Wicket
Wicket is a Canadian SaaS company that provides the world's first Member Data Platform (MDP) for associations and membership-based nonprofits, integrating member data across 15+ best-of-breed tools to replace traditional all-in-one AMS systems.
- Company typePrivate
- Founded2017
- HeadquartersCarleton Place, Canada
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Wicket does
Wicket is a Canadian SaaS company, founded in 2017 and headquartered in Carleton Place (Ottawa region), Ontario, that operates as a remote-first business with 1–10 employees. The company has built what it calls the world's first Member Data Platform (MDP) — a category-defining system positioned as an alternative to traditional all-in-one Association Management Software (AMS). Its core product, Wicket Member™, serves as a single source of truth for member records, ingesting and synchronizing data across more than 15 named best-of-breed third-party tools (HubSpot, Cvent, Higher Logic, Shopify, MailChimp, Eventbrite, Zoom, QuickBooks, Tableau, Moodle, WooCommerce, Drupal, and others) via a REST API and webhook architecture. A proprietary Touchpoints engine aggregates member engagement signals — website logins, email opens/clicks, event attendance, course completions, purchases — into a 360-degree member view that traditional AMS systems cannot easily replicate.
In 2024, Wicket expanded beyond pure data infrastructure with the launch of Wicket Web™, a WordPress-powered website and eCommerce platform tightly integrated with the member data layer. The product portfolio is delivered on a SaaS subscription model with annual billing cycles and quote-based (non-publicly-disclosed) pricing targeting enterprise and nonprofit association customers across North America. Distribution runs through direct enterprise field sales supplemented by trusted-partner channels with ASAE (American Society of Association Executives) and CSAE (Canadian Society of Association Executives), and a February 2026 partnership with Flames formalized Canadian-market expansion. The underlying technology stack is Ruby on Rails, React, JavaScript, Python, and PostgreSQL on AWS (EC2, Lambda, Step Functions, Glue), with Docker and GitHub Actions in the DevOps pipeline and Tableau/Kibana for analytics. Wicket is bootstrapped (recognized with the 2021 Ottawa Bootstrap Award for Marketing), led by co-founder and CEO Jeff Horne and co-founder and COO Laura Mindorff, and emerged from a 2023 merger of Wicket and its sibling web agency Industrial into a single company under the Wicket brand.
Wicket firmographics
Firmographics- Name
- Wicket
- Legal name
- Wicket Inc.
- Website
- https://wicket.io
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wicket is a Canadian SaaS company that provides the world's first Member Data Platform (MDP) for associations and membership-based nonprofits, integrating member data across 15+ best-of-breed tools to replace traditional all-in-one AMS systems.
- Ownership category
- akta.pro rank
Wicket industry classification
Industry- Product category
- Association Management Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Data Sharing & Data Marketplace Governance (HDAEADAK)
- akta.pro secondary industry
- Data Privacy, Consent & Compliance Management (HDAEADAG)
Keywords
Where Wicket is headquartered
LocationHeadquarters
- HQ city
- Carleton Place
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Wicket business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Wicket operates as a SaaS subscription business, providing access to Wicket Member™ and Wicket Web™ platforms on a recurring subscription basis. The ecosystem approach allows associations to pay for a Member Data Platform while integrating with best-in-class tools rather than paying for bundled AMS modules.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Contact sales for pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Wicket product offering
Product offeringCore offering
Wicket provides a Member Data Platform (MDP) for associations and membership-based organizations. Its core offerings are Wicket Member™, a centralized platform that serves as the single source of truth for member data and tracks engagement touchpoints across integrated tools, and Wicket Web™, a WordPress-powered website and eCommerce platform launched in 2024 that integrates directly with the member data layer. The products are sold as a SaaS subscription and are designed to replace traditional monolithic Association Management Software (AMS) systems.
Product overview
Wicket is the world's first Member Data Platform (MDP) for associations, offering a modular, integration-first ecosystem that replaces traditional all-in-one Association Management Software (AMS). The core portfolio consists of two primary products: Wicket Member™ serves as the centralized hub for all member data, handling data synchronization and touchpoint tracking across third-party tools, while Wicket Web™ provides a WordPress-powered website and eCommerce layer that integrates directly with the member data platform. The two products share a unified data model and work together to give associations a modern, flexible alternative to monolithic AMS systems. Additional capabilities include built-in business intelligence and reporting, plus a library of native and iPaaS-based integrations covering events, email marketing, eCommerce, community engagement, learning management, accounting, and BI tools.
Differentiator
Problem solved
Functional benefit
Brands
- Wicket Member™: Member Data Platform - the company's core product serving as a single source of truth for member data.
- Wicket Web™
Products and services
- Wicket Member™ The world's first Member Data Platform (MDP) for associations. It serves as the single source of truth for member data, unifies member records, synchronizes data across best-in-class third-party tools via integrations, and tracks every member touchpoint (logins, email engagement, event attendance, course completions, purchases) in real time. Targeted at associations and membership-based organizations.
- Wicket Web™ A WordPress-powered website and eCommerce platform for associations. Enables associations to run their public-facing websites and online stores, fully integrated with Wicket Member™ for unified member data and a seamless digital experience. Targeted at associations and membership-based organizations.
Quantifiable outcome
- Customer base doubled last year and will double again this year
Companies that use Wicket
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
Wicket technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration21 records
Feature5 records
Wicket partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and supporting.
- HubSpotcoreIntegration partnership enabling seamless data synchronization between Wicket Member™ and HubSpot CRM, supporting the ecosystem approach for associations.
- CventcoreIntegration with Cvent event management platform, one of the key integrations in Wicket's ecosystem for associations.
- Higher LogiccoreIntegration with Higher Logic's online community and communications platform, enabling unified member data across community engagement and membership management.
- PheedloopsupportingIntegration with Pheedloop event technology platform.
- ZoomsupportingIntegration with Zoom video conferencing platform for virtual event and meeting management.
- Intuit QuickBookscoreIntegration with QuickBooks accounting software, enabling financial data synchronization for associations.
- forjsupportingIntegration partnership with forj platform for association management features.
- PropFuelsupportingIntegration with PropFuel for member engagement and communication features.
- MailChimpcoreLong-standing integration with MailChimp for email marketing and campaign analytics, one of the first integrations built by Wicket.
- ShopifycoreIntegration with Shopify for secure ecommerce transactions and payment processing.
- EventbritecoreIntegration with Eventbrite for event creation and management, enabling seamless event data synchronization.
- DrupalsupportingIntegration with Drupal CMS for website management and content distribution.
- MoodlesupportingIntegration with Moodle learning management system for member education and course tracking.
- LitmossupportingIntegration with Litmos LMS platform for e-learning and training management.
- ChartiosupportingIntegration with Chartio (now part of Amplitude) for business intelligence and data visualization.
- TradewingsupportingIntegration with Tradewing community engagement platform for online community data synchronization.
- WooCommercesupportingWordPress-based ecommerce integration through WooCommerce for associations using Wicket Web.
- WordPresscoreWicket Web™ is built on WordPress, integrating content management and ecommerce capabilities directly into the platform.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Wicket competitors and assessment
Company assessmentDirect peers
- Wild Apricot: Cloud-based association management software serving small and mid-sized associations with member databases, events, emails and a website builder; directly competes with Wicket as a packaged AMS alternative for the same member-based organizations.
- MemberClicks: Association management platform built for small-staff associations providing member databases, event registration and online communities; competes head-to-head with Wicket for the association and nonprofit vertical.
- Fonteva: Member management and event software built natively on Salesforce for associations and nonprofits; targets the same AMS-replacement opportunity as Wicket with a platform-based approach.
- Aptify: Association management software for medium-to-large associations with member engagement, events, learning and commerce modules; overlaps Wicket's mid-market and enterprise association segment.
- YourMembership: AMS platform serving associations and member-based organizations with member engagement, learning, events and career center functionality; competes in the same vertical with a more bundled approach versus Wicket's ecosystem model.
- MemberPlanet: All-in-one membership management platform for associations and groups with member database, events, payments and communication tools; targets the same small-to-mid association segment as Wicket.
Broad incumbents
- Personify Inc. Incumbent parent of Wild Apricot, MemberClicks and YourMembership offering the broadest AMS product portfolio for associations; represents the consolidated incumbent Wicket is positioning against.
- Salesforce.org (Nonprofit Cloud): Enterprise CRM and nonprofit/association cloud products from Salesforce, used by larger associations; competes indirectly as an alternative platform on which associations can build member management.
Emerging players
- CiviCRM: Open-source CRM with strong adoption among nonprofits and membership organizations; competes as a low-cost, customizable alternative to both traditional AMS and Wicket for resource-constrained associations.
Others
- Tradewing: Online community engagement platform for associations with integration to Wicket Member, serving as an ecosystem partner and adjacent community software layer in the same value chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Wicket social profiles
Digital presenceWicket compliance and trust
Trust signalCompliance3 records
Wicket financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wicket leadership team
Management profileNumber of profiles
Profiles4 records
Wicket funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wicket 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 Wicket
What does Wicket do?
Wicket provides a Member Data Platform (MDP) for associations and membership-based organizations. Its core offerings are Wicket Member™, a centralized platform that serves as the single source of truth for member data and tracks engagement touchpoints across integrated tools, and Wicket Web™, a WordPress-powered website and eCommerce platform launched in 2024 that integrates directly with the member data layer. The products are sold as a SaaS subscription and are designed to replace traditional monolithic Association Management Software (AMS) systems.
Is Wicket a public or private company?
Wicket is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wicket founded?
Wicket was founded in 2017. It employs 1 to 10 people.
Where is Wicket based?
Wicket is headquartered in Carleton Place, Canada, in the North America region.
How does Wicket make money?
One revenue line is on record: saaS Subscription.
Who are Wicket's main competitors?
Direct peers on record are Wild Apricot, MemberClicks, Fonteva, Aptify, YourMembership and MemberPlanet. Broad incumbents are Personify Inc. and Salesforce.org (Nonprofit Cloud). CiviCRM is listed as an emerging player. Tradewing is listed as an others.
Does Wicket have an API?
Yes. Wicket offers a public REST-based API that allows developers to integrate member data management capabilities. The API supports webhooks to fire data to external software systems when activity occurs within Wicket. CRUD operations (create, read, update, delete) are available. The platform uses an integration-first approach, enabling member data to sync bidirectionally with third-party tools. Developer documentation is at wicketapi.docs.apiary.io.
What industry is Wicket in?
Wicket's product category is Association Management Software. Its primary akta.pro industry code is HDAEADAK, Data Sharing & Data Marketplace Governance, with a secondary code of HDAEADAG, Data Privacy, Consent & Compliance Management. Its NAICS code is 5132 and its SIC code is 7372.