Swoogo
Swoogo is a cloud-based enterprise event management SaaS platform that lets B2B organizations build, run, and analyze in-person, virtual, and hybrid events through a user-based subscription, with native mobile apps, 30+ integrations, and an MCP server for AI access.
- Company typePrivate
- Founded2011
- HeadquartersLos Angeles, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Swoogo does
Swoogo is a cloud-based event management SaaS platform founded in 2011 and headquartered in Los Angeles, with regional offices in Sydney (APAC) and London (EMEA). The company sells primarily to enterprise B2B organizations that run high-volume event programs — including flagship conferences, multi-track field marketing events, webinars, and hybrid/digital experiences — through dedicated account executives and a consultative "Request a Demo" sales motion. Disclosed customers include Atlassian, DocuSign, ServiceNow, Fortinet, Justworks, Intuit, Fast Company, The New York Times, MUFG, Southwest Airlines, and multiple universities.
The product is a unified, modular platform covering the full event lifecycle: registration with unlimited conditional logic and custom fields, an event-website and email builder, a digital Event Hub for virtual and hybrid sessions, data and cross-event analytics, on-site logistics (badge creation, the Go Onsite check-in app, the Go Attend attendee mobile app, speaker and hotel management), and a Call for Speakers add-on. The technology layer is anchored by a registration-first architecture, native iOS and Android apps, an open REST API and webhooks, and 30+ native CRM, marketing automation, streaming, and tax integrations plus 14 payment gateways. In April 2026 Swoogo launched a native Model Context Protocol (MCP) server — the first in the event management category — exposing live event data to AI tools such as Claude, ChatGPT, and Gemini.
Swoogo monetizes through annual SaaS subscriptions on a user-based pricing model (rather than per-registration), starting at $11,800/year for the core platform with unlimited events and attendees, plus add-on modules such as Call for Speakers ($2,000–$15,000/year depending on user seats) and Pro Services, which was expanded by the October 2025 acquisition of Amae Live. The company is privately held, has raised approximately $20.45M in disclosed equity (including a $20M Series B led by Bain Capital in February 2022), and carries enterprise-grade security and privacy certifications including SOC 2 Type II, ISO 27001, ISO 27701, PCI DSS Level 1, GDPR, and EU-U.S. Data Privacy Framework.
Swoogo firmographics
Firmographics- Name
- Swoogo
- Legal name
- Swoogo LLC
- Website
- https://swoogo.events
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Swoogo is a cloud-based enterprise event management SaaS platform that lets B2B organizations build, run, and analyze in-person, virtual, and hybrid events through a user-based subscription, with native mobile apps, 30+ integrations, and an MCP server for AI access.
- Ownership category
- akta.pro rank
Swoogo industry classification
Industry- Product category
- Event Management Software
- NAICS
- Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Meetings & Group Travel Management (SMMP) (THALAMAL)
- akta.pro secondary industries
- Meetings & Group Travel Management Software (SMMP) (THAKANAM), Account-Based Marketing (ABM) for Events (THAHAGAF)
Keywords
Where Swoogo is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Swoogo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- SaaS Subscription (User-Based Pricing): User-based subscription model where pricing is determined by the number of platform users, not by event count or registration volume. Allows unlimited events and attendees under the subscription tier. Additional add-ons available for Call for Speakers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Core Event Management Platform - Starting Price |
| Subscription | Annual | Call for Speakers Add-on - 1 User Account |
| Subscription | Annual | Call for Speakers Add-on - 3 User Accounts |
| Subscription | Annual | Call for Speakers Add-on - 5 User Accounts |
| Subscription | Annual | Call for Speakers Add-on - 10-1,000 User Accounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Swoogo product offering
Product offeringCore offering
Swoogo is a cloud-based event management SaaS platform that enables organizations to run registration, marketing, onsite logistics, attendee engagement and post-event analytics for in-person, virtual and hybrid events. The platform is sold on an annual user-based subscription with unlimited events and attendees, complemented by native mobile apps (Go Attend, Go Onsite) and a recently launched native MCP server for AI tool integration.
Product overview
Swoogo is a B2B event management platform offered as a unified platform with modular capabilities. The core product includes Registration & Event Websites, Data + Insights, Event Logistics, Event Marketing, and Event Hub as foundational modules. Add-on modules include Call for Speakers for speaker submission management and Pro Services for custom event solutions. Native mobile apps include Go Attend (attendee-facing) and Go Onsite (event staff check-in). The platform also includes a Native MCP Server connecting live event data to AI tools. Swoogo supports virtual, hybrid, and in-person events across various event types including conferences, field marketing, webinars, and internal events, with specialized solutions for enterprise, media, agencies, tech, higher education, and industrial sectors.
Differentiator
Problem solved
Functional benefit
Brands
- Go Attend: Native event mobile app for attendees to manage digital badges, build personalized agendas, receive real-time updates and reminders
- Go Onsite
- Call for Speakers (CFS)
Products and services
- Registration & Event Websites Core module of the Swoogo event management platform providing best-in-class registration with unlimited custom rules, logic, and fields, personalized registration pathways, conditional logic, progressive registration, personas, pricing strategies and 15+ question formats for enterprise B2B event teams.
- Data + Insights Core analytics and reporting module of the Swoogo platform providing cross-event reporting, global attendee records, custom dashboards and integrations with Google Analytics and CRMs (Salesforce, HubSpot, Marketo) for event ROI and pipeline attribution.
- Event Logistics Core logistics module of the Swoogo platform providing badge creation, the Go Onsite check-in app, speaker management, exhibition management, and hotel booking management for in-person and hybrid events.
- Event Marketing Core marketing module of the Swoogo platform providing a drag-and-drop event website builder, automated email communications, personalization logic, and UTM tracking for event marketing campaigns.
- Event Hub Core virtual event homebase module of the Swoogo platform providing content management, agenda scheduling, live streaming integration, attendee networking with 1:1 meetings, and session attendance tracking for hybrid and virtual events.
- Call for Speakers Add-on module for the Swoogo platform providing a speaker submission portal with review and grading capabilities, automated emails, and one-click conversion of accepted submissions to event sessions. Sold as a separate subscription tiered by user account count.
- Go Attend Mobile App Native mobile event app for attendees providing personalized agendas, digital badges, push notifications, real-time updates, session favoriting, in-app networking and Google Maps navigation. Available on iOS App Store and Google Play.
- Go Onsite Mobile App Native mobile check-in app for event staff enabling QR code scanning, instant badge printing, real-time attendance tracking, self-serve kiosk mode and session-level check-out. Available on iOS App Store and Google Play.
- Virtual & Hybrid Events Virtual and hybrid event offering built on the Swoogo platform with native streaming integrations to Zoom, ON24, Vimeo, Brightcove and Socialive, fully branded digital experiences, and the Event Hub as the online content home.
- Pro Services Professional services offering providing custom event solutions, technical and creative services, and event program support, expanded through the October 2025 acquisition of Amae Live.
- Native MCP Server Native Model Context Protocol server connecting live event data to AI tools (Claude, ChatGPT, Gemini, Lovable, Replit, Cursor) for conversational data access, AI-powered event site building, and cross-event intelligence. Sold as part of the Swoogo platform subscription, available to all customers through Summer 2026.
Quantifiable outcome
- 35 million attendees brought together globally
- +1 more outcomes
Companies that use Swoogo
Customer profileNamed customers14 records
Segments6 records
Ideal customer profiles4 records
Swoogo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration41 records
AI capability4 records
Feature8 records
Swoogo partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Amae LivecoreSwoogo acquired Amae Live on October 6, 2025. Amae Live was a provider of custom event solutions. The acquisition aims to enhance Swoogo's Professional Services by expanding technical and creative capabilities.
- SalesforcecoreNative Swoogo-Salesforce integration enabling event data sync, campaign creation, and closed-loop attribution. Push registrations into Salesforce, match existing records, and update registration history.
- HubSpotcoreNative integration enabling automated data flow, sales team feeding, and improved event attribution reporting. Skip spreadsheets and streamline lead management.
- Marketo (Adobe)coreNative Marketo integration for pushing registrations, adding new records, matching existing records, and updating registration history.
- ZapiercoreIntegration enabling workflow automation between Swoogo and thousands of other tools via Zapier's automation platform.
- ZoomcoreNative Zoom integration for webcasting. Sync attendee data back to Swoogo via unique links for hybrid and virtual events.
- StripecoreNative payment gateway integration for processing event payments. Swoogo does not charge additional fees on top of Stripe's standard rates.
- Braintree (PayPal)coreNative payment gateway integration for processing event payments via Braintree/PayPal.
- Google AnalyticscoreIntegration for tracking page views, referral sources, campaign parameters, and engagement metrics.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Swoogo competitors and assessment
Company assessmentBroad incumbents
- Cvent: Largest incumbent in enterprise event management, offering registration, venue sourcing, and event marketing at scale. Directly comparable to Swoogo in the enterprise segment but with broader portfolio including venue sourcing and hospitality network.
Direct peers
- Bizzabo: Direct competitor offering an enterprise event experience platform with registration, mobile apps, and analytics. Closely aligned with Swoogo on target customer (enterprise B2B) and core feature set (registration-first architecture, in-person/hybrid events).
- Eventbrite: Public event management and ticketing platform with a wide range of registration and ticketing capabilities. Overlaps with Swoogo in registration functionality, but skews toward self-serve and smaller events while Swoogo focuses on enterprise.
- RainFocus: Enterprise event marketing platform with deep CRM integrations and registration capabilities tailored to large corporate events. Closely comparable to Swoogo on enterprise customer profile and integration-rich approach.
- Hopin: Virtual and hybrid event platform with registration, mobile, and engagement tools. Directly comparable to Swoogo's virtual/hybrid event capabilities and B2B target market.
- Splash: Event marketing platform focused on branded event experiences and registration for marketing teams. Overlaps with Swoogo's event marketing and registration modules, with similar B2B mid-market and enterprise positioning.
- Whova: Event management platform with registration, mobile apps, and community/networking features. Comparable to Swoogo on core event app and registration functionality across conferences and association events.
- Aventri: Enterprise event management platform with registration, logistics, and analytics capabilities. Directly comparable on enterprise B2B customer profile and full event lifecycle coverage.
Emerging players
- Hubilo: B2B-focused virtual and hybrid events platform with emphasis on engagement and analytics. Partial overlap with Swoogo on virtual events and B2B target market, though typically smaller-scale deployments.
- Goldcast: B2B events platform focused on field marketing events and webinar-to-event workflows. Comparable to Swoogo on B2B event marketing motion and integration with CRMs like HubSpot and Marketo.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat7 records
Key risks6 records
Key highlights6 records
Customer concentration
Swoogo social profiles
Digital presenceSwoogo compliance and trust
Trust signalCompliance7 records
Swoogo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swoogo leadership team
Management profileNumber of profiles
Profiles8 records
Swoogo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Swoogo funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swoogo M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Swoogo
What does Swoogo do?
Swoogo is a cloud-based event management SaaS platform that enables organizations to run registration, marketing, onsite logistics, attendee engagement and post-event analytics for in-person, virtual and hybrid events. The platform is sold on an annual user-based subscription with unlimited events and attendees, complemented by native mobile apps (Go Attend, Go Onsite) and a recently launched native MCP server for AI tool integration.
Is Swoogo a public or private company?
Swoogo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Swoogo founded?
Swoogo was founded in 2011. It employs 101 to 250 people.
Where is Swoogo based?
Swoogo is headquartered in Los Angeles, United States, in the North America region.
How does Swoogo make money?
One revenue line is on record: saaS Subscription (User-Based Pricing).
Who are Swoogo's main competitors?
Cvent is listed as a broad incumbent. Direct peers are Bizzabo, Eventbrite, RainFocus, Hopin, Splash, Whova and Aventri. Emerging players are Hubilo and Goldcast.
Does Swoogo have an API?
Yes. Swoogo offers an open API and REST API for developers to build custom integrations. The API enables importing Swoogo data into CRMs, data centers, and other platforms to trigger workflows. Webhooks are also available for real-time data syncing. No specific rate limits, auth method, or versioning details are specified in the available sources. Developer documentation is at developer.swoogo.com.
What industry is Swoogo in?
Swoogo's product category is Event Management Software. Its primary akta.pro industry code is THALAMAL, Meetings & Group Travel Management (SMMP), with a secondary code of THAKANAM, Meetings & Group Travel Management Software (SMMP). Its NAICS code is 54151 and its SIC code is 7372.