Line-Up

What Line-Up does

Line-Up is a B2B commerce platform purpose-built for live entertainment ticketing, serving theatres, immersive experiences, production companies, and entertainment venues. The platform combines event management, demand-based pricing, venue plan building, bulk editing, customizable checkout, and an unlimited custom report suite into a unified system designed for high-volume, multi-channel ticketing operations. Architectural benchmarks include 40,000+ transactions per minute capacity, 99.99% historic uptime, load testing at 25x industry standard traffic levels, and over £350m in transactions processed annually. The platform is delivered through open, cost-free public APIs and a Slack community supporting hundreds of live entertainment practitioners.

The product portfolio comprises a core ticketing platform plus two modular extensions: Reach (a 2025-launched distribution platform that allows external inventory to behave like a venue's native inventory across third-party channels) and Line-Up AI (a Beta-stage set of AI features targeting operational efficiency and customer experience). Line-Up has assembled an integration ecosystem of more than 20 partners spanning payments (Stripe, Adyen), queue management (Queue-it), distribution (TodayTix, See Tickets, TKTS, Headout, Ingresso, TickX, London Theatre Direct, KX Tickets, Ticketpipe, Ticket Tailor), and audience engagement (CrowdEngage, Activity Stream, Preevue, Secure My Booking, Loqate, VisitOne, LSBO, Red Cactus, MC 50-50).

The business operates an enterprise go-to-market motion — quote-based pricing, demo-driven sales via Calendly and HubSpot, and annual billing — with a customer roster anchored by LW Theatres (London Palladium, Theatre Royal Drury Lane, Adelphi, Cambridge, Gillian Lynne, Haymarket, His Majesty's) and extending to The Traitors: Live Experience (Immersive Everywhere), The Lost Estate, Mamma Mia! The Party, Entertainers, Bridge Command, Masquerade NYC, and others. Revenue is generated primarily through transaction-based fees on ticketing volume. Leadership comprises founders Barnaby Clark (CEO), James Stilwell (VP Business Development), and Chris Crossley (CPO), with Turi Munthe as Chairman. The company is privately held, headquartered in the United Kingdom, and has been described as undergoing a period of "huge growth" in 2025 with new hires across account management, product, and engineering.

Name

Line-Up

Legal name

Line-Up

Website

https://lineupnow.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Line-Up is a UK-based B2B commerce platform for live entertainment ticketing, serving West End theatres, immersive experiences, and production companies with event management, demand-based pricing, multi-channel distribution, and open APIs processing over £350m in annual transactions.

Ownership category

akta.pro rank

Product category

Live Entertainment Ticketing Software

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

akta.pro secondary industries

B2B Agent/Partner Booking Portals (Extranet) (THALADAJ), B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Live entertainment ticketing
• Event management software
• Venue commerce platform
• Demand-based pricing
• Ticket distribution software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Ticketing Platform Subscription/Transaction Fees: Line-Up operates as a commerce platform for live entertainment, generating revenue through ticketing transaction fees. The platform processes over £350m worth of transactions annually. No specific pricing tiers or fee percentages are publicly disclosed; sales are quote-based via demo.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Line-Up sells a B2B cloud-native ticketing commerce platform to live entertainment venues, providing event management tools (automated demand-based pricing, venue plan builder, product upsells, bulk editing), a fully customisable online checkout, an unlimited custom report builder, and an external inventory distribution module called Reach. The platform also offers Line-Up AI features (in Beta) and open public APIs that connect to 20+ third-party payment, queue-management, and distribution partners.

Product overview

Line-Up is a unified commerce platform for live entertainment ticketing, comprising a core ticketing platform plus modular add-ons. The core platform handles event management, demand-based pricing, venue planning, and checkout optimization (60% better conversion, 4x faster purchase than industry average). Add-on modules include Reach (ticket distribution platform for external inventory management and multi-channel sales) and Line-Up AI (AI features for operational efficiency and customer experience, currently in Beta). The platform processes 40K+ transactions per minute with 99.99% uptime, processing over £350m annually.

Differentiator

Problem solved

Functional benefit

Brands

• Reach: Ticket distribution platform that connects external inventory systems, allowing ticket distribution to behave like native inventory for real-world ticket distribution scenarios.
• Line-Up AI

Products and services

• Line-Up Core Platform Cloud-native B2B ticketing commerce platform for live entertainment venues, providing event management tools (automated demand-based pricing, venue plan builder, product upsells, bulk editing), a fully customisable online checkout, an unlimited custom report builder, and integration with 20+ payment, queue, and distribution partners. Built for enterprise scale with 40K+ TPM throughput, 99.99% uptime, and 25x industry-standard load testing.
• Reach Ticket distribution platform that allows external inventory from third-party channels (TodayTix, See Tickets, TKTS, Ingresso, Headout, TickX, Ticketpipe, KX Tickets, LTD) to behave like the venue's own inventory, enabling seamless multi-channel ticket distribution for live entertainment venues.
• Line-Up AI AI-powered add-on module delivering text-based AI features to improve operational efficiency for live entertainment venue teams and enhance the customer ticket-buying experience. First features released in Beta in 2025.

Quantifiable outcome

• 60% better checkout conversion rate than industry average
• +5 more outcomes

Named customers19 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability2 records

Feature8 records

Partnerships

13 partnerships are on record, tiered minor and core.

• TickXminorChannel Partner/ Reseller/ DistributorTicket comparison and distribution channel integration for expanded reach to ticket buyers.
• IngressominorChannel Partner/ Reseller/ DistributorDistribution channel partnership for ticket sales and inventory distribution.
• TKTSminorChannel Partner/ Reseller/ DistributorTKTS discount theatre ticket booth partnership for same-day and discount ticket distribution.
• HeadoutminorChannel Partner/ Reseller/ DistributorLast-minute theatre and entertainment tickets distribution channel partnership.
• AdyencoreTechnology or IntegrationPayment processing integration for secure, reliable transaction handling across all sales channels.
• LTD (London Theatre Direct)minorChannel Partner/ Reseller/ DistributorUK theatre ticket distribution channel partnership for extended market reach.
• KX TicketsminorChannel Partner/ Reseller/ DistributorTheatre and entertainment ticket distribution partnership.
• Queue-itcoreTechnology or IntegrationQueue management technology integration for handling high-demand on-sales and preventing website crashes during peak ticketing periods.
• TT (Ticket Tailor)minorChannel Partner/ Reseller/ DistributorTicketing platform distribution channel partnership.
• TicketpipeminorChannel Partner/ Reseller/ DistributorTicket distribution channel partnership for resale and secondary market management.
• TodayTixcoreChannel Partner/ Reseller/ DistributorMajor theatre ticket app and distribution channel partnership for mobile and app-based ticket sales.
• See TicketsminorChannel Partner/ Reseller/ DistributorMulti-event ticket distribution channel partnership.
• StripecoreTechnology or IntegrationPayment processing integration for secure online transactions and payment infrastructure.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tessitura Network: Tessitura is a long-standing CRM and ticketing platform purpose-built for arts, culture, and live entertainment organisations. It is the most direct competitor to Line-Up in theatrical/immersive venues and competes head-to-head for the same enterprise customer base.
• Spektrix: Spektrix is a UK-based cloud ticketing, CRM and marketing platform focused on arts and entertainment venues. It is one of Line-Up's closest UK peers, especially for theatre and live entertainment customers, with very similar product positioning and target verticals.
• AudienceView: AudienceView is an enterprise ticketing and fan engagement platform used by performing arts, sports, and live events. It competes for similar complex, high-volume ticketing engagements as Line-Up, particularly at large venues and event organisations.
• Patron Technology: Patron Technology (including Galaxy and OvationTix) provides ticketing, CRM, and audience engagement for arts and entertainment. Like Line-Up, it targets enterprise venues needing integrated commerce, reporting, and marketing capabilities.
• Ticketsolve: Ticketsolve is a ticketing and audience engagement platform primarily serving arts, theatre, and cultural venues in the UK and Ireland. It is one of Line-Up's main alternatives in the West End / regional theatre market.
• TryBooking: TryBooking is a ticketing and event management platform widely used by arts, community, and entertainment organisations in the UK and Australia. It offers a comparable bookable ticketing product for live entertainment and events.

Broad incumbents

• Ticketmaster: Ticketmaster (owned by Live Nation) is the dominant global ticketing platform with massive scale, distribution, and venue exclusivity. It is the broad incumbent that Line-Up positions against on flexibility, modern APIs, and customisability rather than head-to-head scale.
• Eventbrite: Eventbrite is a large self-serve event ticketing and registration platform with broad market coverage. While predominantly SMB, it overlaps with Line-Up's broader live entertainment category and is a familiar alternative buyers compare against.
• Universe (by Ticketmaster): Universe is Ticketmaster's self-serve ticketing product aimed at independent event organisers. It competes for the same end-event-organiser wallet as Line-Up, particularly with smaller venues that may not need Line-Up's full enterprise feature set.

Emerging players

• DICE: DICE is a mobile-first ticketing and discovery platform focused on live music and entertainment. It is an emerging competitor that overlaps with Line-Up on live entertainment venues, particularly where venues want to upgrade beyond legacy systems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/line-up-tickets
• Xx.com/lineupnow
• Facebookfacebook.com/lineupnow

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

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 Line-Up