What Crème does

Crème is a privately held, founder-owned corporate events agency headquartered operationally in Eltisley, Cambridgeshire, with a registered office in Milton Keynes, and operating through two UK private limited entities (AS Conferences Ltd and KE Sales Ltd). Founded in 2004 by three co-founders — Katie Allen, Sarah Dale, and Annette Clare — each with over 25 years of venue sourcing and hospitality experience, the firm provides venue sourcing, end-to-end event management, corporate conferences, team building experiences, and international incentive trips for enterprise clients in the UK and abroad.

Crème's core offer is independent venue sourcing — explicitly positioned as unaligned to any hotel chain — supplemented by full event planning, team building, and social-impact experiences delivered through charity partnerships with Beyond Food Foundation and Bikeworks. Named clients span Google Cloud, Microsoft, PwC, SC Johnson, Oxera, the Music Publishing Association, Computacenter, Loungers, the Badminton World Federation, Badminton England, Badminton Scotland, Mencap, and BIAN, across verticals including technology, financial services, professional services, consumer goods, pharmaceuticals, sports, and charity. The firm advertises preferred agency status with several clients and states it delivers over 500 events per year generating over £1m in client savings annually.

The revenue model is commission-based: Crème receives a fixed fee from venues when events take place at venues it sources, rather than charging clients directly for venue finding. Pricing is bespoke and quote-based, with no publicly disclosed tier structure. The go-to-market is relationship-driven and consultative, reliant on the co-founders' industry networks, repeat business, and word-of-mouth referral; the website serves as a case-study showcase rather than a self-serve funnel. The team is small at 6–7 people, including three co-founders and three named event creators covering pharma, media/finance, and international verticals. There are no disclosed funding rounds, acquisitions, or external institutional investors.

Name

Crème

Legal name

AS Conferences Ltd Trading as Crème

Website

https://cremeevents.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Crème is a UK-based independent events agency founded in 2004 that provides venue sourcing, event management, and bespoke team building experiences for enterprise clients across multiple industries, earning commission from venues rather than charging clients directly.

Ownership category

akta.pro rank

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Venue Commission: Crème receives a fixed commission fee directly from venues when events take place at venues they sourced and confirmed. This is their primary revenue stream. They do not charge clients directly for venue finding or booking procedures.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Crème is an independent UK-based events agency that researches, arranges, and books venues for corporate events and delivers full event management including meetings, training programmes, roadshows, conferences, and team building experiences. The company is not tied to any hotel chain and sources venues in clients' best interests, earning commission fees from venues rather than charging clients directly. It serves enterprise clients across the UK and internationally through bespoke, consultative engagement.

Product overview

Crème is a single, unified event planning service rather than a platform with modules. The company offers an integrated suite of event services including venue sourcing, event management, team building experiences, corporate conferences, and international incentive trips. Services are delivered through their team of experienced event creators and supported by charity partnerships with Beyond Food Foundation and Bikeworks. The core value proposition is meticulous, personalised event planning that delivers cost savings while creating memorable experiences for clients ranging from small teams to whole organisations across the UK and internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Venue Sourcing Services Crème researches, arranges, and assists with booking venues for events. The company is not tied to any hotel chain and sources venues in clients' best interests, leveraging expertise and network to deliver cost savings.
• Event Management Services End-to-end event planning and delivery including meetings, training programmes, roadshows, conferences, and bespoke team building events, serving clients across the UK and internationally.
• Team Building Events Bespoke team building experiences including cooking events, cocktail making, DJ workshops, bike building for charity, and other innovative activities designed to engage and inspire teams.
• Corporate Conference Services Planning and delivery of company conferences including venue selection, programme design, and logistics management for events ranging from 4 to 400+ attendees.
• International Incentive Trips Memorable incentive travel experiences including European trips, pre-event gifts, delegate travel management, activities coordination, and restaurant arrangements for top performers.
• Charity Partnership Experiences Social engagement events in partnership with Beyond Food Foundation and Bikeworks, enabling corporate clients to incorporate charitable giving and social impact into their events.

Quantifiable outcome

• Over £1 million in client savings delivered annually
• +5 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Beyond Food FoundationcoreStrategic or Co-development PartnerCharity partnership enabling Crème to offer social impact experiences to corporate clients. Beyond Food Foundation is one of London's most pioneering charities. Used for team building events including cooking activities where clients raise funds. Google Cloud raised over £26,000 at a single event. Microsoft also donated to this charity partner.
• BikeworkscoreStrategic or Co-development PartnerCharity partnership enabling bespoke teambuilding experiences with social impact. Crème creates 'Build a Bike for charity' experiences - clients build and donate bikes to Bikeworks while engaging in team activities. Used for Computacenter event at Olympic Park Velodrome where 6 bikes were built and donated.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hawthorn: UK corporate event services agency providing meetings, conferences and live event experiences to enterprise clients. Directly comparable in service scope and customer profile to Crème.
• Banks Sadler: UK corporate event management agency offering venue finding, event management and conferences to enterprise clients. Direct competitor in the same mid-market/enterprise UK segment as Crème.
• Inventive Leisure: UK events agency delivering corporate events, team building and incentive travel. Comparable boutique UK positioning and service mix to Crème.
• Top Banana: UK corporate events agency offering venue sourcing, conferences and incentive trips for enterprise clients. Closely comparable boutique size, proposition and customer profile to Crème.
• The Events Company: UK boutique corporate events agency delivering conferences, incentive trips and bespoke events. Comparable size, customer base and service offering to Crème.

Broad incumbents

• CWT Meetings & Events: Global meetings, events and travel management business (now part of American Express Global Business Travel). Large incumbent competing with Crème on enterprise incentive trips and conferences.
• MCI Group: Global meetings, events and association management group serving enterprise and association clients worldwide. Larger incumbent with overlapping conference and event capabilities.
• DRP Group: UK-headquartered integrated communications and events group (now including Banks Sadler). Larger incumbent operating in the same UK corporate event management space as Crème.
• Imagination: Global creative brand experience agency producing corporate events, conferences and experiential campaigns. Comparable enterprise client base (including Google and PwC) with overlapping event offering.
• BCD Meetings & Events: Global corporate meetings and events management agency serving enterprise clients across multiple verticals. Larger incumbent offering the full suite of services Crème provides, but at global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cremeevents
• LinkedInlinkedin.com/company/cremechosenbytheambitiousyourfreevenuefindingagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Crème