Badge

Name: Badge
Brand: Badge

Build, deploy, and measure customer experiences in Apple and Google Wallet

Est 2015|Valuation $52.1M|Raised $29.7M|14 Ref Customers

LinkedIn 4K|Web traffic 21K|FTEs 36|HQ San Francisco, CA

MarketsCustomer Engagement Platforms (CEP)Customer Loyalty Software

01Competitive Landscape

Narrative analysis

- Pricing transparency: PassKit publishes detailed rate cards. Badge does not publish dollar pricing, instead describing messaging-based scaling and tiered performance/support. - Platform orientation: Vendor materials emphasize operating wallets at scale and the embedded SDK for platforms. This orientation may be relevant for buyers seeking multi-tenant workspaces and white-label wallet builders. - Market messaging and security claims: The vendor asserts SOC 2 Type 2 certification and encryption; public verification of some claims (for example, downloadable SOC 2 reports or third-party audit summaries) was not found in the reviewed materials. Competitors may publish clearer evidence of controls in their trust centers. Sources: Official vendor documentation; competitor pricing documentation.

Market share / adoption trends

No reliable market-share statistics specific to Badge were located in the reviewed materials. Badge appears to be an early-stage company founded recently with recent funding activity reported in press.

Sources: Professional profiles and press coverage.

	Badge (vendor website)	PassKit	WalletThat (representative alternative)
Starting Price	Not publicly listed (request pricing; free sandbox mentioned)	Public: platform and pass-volume fees are published and documented	Public pricing varies; often quote-based depending on plan/region (not validated in this research)
Recommended For	Enterprise wallet programs and platforms needing SDK embed/white-label; messaging performance focus	Broad SMB to enterprise wallet pass programs requiring transparent pricing and pass-volume billing	Mid-market loyalty/coupon wallet programs (commonly positioned as simpler)
Key Strength	Messaging and campaign tooling, plus SDK embedding for platforms; enterprise tier options (data locality, isolated infrastructure)	Transparent pricing model and documented per-unit rate card; established documentation	Simplicity and potentially faster basic deployment (varies)
Key Weakness	Limited public third-party reviews; pricing opacity; enterprise features gated to higher tiers	May be complex for advanced enterprise governance; costs can scale with pass volume	Enterprise governance, scale, and advanced analytics may be less mature (validate per vendor)

01Competitive Landscape

Narrative analysis

Pricing transparency: PassKit publishes detailed rate cards. Badge does not publish dollar pricing, instead describing messaging-based scaling and tiered performance/support.
Platform orientation: Vendor materials emphasize operating wallets at scale and the embedded SDK for platforms. This orientation may be relevant for buyers seeking multi-tenant workspaces and white-label wallet builders.
Market messaging and security claims: The vendor asserts SOC 2 Type 2 certification and encryption; public verification of some claims (for example, downloadable SOC 2 reports or third-party audit summaries) was not found in the reviewed materials. Competitors may publish clearer evidence of controls in their trust centers.

Sources: Official vendor documentation; competitor pricing documentation.

Market share / adoption trends

Sources: Professional profiles and press coverage.

	Badge (vendor website)	PassKit	WalletThat (representative alternative)
Starting Price	Not publicly listed (request pricing; free sandbox mentioned)	Public: platform and pass-volume fees are published and documented	Public pricing varies; often quote-based depending on plan/region (not validated in this research)
Recommended For	Enterprise wallet programs and platforms needing SDK embed/white-label; messaging performance focus	Broad SMB to enterprise wallet pass programs requiring transparent pricing and pass-volume billing	Mid-market loyalty/coupon wallet programs (commonly positioned as simpler)
Key Strength	Messaging and campaign tooling, plus SDK embedding for platforms; enterprise tier options (data locality, isolated infrastructure)	Transparent pricing model and documented per-unit rate card; established documentation	Simplicity and potentially faster basic deployment (varies)
Key Weakness	Limited public third-party reviews; pricing opacity; enterprise features gated to higher tiers	May be complex for advanced enterprise governance; costs can scale with pass volume	Enterprise governance, scale, and advanced analytics may be less mature (validate per vendor)