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Atomic.io + badge
Partner: Atomic
Use Case: Full-spectrum customer engagement bridging in-app and out-of-app communications
Markets: New Zealand to start, with future expansion to government, retail, and financial service
🎯 Objectives
👥 Target Audience & Engagement Gap
According to the RFi Group Banking and Payments Australia NZ 2023 Report, while 80 to 90 percent of banking customers have downloaded their institution’s app, fewer than 25 percent actively engage beyond checking balances or making transfers.
This reflects a broader truth across industries: app installs do not equal engagement.
Despite strong app adoption, the majority of users remain disconnected from deeper service interactions, promotional campaigns, and behavioral nudges. In sectors like banking, energy, government, and financial services—where Atomic already operates—this gap represents a major opportunity.
📊 Engagement Reality
🔓 Unlocking the Other 75 Percent
Atomic excels at secure, contextual in-app messaging for the digitally active segment. Badge complements that strength by engaging the 75 percent of customers who never or rarely open the app.
Together, Atomic and Badge deliver full-spectrum engagement—authenticated in-app communications for core users, and persistent, app-free wallet messaging for the rest. This combined approach ensures no customer is left out of the conversation.nabling full funnel communication across the entire banking customer base, not just the digitally active few.
📈 Total Addressable Market (AU/NZ)
Atomic’s current footprint across banking, energy, government, and financial services gives the partnership with Badge a strong foundation to scale wallet-based engagement across a massive, app-light population.
Key Reachable Audiences:
Sector
Estimated Audience Size
Superannuation (AU)
~25 million account holders
Banking (AU)
~15 million customers
Energy & Utilities (AU/NZ)
~8 million households
Government (NZ)
~5 million adult residents
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🎯 Strategic Takeaway
While Atomic excels at delivering secure, contextual in-app messaging, the majority of users across banking, utilities, and government never see those messages. Badge complements Atomic by extending reach into the daily lives of customers — through the wallet they already use for payments, travel, and ID.
Together, we cover both ends of the spectrum:
📱 How It Works with Badge
🧩 Complementary Distribution Flow
🔔 Wallet Pass as a Persistent Engagement Layer
🏪 On-Site and Offline Reach
📣 Unified Campaign Messaging
📦 Badge Platform Inclusions
Feature
Included
Wallet pass design + templated flows
✅
Push notifications + timed campaigns
✅
CTA tracking and engagement metrics
✅
Analytics dashboard + shared reporting
✅
Campaign ops support (during pilot)
✅
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💰 Commercial Model
Badge’s standard pricing model is structured around a monthly platform plan plus usage-based pass activation. This approach enables scalable engagement across campaigns, sectors, and audiences — and can be refined jointly depending on the scope and structure of our partnership with Atomic.
🧰 Platform Subscription
Includes:
📲 Pass Activation Fees (Current Volume-Based Model)
Pass activations are only billed when a pass is added to a user’s wallet (Apple, Google, or Samsung). There are no fees for previewing, issuing, or hosting passes that are not activated by end users.
Pass Type
Avg. Time Held
0–25K Activations
25K–100K Activations
Notes
Membership / ID
2–5 years
$0.25
$0.212
For customer records or access
Loyalty / Offers
2–4 years
$0.50
$0.425
Includes push, location triggers
Event / Comms
30–90 days
$0.20
$0.15
Short-term messaging use cases
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Badge supports pass-level TTL (time to live), versioning, and end-user reactivation logic.
🤝 Flexibility for Atomic Partnership
We are open to refining commercial terms in alignment with how the partnership is structured — particularly if:
Our goal is to structure a win-win model that supports early activation and long-term scalability.
🔮 Why Badge
💥 Resources
Decks
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