event it

What event it does

event it AG is a Hannover, Germany-based full-service event agency that bundles event management, guest and participant management, proprietary event software, and event personnel staffing under one corporate roof. Founded in 2004 and operating as an owner-managed Aktiengesellschaft (AG), the company serves large enterprise and mid-market clients, with a particularly concentrated presence in the German automotive sector; the publicly named client roster includes BMW, Volkswagen, Audi, Mercedes-Benz, Continental, MAN, Mini, Deutsche Messe AG, Sony, Vodafone, enercity, and NDR. The company also operates H'Up, a multifunctional event location in Hannover with a permanently installed streaming studio for online, hybrid, and live events, and maintains a secondary office in Munich.

The company's core technology asset is its proprietary event software, a modular, web-based SaaS platform that covers the full event lifecycle: online registration and invitation management, digital check-in and accreditation, event apps, seating, an email editor, hotel and vehicle tracking, lead capture, and real-time reporting. The platform runs on proprietary server infrastructure housed in an ISO/IEC 27001:2013 A1 certified German data center and carries TISAX certification aligned to automotive industry information security standards. In August 2025, the company integrated a fully GDPR-compliant (DSGVO-konform) AI agent (KI-Agent) into the participant management platform, claimed as a first in the German-speaking professional event software market, providing text-based support for planning, analysis, and real-time event steering.

event it AG generates revenue through three streams: (1) full-service event management on a project-based professional services model, (2) recurring SaaS subscriptions for the proprietary event software, and (3) event personnel staffing deployed nationwide across Germany through a centrally coordinated pool. The go-to-market is enterprise field sales, with named sales leads per service line (Event; Personal/Guest Management/Event Software) and a website-led discovery motion; pricing is custom and not publicly disclosed. The firm is owner-managed, with no external venture capital, private equity, or parent company identified in the source data, and is pursuing ISO 20121 certification for sustainable event management with completion planned for 2026.

Name

event it

Legal name

event it AG

Website

https://eventit.ag

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

event it AG is a Hannover, Germany-based full-service event agency offering event management, guest management, proprietary SaaS event software, and nationwide event staffing, serving large enterprise clients with a heavy concentration in the German automotive and trade show sectors.

Ownership category

akta.pro rank

Product category

Event Management Services & Software

NAICS

Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900), Services-Prepackaged Software (7372)

akta.pro primary industry

Full-Service Event Planning & Production (HSACAAAA)

akta.pro secondary industries

Meeting & Event Program Technology (Registration, Apps, Badging) (THACAFAB), Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG)

Keywords

• Event management services
• Event software SaaS
• Participant management
• Event personnel staffing
• Guest management solutions

Headquarters

HQ city

Hanover

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Full-Service Event Agency: Full-service event management including creative concept development, detailed planning, and seamless execution of events. Revenue is generated through project-based service fees for event conception, planning, and on-site production.
2. Event Software (SaaS): Proprietary event software offered as a SaaS solution. Customers access the platform via browser to manage participants, guest data, invitations, and check-in processes. The modular system allows customers to select only the functions they need.
3. Event Personnel Services: Provision of event staff (hosts, hostesses, promoters, service personnel, cloakroom staff, accreditation personnel) for trade shows, corporate events, roadshows, and promotion campaigns across Germany. Personnel are matched to specific event requirements and briefed project-specifically.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

event it AG is a full-service event agency that provides end-to-end event management, proprietary SaaS event software for participant and guest management, and nationwide event personnel staffing. The modular software platform covers the entire event lifecycle from invitations and registration through check-in, seating, lead capture, and real-time reporting, complemented by event conception, planning, execution services, and a large pool of qualified event staff.

Product overview

event it AG operates as a full-service event agency based in Hannover, Germany, offering a combination of proprietary event software and professional event services. The core offering consists of the Eventsoftware — a modular SaaS platform providing participant management, guest management, check-in, event apps, staff management, and related digital tools — complemented by event management services (conception, planning, execution), event personnel staffing, and the H'Up event venue. The software platform is available as a standalone product, while the full-service offering bundles software with agency expertise.

Differentiator

Problem solved

Functional benefit

Brands

• H'Up: Multifunctional event location in Hannover with a fixed streaming studio for online, hybrid, and live events

Products and services

• Eventsoftware Proprietary SaaS event management software offering modular components for participant management, guest management, check-in, event apps, staff management, email editing, seating, vehicle tracking, and lead capture. Delivered as a web-based solution with GDPR compliance and TISAX certification, targeted at organizations running corporate events, trade shows, and congresses.
• Gästemanagement (Guest Management) Professional guest and participant management service covering invitation processes, participant communication, and check-in management. Includes digital invitation management, online registration, travel and shuttle coordination, VIP management, real-time reporting, and check-in with accreditation and badge printing, targeted at organizations hosting large corporate events and trade shows.
• Eventmanagement (Event Management) Full-service event management covering creative conception, detailed planning, and seamless execution of events. Includes visual communication, stage design, event concept development, location search, milestone planning, budget management, safety compliance, on-site coordination, production, direction, logistics, and show management, delivered to enterprise clients running major corporate events and brand activations.
• Eventpersonal (Event Personnel Staffing) Staffing service providing event personnel including hosts, hostesses, service staff, cloakroom personnel, and promoters for events, trade shows, promotions, roadshows, accreditation, and reception throughout Germany, serving companies and organizations needing qualified event staff for nationwide deployment.
• H'Up Event Location Multi-purpose event location in Hannover with a fixed, flexibly usable streaming studio. Suitable for online events, hybrid formats, and classic live events, technologically ready for immediate use and bookable at any time, marketed to organizations needing a turnkey event venue with streaming capabilities.
• KI-Agent (AI Agent) A GDPR-compliant AI agent integrated into the Eventsoftware since August 2025. Provides intelligent support for event planning, analysis, and real-time event control without manual Excel evaluation, targeted at event teams running the company's software.
• Event-App Custom event app for participant communication, agenda, venue information, and interaction tools. Supports check-in via smartphone, digital seat allocation, and vehicle-related coordination such as shuttle or fleet management, designed for organizations wanting branded mobile event experiences.
• Check-In & Akkreditierung (Check-In and Accreditation) Modern check-in systems and digital accreditation for fast, seamless guest reception at conferences, trade shows, and corporate events. Includes scalable, mobile-capable technical infrastructure with optional rental of equipment including printing stations, tablets, and QR scanners, serving event organizers needing fast guest throughput.

Quantifiable outcome

• Server uptime of 99% guaranteed per year for SaaS event software
• +1 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

One partnership is on record.

• GVP – Gesamtverband der PersonaldienstleisterminorOthersevent it AG is a member of GVP (Gesamtverband der Personaldienstleister), the German employers' association for the temporary staffing and personnel services industry. Membership ensures legal compliance and transparency in personnel deployment. The association provides a framework for fair labor practices in temporary staffing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Conteo (formerly XING Events): Conteo (formerly XING Events) is a Hamburg-based B2B event platform for ticketing, registration, and event marketing — a German regional competitor with comparable event software functionality to event it’s Eventsoftware suite.
• EventX (formerly Aventri): EventX (formerly Aventri) provides enterprise event management software with a focus on virtual, hybrid, and in-person events across APAC and globally. It directly competes with event it's SaaS registration, virtual event, and analytics capabilities.
• Cvent: Cvent is a global SaaS platform for event management, registration, venue sourcing, and attendee engagement — directly comparable to event it's Eventsoftware, but operating at global scale with far larger R&D and a broader feature footprint.
• Bizzabo: Bizzabo offers an enterprise event experience platform covering registration, mobile apps, and analytics — a direct SaaS competitor to event it’s modular event software, particularly for mid-market and enterprise event organizers in EMEA.
• eveeno: eveeno is a DACH-region online event management and registration platform offering ticketing, participant management, and event marketing tools. It directly overlaps with event it's Eventsoftware in the German-speaking market.

Broad incumbents

• Eventbrite: Eventbrite is a large-scale event ticketing and registration platform serving consumer, professional, and small-business events. While broader and more SMB-focused than event it, it competes for the same enterprise event registration and ticketing demand.
• MCI Group: MCI Group is a global meetings, events, and association management company with both agency services and proprietary technology — a broader incumbent comparable to event it's full-service agency + software model, though operating internationally with much larger scale.

Regional players

• meetyoo conferencing: meetyoo is a German conferencing and virtual event platform offering registration, webcasting, and hybrid event services — closely aligned with event it's enterprise event and digital platform capabilities in the DACH region.
• RAVE (R-Space / Aventri-class regional agency): RAVE is a full-service German event agency offering event conception, organization, and digital event tools — a comparable agency-services peer to event it, particularly for mid-market German corporate clients.

Emerging players

• Doability: Doability is a German provider of event staffing and personnel management solutions — directly comparable to event it’s Eventpersonal line, with a similar focus on briefed, qualified event personnel for trade shows and corporate events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/EVENT_IT_AG
• Facebookfacebook.com/eventitag
• LinkedInlinkedin.com/company/event-it-ag

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 event it