrationEasy Lobby visitor management software integration. Velocity provides badges and labels compatible with Easy Lobby's system.
• GreetlycoreTechnology or IntegrationGreetly visitor management system compatibility. Products designed to work with Greetly's digital reception platform.
• Lobby TrackcoreTechnology or IntegrationLobby Track visitor management software integration. Velocity products compatible with Lobby Track's badge printing capabilities.
• AlphaTrackcoreTechnology or IntegrationAlphaTrack event management software compatibility. Products designed to integrate with AlphaTrack's event badge printing features.
• Fast PasscoreTechnology or IntegrationFast Pass event management software integration. Velocity provides badges compatible with Fast Pass's event registration and badge printing system.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• IDville: Specialist in identification products including visitor badges, name tags, lanyards, and ID card supplies for businesses and schools. Closely comparable because IDville sells the same visitor badge categories (paper, expiring, badge tags) with similar customer profiles.
• Name Tag Wizard: Online retailer specializing in custom event name badges, name tags, and conference badges. Directly comparable because it competes for the same Event Organizer customer segment Velocity serves with similar made-to-order badge offerings.
• Sticky Badges: Online specialist selling adhesive name badges, name tags, and conference badge products. Directly comparable because it competes for the same SMB and event-planner buyer with overlapping product formats and pricing tiers.
• Conference Badge Company: Custom manufacturer of conference badges, lanyards, and event credentials. Directly comparable because it produces bespoke event identification products for trade shows and conferences, overlapping with Velocity's event badge business.

Others

• DYMO (Newell Brands): Maker of LabelWriter and similar small-office label printers with their own label consumables business. Listed as a peer because DYMO is a hardware partner and a competitor in label consumables that Velocity distributes around.
• Brother International: Manufacturer of QL and TD series label printers with associated consumables. Listed as a peer because Brother is a core hardware partner whose own label supplies compete with Velocity's Brother-compatible labels.
• Zebra Technologies: Manufacturer of barcode, RFID, and direct thermal printers used for label and badge printing. Listed as a peer because Zebra is both a primary hardware partner and indirect competitor via its own Zebra-branded supplies and printer-embedded label recommendations.

Broad incumbents

• BRADY Corporation: Large global manufacturer of labels, signs, and identification products across industrial, safety, and facility identification. Comparable because BRADY serves the same end customers (visitor management, asset identification, safety labeling) with a broader product portfolio.
• Avery Products (Avery Dennison): Major label and printing products manufacturer serving office, retail, and industrial customers. Comparable because Avery competes directly in the printable label category Velocity sells, including visitor badges and DYMO-compatible labels.

Emerging players

• HID Global (visitor management): Provider of identity and visitor management solutions including credentialing hardware and software. Comparable because HID serves the same Visitor Management customer segment (businesses, healthcare, government) where Velocity supplies badge consumables.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/velocity_labels
• Facebookfacebook.com/velocitylabels
• LinkedInlinkedin.com/company/velocity-badges-and-labels
• Instagraminstagram.com/velocity_labels

Revenue estimate

Valuation estimate

Number of profiles

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 PassagePoint Visitor Management Software