SeatPlan
SeatPlan is a London-based privately-held theatre ticket aggregation platform, founded in 2011, that helps consumers find and book theatre tickets using 340,000+ user-submitted seat view photos and reviews, pricing data aggregated from six major ticket suppliers across London, New York, and UK regional cities, and earning affiliate commission on completed bookings.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What SeatPlan does
SeatPlan is a London-headquartered, privately-held theatre ticket aggregation and discovery platform founded in 2011 and operated by sletoH.com Ltd. The company helps consumers select and purchase theatre tickets by aggregating real-time availability and pricing from at least six major ticket suppliers (TodayTix, Encore Tickets, London Theatre Direct, See Tickets, Ingresso, and North American Tickets) across London, New York/Broadway, and 11 UK regional cities. Its primary differentiator is a user-generated content library of 340,000+ seat view photographs and seat-level reviews (rating view, comfort, and legroom) across 100+ venues, which is supplemented by a 'Best Seats' recommendation tool, an OpenAI-powered AI insights feature, and a points-based Rewards program that incentivizes continued community contribution.
The technology platform consists of a consumer-facing website, an Impact.com-hosted Theatre Affiliate Program offering partners up to 5% commission on London and New York bookings, and JSON Data Feeds API for B2B partners covering venue lists, show catalogs, performance availability, and seat availability. The company also offers venue and show producer partnership services aimed at improving the ticket booking experience. Integrations include Google Analytics, Google Maps Platform APIs, Google API authentication, and social login via Facebook and X.
SeatPlan generates revenue almost exclusively through affiliate commissions on completed ticket transactions, with no disclosed venture capital or private equity investment. The company is registered with STAR (Society of Ticket Agents and Retailers) and operates a fully remote team of 1-10 employees from its registered office at 86-90 Paul Street, London EC2A 4NE.
SeatPlan firmographics
Firmographics- Name
- SeatPlan
- Legal name
- sletoH.com Ltd
- Website
- https://seatplan.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SeatPlan is a London-based privately-held theatre ticket aggregation platform, founded in 2011, that helps consumers find and book theatre tickets using 340,000+ user-submitted seat view photos and reviews, pricing data aggregated from six major ticket suppliers across London, New York, and UK regional cities, and earning affiliate commission on completed bookings.
- Ownership category
- akta.pro rank
SeatPlan industry classification
Industry- Product category
- Online Theatre Ticket Aggregation
- akta.pro primary industry
- Ticketing Platforms & Primary Ticketing (MPAIAFAD)
Keywords
Where SeatPlan is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SeatPlan business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Affiliate Ticket Sales Commission: SeatPlan earns commission on theatre ticket bookings made through their platform. They aggregate tickets from multiple suppliers and earn a referral/affiliate fee on completed transactions. The company describes themselves as an affiliate business that has invested heavily in integrating with leading theatre ticket companies to create a superset of the best theatre ticket prices and deals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Variable ticket pricing based on show, venue section, and supplier |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
SeatPlan product offering
Product offeringCore offering
SeatPlan is an online theatre ticket aggregation and comparison platform that pulls live availability and pricing from multiple ticket suppliers (TodayTix, Encore Tickets, London Theatre Direct, See Tickets, Ingresso, North American Tickets) and lets users compare deals across London, New York and UK regional venues. Its distinctive feature is a community-driven library of 340,000+ user-submitted seat view photographs and seat reviews, enabling buyers to see the actual view from a specific seat before purchasing. Revenue is generated via affiliate commissions on completed ticket bookings.
Product overview
SeatPlan operates a theatre ticket aggregation and booking platform that aggregates availability and pricing from four suppliers (TodayTix, Encore, London Theatre Direct, See Tickets, Ingresso) to offer users the best theatre deals across London, New York, and UK regional cities. The core product centers on user-contributed seat view photography and reviews (340,000+ photos) that help users make informed seating decisions. Supporting offerings include the Best Seats recommendation tool, a Rewards program for community contributions, and a B2B affiliate program through Impact.com with API data feeds for partners.
Differentiator
Problem solved
Functional benefit
Products and services
- SeatPlan Theatre Ticket Platform The core consumer-facing theatre ticket booking website that aggregates live availability and pricing from multiple ticket suppliers and lets users browse seat view photos, read reviews, compare prices and book tickets for London, New York and UK regional theatre venues.
- SeatPlan Rewards Program
Quantifiable outcome
- Over 300,000 customers served in London and New York
- +1 more outcomes
Companies that use SeatPlan
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
SeatPlan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability1 record
Feature4 records
SeatPlan partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- TodayTixcoreTicket supplier whose availability and pricing SeatPlan aggregates to help users find the best prices. One of the primary suppliers integrated into SeatPlan
- Encore Tickets (TTG Encore)coreMajor ticket supplier integrated into SeatPlan for availability and price aggregation. Also referred to as TTG Encore in some contexts.
- London Theatre DirectcoreKey ticket supplier providing availability and pricing data that SeatPlan aggregates for users to compare and find the best theatre deals.
- See Tickets (See Group Limited)coreTicket supplier whose inventory SeatPlan aggregates to offer comprehensive pricing comparison for West End and UK regional theatre shows.
- IngressocoreTicket supplier integrated into SeatPlan platform for availability and pricing aggregation, serving UK and international theatre markets.
- North American TicketscoreTicket supplier for Broadway and North American theatre shows, providing availability and pricing for SeatPlan's New York operations.
- Impact.comcoreAffiliate network platform hosting SeatPlan's Theatre Affiliate Program. Partners can sign up through Impact to earn commission on referred theatre ticket bookings.
- Society of Ticket Agents and Retailers (STAR)minorSeatPlan is a registered member of STAR, the industry body for ticket agents and retailers. Membership can be verified on STAR's website.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
SeatPlan competitors and assessment
Company assessmentDirect peers
- Theatremonkey: Long-running UK theatre review and seat-information site covering legroom, view restrictions and audience advice. Comparable as a content-led, theatre-only niche player whose community-driven seat advice overlaps SeatPlan's core value proposition.
- TodayTix: Mobile-first theatre ticketing app offering curated deals on West End and Broadway shows. Directly comparable because it serves the same theatre-going audience and is also a SeatPlan supplier, blending primary-ticket sales with seat recommendations and rush/lottery features.
- See Tickets: Major UK and international ticket retailer (See Group) carrying theatre, concerts and events. Comparable because it sits both inside SeatPlan's aggregation set and as a consumer-facing ticket-selling competitor.
- BroadwayBox: Broadway-focused discount ticket and editorial site serving New York theatre audiences with promo codes and discount listings. Comparable in niche, geography and discount-driven audience strategy to SeatPlan's NYC offering.
- Encore Tickets: Theatre and musical ticket retailer with a strong London/UK focus, marketed as 'TTG Encore' in some contexts. Comparable as a SeatPlan supplier and head-to-head competitor on discount-driven West End ticket sales.
- London Theatre Direct: UK-based ticket retailer specialising in West End and UK theatre shows, offering discounts and seat selection. Comparable as both a SeatPlan supplier and a direct competitor chasing the same London theatre audience with similar promotional offers.
Emerging players
- Headout: Mobile-first marketplace for tours, attractions and live experiences with growing theatre and West End coverage. Comparable as a newer aggregator that competes for theatre discovery and cross-supplier price comparison in adjacent categories.
- Fever: Global experiences marketplace offering curated theatre, immersive and live-entertainment inventory in London and other major cities. Comparable as a discovery- and commission-led aggregation platform competing for the same discretionary live-entertainment audience.
Broad incumbents
- StubHub: Large secondary ticket marketplace with broad theatre and event coverage in the UK and US. Comparable as a competing discovery destination for seat-priced tickets, though it focuses on resale rather than primary aggregation.
- Ticketmaster: Dominant global primary ticketing platform for theatre, concerts and sports, with official venue relationships across the West End and Broadway. Comparable as the incumbent SeatPlan competes against for theatre discovery and seat selection, though it operates across all event categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SeatPlan social profiles
Digital presenceSeatPlan compliance and trust
Trust signalCompliance1 record
SeatPlan financial estimates
Financial estimateRevenue estimate
Valuation estimate
SeatPlan leadership team
Management profileNumber of profiles
SeatPlan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SeatPlan 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 SeatPlan
What does SeatPlan do?
SeatPlan is an online theatre ticket aggregation and comparison platform that pulls live availability and pricing from multiple ticket suppliers (TodayTix, Encore Tickets, London Theatre Direct, See Tickets, Ingresso, North American Tickets) and lets users compare deals across London, New York and UK regional venues. Its distinctive feature is a community-driven library of 340,000+ user-submitted seat view photographs and seat reviews, enabling buyers to see the actual view from a specific seat before purchasing. Revenue is generated via affiliate commissions on completed ticket bookings.
Is SeatPlan a public or private company?
SeatPlan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SeatPlan founded?
SeatPlan was founded in 2011. It employs 1 to 10 people.
Where is SeatPlan based?
SeatPlan is headquartered in London, United Kingdom, in the Europe region.
How does SeatPlan make money?
One revenue line is on record: affiliate Ticket Sales Commission.
Who are SeatPlan's main competitors?
Direct peers on record are Theatremonkey, TodayTix, See Tickets, BroadwayBox, Encore Tickets and London Theatre Direct. Emerging players are Headout and Fever. Broad incumbents are StubHub and Ticketmaster.
Does SeatPlan have an API?
Yes. SeatPlan offers JSON data feeds for affiliates and partners including: venue list (all venues), show list (all bookable shows for affiliate commission), performance availability endpoint (dates, prices, discounts data), and seat availability endpoint (real-time prices and discount data). API access requires an API key and is rate limited. Integration available through Impact.com affiliate network. Developer documentation is at seatplan.com/api/venue-list.json.
What industry is SeatPlan in?
SeatPlan's product category is Online Theatre Ticket Aggregation. Its primary akta.pro industry code is MPAIAFAD, Ticketing Platforms & Primary Ticketing.