AddEvent
AddEvent is a bootstrapped calendar marketing and event management SaaS platform offering Add to Calendar buttons, RSVP forms, subscription calendars, embeddable widgets, and a developer API. It serves over 400,000 companies globally across retail, wellness, education, and software through a freemium-to-enterprise subscription model.
- Company typePrivate
- Founded2012
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AddEvent does
AddEvent is a calendar marketing and event management SaaS platform, founded in 2012 and headquartered in San Mateo, California. The company provides a unified suite of tools centered on its Add to Calendar service: Add to Calendar buttons and links for websites and emails, online RSVP forms with automated confirmation and reminder emails, subscription calendars that auto-sync multiple events to a user's calendar, embeddable calendar widgets for websites, and Dynamic Add to Calendar for personalized, high-volume event creation from system data. The platform integrates with all major calendar services (Google, Outlook, Apple, Yahoo), marketing automation platforms (Mailchimp, HubSpot, Salesforce, Marketo, Braze, ActiveCampaign, Constant Contact), CMS builders (WordPress, Wix, Webflow, Squarespace), and exposes a public REST API plus Zapier coverage of 6,000+ third-party apps.
AddEvent monetizes through a four-tier subscription model: a free Hobby plan (100 Add to Calendar clicks, 20 RSVPs, 20 subscribers), Small Business at $29/mo billed annually, Professional at $99/mo billed annually, and custom-priced Enterprise. Pricing is usage-based, scaling with Add to Calendar clicks, RSVPs, and calendar subscribers, which creates natural expansion revenue as customer event volume grows. The go-to-market combines product-led growth (frictionless self-serve sign-up, free tier, usage-driven upgrades) with a dedicated enterprise field-sales motion, an affiliate program offering 20% commissions, and channel distribution through CMS and Zapier marketplaces. The company serves a horizontal mix of segments including retail brands, small businesses and coaches, health and wellness studios, software platforms, education and nonprofits, and marketers/agencies, with named enterprise references including Amazon, Microsoft, Emirates, and Stanford University.
Operationally, AddEvent is bootstrapped with no disclosed external funding rounds, operates with 11–50 employees, and claims 400,000+ companies using the platform. It acquired calendar marketing provider Eventable in November 2022 to broaden product surface and global reach, and in October 2025 relaunched as AddEvent 2.0 with a full platform redesign. The company achieved SOC 2 Type II compliance in January 2026 and added generative AI tools for internal marketing and onboarding personalization in May 2026. Leadership includes founder and CEO Michael Nilsson, Head of Engineering and Privacy Officer Mike Kaplan, Chief Growth Officer Joep Leussink, with additional operating leaders COO Nicolas Zenker, VP Engineering Peter Deppe, and Product Manager Seán Ó Braonáin identified in the source data.
AddEvent firmographics
Firmographics- Name
- AddEvent
- Legal name
- AddEvent Inc
- Website
- https://addevent.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AddEvent is a bootstrapped calendar marketing and event management SaaS platform offering Add to Calendar buttons, RSVP forms, subscription calendars, embeddable widgets, and a developer API. It serves over 400,000 companies globally across retail, wellness, education, and software through a freemium-to-enterprise subscription model.
- Ownership category
- akta.pro rank
AddEvent industry classification
Industry- Product category
- Calendar Marketing and Event Management Software
- NAICS
- Software Publishers (5132), Convention and Trade Show Organizers (561920)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Meeting & Event Program Technology (Registration, Apps, Badging) (THACAFAB)
Keywords
Where AddEvent is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AddEvent business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription Plans: Four-tier subscription model (Hobby, Small Business, Professional, Enterprise) with monthly and annual billing options. Annual plans offer 23% savings. Paid plans provide increasing usage limits for Add to Calendar clicks, RSVPs, and calendar subscribers, plus advanced features like analytics, API access, and custom code.
- Usage-Based Expansion: Usage-based consumption model where customers are limited by Add to Calendar clicks, RSVP submissions, and calendar subscribers per usage period. This creates natural expansion revenue as customers grow their event and calendar usage.
- Freemium Tier: Free Hobby plan with limited usage (100 Add to Calendar clicks, 20 RSVPs, 20 subscribers) drives customer acquisition and product adoption, converting to paid plans when usage limits are reached.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier for personal use with basic functionality |
| Subscription | Annual | $36/month or $29/month (billed annually) for small teams |
| Subscription | Annual | $129/month or $99/month (billed annually) for larger teams |
| Subscription | Multi-year contract | Custom pricing for organizations with advanced needs |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels8 records
AddEvent product offering
Product offeringCore offering
AddEvent sells a calendar marketing and event management SaaS platform that enables businesses to put events onto their attendees' calendars via Add to Calendar buttons and links, collect RSVPs through customizable forms, share multiple events through subscription calendars, embed calendars on websites, and dynamically generate personalized calendar events at scale. The platform is sold via tiered subscriptions (Hobby free, Small Business, Professional, Enterprise) with usage-based limits, and is targeted at organizations ranging from individual creators to global enterprises such as Amazon, Microsoft, Emirates, and Stanford University.
Product overview
AddEvent is a calendar marketing and event management platform offering a suite of integrated tools centered around its core Add to Calendar service. The platform operates as a unified system with interconnected modules: Share Events (Add to Calendar buttons/links), Online RSVP Form (event registration), Subscription Calendar (multi-event sharing), Embeddable Calendar (website widgets), Dynamic Add to Calendar (personalized event creation), and Analytics. The platform is designed to help businesses reduce no-shows, increase attendance rates, and drive community engagement. AddEvent acquired Eventable (calendar marketing provider) to expand its offerings. The platform integrates with major email marketing platforms (Mailchimp, HubSpot, Salesforce), website builders (WordPress, Wix, Webflow, Squarespace), and offers a public API for developer integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Share Events (Add to Calendar) Core Add to Calendar product that lets organizations add buttons and links to websites, emails, and landing pages so users can save events to Google, Outlook, Apple, or Yahoo calendars with one click. Includes branded event landing pages and embeddable events for websites.
- Online RSVP Form Event registration and RSVP collection tool with customizable forms, automated confirmation, reminder, and follow-up emails. Includes reusable RSVP components, embeddable RSVP forms, RSVP landing pages, and a no-code WYSIWYG email editor.
- Subscription Calendar Multi-event calendar sharing product that lets users subscribe once and automatically receive all future events via push sync. Includes subscriber data collection and manual import fallback for Outlook, Yahoo, and Apple calendars.
- Embeddable Calendar Embeddable calendar widget for websites that displays and shares events without redirecting users. Supports desktop and mobile layouts with dark mode, auto mode, and no-code customizable design templates.
- Dynamic Add to Calendar Dynamic event creation capability that updates Add to Calendar button parameters per user via URL inputs, enabling personalized calendar events at scale for booking confirmation pages and high-volume unique events.
- Analytics Real-time analytics dashboard providing usage statistics including Add to Calendar clicks, calendar subscribers, and event performance metrics at account and individual event/calendar levels.
- AddEvent API Public REST API enabling developers to programmatically create and manage events, calendars, RSVP attendees, and dynamic Add to Calendar functionality. Supports custom data field search and attendee management; available on Small Business plans and above.
- Eventable Calendar marketing solutions provider acquired by AddEvent to expand product offerings, improve calendar tools, develop new features, and support global growth.
Quantifiable outcome
- AddEvent helped Sono Bello increase initial consultation show rate by upwards of 7% with Add to Calendar reminders
- +5 more outcomes
Companies that use AddEvent
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
AddEvent technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability3 records
Feature7 records
AddEvent partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- EventablecoreAcquired Eventable, a calendar marketing solutions provider, to expand product offerings and customer base. The acquisition aims to improve calendar tools, develop new features, and support global growth.
- ZapiercoreIntegration with Zapier allowing AddEvent to connect with 6,000+ other apps and services for workflow automation. Users can create AddEvent events from other platforms like Google Sheets.
- MailchimpcoreMailchimp integration allowing AddEvent links and buttons to render in Mailchimp email campaigns. Mailchimp extension enables Hobby plan users to add Follow Calendar or RSVP links.
- WixcoreIntegration with Wix website builder allowing seamless embedding of AddEvent tools into Wix websites without coding.
- WebflowcoreIntegration with Webflow allowing seamless embedding of AddEvent tools into Webflow websites without coding.
- SquarespacecoreIntegration with Squarespace allowing seamless embedding of AddEvent tools into Squarespace websites without coding.
- WordPresscoreIntegration with WordPress including Event Calendar Plugin for WordPress allowing event calendar blocks to be added to WordPress sites.
- HubSpotcoreIntegration with HubSpot CRM and marketing automation platform for calendar and event management within HubSpot workflows.
- SalesforcecoreIntegration with Salesforce Marketing Cloud for calendar and event management within Salesforce workflows.
- Google CalendarcoreNative integration with Google Calendar for adding events. Uses 'manage your calendar' permission (lowest tier) with temporary session that terminates after adding event.
- Outlook CalendarcoreNative integration with Outlook Calendar for adding events. Uses 'full access to calendars' permission with temporary session that terminates after adding event.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
AddEvent competitors and assessment
Company assessmentBroad incumbents
- Bizzabo: Bizzabo is an enterprise event experience platform offering registration, event websites, and attendee engagement. Comparable to AddEvent's event technology stack but targeting mid-market and enterprise with full-service event management.
- Cvent: Cvent is a major enterprise event management platform offering registration, attendee management, and event marketing for large corporations. Overlaps with AddEvent's registration and event promotion capabilities but at a much larger scale and price point.
- Eventbrite: Eventbrite is a public event ticketing and event management platform serving millions of organizers. It overlaps with AddEvent on RSVP/registration and event promotion but operates a much broader ticketing marketplace with payment processing.
- HubSpot: HubSpot is a marketing automation CRM platform with built-in event management, RSVP forms, and calendar integrations. Listed as an AddEvent integration partner but also a competitor offering native event tools inside a broader marketing suite.
- Google Calendar: Google Calendar is the dominant free calendar platform and one of AddEvent's primary integration targets. As a broad incumbent, native Google Calendar features (event creation, sharing) are a baseline alternative against which AddEvent's added value must be measured.
- Microsoft Bookings: Microsoft Bookings is a native appointment scheduling and calendar tool within Microsoft 365 for businesses. Comparable to AddEvent's appointment-booking and RSVP use cases, particularly for enterprises already in the Microsoft ecosystem.
Direct peers
- Ticket Tailor: Ticket Tailor is an event ticketing platform serving event creators globally. AddEvent already partners with Ticket Tailor per the data, and both serve the same SMB event creator segment with overlapping registration and attendance optimization tools.
- Calendly: Calendly is a leading scheduling automation SaaS serving SMBs and enterprises with booking and calendar integration. Highly comparable to AddEvent in PLG go-to-market, self-serve sign-up, and target audience of professionals and small teams needing calendar workflow tools.
- EventCreate: EventCreate is an event management platform providing event websites, ticketing, and registration for SMBs. Directly comparable to AddEvent's target market of small businesses and event organizers needing simple event creation and RSVP tools.
- Cal.com: Cal.com is an open-source scheduling platform competing with Calendly and offering calendar booking, integrations, and embeddable widgets. Comparable to AddEvent in serving professionals with calendar tools and offering API-based extensibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
AddEvent social profiles
Digital presenceAddEvent compliance and trust
Trust signalCompliance4 records
AddEvent financial estimates
Financial estimateRevenue estimate
Valuation estimate
AddEvent leadership team
Management profileNumber of profiles
Profiles6 records
AddEvent funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AddEvent M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AddEvent
What does AddEvent do?
AddEvent sells a calendar marketing and event management SaaS platform that enables businesses to put events onto their attendees' calendars via Add to Calendar buttons and links, collect RSVPs through customizable forms, share multiple events through subscription calendars, embed calendars on websites, and dynamically generate personalized calendar events at scale. The platform is sold via tiered subscriptions (Hobby free, Small Business, Professional, Enterprise) with usage-based limits, and is targeted at organizations ranging from individual creators to global enterprises such as Amazon, Microsoft, Emirates, and Stanford University.
Is AddEvent a public or private company?
AddEvent is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AddEvent founded?
AddEvent was founded in 2012. It employs 11 to 50 people.
Where is AddEvent based?
AddEvent is headquartered in San Francisco, United States, in the North America region.
How does AddEvent make money?
Three revenue lines are on record. Subscription Plans are the primary driver. The others are usage-Based Expansion and freemium Tier.
Who are AddEvent's main competitors?
Broad incumbents on record are Bizzabo, Cvent, Eventbrite, HubSpot, Google Calendar and Microsoft Bookings. Direct peers are Ticket Tailor, Calendly, EventCreate and Cal.com.
Does AddEvent have an API?
Yes. AddEvent provides a public REST API that allows developers to programmatically create and manage events, calendars, RSVP attendees, and dynamic Add to Calendar functionality. The API supports custom data field search, attendee management, and integration with external systems. API access is available on Small Business plans and above. Documentation is available at docs.addevent.com/reference. Developer documentation is at docs.addevent.com/reference.
What industry is AddEvent in?
AddEvent's product category is Calendar Marketing and Event Management Software. Its primary akta.pro industry code is THACAFAB, Meeting & Event Program Technology (Registration, Apps, Badging). Its NAICS code is 5132 and its SIC code is 7372.