Sam Ellis.

Sam Ellis.Sam Ellis.Sam Ellis.

Sam Ellis.

Sam Ellis.Sam Ellis.Sam Ellis.
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CO-FOUNDER + CPO 2022 - 2024

From wallet app to portable access layer.

Setter connected proof of engagement to real-world access, giving brands a way to recognize the people who showed up early.

ROLE

COMPANY

FOCUS

Product strategy, architecture, UX, partnerships

FOCUS

COMPANY

FOCUS

Identity, access, loyalty, commerce

COMPANY

COMPANY

COMPANY

a16z portfolio company

STAGE

COMPANY

COMPANY

Concept → platform

The Evolution of Setter

From App to Protocol:

The Origin of Setter Pass

Setter began as a lightweight mobile app for RSVP-based access. But as we built, we recognized a deeper opportunity: create a portable access layer that could work across any ecosystem—not just inside one app.

This led to the development of the Setter Pass—a headless, composable access token that could operate across storefronts, events, DAOs, and even offline experiences, all without requiring users to sign in again or mint redundant assets.

Built on DN-404 for Composability

Setter began as a lightweight mobile app for RSVP-based access. But as we built, we recognized a deeper opportunity: create a portable access layer that could work across any ecosystem—not just inside one app.

This led to the development of the Setter Pass—a headless, composable access token that could operate across storefronts, events, DAOs, and even offline experiences, all without requiring users to sign in again or mint redundant assets.


Tokenbound Wallets & Modular Inventory

The Origin of Setter Pass

Every Setter Pass also served as its own tokenbound wallet, in line with [ERC-6551]. Users could “boost” or customize their pass by adding skins, badges, rewards, or achievements, each one a separate token, composable and swappable.

This enabled an entire inventory system inside a single asset, ideal for gamified communities, loyalty programs, or onchain fandoms. It also future-proofed the Pass for integration into other platforms, games, and marketplaces.

Interoperable by Default, Identity by Design

Rather than lock users into a closed ecosystem, Setter Pass was built to move with them, serving as a passport across chains, storefronts, and experiences. Brands could reward past engagement, fans could prove history, and users could own their role in any journey.

It wasn’t just an NFT. It was a living credential, growing, adapting, and evolving with its holder. And because it worked without requiring a centralized app, it opened doors for brands, builders, and communities to create access anywhere.


Setter: Connecting Fans + Brands

Back To Setter

Copyright © 2026 Sam Ellis - All Rights Reserved.

Creative product consultant · Working everywhere

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