Badge Raises $17.1M Series A for Wallet Platform
Badge, a provider of infrastructure for brands to create dynamic customer experiences in Apple Wallet and Google Wallet, has raised $17.1M in Series A funding. The platform enables no-code workspaces for marketers, unified APIs for developers, and embeddable SDKs for platforms to deploy loyalty cards, gift cards, offers, tickets, and more. This capital will fuel scaling operations, product enhancements, and global reach to make wallets the next major customer interface.
Brands Accelerate Wallet Strategies
The timing aligns with surging interest in mobile wallet marketing. Retail giant Carrefour achieved 34% higher spend per user via Badge’s API, deployed live in 72 hours. Such results underscore a market shift toward wallet passes for superior engagement over traditional channels.
Traditional Loyalty Programs Underperform
Retail, banking, and hospitality brands pour billions into loyalty initiatives, yet face low redemption rates, poor retention, and static experiences limited by email or app fatigue. Consumers ignore outdated cards, resulting in missed revenue opportunities. Badge's customers demonstrate the gap, delivering 86% six-month retention compared to industry churn, alongside 25% average order value increases.
No-Code Platform Unifies Wallet Tools
Badge differentiates with an end-to-end infrastructure supporting both Apple and Google Wallets. Marketers use drag-and-drop tools for campaigns, developers leverage APIs for custom integrations, and platforms embed SDKs seamlessly. Trusted by Carrefour, Stripe, Hoka, Synchrony, Yale, and Shift4, it powers millions of passes with SOC 2 Type 2 security, end-to-end encryption, and localization across 70+ countries.
This full-stack approach contrasts with siloed tools focused on one wallet or requiring heavy coding. Carrefour saw +24% AOV and +19% transactions from new sign-ups, highlighting rapid value realization.
Series A Validates Engagement Shift
The Series A round reflects strong validation for wallet infrastructure amid proven traction: 80% redemption rate increases and 10% more loyalty signups. It positions Badge as growth capital to expand amid ecosystem momentum, with platforms like Stripe integrating its capabilities. This signals a pivot from fragmented solutions to scalable, measurable experiences.
Wallet Marketing Gains Global Traction
Mobile wallets are reshaping customer touchpoints across retail, finance, travel, and entertainment. Badge serves diverse sectors, from commerce leaders boosting AOV to payment platforms enhancing user retention. With 32 employees and 3,250 LinkedIn followers, the team drives innovations like wallet-based event registration and modern offer campaigns.
Digital Ecosystem Fragments by Approach
While some providers specialize in tickets or offers, Badge's unified no-code/API/SDK model addresses comprehensive needs. Recent blog insights reveal wallet campaigns driving higher open rates and offline accessibility, fragmenting the market by ease-of-use and cross-platform support. Badge's metrics—millions of passes issued—signal leadership in this evolution.