Luma
Luma is an event management and discovery platform enabling organizers to create event pages, sell tickets via Stripe, and communicate with attendees across email, SMS, push, and WhatsApp, serving a horizontal base of community organizers, startups, and enterprises globally.
- Company typePrivate
- Founded2020
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Luma does
Luma is an event management and discovery platform founded in 2020 and operated by Luma Labs, Inc., a privately held Delaware/California corporation headquartered in San Francisco. The platform enables users to set up event pages, invite guests via multi-channel communication (email, SMS, push notification, WhatsApp), sell tickets with integrated Stripe payment processing, manage guest registration including approval and token gating, and track attendance through a native Zoom integration. A mobile companion app extends platform access to iOS and Android. Underlying technology is a standard web/mobile SaaS architecture with public API documentation (docs.luma.com) and a Zapier connector available on paid plans.
The company operates a freemium, product-led growth model. The free tier permits unlimited events and guests but charges a 5% platform fee on paid events and caps weekly sends at 500. Luma Plus, priced at $59/month billed annually, eliminates the platform fee, raises the send cap to 5,000/week, and adds API access, tax collection, custom URLs, and priority support. Higher-volume add-ons extend sends up to 100,000/week at $800/month, and an enterprise tier offers SSO, organization accounts, and custom-built features. The customer base is horizontally distributed across event organizers and hosts in Tech (3K events), AI (2K), Arts & Culture (2K), Fitness (1K), Wellness (789), Climate (498), Crypto (392), and Food & Drink (337) categories, with featured community calendars from organizations such as Build Club, South Park Commons, Google DeepMind, Design Buddies, and Cursor Community providing distribution leverage within tech-adjacent communities. The company has raised a single disclosed $3 million seed round in December 2020 from Maven Ventures, Venrock, Hustle Fund, and Progression, and remains founder-owned with a reported headcount of 1–10.
Luma firmographics
Firmographics- Name
- Luma
- Legal name
- Luma Labs, Inc.
- Website
- https://lu.ma
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Luma is an event management and discovery platform enabling organizers to create event pages, sell tickets via Stripe, and communicate with attendees across email, SMS, push, and WhatsApp, serving a horizontal base of community organizers, startups, and enterprises globally.
- Ownership category
- akta.pro rank
Luma industry classification
Industry- Product category
- Event Management Software
- NAICS
- Convention and Trade Show Organizers (56192), Web Search Portals and All Other Information Services (519290)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Management Services (8741)
- akta.pro primary industry
- Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)
- akta.pro secondary industries
- Event Discovery, Listings & Calendar Platforms (MPAGAJAL), Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG)
Keywords
Where Luma is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Luma business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Platform Transaction Fees: Free plan has 5% platform fee for paid events. Luma Plus removes the platform fee for paid events, with users only paying Stripe processing fees (typically 2.9% + 30 cents per transaction)
- Subscription Revenue: Luma Plus subscription at $59/month (billed annually) with additional add-ons for increased weekly sends (10,000 sends for $50/mo, up to 100,000 sends for $800/mo)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Free tier with unlimited events and guests |
| Subscription | Annual | Premium subscription at $59/month with 0% platform fees |
| Subscription | Annual | Enterprise tier for organizations needing additional features |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Luma product offering
Product offeringCore offering
Luma operates an event management and discovery platform that lets users set up event pages, invite guests, sell tickets, and manage registration through a web and mobile interface. It provides automated multi-channel reminders (email, SMS, push, WhatsApp), Stripe-powered ticketing with coupon and tax support, Zoom-based virtual event check-in, token gating for Web3 communities, and a public event discovery feed organized by category and geography.
Product overview
Luma is an events management platform operated by Luma Labs, Inc. that consists of a free core product and a paid Luma Plus upgrade tier. The free platform provides unlimited event creation, guest management, email/SMS/push/WhatsApp invitations, and basic integrations. Luma Plus adds premium features including 0% platform fees, increased invite limits, API access, tax collection, and priority support. The Luma App provides mobile access to the platform.
Differentiator
Problem solved
Functional benefit
Brands
- Luma Plus: Paid subscription tier offering 0% platform fee for paid events, 5,000 weekly invites, tax collection for tickets, custom URL, and API access at $59/month
Products and services
- Luma
- Luma Plus
- Luma App
- Luma Enterprise
Quantifiable outcome
- Save 14% with annual billing on Luma Plus ($59/month vs higher monthly rate)
Companies that use Luma
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
Luma technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature7 records
Luma partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- StripecoreStripe is Luma's payment processor for ticket sales. Stripe is fully PCI-compliant (PCI DSS v3.2.1 certified). Luma does not process or store any payment information directly.
Scale indicators3 records
Recent moves4 records
Expansion highlights5 records
Luma competitors and assessment
Company assessmentDirect peers
- Eventbrite: Largest independent event management and ticketing platform for creators worldwide. Overlaps directly with Luma on event page creation, paid ticketing and organizer tools; differs in scale and a broader consumer category mix beyond tech/community events.
- Partiful: Mobile-first social event platform popular with tech and creator communities. The closest direct rival to Luma in the tech/community-event space, with similar PLG positioning and a social RSVP/feel.
- Meetup: Long-standing community-group and local-event platform. Overlaps with Luma on recurring events, group hosting and event discovery, with a more group-centric and geographically organized UX.
- Hopin: Virtual and hybrid events platform (now under RingCentral Events). Competes with Luma on Zoom-integrated virtual events, registration and attendee communication for professional and tech audiences.
- Splash: Event marketing platform for brands and agencies. Overlaps with Luma Plus on event pages, ticketing, registration and check-in, but Splash is positioned for marketing-led brand experiences rather than grassroots tech communities.
- Bizzabo: Enterprise event experience platform for conferences and trade shows. Competes with Luma on registration, ticketing and check-in, but targets large B2B events with enterprise pricing and SSO.
- Ticket Tailor: Low-fee ticketing platform for independent event organizers. Competes directly with Luma on paid-event ticketing, emphasizing transparent flat-rate pricing aimed at SMB and individual event hosts.
- Posh: Social nightlife and event platform with strong event discovery and ticketing. Direct competitor in event discovery, RSVP and ticketing, oriented around nightlife/venues rather than Luma's tech/community focus.
- Dice: Ticketing and event discovery platform centered on music and live events. Overlaps with Luma on calendar browsing, discovery and paid ticketing for in-person and online audiences.
Emerging players
- Calendly: Scheduling and calendar-sharing SaaS widely used by event organizers and communities. Adjacent rather than directly competing — overlaps on calendar functionality and organizer workflows, but its core is one-on-one scheduling rather than ticketed events.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Luma social profiles
Digital presenceLuma compliance and trust
Trust signalCompliance1 record
Luma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luma leadership team
Management profileNumber of profiles
Profiles2 records
Luma funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Luma
What does Luma do?
Luma operates an event management and discovery platform that lets users set up event pages, invite guests, sell tickets, and manage registration through a web and mobile interface. It provides automated multi-channel reminders (email, SMS, push, WhatsApp), Stripe-powered ticketing with coupon and tax support, Zoom-based virtual event check-in, token gating for Web3 communities, and a public event discovery feed organized by category and geography.
Is Luma a public or private company?
Luma is a private company. It is classified as venture growth investor backed and is currently operating.
When was Luma founded?
Luma was founded in 2020. It employs 1 to 10 people.
Where is Luma based?
Luma is headquartered in San Francisco, United States, in the North America region.
How does Luma make money?
Two revenue lines are on record. Platform Transaction Fees are the primary driver. The others are subscription Revenue.
Who are Luma's main competitors?
Direct peers on record are Eventbrite, Partiful, Meetup, Hopin, Splash, Bizzabo, Ticket Tailor, Posh and Dice. Calendly is listed as an emerging player.
Does Luma have an API?
Yes. Luma offers API access as part of the Luma Plus plan. The API enables developers to access Luma functionality programmatically, including integration with Zapier for workflow automation. Documentation is available at docs.luma.com. Developer documentation is at docs.luma.com.
What industry is Luma in?
Luma's product category is Event Management Software. Its primary akta.pro industry code is BPAFAGAL, Ticketing, Registration & Event Technology (Badging, Apps), with a secondary code of MPAGAJAL, Event Discovery, Listings & Calendar Platforms. Its NAICS code is 56192 and its SIC code is 7900.