LASSO

What LASSO does

LASSO is a Nashville-based SaaS company that provides workforce management and operations software purpose-built for the live events industry. Founded in 2014 by Clay Sifford, a former Nashville event production company CEO, the platform unifies crew scheduling, time tracking, payroll, inventory management, financial management, travel booking, talent sourcing, and project management into a single cloud-based system with native iOS and Android applications. It serves event and entertainment production companies, event staffing and security firms, universities, broadcast/media production companies, worship operations, and AV crew across the United States, with more than 500,000 event professionals on the platform.

LASSO's product portfolio is modular: Event Management (Project Management, Rundown, Prompter), Crew Management (Scheduling, Documents, Time Tracking, Payroll, Travel, Talent), Inventory Management (Assets, Gear Orders, Warehouse Operations, Logistics), and Financial Management (Quotes, Invoices, Payments). The 2025 acquisition of Shoflo added standalone Rundown and show-calling capabilities, and in April 2026 LASSO launched LASSO Intelligence (Lassie), an industry-native AI agent that operates on unified platform data to deliver natural-language query, multi-step workflow automation, and proactive anomaly detection. The platform is SOC 2 Type 2 compliant and integrates with AmTrav (travel), Check (payroll), Insperity (HR/benefits), Zapier, QuickBooks, Salesforce, and HubSpot. The LASSO Crew Marketplace is a two-sided network connecting event companies with vetted freelance AV and live event talent; marketplace crew are W-2 employees of LASSO with workers' compensation, weekly pay, and benefits administered through Insperity.

LASSO operates primarily a SaaS subscription model with pay-per-active-user pricing structured around the seasonality of event businesses, supplemented by marketplace commission margins on Crew Marketplace placements and professional services revenue (implementation and training at $150/hour). Distribution is enterprise field-sales-led with custom ROI-focused demos, complemented by self-serve mobile app downloads, a standalone Rundown (Shoflo) self-serve purchase option, and community-driven growth through The Loop customer community. The company has raised approximately $17M+ across SEC exempt offerings between 2015 and 2025, with McCarthy Capital disclosed as a 2022 investor. Named customers include Freeman, Dupree Security, AV Chicago, Alliance Productions, Victory Pyrotechnics, Capital A Productions, Showdown Event Services, Tried & True Event Staff, and Webb Production, with marquee end-client logos including Walmart, the Atlanta Braves, the Golden State Warriors, the Philadelphia Eagles, the University of Michigan, and TEDx Orlando.

Name

LASSO

Legal name

LASSO Software, Inc.

Website

https://lasso.io

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

LASSO is a Nashville-based vertical SaaS platform that unifies crew scheduling, payroll, inventory, financial management, and travel for live event production companies, staffing firms, universities, and broadcast/media operations, serving more than 500,000 event professionals across the United States.

Ownership category

akta.pro rank

Product category

Live Event Workforce Management Software

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Workforce Management Administration (Labor Forecasting, Rostering, OT Rules) (BPAAAHAD)

Keywords

• Event management software
• Crew scheduling software
• Workforce management platform
• Live event operations
• Event production software

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Platform Subscription (SaaS): LASSO operates primarily as a SaaS platform with subscription-based pricing. Customers pay based on the number of active users and modules selected. The pricing is flexible and scales with the seasonality of event businesses - charges are per person actively using the system per month. Custom pricing is available based on company size and required modules.
2. Crew Marketplace Commission: LASSO Crew Marketplace connects event companies with freelance crew. Companies pay for the crew time worked, and LASSO handles payroll, workers' comp, and billing. Crew are W2 employees of LASSO, and the marketplace generates revenue through the margin between crew pay rates and company billing rates.
3. Professional Services: Implementation, onboarding, training, and consulting services. LASSO offers dedicated Implementation Specialists, flexible training options including on-demand courses and live virtual trainings, and customer success management. Training and consulting sessions are available at additional cost.
4. Rundown Module (Shoflo): Standalone Rundown module pricing starting at $1,045/year for 1 user, with tiered pricing for 5 users ($3,950/year) and 15 users ($6,950/year). Additional users are billed at daily rates. Add-ons available for Prompter ($1,250/year) and Global Elements Manager.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

LASSO provides an all-in-one cloud-based workforce management and operations platform built specifically for live event production companies. The platform unifies crew scheduling, time tracking, onboarding, payroll, inventory management, financial management (quotes/invoices/payments), travel booking, and project management into a single connected workflow. LASSO also operates the LASSO Crew Marketplace, a two-sided marketplace connecting event production companies with vetted freelance AV and live event talent who are W-2 employees of LASSO.

Product overview

LASSO is an all-in-one platform for live event and entertainment companies, unifying event scheduling, crew management, inventory, financial management, payroll, and travel into a single ecosystem. The core LASSO Platform serves as the foundation, with modular components including Event Management (Project Management, Rundown, Prompter), Crew Management (Scheduling, Documents, Time Tracking, Payroll), Inventory Management (Asset Management, Gear Orders, Warehouse Operations, Logistics), and Financial Management (Quotes, Invoices, Payments). LASSO Intelligence adds AI-powered capabilities including natural language queries, automated workflows, and proactive alerts. The LASSO Crew Marketplace is a talent bench connecting companies with vetted W-2 employees. Additional offerings include Travel (via AmTrav), Signature (e-signatures), Payroll (via Check), the mobile app, The Loop community, RoundUp newsletter, and Shoflo Rundown (acquired 2024).

Differentiator

Problem solved

Functional benefit

Brands

• LASSO Intelligence: AI-powered agent (Lassie) integrated into the LASSO platform for event companies. Allows users to query operational data in plain language, execute multi-step workflows, and receive proactive alerts about risks and opportunities.

Products and services

• LASSO Platform Core all-in-one cloud-based SaaS platform unifying event scheduling, communication, onboarding, time tracking, payroll, travel, talent sourcing, project management, and inventory management for live event production companies.
• LASSO Intelligence Industry-native AI agent (Lassie) integrated into the LASSO platform. Enables natural language querying of operational data, multi-step workflow execution from single requests, and proactive alerts about staffing gaps, budget risks, equipment conflicts, missing documents, and double-bookings.
• LASSO Crew Marketplace Two-sided marketplace connecting event production companies with vetted freelance AV and live event talent. Crew register for free, get vetted, and receive job opportunities. Companies pay for crew time worked; LASSO handles payroll, workers' comp, and billing.
• LASSO Mobile App Native mobile applications for iOS and Android that allow crew members, supervisors, and admins to receive job invitations, submit availability, track schedules, clock in/out, view travel itineraries, and communicate with employers.
• Shoflo Rundown Live event production software for building event agendas, real-time show calling, run-of-show management, and integrated prompter functionality. Available as standalone product or integrated with full LASSO platform.

Quantifiable outcome

• Crew scheduling time reduced by 91%
• +7 more outcomes

Named customers15 records

Segments8 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• ZapiercoreTechnology or Integration · 26 May 2026LASSO has a native integration with Zapier enabling automated workflows between LASSO and CRM systems (HubSpot, Salesforce), accounting software (QuickBooks, Xero, NetSuite, Sage), and other business tools. Enables automatic event creation from closed deals and invoice syncing without custom code or engineering tickets.
• AmTravcoreTechnology or IntegrationLASSO partners with AmTrav, a corporate travel agency, to provide integrated travel booking within the LASSO platform. The partnership allows event companies to secure better rates with airlines and hotels due to AmTrav's volume-based negotiating power. Features include 24/7 concierge service, automatic itinerary sharing with crew, and expense tracking including per diems.
• CheckcoreTechnology or IntegrationLASSO has partnered with Check to offer a fully embedded payroll software solution within the LASSO platform. This partnership makes it easier for customers to switch to Check with no disruptions to employees. Crew can see which events they've been paid for on their pay stubs.
• InsperitycoreTechnology or IntegrationLASSO partners with Insperity for payroll and HR services for Crew Marketplace members. Insperity handles benefits administration including 401k, health insurance eligibility, and workers' comp. Crew Marketplace members access the Insperity portal for pay stubs and the Perks at Work program with discounts from 30,000+ retailers.
• ShoflocoreTechnology or IntegrationShoflo Rundown is now part of the LASSO ecosystem, providing event scripting and show calling capabilities. Available as a standalone product or integrated with the full LASSO platform.

Scale indicators11 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Flex Rental Solutions: Equipment rental management software for event production and AV companies. Directly comparable to LASSO's inventory/warehouse module — both target event production companies with overlapping modules and an explicit integration partnership.
• IntelliEvent: Event management software for corporate event planners and production teams. Closely comparable use case (event operations for live events) and explicitly listed as a LASSO integration partner, indicating functional overlap in event management workflows.
• Bizzabo: Event experience platform for B2B conferences and events with registration, attendee engagement, and analytics. Direct competitor in event management SaaS; Bizzabo targets enterprise events with a similar modular, paid-per-active-user GTM motion.
• Aventri: Event management platform for in-person, virtual, and hybrid events with registration, engagement, and analytics. Competes for the same mid-market and enterprise event organizer buyers with overlapping feature sets.
• Socio: Event management platform with registration, event apps, and live streaming. Targets associations, agencies, and corporate event teams — overlapping buyer persona with LASSO's event production companies and enterprise event organizers.
• Whova: Event management platform serving conferences, trade shows, and community events with registration, agenda, and networking. Competes for event organizer budgets; while more consumer/attendee-facing, it overlaps with LASSO's event management value proposition.

Broad incumbents

• Cvent: Large incumbent in event management software, owned by Blackstone. Offers a broader portfolio across registration, venue sourcing, and event marketing — overlapping with LASSO's event management module but at a much larger scale and broader scope.
• Eventbrite: Public event ticketing and management platform serving a wide range of event organizers. Broad incumbent in the live events software market; less specialized than LASSO in crew/workforce management but competes for event organizer wallet share.

Emerging players

• Planning Pod: All-in-one event business management platform for event planners and venues. Comparable in being a vertical SaaS for event professionals; smaller scale and broader planner focus than LASSO's production-company specialization.
• Deputy: Workforce management SaaS for shift-based and hourly workers, including scheduling, time tracking, and compliance. Comparable to LASSO's crew management module but horizontal across industries rather than specialized for live events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCYklHKEGbYJNLbQPTwN1ebA
• Facebookfacebook.com/lasso.io
• LinkedInlinkedin.com/company/lasso-io
• Instagraminstagram.com/lasso.io
• Xx.com/Lasso_io

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds7 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LASSO