True-Tickets
True Tickets provides secure digital ticket delivery and a venue-controlled resale marketplace for arts and cultural organizations, capturing actual attendee data through deep Tessitura CRM integration to reveal hidden shadow audiences.
- Company typePrivate
- Founded2017
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What True-Tickets does
True Tickets, Inc. is a Boston-based private company founded in 2017 that provides a secure digital ticket delivery platform purpose-built for arts and cultural venues. The platform combines continuously-refreshing dynamic QR codes for fraud prevention with deep native integration into the Tessitura CRM, capturing recipient contact details from every accepted ticket transfer into a feature branded Shadow Audience™. This allows venues to identify actual attendees rather than only the 41% of original ticket buyers, enabling direct marketing to previously hidden patrons. The product is delivered through enterprise licensing on annual billing cadence, supplemented by transaction fees on ticket resale.
The company's product portfolio centers on Digital Ticket Delivery, with sub-features including password-less patron login, custom content blocks, ticket sharing with venue-defined rules, and direct loading into Apple and Google Wallets. PatronSafe™ Ticket Resale is an included module that enables venue-controlled ticket resale across 12+ secondary marketplaces (SeatGeek, StubHub, Vivid Seats, and others) with venue-defined price caps, while automatically syncing buyer data back to Tessitura. Stripe powers automated seller payouts. Strategic distribution is anchored by a Tessitura channel partnership reaching 725+ arts organizations, with a Twickets partnership extending face-value resale capabilities to UK venues. As of mid-2025 the platform reports 30.7M+ secure digital tickets delivered, 4.3M+ tickets shared, and 1.2M+ new patron registrations captured through ticket transfer data.
True Tickets targets theaters, opera companies, ballet companies, museums and cultural institutions, performing arts centers, and symphony orchestras — primarily in the United States, with active expansion into Canada (seven organizations signed October 2025) and the United Kingdom (Twickets integration launched February 2026). Named enterprise customers include Royal Ballet & Opera, Roundhouse, Strathmore, Spoleto Festival USA, San Diego Symphony, Toronto Symphony Orchestra, National Ballet of Canada, Mirvish Productions, Center Theatre Group, Lyric Opera of Chicago, New York City Ballet, Intrepid Sea, Air & Space Museum, Lensic Performing Arts Center, and La Mirada Theatre. The company is led by co-founder and CEO Matt Zarracina (formerly Deloitte Consulting and Thales xPlor) and co-founder and CFO Steven Dobesh, with Jack Rubin (former Tessitura CEO) serving as strategic advisor since 2022.
True-Tickets firmographics
Firmographics- Name
- True-Tickets
- Legal name
- True Tickets, Inc.
- Website
- https://true-tickets.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- True Tickets provides secure digital ticket delivery and a venue-controlled resale marketplace for arts and cultural organizations, capturing actual attendee data through deep Tessitura CRM integration to reveal hidden shadow audiences.
- Ownership category
- akta.pro rank
True-Tickets industry classification
Industry- Product category
- Live Event Ticketing Software
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), All Other Travel Arrangement and Reservation Services (561599)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Primary Ticketing Platforms & Box Office Systems (MPAGAJAA)
- akta.pro secondary industries
- Secondary Ticket Marketplaces (Resale/Exchange) (MPAGAJAB), Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG), Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)
Keywords
Where True-Tickets is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
True-Tickets business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Licensing: True Tickets generates revenue through platform licensing fees charged to arts and cultural venues. The service is offered as a digital ticketing delivery platform with features including secure ticket delivery, sharing controls, and resale management. Licensing is described as including PatronSafe Ticket Resale at no additional cost.
- Marketplace Transaction Fees: When tickets are resold through the PatronSafe platform, True Tickets facilitates transactions across 12+ secondary marketplaces and earns fees from the listing and distribution process. Sellers receive net proceeds after fees are deducted.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise licensing for arts and cultural venues |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
True-Tickets product offering
Product offeringCore offering
True Tickets provides a secure digital ticket delivery platform built for arts and cultural venues. The service delivers digital tickets featuring continuously refreshing dynamic QR codes to prevent fraud and duplicate scans, captures 'Shadow Audience' recipient data on every ticket transfer, and provides venue-controlled ticket resale through its PatronSafe™ module. The platform integrates deeply with Tessitura CRM to synchronize all ticket activity back to the venue's customer database.
Product overview
True Tickets is a secure digital ticket delivery service offered as a unified platform for arts and cultural venues. The core product is Digital Ticket Delivery, which combines continuously-refreshing dynamic QR codes for fraud prevention, mobile wallet integration (Google & Apple Wallet), password-less login, ticket sharing with rules-based controls, and patron data capture. The flagship data intelligence feature, Shadow Audience, captures recipient information from every ticket transfer to reveal previously unknown attendees in the venue's CRM. PatronSafe Ticket Resale is an included add-on module that enables venue-controlled ticket resale across 12+ integrated marketplaces with pricing rules, syncing all buyer data back to Tessitura. All ticket operations sync natively to Tessitura CRM through a deep integration. The platform serves theaters, operas, ballets, museums, performing arts centers, and symphony orchestras, with recent expansion into Canada and the UK. The Twickets face-value resale integration extends capabilities for UK venues under upcoming resale legislation.
Differentiator
Problem solved
Functional benefit
Brands
- Shadow Audience™: True Tickets' proprietary concept and trademark referring to the hidden audience members who receive shared tickets, enabling venues to identify actual attendees beyond just the original ticket buyer.
- PatronSafe™ Ticket Resale
Products and services
- Digital Ticket Delivery Core secure digital ticket delivery platform for arts and cultural venues, featuring continuously refreshing dynamic QR codes that reduce fraud and duplicate scans, password-less patron login, mobile wallet integration (Apple Wallet and Google Wallet), rules-based ticket sharing, and Tessitura CRM integration.
- PatronSafe Ticket Resale Venue-controlled ticket resale module enabling patrons to resell tickets they cannot attend at venue-defined price caps and timing windows, with listings synchronized across 12+ secondary marketplaces including SeatGeek, StubHub, and Vivid Seats, and buyer data automatically transferred to the venue's Tessitura CRM.
Companies that use True-Tickets
Customer profileNamed customers14 records
Segments7 records
Ideal customer profiles2 records
True-Tickets technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature7 records
True-Tickets partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship and core.
- TwicketsflagshipTrue Tickets and Twickets partnered to integrate Twickets' face-value ticket resale marketplace into True Tickets' digital ticketing platform for UK arts and cultural venues. The integration allows visitors to resell tickets directly within digital tickets at capped prices under venue-defined rules. The partnership automatically transfers buyer details to Tessitura CRM, revealing shadow audiences and enabling venues to maintain compliance with UK resale legislation. Royal Ballet & Opera and Roundhouse are launch partners, with the feature included at no additional cost with True Tickets licenses. Surveyed UK organizations see £100K+ average annual revenue from revealed audiences.
- Tessitura NetworkcoreDeep integration between True Tickets and Tessitura CRM enables real-time bidirectional sync of all ticket deliveries, shares, and scans. Every ticket transfer captures data that flows directly into Tessitura for CRM segmentation and marketing campaigns. The integration is described as deeper than competitors can match and is fundamental to True Tickets' value proposition around shadow audience identification.
- Apple WalletcoreApple Wallet integration allows True Tickets to deliver digital tickets directly to patrons' Apple Wallet on iOS devices, enabling seamless mobile ticket access with dynamic QR codes.
- Google WalletcoreGoogle Wallet integration enables True Tickets to deliver digital tickets directly to patrons' Google Wallet on Android devices, providing cross-platform mobile ticket accessibility.
- StripecoreStripe powers payment processing for the PatronSafe ticket resale platform, enabling automated seller payouts after ticket sales. Finance teams appreciate automated reconciliation and GL-neutral payouts without manual check processing.
- SeatGeekcoreSeatGeek is one of 12+ secondary marketplaces integrated with PatronSafe Ticket Resale where patrons can list tickets for resale when plans change. Listings appear across multiple marketplaces simultaneously.
- StubHubcoreStubHub is one of 12+ secondary marketplaces integrated with PatronSafe Ticket Resale. True Tickets' platform enables one-click listing across all integrated marketplaces simultaneously.
- Vivid SeatscoreVivid Seats is one of the 12+ secondary marketplaces integrated with PatronSafe Ticket Resale, enabling True Tickets' patron resale functionality across the broader secondary ticket market ecosystem.
Scale indicators6 records
Recent moves9 records
Expansion highlights6 records
True-Tickets competitors and assessment
Company assessmentDirect peers
- Tessitura Network: Dominant CRM and ticketing platform for arts and cultural organizations with 725+ member institutions. True Tickets' deepest integration partner and principal distribution channel; former Tessitura CEO Jack Rubin is a strategic advisor to True Tickets. While Tessitura's core is CRM rather than delivery, it has overlap in ticketing and audience management.
- AudienceView: End-to-end ticketing, CRM, and patron engagement platform serving performing arts venues, theaters, and live event organizations across North America and globally. Directly competes with True Tickets for the same arts-vertical customers seeking integrated ticket delivery, audience data, and resale control.
- Spektrix: Ticketing, CRM, and marketing platform purpose-built for arts and cultural organizations, with strong penetration in UK and US theaters, performing arts centers, and galleries. Competes directly for the same vertical customer base on integrated box office and audience development.
- SecuTix: Cloud-native ticketing and audience engagement platform for sports, cultural, and entertainment venues, with a strong European footprint. Competes on enterprise ticketing infrastructure, white-label delivery, and audience analytics — overlapping with True Tickets' patron data and CRM integration value.
Broad incumbents
- Paciolan (Learfield/Veritone): Established ticketing and fan engagement platform primarily serving college athletics and large venues in North America. Provides comparable features around digital ticketing and CRM integration at greater scale, with broader (sports-led) market focus than True Tickets' arts-vertical specialization.
- Ticketmaster (Live Nation Entertainment): Global dominant ticketing platform with primary and resale operations, mobile delivery, and venue technology solutions. While concentrated in sports, concerts, and large venues, Ticketmaster's Verified Fan, SafeTix (dynamic QR), and resale controls represent a broad incumbent competitive threat in any live ticketing segment.
- AXS (AEG): Major ticketing platform operated by AEG serving sports teams, concert venues, and live entertainment globally. Offers digital ticketing, mobile entry, and resale features at scale, representing an incumbent competitive threat particularly as AXS expands into performing arts and venue partnerships.
Emerging players
- Twickets: Face-value ticket resale marketplace with strong UK presence and growing North American footprint. Now a strategic distribution partner of True Tickets for UK arts venues, but Twickets also operates its own delivery and partner-venue relationships — making it both partner and partial competitor in the controlled-resale space.
- Vivid Seats: Secondary ticket marketplace and live event platform integrating with True Tickets' PatronSafe Resale as one of 12+ distribution channels. While primarily a consumer-facing resale destination, Vivid Seats also offers ticketing technology solutions to venues and competes for share of venue-controlled resale economics.
Others
- Logitix: Ticket distribution, pricing, and resale settlement platform serving professional sports teams, entertainment venues, and live event producers. Logitix led True Tickets' 2022 funding round and is both a financial backer and a potential ecosystem participant in ticketing analytics and secondary distribution.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
True-Tickets social profiles
Digital presenceTrue-Tickets financial estimates
Financial estimateRevenue estimate
Valuation estimate
True-Tickets leadership team
Management profileNumber of profiles
Profiles3 records
True-Tickets funding detail
Funding detailFunding overview
Funding rounds12 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True-Tickets 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 True-Tickets
What does True-Tickets do?
True Tickets provides a secure digital ticket delivery platform built for arts and cultural venues. The service delivers digital tickets featuring continuously refreshing dynamic QR codes to prevent fraud and duplicate scans, captures 'Shadow Audience' recipient data on every ticket transfer, and provides venue-controlled ticket resale through its PatronSafe™ module. The platform integrates deeply with Tessitura CRM to synchronize all ticket activity back to the venue's customer database.
Is True-Tickets a public or private company?
True-Tickets is a private company. It is classified as venture growth investor backed and is currently operating.
When was True-Tickets founded?
True-Tickets was founded in 2017. It employs 11 to 50 people.
Where is True-Tickets based?
True-Tickets is headquartered in Boston, United States, in the North America region.
How does True-Tickets make money?
Two revenue lines are on record. Platform Licensing is the primary driver. The others are marketplace Transaction Fees.
Who are True-Tickets's main competitors?
Direct peers on record are Tessitura Network, AudienceView, Spektrix and SecuTix. Broad incumbents are Paciolan (Learfield/Veritone), Ticketmaster (Live Nation Entertainment) and AXS (AEG). Emerging players are Twickets and Vivid Seats. Logitix is listed as an others.
Does True-Tickets have an API?
No public API is recorded for True-Tickets.
What industry is True-Tickets in?
True-Tickets's product category is Live Event Ticketing Software. Its primary akta.pro industry code is MPAGAJAA, Primary Ticketing Platforms & Box Office Systems, with a secondary code of MPAGAJAB, Secondary Ticket Marketplaces (Resale/Exchange). Its NAICS code is 711320 and its SIC code is 7900.