SquadUP
SquadUP is a mobile-first, white-label ticketing and event management platform serving both self-serve individual organizers (via iOS/web) and enterprise customers (festivals, brands, venues, media companies) with dedicated white-label checkout, real-time cloud-based check-in, reserved seating, and a per-ticket transaction-fee revenue model.
- Company typePrivate
- Founded2014
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What SquadUP does
SquadUP is a mobile-first, cloud-based ticketing and event management platform founded in 2014 and headquartered in Los Angeles. The company serves a dual market: self-serve individual and small-organization event organizers (via iOS and web) and enterprise customers (festivals, brands, venues, media companies) that receive a fully white-labeled implementation package embedded directly into the customer's own website. The platform's core technology combines a mobile event-management app (event creation, RSVP tracking, ticket sales, donation collection, and real-time cloud-synchronized QR code check-in) with an attendee-facing mobile app for ticket purchase, transfer, and seat assignment. Differentiating technical components include offline scanning, BIN verification for fraud prevention, a shopping cart for multi-event purchases, reserved seating with custom seat-map management, and a social gallery aggregating event-hashtag content from Instagram and Twitter. Payment processing is handled by Braintree (PCI-DSS Level 1) with PayPal, Apple Pay, Venmo, and Dwolla as additional payment and payout rails.
SquadUP monetizes through a per-ticket transaction fee (3.5% + $1.99, capped at $9.95) plus a 3.5% credit card processing fee, with hosts able to allocate fees to guests, split them, or absorb them; a separate SquadUP Engage product is invoiced at 5% of ticket face value monthly. Enterprise white-label customers are managed via a dedicated-account-manager, multi-year contract motion with custom pricing, supplementing the transaction-based SMB revenue with subscription-style managed-services revenue. Named customers include Tribeca Film Festival, SXSW, South Beach Wine & Food Festival, Charleston Wine + Food, Williams-Sonoma, PetSmart, Athletes Unlimited, Comedy Mothership, The Village Vanguard, News UK, and American City Business Journals, indicating a roster of high-prestige enterprise accounts in film festivals, wine and food festivals, retail, sports, and media verticals.
The go-to-market combines product-led growth (mobile app self-serve, vertical landing pages, content marketing) with enterprise field sales targeting brands and venues. Vertical-specific sub-brands (SquadUP for Venues, Wine/Food Festivals, Film/TV Festivals) and a recently listed presence in the NFT ticketing market signal ongoing product and market expansion. The company has raised institutional capital from NEA, Forerunner, Vertex Ventures Southeast Asia & India, and Performant Capital, and completed the acquisition of My Event Nation in March 2019.
SquadUP firmographics
Firmographics- Name
- SquadUP
- Legal name
- SquadUP, Inc.
- Website
- https://squadup.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SquadUP is a mobile-first, white-label ticketing and event management platform serving both self-serve individual organizers (via iOS/web) and enterprise customers (festivals, brands, venues, media companies) with dedicated white-label checkout, real-time cloud-based check-in, reserved seating, and a per-ticket transaction-fee revenue model.
- Ownership category
- akta.pro rank
SquadUP industry classification
Industry- Product category
- Event Ticketing Software
- NAICS
- Convention and Trade Show Organizers (56192)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Company All-Hands, Town Halls & Leadership Offsites (THAHAIAB)
- akta.pro secondary industries
- Sponsorship, Exhibitor & Partnership Management Services (THAHACAK), Executive Leadership Summits (C-Suite, Board, Strategy Offsites) (THAHAMAA)
Keywords
Where SquadUP is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
SquadUP business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Per-Ticket Transaction Fees: SquadUP charges a service fee of 3.5% + $1.99 per ticket, capped at $9.95 per ticket. An additional 3.5% credit card processing fee is applied per transaction. The host can choose whether to absorb fees themselves, pass them to guests, or split them. Free events are not charged any fees.
- White Label Enterprise Licensing: Enterprise customers receive a completely white-labeled implementation package with dedicated account management, custom seat maps, and tailored branding, suggesting a B2B enterprise licensing or managed services revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free Events - Zero fees for organizers or attendees |
| Transaction based/ take rate | Pay-as-you-go | Paid Events - Per-ticket service fee model |
| Subscription | Multi-year contract | White Label Enterprise - Custom pricing for large organizations |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
SquadUP product offering
Product offeringCore offering
SquadUP is a mobile-first ticketing and event management platform that enables organizers to create events, sell tickets, manage RSVPs, collect donations, and perform cloud-based check-in via QR codes or its One-Tap system from a smartphone. For enterprise customers, it offers a fully white-labeled implementation package with custom branding, dedicated account management, reserved seating, and an embedded checkout experience that keeps guests within the host's own website.
Product overview
SquadUP is a mobile-first ticketing and event management platform offered as a unified product with multiple deployment options. The core platform combines a mobile app for attendees (for ticket purchase, transfer, and access) with a mobile app for organizers (for event creation, check-in, and management), plus a white-label implementation package for enterprise customers. The platform also includes industry-specific sub-brands for Venues, Wine/Food Festivals, and Film/TV Festivals. Additional features are delivered as integrated modules including Dashboard Analytics, Reserved Seating, Shopping Cart Integration, Cloud-Based Check-In, Gift Cards, Access Control, Ticket Bundles, Ticket Exchanges, Point of Sale, and Sponsorship Tools—all part of the same unified platform rather than standalone products.
Differentiator
Problem solved
Functional benefit
Brands
- Event Circuit: White label checkout solution that allows hosts to keep guests on their own site with fully customized checkout experience including colors, logos, and native feel.
Products and services
- SquadUP White Label Ticketing Platform A fully-featured mobile-first ticketing and event management platform that allows organizers to create events, sell tickets, manage RSVPs, and check in attendees via QR codes. Supports white-label customization for enterprise customers and is offered to individual and SMB event organizers as a self-serve SaaS solution.
- SquadUP Mobile App A fully-featured mobile application available on iOS for event attendees (to purchase tickets, transfer tickets to companions, view event information, access seat assignments, and store tickets digitally) and event organizers (to create events, track RSVPs, sell tickets, collect donations, perform cloud-based check-in via One-Tap or QR code scanning, and contact guests on the fly).
- White Label Implementation Package A completely white-labeled implementation package for enterprise customers that allows full control over branding, colors, logo, and the checkout experience so that the ticketing flow matches the customer's native site. Includes dedicated account management, custom seat map creation, and tailored branding for major brands, festivals, and venues.
- Event Circuit White-label checkout solution that keeps guests on the customer's own site with zero maintenance required; upcoming events display automatically with fully customized checkout experience including colors, logos, and native feel.
- SquadUP Engage A separate SquadUP ticketing solution with a 5% fee based on the face value of tickets sold, as referenced in the Terms of Service and billed monthly.
- SquadUP for Venues Vertical-specific white-label ticketing offering for venue operators to manage ticketing, reserved seating, and audience engagement for live shows and recurring events at their venues.
- SquadUP for Wine / Food Festivals Vertical-specific white-label ticketing offering tailored for wine and food festival organizers, with features like multi-event sponsorship management, donation collection, and reserved seating for culinary events.
- SquadUP for Film / TV Festivals Vertical-specific white-label ticketing offering tailored for film and television festival organizers, including multi-day event management, reserved seating, and sponsor integrations.
Quantifiable outcome
- SquadUP service fee capped at $9.95 per ticket, limiting cost exposure for high-priced events
- +2 more outcomes
Companies that use SquadUP
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
SquadUP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature13 records
SquadUP partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
SquadUP competitors and assessment
Company assessmentDirect peers
- Vendini: Vendini provides ticketing, marketing, and box-office solutions for live entertainment venues, theaters, and event organizers. It is a comparable direct peer in the venue- and mid-market-event ticketing space where SquadUP sells white-label implementations.
- Ticket Tailor: Ticket Tailor is a low-fee, self-serve ticketing platform popular with small organizers, community events, and nonprofits. It competes with SquadUP's PLG tier on price-sensitive event creators seeking transparent per-ticket pricing.
- ShowClix: ShowClix is a ticketing and event marketing platform serving festivals, venues, and live entertainment organizers with reserved seating and box-office tools. It is directly comparable to SquadUP for mid-market festivals and venues needing seat-map management.
- Universe (by Patron Technology): Universe is a ticketing and event management platform acquired by Patron Technology, focused on live event organizers including venues, promoters, and festivals. It is a direct competitor in the festival and venue ticketing segment where SquadUP has marquee customers like Tribeca and Comedy Mothership.
- Bizzabo: Bizzabo provides an enterprise event experience platform with registration, ticketing, agenda, and analytics for corporate events and conferences. It overlaps SquadUP's enterprise white-label ambitions in mid-market and large-organization event programs.
- Stova (formerly Aventri): Stova is an enterprise event management platform offering registration, ticketing, and on-site solutions for corporate events. It competes for the same enterprise white-label contracts that SquadUP targets, with overlapping feature sets around branded checkout and analytics.
- Cvent: Cvent is a leading enterprise event management platform covering corporate meetings, conferences, and trade shows with registration, attendee management, and venue sourcing. It directly competes for SquadUP's corporate-event and enterprise white-label deals, particularly for Williams-Sonoma- and PetSmart-style experiential use cases.
- Eventbrite: Eventbrite is the leading self-serve event ticketing and management platform for SMBs and individuals, offering event creation, ticket sales, and check-in tools. It directly overlaps SquadUP's PLG and SMB organizer use cases, competing for the same long-tail of event creators.
Broad incumbents
- Ticketmaster (Live Nation Entertainment): Ticketmaster is the dominant primary ticketing platform for large venues, sports, and concerts, with deep enterprise integrations and inventory data. It competes with SquadUP's white-label enterprise offering for major festivals and venues, though it operates a broader entertainment flywheel.
- Patron Technology: Patron Technology is a broader performing-arts and live-entertainment software suite spanning ticketing, CRM, marketing, and fundraising. It overlaps with SquadUP's festival and venue customers and represents a broader incumbent suite competing for enterprise white-label contracts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
SquadUP social profiles
Digital presenceSquadUP compliance and trust
Trust signalCompliance1 record
SquadUP financial estimates
Financial estimateRevenue estimate
Valuation estimate
SquadUP leadership team
Management profileNumber of profiles
Profiles3 records
SquadUP funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SquadUP M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SquadUP
What does SquadUP do?
SquadUP is a mobile-first ticketing and event management platform that enables organizers to create events, sell tickets, manage RSVPs, collect donations, and perform cloud-based check-in via QR codes or its One-Tap system from a smartphone. For enterprise customers, it offers a fully white-labeled implementation package with custom branding, dedicated account management, reserved seating, and an embedded checkout experience that keeps guests within the host's own website.
Is SquadUP a public or private company?
SquadUP is a private company. It is classified as venture growth investor backed and is currently operating.
When was SquadUP founded?
SquadUP was founded in 2014. It employs 11 to 50 people.
Where is SquadUP based?
SquadUP is headquartered in Los Angeles, United States, in the North America region.
How does SquadUP make money?
Two revenue lines are on record. Per-Ticket Transaction Fees are the primary driver. The others are white Label Enterprise Licensing.
Who are SquadUP's main competitors?
Direct peers on record are Vendini, Ticket Tailor, ShowClix, Universe (by Patron Technology), Bizzabo, Stova (formerly Aventri), Cvent and Eventbrite. Broad incumbents are Ticketmaster (Live Nation Entertainment) and Patron Technology.
Does SquadUP have an API?
No public API is recorded for SquadUP.
What industry is SquadUP in?
SquadUP's product category is Event Ticketing Software. Its primary akta.pro industry code is THAHAIAB, Company All-Hands, Town Halls & Leadership Offsites, with a secondary code of THAHACAK, Sponsorship, Exhibitor & Partnership Management Services. Its NAICS code is 56192 and its SIC code is 7900.