Digital wallets from Apple and Google are no longer just tools for payments—they are becoming powerful platforms for brand engagement and marketing. Eric Senn, co-founder and CEO of Badge, a software startup, explains that wallets now allow companies to integrate loyalty programs, real-time offers, and interactive experiences directly into consumers’ mobile devices.

Badge, founded in San Francisco in 2023, provides the infrastructure that enables push notifications, geofencing, and personalized updates. For example, a customer driving into a Carrefour parking lot could receive a special promotion directly on their smartphone wallet.

In February, Badge raised $13.8 million from investors including TTV Capital, Stripe, and Synchrony Ventures, bringing total funding to $17.1 million. The startup works with major brands like Carrefour, HOKA, and Shift4 Payments, maintaining close partnerships with Apple and Google to offer feedback on wallet functionalities and suggest improvements.

The platform simplifies integration across Apple, Google, and Samsung wallets, giving brands a single point of entry and enabling faster rollout of personalized offers. In the near future, artificial intelligence will enhance personalization even further, allowing brands to deliver dynamic, targeted offers to individual consumers in real-time.

Source: https://www.customerexperiencedive.com/news/apple-google-wallets-get-personal/813706/