PassPass Raises Seed Round at $15M Valuation to Take Viral Scavenger Hunts Nationwide

PassPass, the Nashville-based platform blending real-world gaming, rewards, commerce and social virality, has raised a seven-figure seed round at a $15 million pre-money valuation.

The company says the new funding will support product development, expansion into additional U.S. cities and broader growth of its mobile app, which turns everyday locations, events and brand promotions into interactive scavenger hunts, giveaways and reward-based experiences.

Strategic backers in the round include Roots, the Atlanta-based real estate investing platform, along with a group of angel investors. Roots CEO Daniel Dorfman called PassPass “one of the strongest cross pollinations of fintech, playful gaming, community spirit, and consumer rewards” his team has seen, adding that Roots plans to use the platform to engage its own national community this year.

Launched commercially in summer 2025, PassPass has positioned itself as a fast-rising player in the experience-driven consumer engagement space. The company describes itself as the No. 1 scavenger hunt platform in the U.S., using its app to bring users into real-world challenges where they can play games, win prizes, save money and earn rewards.

The early traction is notable. PassPass says it reached $1 million in annual recurring revenue in its first year after commercial launch, grew to more than 170,000 registered users and generated more than 1 billion views across its social media channels. The company also reports an audience of roughly 2 million followers across its city-based network.

Its partnerships so far have stretched across sports, music, events and lifestyle brands, including The Bitcoin Conference, rapper BigXthaPlug and country artist Chris Young.

The new capital is expected to help PassPass add more personalized experiences through AI-powered rewards and dynamic challenges. The company also plans to widen its footprint beyond its current markets, bringing its mix of scavenger hunts, games and giveaways to more cities nationwide.

For brands, PassPass is pitching itself as a more participatory alternative to traditional digital advertising. Rather than serving passive ads, the platform lets companies build interactive campaigns around real-world discovery and fan engagement. PassPass monetizes through subscriptions, advertising and paid media partnerships.

“PassPass is shifting how consumers engage with entertainment and commerce by making fintech fun,” said Edgel Groves Jr., founder and CEO of PassPass. “We’ve built a platform where attention and participation are rewarded, discovery is gamified, and brands can connect with audiences in ways those audiences enjoy.”

The raise comes as live experiences, fan engagement and reward-based digital platforms continue to converge. For event organizers, artists, teams and consumer brands, PassPass is betting that the next wave of marketing will look less like an ad and more like a game people actually want to play.