Wildfire Systems, a loyalty and consumer insights platform, and Badge, a mobile wallet infrastructure provider, today announced a strategic partnership that brings personalized merchant offers and rewards into consumers’ native mobile wallets, making savings easier to find and use and creating new value for the programs that offer them. Wildfire clients can now extend their existing rewards programs into Apple Wallet, Google Wallet, and Samsung Wallet through Badge’s technology, while Badge clients gain access to the offers from Wildfire’s network of more than 50,000 merchant programs – all without building new infrastructure or merchant relationships.
Together, the companies will help clients expand their rewards programs to a broader set of touchpoints in the consumer shopping journey. Customers who add their rewards pass will see personalized cashback and savings from Wildfire’s merchant network right in their wallet. Badge keeps the pass current as offers change through dynamic updates, push notifications, and location-aware reminders. This ensures offers reach consumers when and where they’re ready to buy. The partnership also creates opportunities for Wildfire clients to provide more value for their customers, while Wildfire’s merchant partners gain another way to reach shoppers and drive sales.
The announcement comes as loyalty and rewards programs have become table stakes for financial and technology companies to drive engagement with their customers and mobile wallets are evolving beyond payments into a broader channel for commerce and loyalty. According to PYMNTS, 31% of shoppers now use mobile wallets weekly, underscoring the growing opportunity for brands, financial institutions, and technology companies to connect with consumers through a channel they already use.
“Our clients are constantly looking for ways to deliver more value to customers,” said Jordan Glazier, CEO of Wildfire Systems. “Our partnership with Badge gives clients a way to extend their existing rewards programs into mobile wallets, meeting their customers where they are to discover and use offers. In turn, our merchant network gives Badge’s clients a steady stream of relevant offers to put in front of their customers.”
The agreement also creates opportunities for joint product innovation. By combining Badge’s technology with Wildfire’s commerce platform, merchant relationships, and distribution network, both companies can develop new capabilities and expand their reach across the growing market for digital payments and loyalty services.
“The next evolution of mobile wallets is about what happens beyond the transaction,” said Eric Senn, CEO of Badge. “By combining our technology with Wildfire’s merchant offer network, we can help our clients put relevant savings opportunities directly into consumers’ hands, whether they’re shopping online or walking into a store. It’s about making rewards more accessible, timely and useful in everyday life.”
The companies are announcing the partnership at Money20/20 USA in Las Vegas, where they will co-host a cabana October 19-20, 2026.
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