Overview

Novel.com provides a wallet-pass platform for retailers and e-commerce brands to engage customers online and in-store using Apple and Google wallet passes. It enables dynamic branded passes, QR code or SMS referrals, and a new messaging channel to amplify loyalty programs and referral marketing. Passes can be created and deployed quickly and integrated with existing retention tools (Yotpo, Smile.io, Recharge) and Shopify, allowing stores to reach customers through push notifications and unified online/offline experiences. Compared with competitors, Novel emphasizes seamless, quick deployment, cross-channel engagement via wallet passes, and straightforward integration with popular loyalty and commerce stacks, enabling multi-level pass configurations and easily measurable impact on CAC and LTV. The goal is to help retailers grow revenue by lowering customer acquisition costs and boosting customer lifetime value through a centralized, multi-channel loyalty and engagement toolkit.

Simplify's Take

What believers are saying

• NovelPass bridges online-in-store with QR referrals and pushes.
• Incorporates WEB3 tokens for exclusive product launches.
• Shopify login enables launch of branded passes in minutes.

What critics are saying

• Shopify integrates native wallet passes in 6-18 months.
• Yotpo, Smile.io, Recharge add native passes in 12-24 months.
• iOS 17+ privacy cuts push engagement in 6-12 months.

What makes Novel unique

• NovelPass launches customizable wallet passes for Shopify brands.
• Integrates with Klaviyo, Postscript, Attentive for seamless distribution.
• Obvi updates loyalty tiers real-time via geolocation pushes.

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Funding

Total Funding

$6M

Above

Industry Average

Funded Over

1 Rounds

$6,000,000

Seed

Apr 2022

Seed funding is usually the first official round after pre-seed, when a startup has a prototype or concept. It’s typically used to develop the product, test the market, and start building the team. Investors here are often angel investors or early-stage venture capitalists.

Seed Funding Comparison

Above Average

Industry standards

Ind Avg. $3.3M

$500k

$1.5M

$2M

$2.3M

$3M

$6M