Last updated May 2026

TruePass Press Kit

Everything you need to write about TruePass. Logos, boilerplate, founder bio, story angles, industry data, and downloadable assets.

ZIP download coming soon — all content is available on this page now

Fact Sheet

The one-page overview for any story

TruePass

Real-time seller verification for high-value transactions

What TruePass Does

Buyers verify sellers with live, time-expiring TruePass codes before sending payment
Dealers build verified trust profiles with identity checks, linked social accounts, and transaction history
Deal Rooms provide structured, transparent transaction workflows with milestone tracking

Founded

January 2026

Founder

Mike Biel

Company

Biel Ventures Inc.

Location

New York

Status

Bootstrapped

Pricing

Free for buyers

Categories Served

Watches

Sneakers

Jewelry

Trading Cards

Collectibles

Dealer Pricing Tiers

Starter

$19/mo

Solo

$39/mo

Team

$79/mo

Pro

$149/mo

Annual billing available (2 months free). Hobbyist pay-as-you-go tier also offered.

Press inquiries: support@truepass.app

About TruePass

Copy-paste boilerplate for the bottom of any article

50 Words

TruePass is a real-time seller verification platform for high-value collectible transactions. Before sending payment for watches, sneakers, jewelry, trading cards, or collectibles, buyers can verify any dealer with a live TruePass code. Founded in 2026 by Biel Ventures Inc., TruePass makes 'verify before you pay' the new standard.

100 Words

TruePass is the trust-verification platform built for high-value transactions in watches, sneakers, jewelry, trading cards, and collectibles. The platform solves a fundamental problem in peer-to-peer resale: buyers have no reliable way to verify who they're sending money to. TruePass gives dealers verified profiles backed by identity checks, social account verification, and live TruePass codes that expire in minutes. Buyers simply ask a seller for their code, enter it on TruePass, and instantly confirm the seller is real. Deal Rooms add structured transaction workflows with milestone tracking. Founded in 2026 by Biel Ventures Inc. in New York. Free for buyers.

200 Words

TruePass is the trust-verification platform purpose-built for high-value peer-to-peer transactions in watches, sneakers, jewelry, trading cards, and collectibles. In a market where scammers routinely copy photos, steal identities, fabricate references, and use AI-generated content to deceive buyers, TruePass provides the first real-time verification layer that cannot be faked. The platform works by giving dealers verified profiles tied to confirmed identity, linked social accounts, and transaction history. When a buyer is about to send payment, they ask the seller for a live TruePass code — a time-expiring token generated from the seller's authenticated account. If the code checks out, the buyer has confirmation they're dealing with a verified seller. If not, they walk away before any money moves. Beyond verification, TruePass offers Deal Rooms — structured transaction spaces where buyers and sellers communicate, set milestones, and track deals through completion. The platform also includes deal issue reporting: if a transaction goes wrong, TruePass documents the dispute, and confirmed bad actors are permanently banned. TruePass is free for all buyers. Dealer plans start at $19/month. Founded in January 2026 by Biel Ventures Inc. in New York, TruePass is on a mission to make "verify before you pay" the default behavior in every high-value deal.

Founder

Bio, headshot, and the origin story

Founder Headshot

Coming Soon

Mike Biel

Founder, Biel Ventures Inc.

Owner, Biel Watches

50-Word Bio

Mike Biel is the founder of TruePass and Biel Ventures Inc. A longtime watch collector and owner of Biel Watches, Mike built TruePass after witnessing too many collectors get scammed in peer-to-peer transactions. He is based in New York.

100-Word Bio

Mike Biel is the founder of TruePass and CEO of Biel Ventures Inc. A passionate collector and owner of Biel Watches, Mike spent years in the watch community witnessing the same story repeat: a buyer sends payment to someone they found on social media, and the seller disappears. Frustrated by the lack of any real verification in peer-to-peer luxury resale, he built TruePass to give buyers a way to confirm who they're dealing with before money moves. Mike is based in New York and remains an active collector and dealer in the watch community.

250-Word Bio

Mike Biel is the founder of TruePass and CEO of Biel Ventures Inc. A lifelong collector and the owner of Biel Watches, Mike has spent years buying, selling, and trading in the luxury watch community — and watching the same fraud patterns destroy trust in the market. The problem was always the same: a buyer finds a watch on Instagram, Facebook Marketplace, or a forum. The photos look right. The references check out. They send thousands of dollars via wire, Zelle, or PayPal — and the seller vanishes. Or the watch arrives and it's fake. Or it never arrives at all. And the buyer has no recourse because they voluntarily sent the money. Mike saw this happen to friends, to fellow collectors, and in communities he was part of. He realized that the problem wasn't the platforms — it was the complete absence of real-time seller verification. References can be faked. Screenshots can be edited. Reviews can be bought. But a live, time-expiring code generated from an authenticated account cannot be duplicated by someone who doesn't own it. That insight became TruePass: a platform that lets any buyer verify any seller in seconds, before a single dollar moves. Mike built TruePass not as a marketplace or escrow service, but as a trust layer — the verification step that should exist in every high-value peer-to-peer transaction but never did. Mike is based in New York and continues to actively collect and deal watches through Biel Watches.

Story Angles

Pre-baked pitches your editor will greenlight

“The $10 Billion Fraud Problem in Peer-to-Peer Resale That Nobody Is Solving”

Americans lost over $10 billion to fraud in 2023 according to the FTC. A massive and growing slice of that hits peer-to-peer resale of luxury goods — watches, sneakers, jewelry, and collectibles — where buyers routinely send thousands of dollars to strangers on Instagram and Facebook Marketplace with zero verification. TruePass is building the verification layer these transactions never had.

“Why 'Send First, Trust Later' Is Broken — and What's Replacing It”

The default transaction flow in peer-to-peer luxury resale is: find a seller on social media, look at some photos, maybe check a reference, and send payment. It's a model built entirely on blind trust, and scammers exploit it daily. TruePass flips the script by making verification happen before payment, not after.

“The Watch Dealer Arms Race Against AI-Generated Scams”

AI has made it trivially easy to generate fake product photos, fabricate text conversations, and create convincing but entirely fictitious seller identities. The watch and sneaker communities are seeing a surge in AI-powered scams. TruePass introduces real-time, unfakeable verification codes as the antidote.

“A New York Startup Is Trying to Become the 'Blue Check' for Luxury Resale”

In a market flooded with fakes and scammers, TruePass is building verified dealer profiles — think of it as identity verification meets trust scoring for anyone selling watches, sneakers, or collectibles. The founder, a watch dealer himself, is racing to define a category before bigger players move in.

“The Trust Gap: Why PayPal and Escrow Don't Protect Luxury Buyers”

Buyers assume PayPal Goods & Services or escrow protects them. In practice, disputes take months, escrow adds friction that kills deals, and neither verifies who you're actually dealing with. TruePass takes a different approach: verify the seller's identity in real time, before any money changes hands.