Ten Lifestyle
Ten Lifestyle Group plc is a London-based, AIM-listed technology-enabled lifestyle and travel platform operating a two-sided marketplace that delivers white-label and co-branded concierge services to financial institutions and premium-brand corporate clients and their millions of affluent members across 60 countries.
- Company typePublic
- Founded1998
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Ten Lifestyle does
Ten Lifestyle Group plc is a London-headquartered, AIM-listed technology-enabled lifestyle and travel platform founded in 1998. The company operates a two-sided marketplace that connects financial institutions and premium-brand corporate clients to a curated supply network of more than 650,000 hotels, 10,000+ restaurants (including held tables at Michelin-star venues), 300+ retail brands, and primary/secondary ticketing platforms, delivering concierge services to millions of members globally.
The core platform runs across 60 countries, 22 languages, and 43 currencies and is augmented by a suite of proprietary AI tools — Talia (agentic AI assistant for 24/7 booking), Ten MAID (operational AI), Ten Guardian, Ten PX, Co-Pilot generative tools, and a personalization engine built on machine learning — plus the Ten Box Office ticketing platform and Lifestyle Service Open APIs that allow banks to embed the offering under their own brand. The platform is supported by 800 expert lifestyle managers across 22 offices and is PCI-compliant and B Corp certified (the first AIM-listed company to achieve B Corp status, in 2023).
Ten generates revenue via multi-year platform-as-a-service subscriptions from corporate clients (financial institutions, card issuers, premium brands) under white-label or co-branded delivery, supplemented by technology service fees, individual private membership fees via ten-membership.com, and sponsored corporate memberships. Reported FY2024 (year ended 31 August 2024) revenue was GBP 63 million with adjusted EBITDA of GBP 12.8 million, and a GBP 6 million equity raise in October 2024 funds a new US contract valued at over GBP 5 million annually. Pricing is quote-based and contractually negotiated, with commercials sometimes tied to program NPS performance.
Ten Lifestyle firmographics
Firmographics- Name
- Ten Lifestyle
- Legal name
- Ten Lifestyle Management Limited
- Website
- https://tenlifestylegroup.com
- Company type
- Public
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ten Lifestyle Group plc is a London-based, AIM-listed technology-enabled lifestyle and travel platform operating a two-sided marketplace that delivers white-label and co-branded concierge services to financial institutions and premium-brand corporate clients and their millions of affluent members across 60 countries.
- Ownership category
- akta.pro rank
Ten Lifestyle industry classification
Industry- Product category
- Lifestyle Concierge Services
- NAICS
- Tour Operators (561520)
- akta.pro primary industry
- UHNW Concierge & Lifestyle Services (FSAAABAL)
- akta.pro secondary industries
- Wellness, Spa & Retreat Travel Agencies (THAKAFAI), Luxury Multi-Day Tour Operators (THAKADAE), Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)
Keywords
Where Ten Lifestyle is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices20 records
Markets served
Ten Lifestyle business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
Revenue model
- Platform-as-a-Service Fees: Ten generates recurring revenue from financial institutions and corporate clients through platform-as-a-service fees for providing lifestyle and concierge services to their customers and employees. Revenue is predictable with multi-year client agreements containing contractual minimums.
- Technology Service Fees: Additional revenue from technology services including API integrations, digital platform hosting, and technology-enabled service delivery.
- Private Membership Fees: Direct-to-consumer revenue from individual private members who pay for access to exclusive concierge services and benefits.
- Corporate Sponsorship: Banks and brands sponsor membership for their premium customers, funding access to Ten's services as a customer retention and engagement tool.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Corporate B2B contracts negotiated based on scope, member count, and service level requirements |
| Subscription | Annual | Private individual membership with access to exclusive travel, dining, entertainment benefits |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels9 records
Ten Lifestyle product offering
Product offeringCore offering
Ten Lifestyle Group operates a technology-enabled lifestyle and travel concierge platform. The company partners with 50+ corporate clients — primarily financial institutions such as banks, insurance firms, and wealth managers — to provide their end-customers with personalised lifestyle management, travel booking, and access to a curated supplier network. It also sells direct memberships to consumers (Ten Direct), supported by 800 lifestyle managers operating across 22 cities globally and a proprietary AI platform (Talia).
Product overview
Ten Lifestyle operates a two-sided marketplace platform connecting financial institutions, corporate clients, members, and suppliers. The core product is the Ten Platform (Ten Digital Platform), a proprietary technology available across 60 countries in 22 languages and 43 currencies. AI-powered services are delivered through Talia (agentic AI assistant), Ten Guardian, Ten PX, and TenMAID, plus Co-Pilot tools. The platform provides travel services (hotels, flights, car rentals), dining services (10,000+ restaurants with priority access), entertainment/ticketing via Ten Box Office (proprietary booking platform), and exclusive offers from 300+ brands. Services are offered as white-labeled or co-branded B2B solutions for corporate clients (financial institutions, premium brands) and as Ten Private Membership for individual consumers. Additional offerings include Content x Ten (content agency), Experiences x Ten (event agency), Lifestyle Service Open APIs, and partnership products like Catalyst.
Differentiator
Problem solved
Functional benefit
Products and services
- Ten Concierge Service
- Ten Direct Membership
- Talia
- Ten Box Office
- Ten Guardian
Quantifiable outcome
- Corporate clients achieve minimum 3x ROI on concierge investment
- +7 more outcomes
Companies that use Ten Lifestyle
Customer profileNamed customers27 records
Segments5 records
Ten Lifestyle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability6 records
Feature9 records
Ten Lifestyle partnerships and signals
Strategic signalPartnerships
33 partnerships are on record, tiered strategic and core.
- Graebel Companies, Inc.strategicPartnership to launch Catalyst, an executive transition experience designed to help leaders arrive ready to perform, influence, and spark change from day one. Developed in partnership with Ten Lifestyle Group, the program fast-tracks executive readiness for leaders and their families.
- Four Seasons Hotels & ResortscoreLuxury hotel partner providing exclusive benefits to Ten members including complimentary breakfast, room upgrades, and credit for spa treatments
- Mandarin Oriental HotelscoreLuxury hotel partner providing exclusive member benefits and preferential rates
- Emirates AirlinescoreAirline partner providing preferential rates and travel benefits for Ten members
- British AirwayscoreAirline partner providing preferential rates and travel benefits for Ten members
- Hilton HotelscoreHotel partner providing exclusive member benefits across luxury and premium properties
- Hyatt HotelscoreHotel partner providing exclusive member benefits
- Avis Budget Group (Avis, Budget, National, Alamo)coreCar rental partner offering up to 30% discount on international and domestic car hire for Ten members
- HertzcoreCar rental partner providing preferential rates for Ten members
- Enterprise Car RentalcoreCar rental partner providing preferential rates for Ten members
- Banyan Tree HotelscoreLuxury hotel partner providing exclusive benefits to Ten members
- InterContinental HotelscoreHotel partner providing exclusive member benefits across premium properties
- The Ritz-CarltoncoreLuxury hotel partner providing exclusive member benefits
- ApplecoreExclusive offers and discounts on Apple products for Ten members
- Harvey NicholscoreExclusive shopping events, discounts, and VIP experiences for Ten members
- Moët HennessycoreExclusive offers and experiences with luxury spirits and champagne brands
- Lane CrawfordcoreExclusive offers and VIP shopping experiences for Ten members in Asia Pacific
- ZegnacoreExclusive offers and experiences with luxury fashion brand
- BloomingdalescoreExclusive offers and shopping benefits for Ten members
- AEG EuropecoreEntertainment partner providing access to venues and exclusive ticket allocations for Ten members
- TicketmastercoreTicketing partner providing access to tickets for major events worldwide
- See TicketscoreOnly company of its type globally partnered with See Tickets, integrating API into proprietary online concierge platform for unique ticket booking experience
- AXScoreTicketing partner providing efficient booking processes and direct access to allocation for Ten members
- ATG TicketscoreTicketing partner for theatre and entertainment bookings
- StubHubcoreSecondary market ticketing partner for sold-out events
- EventimcoreTicketing partner for live events across Europe
- The O2 ArenacoreVIP access and exclusive experiences at The O2 Arena for Ten members
- Royal Opera HousecoreExclusive access and VIP experiences at Royal Opera House for Ten members
- Golden State WarriorscoreVIP access and hospitality packages for Ten members at Chase Center
- Chase CentercoreVIP access and exclusive experiences at Chase Center arena for Ten members
- Michelin Star Restaurants (10,000+ globally)corePriority access, held tables at peak times, and exclusive benefits at partner restaurants ranging from iconic Michelin-star establishments to hidden gems
- 650,000+ HotelscoreExclusive member benefits including upgrades and special rates across luxury, premium and essential hotel collections
- 300+ Premium Retail BrandscoreExclusive offers, early access to sales and new collections, and VIP shopping experiences with premium brands annually
Scale indicators20 records
Recent moves8 records
Expansion highlights6 records
Ten Lifestyle competitors and assessment
Company assessmentDirect peers
- Quintessentially: Founded in 2000 and widely regarded as one of the world's largest luxury concierge and lifestyle membership companies. Quintessentially directly competes with Ten in B2B concierge for financial institutions and premium brands, and in private memberships for HNW/UHNW individuals, with overlapping suppliers (hotels, restaurants, events) and a similar service model.
- John Paul (Accor Lifestyle Services): Accor's premium concierge arm serving global corporate clients and individual members with travel, dining, and lifestyle services. Now branded under Accor Lifestyle Services, John Paul is the closest large-scale direct competitor to Ten's B2B offering for banks, insurers, and premium brands — particularly in EMEA.
- Velocity Black: Premium concierge and lifestyle service operating digital-first private membership for HNW/UHNW consumers globally. Velocity Black competes with Ten's Ten Private Membership consumer offering on technology, exclusive access, and personal lifestyle management.
- Knightsbridge Circle: Boutique UHNW concierge and membership club headquartered in London, focused on ultra-discreet lifestyle management for ultra-wealthy individuals. Comparable to Ten in serving UHNW clients with bespoke services and high-touch personal managers.
- Insignia Lifestyle: Asia-Pacific focused premium concierge and lifestyle services provider serving financial institutions, insurers, and premium brands. Comparable to Ten in its B2B white-label model and geographic breadth across APAC markets.
Emerging players
- Bonjourjac: App-first digital concierge platform built around AI-powered lifestyle management for HNW consumers. Comparable to Ten's product roadmap (Talia, Open APIs) and overlaps with Ten Private Membership on tech-enabled consumer concierge.
- The Fixer: UHNW concierge and lifestyle management firm providing high-touch personal services to ultra-wealthy individuals globally. Comparable to Ten's UHNW segment as a competitor for bespoke lifestyle management mandates.
Broad incumbents
- American Express (Centurion Card Services): Operates an in-house premium concierge for Centurion/Platinum cardmembers while also being a Ten corporate client. As a broad incumbent payments giant with proprietary lifestyle services, it is a strategic counterpart — both as customer and potential in-housing competitor.
- Mastercard World / World Elite Services: Operates in-house concierge and travel/lifestyle benefits for premium cardholders and is also a Ten corporate client. Comparable as a broad incumbent in the lifestyle benefits ecosystem and a potential in-housing competitor to Ten's card-issuer services.
Others
- Priority Pass (LoungeKey): Operated by Collinson Group, Priority Pass is the largest independent airport lounge access program distributed through card issuers and banks. While narrower in scope (lounges only), it competes for the same 'lifestyle benefit' wallet share that Ten monetizes through its financial-institution clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Ten Lifestyle social profiles
Digital presenceTen Lifestyle compliance and trust
Trust signalCompliance2 records
Ten Lifestyle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ten Lifestyle leadership team
Management profileNumber of profiles
Ten Lifestyle funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ten Lifestyle 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 Ten Lifestyle
What does Ten Lifestyle do?
Ten Lifestyle Group operates a technology-enabled lifestyle and travel concierge platform. The company partners with 50+ corporate clients — primarily financial institutions such as banks, insurance firms, and wealth managers — to provide their end-customers with personalised lifestyle management, travel booking, and access to a curated supplier network. It also sells direct memberships to consumers (Ten Direct), supported by 800 lifestyle managers operating across 22 cities globally and a proprietary AI platform (Talia).
Is Ten Lifestyle a public or private company?
Ten Lifestyle is a public company. It is classified as public and is currently operating.
When was Ten Lifestyle founded?
Ten Lifestyle was founded in 1998. It employs 11 to 50 people.
Where is Ten Lifestyle based?
Ten Lifestyle is headquartered in London, United Kingdom, in the Europe region.
How does Ten Lifestyle make money?
Four revenue lines are on record. Platform-as-a-Service Fees are the primary driver. The others are technology Service Fees, private Membership Fees and corporate Sponsorship.
Who are Ten Lifestyle's main competitors?
Direct peers on record are Quintessentially, John Paul (Accor Lifestyle Services), Velocity Black, Knightsbridge Circle and Insignia Lifestyle. Emerging players are Bonjourjac and The Fixer. Broad incumbents are American Express (Centurion Card Services) and Mastercard World / World Elite Services. Priority Pass (LoungeKey) is listed as an others.
Does Ten Lifestyle have an API?
Yes. Ten Lifestyle Group Open APIs allow banks and financial services firms to surface lifestyle services (travel, dining, entertainment, retail) directly within their digital platforms and apps. The APIs are used by corporate clients to integrate concierge services under their own brand, driving customer engagement, retention, and card spend. Integration is described as embedding Ten's lifestyle services into client apps and online platforms.
What industry is Ten Lifestyle in?
Ten Lifestyle's product category is Lifestyle Concierge Services. Its primary akta.pro industry code is FSAAABAL, UHNW Concierge & Lifestyle Services, with a secondary code of THAKAFAI, Wellness, Spa & Retreat Travel Agencies. Its NAICS code is 561520.