Sendrato

What Sendrato does

Sendrato is a hardware and software company that develops an integrated event technology platform for cashless live events, headquartered in Amsterdam and operating as a specialist division within Dexels B.V. The company's core offering, Sendrato EventOS, is a unified operating system that combines a closed-loop QR/RFID digital wallet, point-of-sale infrastructure (terminal, scanner, and kiosk), a consumer-facing visitor app, and a centralized back-office command center for real-time operational analytics. The platform supports offline-capable transactions with automatic sync, PCI-compliant payment processing through Adyen, and an ecosystem of add-on modules including digital vouchers, sponsorship activations, crew and asset tracking, unified merchandise management, and accommodation booking. Sendrato explicitly claims to be battle-tested at events exceeding 800,000 visitors.

The company's target customers are large-scale event organizers across festivals, fairs and exhibitions, venues and stadiums, and theme parks and zoos. Named enterprise customers include Sydney Royal Easter Show, Hong Kong Disneyland, Tomorrowland, Efteling, Taronga Zoo, and Oktoberfest. Sendrato generates revenue through a hybrid model: platform licensing and software module subscriptions, transaction processing fees on cashless payments, device and hardware rentals, and professional services for deployment. Pricing is custom and tailored to event size, duration, and modules selected, with multi-year contract cadence and multi-event package discounts for partners. The go-to-market motion is consultative enterprise field sales, with "Book a Demo" and "Talk to Delivery" CTAs driving tailored rollout planning rather than self-service transactions. Founded in 2013 within Dexels (established 1999), the company has operated without disclosed external funding and currently employs 11–50 people. AI capabilities are limited to two named features — the Eva AI Co-Pilot for operational anomaly detection and an AI-powered fuzzy search for the visitor app.

Name

Sendrato

Legal name

Dexels B.V.

Website

https://sendrato.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Sendrato is an Amsterdam-based event technology company that provides an integrated cashless payment and event operations platform (EventOS) for festivals, fairs, theme parks, and large-scale live events, serving enterprise customers including Tomorrowland, Sydney Royal Easter Show, and Hong Kong Disneyland.

Ownership category

akta.pro rank

Product category

Event Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Amusement & Recreation Services (7900), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)

akta.pro secondary industries

Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG), Event Marketing & Audience Development Services (MPAGAJAD)

Keywords

• Cashless payment platform
• Event management software
• Live event operations
• Festival technology solutions
• RFID payment systems

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Licensing & Software Modules: Sendrato charges for access to its EventOS platform and individual modules including visitor app, POS, scanner, and kiosk applications. Pricing is modular and tailored to event size and needs. Component-based pricing covers wallet activations, device rentals, fan app modules, vouchers, analytics, and sponsorship tools.
2. Transaction Processing: Revenue generated from processing cashless transactions through the closed-loop wallet system. All payment flows (top-ups, redemptions, withdrawals) route through the platform, with Adyen handling card processing.
3. Device & Hardware Rentals: Rental of POS terminals, scanners, and self-service kiosk hardware deployed at events. Device rental and handheld licenses are listed as typical pricing components.
4. Professional Services & Implementation: Custom deployment, configuration, and on-site support services. The 'Let's map your event flow and define a rollout plan tailored to your needs' messaging indicates consultative implementation support as part of the revenue model.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Sendrato develops an Event Operating System (EventOS) — a unified platform that combines closed-loop QR/RFID cashless payment infrastructure, point-of-sale systems, dual-technology entry scanners, self-service top-up kiosks, a consumer-facing Visitor App/Fun Pass, digital vouchers, and real-time operational analytics. The platform is designed for large-scale live events including festivals, fairs, theme parks, and stadiums, replacing fragmented point solutions with a single data model, reporting layer, and command center.

Product overview

Sendrato is an Event Operating System — a unified platform-plus-modules architecture designed for cashless events. The core platform consists of EventOS (the centralized back-office command center), the Visitor App/Fun Pass (consumer mobile app), Sendrato POS, Scanner, and Kiosk. These core components are supplemented by growth modules including Vouchers, Sponsorship Activations, Crew & Asset Tracking, Merch, and Accommodation. All components share a single data model, reporting layer, settlement logic, and operational command center, creating an integrated ecosystem for payments, fan experience, operations, and real-time analytics.

Differentiator

Problem solved

Functional benefit

Brands

• EventOS: Primary back-office dashboard for event configuration, management, real-time analytics, vendor management, and reporting.
• Sendrato Scanner
• Sendrato POS
• Sendrato Visitor App
• Sendrato Kiosk

Products and services

• Cashless Wallet

Quantifiable outcome

• Revenue uplift through cashless payments and pre-event voucher sales
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature8 records

Partnerships

One partnership is on record.

• Adyen N.V.coreTechnology or IntegrationAdyen serves as the primary payment processing partner for Sendrato's cashless payment platform. All card transactions (credit/debit), Apple Pay, and Google Pay flows are processed through Adyen's payment infrastructure. Sendrato does not store full credit/debit card details — Adyen handles secure card processing. This is a foundational integration enabling the closed-loop wallet system to accept external payment methods.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tappit: Tappit provides closed-loop RFID cashless payments and event technology for festivals, sports venues, and live events globally. It is the closest direct peer to Sendrato's wallet/POS/scanner stack and targets the same festival and venue operators.
• Bizzabo: Bizzabo offers an Event Experience OS combining registration, on-site solutions, attendee engagement, and analytics for enterprise events. It is a direct comparable to Sendrato's EventOS unified platform approach and competes for similar large enterprise event organizers.
• Intellitix: Intellitix pioneered RFID access control and cashless payments for live events and festivals, including deployments at major music festivals. It is a foundational direct peer in the RFID/cashless festival technology segment where Sendrato also operates.
• ID&C: ID&C is a leading provider of RFID wristbands and credentials for festivals, sports, and live events. It is comparable to Sendrato on the wearable/access-control side of the event tech stack that Sendrato addresses via its Scanner module.
• LiveStyled: LiveStyled provides cashless payments, fan engagement, and venue commerce solutions for sports stadiums, arenas, and live event venues. It is a direct peer competing for the same venue/stadium cashless wallet and fan experience use cases as Sendrato.

Broad incumbents

• Eventbrite: Eventbrite is a large public event-management and ticketing platform serving creators of experiences ranging from small gatherings to large festivals. It overlaps with Sendrato's event organizer customer base and increasingly competes in onsite technology and event operations tooling.
• Cvent: Cvent is a broad enterprise event management platform covering registration, attendee management, on-site solutions, and analytics for corporate meetings and large events. It is a comparable enterprise GTM and tech-stack competitor to Sendrato in the venue and large-event segment.
• Aventri: Aventri is an enterprise event management platform with registration, attendee engagement, and on-site event technology. It competes for the same large event organizer buyers as Sendrato, particularly in the venue and conference segment.

Emerging players

• Eventmobi: Eventmobi provides event apps, registration, and on-site engagement tools for conferences and live events. It overlaps with Sendrato's visitor app and engagement modules but at a smaller scale and without Sendrato's payment infrastructure focus.
• Grip: Grip is an AI-powered event matchmaking and engagement platform for live and hybrid events. It is an emerging player in event attendee engagement and analytics, comparable to the fan-engagement and intelligence layers of Sendrato's stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/reel/DRuGMmvjA2p
• Xx.com/sendrato

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Sendrato