ShowUp

What ShowUp does

ShowUp is a cloud-based SaaS platform, operated by ShowUp App LLC (Florida), that consolidates vendor lifecycle management for live event organisers. The product replaces a fragmented stack of spreadsheets, email, forms, and payment apps with a single dashboard covering vendor applications, conditional application forms, interactive venue mapping with drag-and-drop booth assignment, three configurable acceptance workflows (Apply & Approve, Instant Approve & Pay, Pick & Pay), automated approval and reminder messaging, attendee ticketing with QR check-in, promo codes, add-ons, and Series Events for recurring markets. Stripe Connect is the exclusive payment rail, supporting cards, Apple Pay, Google Pay, Cash App, and Afterpay with next-day payouts to organiser bank accounts.

The company sells exclusively to organiser-side SMB customers across five vertical event types — card shows, tattoo expos, pop-up markets, flea markets, and farmers markets — and reaches them through a free, self-serve product-led growth motion with vertical-specific landing pages and case-study driven word-of-mouth. Distribution is online-only across the United States, Canada, Australia, New Zealand, and Singapore, with no resellers, app store presence, or inside sales infrastructure beyond demo scheduling for large accounts.

Monetisation is transaction-based rather than subscription-based: the platform is free forever for organisers, with revenue generated by a 5% platform fee on vendor purchases and a flat $0.50 fee per attendee ticket. Organisers can absorb or pass on either fee, and Stripe's standard processing fees (2.9% + 30¢) apply on top. A custom Partnership Pricing tier is offered for high-volume events, but the company has not raised institutional funding and operates with a 1-10 person team under founder Garrett Kellner.

Name

ShowUp

Legal name

ShowUp App LLC

Website

https://joinshowup.io

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

ShowUp is a free SaaS platform that lets SMB event organisers manage vendor applications, payments, booth assignments, messaging, and ticketing in one dashboard, monetising via a 5% vendor fee and a $0.50 attendee ticket fee.

Ownership category

akta.pro rank

Product category

Event Management Software

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Conference & Trade Show Registration Platforms (THAHAFAB)

Keywords

• Vendor management software
• Event management platform
• Online event ticketing
• Vendor application processing
• Booth assignment software

Headquarters

HQ city

West Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Transaction Fee - Vendor Purchases: 5% platform fee added at checkout for vendor purchases (booth fees, application fees). Organizers can choose to absorb the fee. This is the primary revenue stream that enables free-for-organizers model.
2. Attendee Ticketing Fee: Flat $0.50 fee per ticket sold at checkout for entry tickets, workshops, and VIP upgrades. Organizers can absorb the fee if desired.
3. Stripe Payment Processing: Stripe processes all payments. Standard Stripe fees (2.9% + 30 cents per transaction) apply and are separate from ShowUp's platform fees. Next-day payouts to organizer bank accounts.
4. Partnership Pricing: Custom pricing offered for high-volume or high-priced events through sales outreach. Potential enterprise-tier pricing for large recurring events.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

ShowUp is an all-in-one vendor management SaaS platform that lets event organizers collect vendor applications, take payments, assign booths via interactive venue maps, send automated messaging, and sell attendee tickets with QR check-in from a single dashboard. It is offered free to event organizers, with revenue generated through a 5% transaction fee on vendor purchases and a flat $0.50 fee per attendee ticket, processed via Stripe.

Product overview

ShowUp is a unified vendor management platform designed for event organizers to manage the complete vendor lifecycle from application to check-in. The core product integrates vendor applications, payment processing, interactive venue mapping, automated messaging, attendee ticketing, and booth management into a single dashboard. The platform operates on a free-for-organizers model with a 5% platform fee on vendor purchases and a flat $0.50 fee per attendee ticket. Key modules include Three Vendor Acceptance Models (Apply & Approve, Instant Approve & Pay, Pick & Pay), Automated Messaging, Interactive Venue Mapping, Custom Vendor Categories & Questions, Attendee Ticketing, Vendor Dashboards, Booth Inventory Management, Team Access, Promo Codes, Add-Ons, Volume Pricing, Booth Tracking, Event Listings Page, and Series Events. The platform supports event types including card shows, tattoo expos, pop-up markets, flea markets, and farmers markets.

Differentiator

Problem solved

Functional benefit

Products and services

• ShowUp Vendor Management Platform All-in-one SaaS platform for event organizers to manage the full vendor lifecycle — applications, approvals, booth assignments via interactive venue maps, automated messaging, and integrated payment processing through Stripe. Sold free to organizers; revenue generated via transaction fees on vendor purchases and attendee tickets.
• Attendee Ticketing with QR Check-In Ticketing module enabling event organizers to sell entry tickets, workshop passes, and VIP upgrades with QR-code-based mobile check-in from any phone browser, charged at a flat $0.50 per ticket.

Quantifiable outcome

• 90% time saved on vendor management
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature7 records

Partnerships

One partnership is on record.

• StripecoreTechnology or IntegrationStripe is the exclusive payment processor for ShowUp, handling all vendor and attendee transactions. Uses Stripe Connect to enable real-time payouts to organizer bank accounts. Stripe processes credit/debit cards, Apple Pay, Google Pay, Link, Cash App, and Afterpay. All payment data handled by Stripe with PCI-compliant security.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bizzabo: Bizzabo is an event experience platform serving B2B conferences, expos, and corporate events. It overlaps with ShowUp in exhibitor and registration workflows but targets larger enterprise events rather than consumer markets.
• Cvent: Cvent is an enterprise event management suite for corporate meetings, conferences, and trade shows. It overlaps with ShowUp's booth and registration functionality but is priced and positioned for enterprise buyers, not SMB organizers.
• Eventbrite: Eventbrite is the largest consumer event ticketing and registration platform. It competes with ShowUp in attendee ticketing and event discovery but does not specialize in vendor/booth management, making it a broad incumbent rather than a direct rival.

Emerging players

• Wild Apricot: Wild Apricot is membership and event management software for SMBs, associations, and community organizations. It overlaps with ShowUp in serving small recurring community markets but bundles broader membership functionality.
• vFairs: vFairs provides virtual and hybrid event platforms with exhibitor booth management, registration, and ticketing. It overlaps with ShowUp's booth mapping and exhibitor workflows but is more focused on large virtual/hybrid formats.
• Tito: Tito is a lightweight event ticketing and registration platform popular with tech, community, and conference organizers. It overlaps with ShowUp's ticketing and QR check-in features but does not focus on vendor/booth management.
• Accelevents: Accelevents is an event management platform offering registration, ticketing, and exhibitor tools for virtual, hybrid, and in-person events. It overlaps with ShowUp in ticketing and exhibitor workflows but serves a broader event mix including fundraising events.
• Jotform: Jotform is a generic online form builder frequently used by event organizers for vendor applications. ShowUp explicitly positions against the static-forms approach (ShowUp vs. Static Forms comparison page), making Jotform an adjacent competitor rather than a direct one.

Direct peers

• Eventeny: Eventeny is a vendor and exhibitor management platform focused on craft fairs, festivals, and vendor-driven events. It is the most direct peer to ShowUp given its shared focus on vendor applications, booth assignments, and event-specific workflows for small consumer-facing events.
• Marketspread: Marketspread is a vendor management platform purpose-built for farmers markets, flea markets, and community markets. It is a direct vertical peer to ShowUp, addressing the same SMB market operators with vendor applications, booth assignments, and payments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JoinShowUpApp
• LinkedInlinkedin.com/company/joinshowup
• Instagraminstagram.com/showup.io

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ShowUp