M&I Forums
M&I Forums is a UK-based B2B events company that operates curated in-person MICE industry events globally, connecting pre-qualified corporate event buyers with venue and destination suppliers through AI-matched one-to-one meetings across nine specialized event formats.
- Company typePrivate
- Founded2004
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What M&I Forums does
M&I Forums is a UK-based B2B events company operating in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry. Founded in 2004 as a brand under Worldwide Events Group Ltd and headquartered in London, the company designs and runs curated in-person events that bring together pre-qualified corporate event buyers (meeting planners, incentive buyers, association planners) with venue and destination suppliers (hotels, DMCs, convention bureaus, tourism boards). The company operates a portfolio of nine specialized event formats including M&I Flagship, Healthcare, Private, LUXE, Fest Global, Expo, and Transatlantic, each targeting distinct MICE niches such as healthcare compliance or luxury incentive travel.
M&I's technology stack combines proprietary meeting scheduling software (developed in-house since 2010) with AI matchmaking technology integrated via a partnership with Grip (2019). The Digital Networking Platform manages attendee profiles, schedules pre-arranged one-to-one meetings, and facilitates contact exchange during events. All attendees undergo reference checking, and hosted buyer packages typically subsidize travel and accommodation in exchange for participation. The company claims 770,000+ connections facilitated across its network and operates in 10+ countries with events scheduled through 2027.
Revenue is generated through three primary streams: hosted buyer participation fees (some non-refundable), supplier/venue participation fees for exhibitor and presenter slots, and event sponsorship from hotels, venues, destinations, and tourism boards as headline, event, or supporting partners. M&I employs 101-250 staff, operates without external disclosed funding, and is part of the Worldwide Events Group alongside PLE (Private Luxury Events) and White Label Travel.
M&I Forums firmographics
Firmographics- Name
- M&I Forums
- Legal name
- Worldwide Events Group Ltd
- Website
- https://mi-forums.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- M&I Forums is a UK-based B2B events company that operates curated in-person MICE industry events globally, connecting pre-qualified corporate event buyers with venue and destination suppliers through AI-matched one-to-one meetings across nine specialized event formats.
- Ownership category
- akta.pro rank
M&I Forums industry classification
Industry- Product category
- MICE Event Management
- NAICS
- Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Spectator Sports (7112)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- All-in-One Event Registration & Event Management Suites (THAHAFAA)
- akta.pro secondary industries
- Venue Sourcing & Contract Negotiation Specialists (THAHACAH), Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE), MICE & Event DMCs (Meetings/Incentives/Conferences) (THAKAEAB)
Keywords
Where M&I Forums is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
M&I Forums business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D, Others
Revenue model
- Hosted Buyer Event Participation: M&I generates revenue through participation fees from hosted buyers attending events. Some hosted buyer packages include a non-refundable participation fee. Travel reimbursement is provided to qualifying buyers who attend all mandatory event elements.
- Supplier/Venue Participation: Suppliers and venues pay to participate as exhibitors or presenters at M&I events to connect with qualified buyers.
- Event Sponsorship: Hotels, venues, destinations, and tourism boards sponsor events as headline partners, event partners, or supporting partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Hosted Buyer Package |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
M&I Forums product offering
Product offeringCore offering
M&I Forums organizes curated in-person MICE (Meetings, Incentives, Conferences, Exhibitions) industry events that connect pre-qualified buyers (corporate event planners, incentive buyers) with vetted suppliers (hotels, venues, DMCs, convention bureaus). Each event combines AI-powered matchmaking, pre-scheduled one-to-one meetings, hosted buyer programs with subsidized travel, and immersive networking experiences held in premium destinations. The company operates distinct event formats including Flagship, Healthcare, Private, LUXE, Fest Global, Expo, and Transatlantic, each tailored to specific MICE niches.
Product overview
M&I Forums operates a portfolio of event formats for the MICE industry: M&I Forum (original format with one-to-one meetings), M&I Flagship (standard flagship events with 40 meetings), M&I Healthcare (compliance-focused healthcare events), M&I Private (boutique events for character properties), M&I LUXE (luxury incentive travel events with 30 meetings), M&I Fest Global (boutique exhibitions), M&I Expo (large-scale global exhibitions), and M&I Transatlantic (US-EU cross-border meetings). All events feature AI-matched pre-scheduled one-to-one meetings, networking experiences, and a digital platform for attendee management.
Differentiator
Problem solved
Functional benefit
Brands
- LUXE by M&I: An exclusive brand experience curated for the world's most discerning travel professionals, bringing together premium buyers and high-end suppliers in a refined, immersive environment for luxury incentive travel professionals.
- M&I Expo
Products and services
- M&I Forum
- M&I Healthcare
- M&I LUXE Dedicated luxury incentive travel event for buyers organizing high-end incentives, board meetings, and celebratory events to connect with premium properties that cater to specific luxury requirements.
- M&I Fest Global Boutique MICE exhibition combining benefits of larger trade shows with the intimacy of Forums, described by MICE press as 'the new era of trade shows'.
- M&I Expo Global exhibition for elite MICE industry decision-makers, combining the reach of a large-scale exhibition with curated meetings and an elite buyer network. First event scheduled for April 5-7, 2027 in Abu Dhabi.
- M&I Flagship Flagship MICE events bringing together top buyers and suppliers for 3 days of targeted one-to-one meetings and immersive networking experiences in major destinations worldwide.
- M&I Private Boutique MICE events focused on small hotel groups, unique venues, and character-rich properties matched to real sourcing needs, featuring 40 pre-scheduled meetings.
- M&I Transatlantic MICE event connecting US buyers and European suppliers in a structured programme of one-to-one meetings designed to support international sourcing.
Companies that use M&I Forums
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
M&I Forums technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
M&I Forums partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- event:decisionminorPartnership for M&I Expo Abu Dhabi 2027. Specialists in sustainability audit and advisory for the global events industry.
- Abu Dhabi and ADNECcoreHost destination and venue partner for M&I Expo Abu Dhabi 2027. Global exhibition venue in Abu Dhabi.
- JW Marriott Venice Resort & SpaminorHost venue for LUXE Venice 2026 event, showcasing the property as a premier MICE destination.
- DoubleTree by Hilton Brighton MetropolecoreHeadline partner for M&I Healthcare Brighton 2026. Named Hilton's 'UK & Ireland Hotel of the Year' for 2025. Largest residential conference venue in the South East.
- Sheraton Grand Nashville DowntowncoreHeadline partner for M&I Flagship Nashville 2026. Nearly 29,000 square feet of configurable event space.
- Pine Cliffs Resort, AlgarvecoreHeadline partner for M&I Flagship Algarve 2026. 2,184 square metres of adaptable indoor venues.
- Hotel KitzhofcoreHeadline partner for M&I Private Kitzbühel 2026. Four-star retreat in the heart of Kitzbühel.
- Grand Tirolia KitzbühelcoreHeadline partner for M&I Private Kitzbühel 2026. Hosts welcome night event.
- Sheraton StockholmcoreHeadline partner for M&I Flagship Stockholm 2026. Undergoing full renovation, unveiling new look in February 2026 with 463 guestrooms.
- Visit Music CityminorHeadline partner for M&I Flagship Nashville 2026. Nashville destination marketing organization.
- Visit AlgarveminorHeadline partner for M&I Flagship Algarve 2026. Algarve tourism authority.
- Visit JamaicacoreEvent partner for LUXE Jamaica 2026. Official tourism authority showcasing Jamaica as MICE destination.
- Half Moon ResortcoreHeadline partner for LUXE Jamaica 2026. Luxury resort in Jamaica's Caribbean setting.
- GripcoreTechnology partnership to merge M&I's meeting scheduling software with AI matchmaking technology, giving attendees enhanced ability to create relevant connections.
- Worldwide Events Group LtdcoreParent company of M&I Forums. Worldwide Events Group also includes PLE (Private Luxury Events) and affiliate company White Label Travel.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
M&I Forums competitors and assessment
Company assessmentDirect peers
- IMEX Group: IMEX Group operates IMEX Frankfurt and IMEX America, the largest dedicated MICE trade shows globally. Direct competitor to M&I's Flagship and Expo formats, serving the same MICE buyer and supplier community with hosted-buyer programs and one-to-one meetings.
- IBTM World (Reed Travel Exhibitions): IBTM World is a flagship MICE industry trade show owned by RX (Reed Exhibitions), serving meetings, incentives, conferences, and events buyers and suppliers. Direct competitor to M&I in hosted-buyer MICE events, particularly Flagship and Expo formats.
Emerging players
- Bizzabo: Bizzabo is an event experience platform offering event registration, attendee management, and analytics for in-person, virtual, and hybrid events. Comparable to M&I's digital networking platform layer and a potential disruptor to traditional forums and trade shows.
- Hopin (now RingCentral Events): Hopin, acquired by RingCentral, was a leading virtual and hybrid events platform. Represents the virtual/hybrid alternative to M&I's physical forums and a potential disruptor if buyer behavior permanently shifts toward online matchmaking.
Broad incumbents
- Cvent: Cvent is a large enterprise event management platform covering venue sourcing, registration, attendee management, and virtual events. Acquired by Blackstone in 2023. Competes with M&I across venue sourcing, supplier directory, and event management technology, though at much larger enterprise scale.
- Reed Exhibitions (RX): RX (Reed Exhibitions) is one of the world's largest exhibition organizers, owning IBTM World and dozens of other B2B trade shows. A broad incumbent in the events space, directly comparable in scale of trade show operation but spanning many industries beyond MICE.
- Questex: Questex is a B2B events and information services company operating trade shows, conferences, and digital media across multiple industries including travel and hospitality. Comparable in operating B2B niche events with hosted-buyer and networking formats similar to M&I's Flagship and Healthcare events.
Others
- Grip: Grip is an AI-powered event matchmaking platform that has been M&I's technology partner since 2019. Provides the underlying AI matchmaking for M&I events but also powers matching for other event organizers, making it both a partner and a potential platform competitor as it scales standalone.
- HelmsBriscoe: HelmsBriscoe is the world's largest MICE venue sourcing and meeting planning company, representing a major M&I customer base. Operates in MICE industry but as a sourcing agency for buyers rather than as a forum organizer, representing both a customer channel and adjacent business model.
- CWT Meetings & Events: CWT Meetings & Events is a global meetings and events management agency serving corporate clients. Both an M&I customer (referenced in testimonials) and a competitor for corporate MICE program management, addressing overlapping buyer segments.
Market position
Strengths5 records
Weaknesses1 record
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
M&I Forums social profiles
Digital presenceM&I Forums financial estimates
Financial estimateRevenue estimate
Valuation estimate
M&I Forums leadership team
Management profileNumber of profiles
Profiles5 records
M&I Forums funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
M&I Forums 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 M&I Forums
What does M&I Forums do?
M&I Forums organizes curated in-person MICE (Meetings, Incentives, Conferences, Exhibitions) industry events that connect pre-qualified buyers (corporate event planners, incentive buyers) with vetted suppliers (hotels, venues, DMCs, convention bureaus). Each event combines AI-powered matchmaking, pre-scheduled one-to-one meetings, hosted buyer programs with subsidized travel, and immersive networking experiences held in premium destinations. The company operates distinct event formats including Flagship, Healthcare, Private, LUXE, Fest Global, Expo, and Transatlantic, each tailored to specific MICE niches.
Is M&I Forums a public or private company?
M&I Forums is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was M&I Forums founded?
M&I Forums was founded in 2004. It employs 101 to 250 people.
Where is M&I Forums based?
M&I Forums is headquartered in London, United Kingdom, in the Europe region.
How does M&I Forums make money?
Three revenue lines are on record. Hosted Buyer Event Participation is the primary driver. The others are supplier/Venue Participation and event Sponsorship.
Who are M&I Forums's main competitors?
Direct peers on record are IMEX Group and IBTM World (Reed Travel Exhibitions). Emerging players are Bizzabo and Hopin (now RingCentral Events). Broad incumbents are Cvent, Reed Exhibitions (RX) and Questex. Others are Grip, HelmsBriscoe and CWT Meetings & Events.
Does M&I Forums have an API?
No public API is recorded for M&I Forums.
What industry is M&I Forums in?
M&I Forums's product category is MICE Event Management. Its primary akta.pro industry code is THAHAFAA, All-in-One Event Registration & Event Management Suites, with a secondary code of THAHACAH, Venue Sourcing & Contract Negotiation Specialists. Its NAICS code is 561920 and its SIC code is 7990.