Badge, a platform designed to facilitate business operations within Apple and Google Wallets, announced it has secured $17.1 million in funding. The capital aims to enhance the infrastructure available for businesses to integrate and scale their presence within digital wallets. The funding comprises a $13.8 million Series A round, led by TTV Capital with contributions from Stripe, Synchrony Ventures, and Infinity Ventures, alongside a previously undisclosed $3.3 million seed round from QED Investors and Infinity Ventures.
As part of the investment, Lynne Laube, Venture Partner at TTV Capital and former CEO of Cardlytics, will join Badge’s Board of Directors. The new capital will be allocated towards accelerating go-to-market strategies, expanding product capabilities, and strengthening partnerships to assist enterprise brands and platforms in adopting Apple and Google Wallets as a primary customer interface.
Badge provides the underlying infrastructure to make Apple and Google Wallets programmable and dynamic. Through its unified platform, companies can issue digital wallet cards, update them in real time, send messages via wallets, and measure performance metrics at scale. This functionality enables wallet cards and passes to become dynamic surfaces that adapt based on context, behavior, location, and time, fostering the development of wallet commerce where transactions are initiated directly from the interface.
Digital wallets are increasingly becoming a global standard for payments, with over 4.3 billion users worldwide and transaction volumes projected to exceed $28 trillion by 2030. A 2025 PYMNTS Intelligence report indicates that wallets currently power 35% of online purchases and 21% of in-store transactions. This accelerated adoption positions wallets as a central point where customers expect to access, store, and utilize various forms of value.
Businesses can now issue branded loyalty cards, membership passes, gift cards, and tickets directly into digital wallets, with instant updates incorporating new data, images, links, and wallet notifications. These passes reside on the user’s device, ensuring constant accessibility and establishing wallets as a natural medium for customer-business interactions. Badge’s customer base has observed increased repeat e-commerce and in-store transactions through this approach.
Eric Senn, co-founder and CEO of Badge, stated, “As more individuals opt to leave physical wallets at home and rely on their phones for transactions, a significant opportunity emerges for businesses to leverage digital wallets as a direct connection point with customers. Badge provides the infrastructure that enables companies to operate this interface at scale.”
High-value consumers, defined as 61% of individuals earning over $150,000, report higher spending when utilizing mobile wallets. Badge enables companies to use dynamic and always-present wallet cards to influence consumer behavior at critical moments. With Badge, businesses can extend loyalty programs and gift cards into wallets, update balances, offers, and status in real time, send contextual messages based on location, time, or behavior, automatically deliver rewards, access, and upgrades, and drive traffic to websites, mobile apps, and physical stores.
Adoption of these wallet experiences is designed to be frictionless, as wallets are pre-installed on devices, customers can add passes with a single tap, and notifications are enabled by default. Redemption processes are equally streamlined, whether in-store or online.
Lynne Laube commented, “As mobile wallets evolve into a core channel for consumer-brand interactions, Badge has rapidly established itself as a foundational platform. Badge equips brands to manage wallet experiences that are real-time, measurable, and built for scalability. We are pleased to support the team as they contribute to defining how businesses engage and expand their customer relationships through this interface.”
Badge specializes in providing the wallet platform for businesses to develop, operate, and measure experiences across Apple and Google Wallets. By making wallets programmable and real time, Badge transforms wallet cards and passes into dynamic customer interfaces that enhance engagement and commerce. The company provides secure, scalable wallet infrastructure for production use by enterprise brands and platforms.
