Passes, the Los Angeles-based creator platform, announced a comprehensive rebrand this week that repositions the company as a “creator accelerator” rather than a “creator monetization platform.” The move reflects a broader shift in the creator economy, where platforms are increasingly focused on helping individual creators build sustainable, long-term businesses rather than simply collecting subscription revenue.
The rebrand introduces a new visual identity and updated logo but does not change the company’s fee structure or feature set. Passes charges creators a flat 10% platform fee and offers instant payouts. The company has raised $50 million in venture capital since its founding in 2022 and is headquartered in Los Angeles.
The creator economy reaches new scale
The announcement comes as the creator economy continues to expand rapidly. U.S. creator revenue is projected to reach $21 billion in 2026, according to EMARKETER, more than doubling figures from just a few years ago. The Interactive Advertising Bureau estimates that total U.S. ad spend on creators will surpass $37 billion this year, with 97% of chief marketing officers indicating plans to increase creator marketing budgets.
Despite this growth, many individual creators remain under-monetized. The majority rely heavily on advertising revenue or brand sponsorships rather than direct income from their audiences. Platforms like Passes are part of a growing category of creator tools designed to give creators more direct control over their revenue and audience relationships.
Passes founder and CEO Lucy Guo, who previously co-founded data labeling company Scale AI, launched the platform in 2022 to address what she identified as a structural gap in the creator economy.
“Every creator is an entrepreneur whether they think of themselves that way or not,” Guo said. “And we built Passes to be the platform that helps them run their business like one.”
What the platform offers
Passes provides creators with seven integrated revenue streams on a single platform: subscriptions, paid direct messaging, livestreaming, merchandise sales, one-on-one video calls, automated messaging sequences, and exclusive content. The platform also includes proprietary screenshot DRM technology designed to prevent unauthorized distribution of paid content.
The 10% platform fee includes payment processing. For comparison, OnlyFans charges 20% and Patreon charges between 8% and 12% before additional payment processing fees. Payouts on Passes are instant, with no holding periods or minimum balance requirements.
The rebrand does not introduce new features. Rather, it reframes how the company positions its existing offering. By moving from “monetization platform” to “creator accelerator,” Passes is signaling that it considers itself full business infrastructure for creators, not a single-purpose revenue tool.
A multi-vertical creator roster
Passes has assembled a creator roster that spans multiple industries, an unusual characteristic in a market where platforms often become defined by a single content vertical.
Livvy Dunne, the highest-earning female college athlete in National Collegiate Athletic Association Name, Image, and Likeness history, uses Passes to share exclusive training content and fan Q&A sessions. SSSniperwolf, with more than 30 million YouTube subscribers, operates on the platform. DJ and producer Kygo, who has accumulated over 2 billion Spotify streams, gives subscribers access to concert footage and music pre-releases.
Grammy-winning songwriter Eric Bellinger, who has written for artists including Usher, Chris Brown, and Justin Bieber, shares exclusive studio sessions on Passes. Former U.S. Women’s National Team soccer player Ashlyn Harris and Fox Sports host Joy Taylor represent the sports media vertical. Chess streamer Andrea Botez has brought a gaming audience to the platform. Professional golfer Charley Hull uses Passes to engage with fans beyond tournament coverage. Actress Bella Thorne sells her THORNE jewelry line directly to fans through the platform.
Wall Street Beats, a financial investment community founded by Beats by Dre co-creator Steven Lamar, operates its complete subscription business on Passes, including masterclass investment courses and one-on-one analyst access.
The diversity of the creator base suggests the platform’s underlying infrastructure can support fundamentally different business models, from direct-to-consumer commerce and subscription education to music distribution and sports media.
Content protection as a differentiator
One feature that distinguishes Passes from most competing creator platforms is its proprietary screenshot DRM technology. The technology is built directly into the platform and prevents fans from capturing paid content through screenshots or screen recordings.
Content leakage is a persistent challenge in the creator economy. Paid material is frequently captured and redistributed within hours of release, which erodes creator revenue and devalues the exclusivity that many subscription models rely on. By integrating content protection at the platform level, Passes addresses the problem before it occurs rather than relying on takedown requests after the fact.
Industry context
The Passes rebrand comes during a period of consolidation and differentiation in the creator platform market. OnlyFans remains the largest platform by revenue but has struggled to broaden beyond its adult content association. Patreon has focused primarily on podcasters, writers, and independent media. Substack has built a strong position among writers and newsletter creators.
Passes is positioning itself as a brand-safe, multi-vertical alternative that serves creators across categories with a full business toolkit. The company says the 10% platform fee, instant payouts, and proprietary content protection represent a deliberate choice to prioritize creator economics and security.
Industry analysts have noted that the creator platform market is entering a maturation phase. As the total addressable market has grown past $21 billion in the United States alone, the competitive dynamics have shifted from user acquisition to creator retention. Platforms that can demonstrate long-term value to professional creators are expected to capture disproportionate share as the market continues to expand.
The shift in language from “monetization platform” to “creator accelerator” reflects this competitive repositioning. By borrowing terminology from the startup ecosystem, where accelerators serve as operational partners rather than simple funding sources, Passes is signaling a desire to be seen as long-term infrastructure for creators rather than a transactional revenue tool.
The rebrand is live across all Passes touchpoints as of this week. The company’s mission, according to Guo, remains focused on helping creators turn their audiences into durable, independent businesses.
More information is available at passes.com.
About Passes
Passes is a creator accelerator built to help creators turn their audiences into sustainable, independent businesses. Founded in 2022 by Lucy Guo, entrepreneur and co-founder of Scale AI, Passes provides creators with tools to earn directly from their fans through customizable subscription tiers, paid messaging, livestreaming, one-on-one video calls, a branded merchandise storefront, and AI-driven analytics. Creators on Passes keep up to 90% of their revenue. The company is headquartered in Los Angeles.