Badge, the operating platform for Apple and Google Wallets, has raised $17.1 million, including a $13.8 million Series A led by TTV Capital with participation from Stripe, Synchrony Ventures, and Infinity Ventures, as well as a previously unannounced $3.3 million seed round from QED Investors and Infinity Ventures.
As part of the investment, Lynne Laube, venture partner at TTV Capital and co-founder and former CEO of Cardlytics, will join the company’s board of Ddrectors. Badge will use the new capital to accelerate go-to-market efforts, expand product capabilities, and deepen partnerships to help enterprise brands and platforms adopt Apple and Google Wallets as a core customer interface.
As Apple and Google Wallets become the default destination for cards, tickets, passes, and credentials, wallets are evolving from a utility into a persistent, real-time interface where customers increasingly interact with brands. Badge provides the infrastructure to make Apple and Google Wallets programmable and dynamic.
Through a single platform, companies can issue wallet cards, update them in real time, send messages through wallets, and measure performance at scale. Badge turns wallet cards and passes into living surfaces that can change based on context, behavior, location, and time, laying the foundation for wallet commerce, where transactions are driven directly from the interface.
Wallets are now a global default for payments, with more than 4.3 billion people using wallets worldwide and transaction volumes projected to exceed $28 trillion by 2030. Today, wallets already power 35% of online purchases and 21% of in-store transactions, according to a 2025 PYMNTS Intelligence report.
Businesses can now issue branded loyalty cards, membership passes, gift cards, and tickets directly into wallets and update them instantly with new data, images, links, and wallet notifications. Because these passes live on the device and are always accessible, wallets have become a natural place for customers to interact with businesses. Across Badge’s customer base, this has translated into repeat ecommerce and in-store transactions.
“More people are leaving their physical wallets at home and relying entirely on their phones to transact,” said Eric Senn, co-founder and CEO of Badge. “That shift creates an opportunity for businesses to use digital wallets as a direct connection point with customers. Badge is the infrastructure that lets companies operate that interface at scale.”
High-value consumers are leading wallet adoption, with 61% of individuals earning more than $150,000 reporting higher spending when using mobile wallets.
With Badge, companies use wallet experiences to:
- Extend loyalty programs and gift cards directly into wallets
- Update balances, offers, and status in real time
- Send contextual messages based on location, time, or behavior
- Deliver rewards, access, and upgrades automatically
- Drive traffic to websites, mobile apps, and physical stores
“As mobile wallets become a core way consumers interact with brands, Badge has quickly emerged as a foundational platform,” said Laube. “Badge enables brands to operate wallet experiences that are real-time, measurable, and built for scale. We’re proud to support the team as they help define how businesses engage and grow with customers through this surface.”
