HollandParlette

What HollandParlette does

HollandParlette is a privately held Association Management Company (AMC) founded in 1985 in the San Francisco Bay Area and now headquartered in Indianapolis following a 2025 consolidation. The firm provides outsourced, full-service management to non-profit professional societies and trade associations, delivering five interconnected service lines under a single management agreement: Membership Management (recruiting and retention), Marketing & Communications, Meetings & Conferences (events for 5 to 5,000 attendees), Operations (centralized administrative headquarters), and Strategic Planning. Customers are association boards of directors contracting on behalf of organizations ranging from 500 to 5,000 members, with documented verticals spanning healthcare (e.g., Society for Pediatric Dermatology, American Society of Preventive Oncology), psychology (Association for Applied Sport Psychology), nuclear materials management, and dermatology, among others.

The business operates as a managed-services firm: HollandParlette embeds dedicated staff (executive directors, meeting managers, accountants, communications specialists) into each client association while sharing back-office functions across the portfolio to deliver economies of scale. The technology stack is light — Squarespace-hosted web properties, conventional social media and CRM tooling, and standard event management software — with no disclosed proprietary platform, API, AI/ML capability, or patents. Industry credentials (CMP, MTA, CAE, Credentialing Specialist) carried by the leadership team and ASAE/AMC Institute/MPI/IATAN memberships constitute the primary professional infrastructure.

Revenue mechanics are not publicly disclosed. The firm engages clients through direct, sales-led outreach to association boards ("Request a Proposal" CTA) and structures compensation via management agreements rather than disclosed fee schedules. The firm is wholly owned by CEO Kent Lindeman, who acquired sole ownership in 2019. Pricing is bespoke and contract-based, with documented client outcomes including membership tripling (SPD: 650→2,000), budget growth ($580K→$1.3M+), and certification program scaling (AASP CMPC: 1,400+ active consultants) serving as the primary evidence of value delivery.

Name

HollandParlette

Legal name

HollandParlette

Website

https://hollandparlette.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

HollandParlette is a privately held Association Management Company founded in 1985 that provides outsourced full-service management — membership, meetings, marketing, operations, and strategic planning — to non-profit professional and trade associations across the United States.

Ownership category

akta.pro rank

Product category

Association Management Services

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Management Services (8741)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

akta.pro secondary industry

Corporate Events & Meetings (MICE) Agencies (MPAAAGAD)

Keywords

• Association management services
• Nonprofit association management
• Membership administration services
• Conference meeting management
• Strategic planning services

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Association Management Services: Provides management and specialized administrative services to professional societies and trade associations. Manages associations' day-to-day operations using a for-profit approach for non-profit organizations.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

HollandParlette is an Association Management Company (AMC) founded in 1985 that delivers outsourced, full-service management and administrative support to non-profit professional and trade associations. Its core offerings span five practice areas: Membership administration, Marketing & Communications, Meetings & Conferences, Operations, and Strategic Planning, packaged under multi-year management agreements with association clients.

Product overview

HollandParlette is an award-winning Association Management Company (AMC) offering a comprehensive suite of services delivered as a unified management offering rather than modular products. The company provides five interconnected service areas: Membership (recruiting and retention strategies), Marketing & Communications (promotion and social media), Meetings & Conferences (events management for 5-5,000 attendees), Operations (centralized headquarters and administrative support), and Strategic Planning (growth and goal achievement). These services are designed to work together under a for-profit business approach that manages non-profit associations efficiently.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Full-service membership administration for non-profit professional and trade associations, including member recruitment, retention, renewals, database management, dues processing, and member services. Targeted at association boards that need outsourced, professional membership operations.
• Marketing & Communications Outsourced marketing, member communications, digital engagement, social media, and public relations for client associations. Targeted at association executives who lack in-house marketing capacity and need consistent, multi-channel member engagement.
• Meetings & Conferences End-to-end planning and execution of association annual conferences, meetings, workshops, and events, including logistics, registration, sponsorship, and on-site management. Delivered by Certified Meeting Professionals (CMPs) and credentialed meeting staff. Targeted at association boards that need a turnkey event partner.
• Operations Day-to-day back-office operations for client associations, including accounting and financial administration, office management, vendor management, and general administrative support. Targeted at associations that need full operational outsourcing alongside programmatic services.
• Strategic Planning

Quantifiable outcome

• AMC-managed associations experience more than three times the growth in net assets and 31 percent more growth in net revenue (2015 AMC study)
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• American Society of Association Executives (ASAE)minorOthersHollandParlette is a member of ASAE, the national organization representing non-profit executive directors and their staff members. Founded in 1985, the company's founder Carol Holland Parlette was hired by ASAE to staff a western regional office.
• AMC InstituteminorOthersHollandParlette holds membership in the AMC Institute, the professional organization for Association Management Companies.
• Meeting Professionals International (MPI)minorOthersHollandParlette staff members maintain membership and credentials through MPI, the leading global meeting and event industry association.
• International Association of Travel Agents Association Network (IATAN)minorOthersHollandParlette holds membership in IATAN, the global travel industry association network.

Scale indicators8 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Virtual Inc. Virtual Inc. is an established AMC specializing in technology and standards-based associations, providing full-service management including meetings, membership, and operations. It is comparable to HollandParlette in service model and target customer type, with a different vertical emphasis (technology/standards).
• Association Management Inc. (AMI): AMI is a mid-sized AMC providing full-service management to trade and professional associations, with similar multi-vertical exposure (healthcare, technical, scientific). It is a close peer in service model, customer type, and scale relative to HollandParlette.
• Talley Management Group: Talley Management Group is an established AMC providing full-service association management, including meetings, membership, and executive director services. It is a comparable peer to HollandParlette in business model and customer type, operating primarily in the Mid-Atlantic and Southeast.
• Association Headquarters (AH): Association Headquarters is a mid-sized full-service AMC serving professional and trade associations with a comparable suite of membership, meetings, marketing, and operations services. It is comparable to HollandParlette in business model and customer base, with a stronger East Coast footprint.
• Kellen Company: Kellen Company is a long-established, mid-to-large AMC providing full-service association management to trade and professional associations across multiple verticals. It is closely comparable to HollandParlette in core service model, customer type, and multi-vertical coverage, with greater scale.
• YGS Group: YGS Group is an integrated association services firm providing membership management, marketing communications, event management, and publishing services to associations. Comparable to HollandParlette in core service model and customer type, with additional publishing capabilities.

Emerging players

• Personify: Personify provides association and membership management software, including CRM, events, and e-commerce functionality. It is an indirect competitor to traditional AMCs like HollandParlette, with potential to disintermediate AMC services for associations seeking technology-enabled self-management.
• Higher Logic: Higher Logic is an SaaS provider of member engagement and community platforms used by associations. It is a partial competitor and a potential disruptor to traditional AMCs like HollandParlette by enabling associations to self-manage membership, marketing, and community functions without full-service outsourcing.
• GrowthZone: GrowthZone is an association management software platform providing CRM, membership, events, and communications tools. It competes indirectly with HollandParlette by enabling associations to handle in-house functions that AMCs traditionally outsourced, particularly for smaller associations.

Broad incumbents

• SmithBucklin: SmithBucklin is the largest Association Management Company in the United States, managing hundreds of associations across virtually every vertical. It is directly comparable to HollandParlette in service offering (full-service AMC across membership, meetings, marketing, operations) but operates at materially greater scale and breadth.

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/kent-lindeman

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 HollandParlette