What URBO Studio does

URBO Studio (legally UPASS JSC) is a Sofia-headquartered SaaS provider for the leisure, tourism, and experience economy, established in Bulgaria in 2018. Its core product is a cloud-based platform that unifies reservation management, ticketing, access control, channel distribution, and payment processing for attractions, museums, events, sports venues, hotels, and municipalities. The platform reports 2,000+ business partners across 10+ sectors, with anchor customers including the municipalities of Kazanlak and Plovdiv, the Etar open-air museum, the archaeological site Perperikon, Inter Expo Center, CSKA Sofia FC, Ticket Station, and Fest Team. The company operates from offices in Sofia, Riyadh, Dubai, and Doha and is targeting expansion into Central and Eastern European markets.

The product portfolio is organized around a central SaaS platform supplemented by three sub-brands (URBO City for municipal parking, URBO Pay for payment aggregator connectivity, and Ticket Station for event marketplace) and ten sector-specific modules covering Activities, Spa & Wellness, Business Events, Hotels, Attractions, Cinema & Theatre, Sports Clubs, Tourism Agencies & Tour Operators, Concerts & Festivals, and Municipalities. The platform integrates with more than ten payment providers (FIB, DSK, TBI Bank, Borica, EPAY, EasyPay, NewPay, FastPay, Stripe, Vivawallet), messaging channels (Viber), and, since 2026, biometric face recognition through a partnership with Czech-based TruCrowd. Compliance posture includes GDPR alignment and ISO 27001-style security controls.

Revenue is generated through monthly SaaS subscriptions tiered by feature set, transaction-based fees on payments routed through URBO Pay, and marketplace/commission income from channel manager distribution. Go-to-market is primarily direct enterprise sales supplemented by channel partners (HotelsPoint for hotels, Jethost for website+booking bundles) and integration partners (TruCrowd for biometrics). Marketing relies on content, social media, industry events such as TravelX 2026, and referral networks. Pricing is quote-based and not publicly disclosed.

Name

URBO Studio

Legal name

ЮПАСС АД (UPASS JSC)

Website

https://urbostudio.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

URBO Studio (UPASS JSC) is a Bulgaria-based SaaS provider of reservation, ticketing, access control, and payment processing for the leisure, tourism, and experience economy, serving 2,000+ businesses across 10+ sectors with expanding presence in Central and Eastern Europe and the Middle East.

Ownership category

akta.pro rank

Product category

Ticketing & Reservation Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Industry/Vertical Cloud Platforms (e.g., Gov/Healthcare/Financial Cloud Regions) (HDABAAAL)

akta.pro secondary industry

iPaaS (Cloud Integration Platforms) (HDAEAIAB)

Keywords

• Ticketing software
• Reservation platform
• Access control systems
• Visitor management software
• Leisure management software

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Monthly Subscription: URBO Studio provides its software platform as SaaS (Software as a Service) against a monthly subscription fee. Business partners pay recurring monthly fees based on selected pricing plans to access the platform's full functionality for reservation management, ticketing, and payment processing.
2. Payment Processing Fees: Transaction-based fees from processing payments through the URBO Pay system. Partners using the platform's payment infrastructure pay commissions on transactions processed, with settlement periods typically between 1st-10th of the following month.
3. Channel Manager & Distribution: Revenue from channel management services allowing partners to distribute their offerings through multiple sales channels, including marketplace listings and partner websites.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

URBO Studio (legally ЮПАСС АД / UPASS JSC) is a Bulgarian SaaS company providing a cloud-based platform for ticketing, reservations, access control, and visitor management. The platform serves leisure and tourism operators, cultural venues, event organizers, and municipalities with sector-specific modules and integrations to payment providers, turnstiles, and biometric hardware.

Product overview

URBO Studio is a unified platform-plus-modules software ecosystem for the leisure, tourism, and experience economy. The core product is the URBO Studio Platform (SaaS) providing centralized management, reservations, and payment processing for activities, services, events, and attractions. This core platform is complemented by sector-specific solution modules covering Activities, Spa & Wellness, Business Events, Hotels, Attractions, Cinema & Theatre, Sports Clubs, Tourism Agencies & Tour Operators, Concerts & Festivals, and Municipalities. The product portfolio also includes three sub-brands: URBO City (mobile parking application), URBO Pay (payment connector technology), and Ticket Station (event ticketing marketplace). Together, these products serve over 2,000 business partners across Bulgaria and Central and Eastern Europe, offering online sales, access control, channel distribution, dynamic pricing, and analytics capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• URBO City: Client mobile application for parking services and electronic parking tickets in Bulgarian municipalities.
• URBO Pay

Products and services

• URBO Studio Platform Cloud-based SaaS platform providing ticketing, reservations, access control, and visitor management for leisure, tourism, cultural, and municipal customers, with sector-specific modules.
• URBO City Mobile parking application used as part of the URBO ecosystem to deliver smart-city paid-parking services to drivers.
• Ticket Station Ticketing marketplace where venue operators can list and sell tickets and customers can discover and book events and experiences.
• URBO Pay Payment connector offering integrated payment processing across the URBO Studio platform and partner ecosystem.

Quantifiable outcome

• 2000+ companies transformed their businesses using URBO Studio
• +1 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and major.

• TruCrowdcoreTechnology or Integration · 20 February 2026TruCrowd, a Czech-based biometric ticketing provider spun out of Innovatrics in 2024, partnered with URBO Studio to bring face biometric access control to large-scale events in Bulgaria via Ticket Station platform. This enables identity verification and seamless entry management at venues, stadiums, festivals, and theme parks.
• JethostcoreStrategic or Co-development PartnerURBO Studio and Jethost partnership addresses the common problem of lack of complete digital presence for tourism businesses and cultural institutions. The partnership provides an integrated solution combining website building with booking system integration for comprehensive digital management.
• HotelsPointmajorStrategic or Co-development PartnerStrategic partnership connecting hotel distribution with tourism product sales in culture, attractions, activities, and events - linking two key directions in the tourism ecosystem for enhanced distribution capabilities.
• First Investment Bank (FIB)coreOthersTechnical integration and commercial relationship for online payment processing. FIB processes payments for URBO Pay transactions.
• DSK BankcoreOthersTechnical integration for payment processing through the URBO Pay platform, providing banking card payment acceptance.
• StripecoreOthersInternational payment processor integration enabling global payment acceptance for URBO Studio merchants.
• VivawalletcoreOthersGreek payment services provider integrated for cross-border payment processing in the EU.
• BoricacoreOthersBulgarian payment system operator for local card transactions and payment processing.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tiqets: Online ticketing marketplace and distribution platform for museums, attractions, and experiences worldwide. Directly competes with URBO's attractions and event solutions, particularly for tourist sites and cultural venues across Europe.
• Rezdy: Booking software and channel manager specifically built for tour operators, activity providers, and resellers. Closely comparable to URBO's TA&TO solution in target market, feature set (reservations, channel distribution, payments).
• Bookeo: Online booking and scheduling software for tours, activities, lessons, and rentals. Comparable in customer base (small-to-mid leisure operators) and feature scope to URBO's activities and bookings modules.
• Checkfront: Cloud-based booking management platform for tours, attractions, and equipment rentals. Comparable to URBO's activities and attractions modules in product functionality and target customer.
• Bokun (Tripadvisor): Booking and distribution platform for tours, attractions, and experiences, owned by Tripadvisor. Overlaps with URBO's activities and tour-operator modules and provides similar channel manager/online booking functionality.
• Regiondo: European booking system and marketplace for tours, activities, and attractions, with strong presence in DACH and pan-European markets. Directly competitive with URBO for CEE attractions and tour operator customers.
• FareHarbor: Vertical SaaS for tours, activities, attractions, and rentals - effectively the most direct global comparable to URBO's activities/attractions modules. Both serve the same operator base with booking engine, channel manager, and payment processing.
• Eventbrite: Global self-service ticketing and event management platform. Direct competitor for URBO's events and festivals segment with overlapping core functionality (online ticket sales, access control, organizer tools), but operates at much larger scale.

Broad incumbents

• Ticketmaster: Global dominant ticketing platform for concerts, sports, and large events. Competes with URBO's Ticket Station marketplace for high-volume concert and sports ticketing (CSKA Sofia FC, large festivals), though URBO targets operators Ticketmaster typically does not.
• Cvent: Large-scale event management, venue sourcing, and registration platform. Overlaps with URBO's business events and event ticketing modules but operates as a broad enterprise platform rather than a vertical specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/urbostudio
• LinkedInlinkedin.com/company/urbo-studio
• Instagraminstagram.com/urbostudio
• Xx.com/Urboapp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about URBO Studio