Line-Up
Line-Up is a London-based commerce platform for live entertainment ticketing, providing primary box office, online sales, and a multi-system distribution module called Reach to venues, touring producers, and ticketing agents across the UK and North America.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Line-Up does
Line-Up (legally Planvine Ltd) is a London-headquartered commerce platform purpose-built for the live entertainment ticketing market, founded in 2011. The platform combines a full primary ticketing system — including box office, online sales, event management, CRM, marketing, and a reporting suite — with a distribution extension called Reach, launched in April 2026, which enables venue operators, touring producers, and ticketing agents to aggregate and resell inventory from multiple third-party ticketing systems through a single branded checkout with real-time inventory synchronization. The technical foundation rests on a proprietary universal protocol translation layer that maps heterogeneous ticketing system data formats into a unified schema, reducing new integration timelines from months to days, supported by public open APIs, webhooks, and 25+ first-party integrations across payments, distribution, marketing, and analytics.
Line-Up serves three primary customer segments: venue operators and theatre groups (including LW Theatres, The Lost Estate, Theatre Royal Haymarket, Studio Seaview, Shaw Theatre), touring producers (Entertainers, Family Tickets), and ticketing agents and brands (SIX Tickets, LW Tickets). The platform processes over £350 million in annual gross ticket transactions and reports 99.99% historic uptime with capacity for 40,000+ transactions per minute. The company operates from London and New York, with UK theatre as its core vertical and an emerging North American footprint anchored by Studebaker Theater in Chicago.
The business model is transaction-based: Line-Up charges a percentage fee per item sold, scaled to the client's annual gross transaction volume, with custom enterprise pricing negotiated through a direct sales motion led by a dedicated Sales Director. Go-to-market combines consultative enterprise field sales with active participation in industry events (Ticketing Business Forum, SOLT & UK Theatre, Ticketing Professionals Conference) and developer-focused community engagement through a Slack Community. The company has raised no external institutional capital, is founder/management-owned, and grew headcount to 21 employees in 2025 with new hires across account management, product design, and engineering. A beta-stage Line-Up AI initiative is in development, targeting operational automation and AI-assisted protocol translation for the Reach integration layer.
Line-Up firmographics
Firmographics- Name
- Line-Up
- Legal name
- Planvine Ltd
- Website
- https://line-up.tickets
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Line-Up is a London-based commerce platform for live entertainment ticketing, providing primary box office, online sales, and a multi-system distribution module called Reach to venues, touring producers, and ticketing agents across the UK and North America.
- Ownership category
- akta.pro rank
Line-Up industry classification
Industry- Product category
- Live Entertainment Ticketing Software
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Primary Ticketing Platforms & Box Office Systems (MPAGAJAA)
- akta.pro secondary industries
- White-Label Booking Engine Platforms (SaaS/Widget) (THALADAN), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
Keywords
Where Line-Up is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Line-Up business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Transaction-based fees: Percentage fee charged per item sold, based on annual gross transaction volume. Clients can set their own prices, add fees, run promotions, and attach add-ons while Line-Up takes a cut of each transaction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Transaction-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Line-Up product offering
Product offeringCore offering
Line-Up sells a B2B SaaS commerce platform for live entertainment ticketing, providing venues, theatre groups, touring producers and ticketing agents with primary ticketing capabilities (box office, online checkout, CRM, marketing, reporting) plus the Reach module that aggregates and resells inventory from multiple third-party ticketing systems through a single branded checkout with real-time synchronization. Revenue is earned via a percentage transaction fee on items sold, and the platform is delivered as software, integrated with 25+ third-party tools (payments, distribution, analytics) via open public APIs.
Product overview
Line-Up is a unified commerce platform for live entertainment ticketing, consisting of the core Line-Up platform plus multiple integrated modules and add-ons. The core platform provides box office, online sales, event management, CRM, and marketing tools, processing over £350 million annually. Reach extends the platform with cross-system ticket distribution capabilities via API, enabling users to sell inventory from multiple third-party ticketing systems alongside their own. Additional modules include the public API for integrations, Webhooks for real-time notifications, Box Office for in-person sales, Products & Upsells for ancillary revenue, and the Reporting Suite for analytics. The platform integrates with 25+ third-party tools including payment processors (Adyen, Stripe, Square), distribution channels (TickX, Ingresso, TodayTix, See Tickets), and ticketing systems. Line-Up AI features are currently in beta development.
Differentiator
Problem solved
Functional benefit
Brands
- Reach: A feature within the Line-Up platform that enables selling inventory from other ticketing systems through a single platform with real-time sync and full control over pricing, fees and promotions.
Products and services
- Line-Up Core B2B SaaS commerce platform for live entertainment ticketing, providing box office, online checkout, eCommerce, CRM, marketing tools and event management capabilities for venues, touring producers and ticketing agents.
- Reach Multi-system ticket distribution product for venue operators, touring producers, ticketing agents and brands, enabling them to pull inventory from multiple third-party ticketing systems via API into a single branded checkout with real-time inventory sync and full pricing, fees, promotions and add-on control.
- Line-Up API Public, cost-free, well-documented API providing programmatic access to the Line-Up ticketing platform, enabling integrations with venue ticketing systems, third-party seller setup, agent access and webhook event management for enterprise clients and third-party developers.
Quantifiable outcome
- 60% better checkout conversion than industry average with 4x quicker ticket purchase
- +4 more outcomes
Companies that use Line-Up
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
Line-Up technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration26 records
AI capability2 records
Feature6 records
Line-Up partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- TodayTixminorTheatre ticket distribution platform reseller relationship
- AdyencorePayment processing provider powering transactions on the platform
- StripecorePayment processing integration for ticket transactions
- TKTSminorOfficial half-price theatre ticket booth - discount ticket distribution
- HeadoutminorLast-minute ticketing platform integration
- SIX TicketscoreBranded ticketing operation for SIX the Musical using Line-Up platform with Reach for multi-system inventory
- LW TicketscoreConsumer-facing ticketing brand from LW Theatres using Line-Up for own venues and Reach for third-party inventory
- EntertainerscoreTouring producer with 2,500 shows at 400+ venues, using Line-Up and Reach to connect to 56+ venue partners via API
- Family TicketscoreFamily show touring specialist using Line-Up and Reach to aggregate inventory from multiple venue systems
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Line-Up competitors and assessment
Company assessmentDirect peers
- Ticketsolve: Ireland/UK-based primary ticketing SaaS focused on arts, festivals, and cultural venues. Comparable target customer (mid-market theatres and venues), business model (transaction-fee SaaS), and feature set including box office and CRM.
- TodayTix: Mobile-first theatre ticketing app and platform focused on West End and Broadway. Overlaps with Line-Up's theatre customer base and is listed as a distribution integration partner, sharing the theatre-ticketing focus though differentiated by mobile-first consumer model.
- Spektrix: UK-focused primary ticketing and CRM platform for arts and cultural venues. Most directly comparable to Line-Up in terms of target market (UK theatres and cultural organizations), SaaS delivery model, and feature set including box office, CRM, and marketing tools.
- See Tickets: European primary ticketing platform with broad venue and promoter relationships. Directly comparable as a primary ticketing system in the UK/European live entertainment market and one of Line-Up's listed integration partners via Reach.
- Tessitura: Primary ticketing and CRM platform widely used by performing arts organizations in North America and the UK. Closely comparable feature set (box office, CRM, marketing, reporting) and overlapping customer base in arts and live entertainment.
- AudienceView: Primary ticketing platform serving arts, sports, and live entertainment organizations across North America and the UK. Comparable as a SaaS ticketing platform with overlapping feature set and customer profile in performing arts.
- Ingresso: Ticketing distribution and aggregator platform operating across European live entertainment. Most directly comparable to Line-Up's Reach product in terms of aggregating inventory from multiple venue systems and providing unified distribution.
Broad incumbents
- AXS: Major primary ticketing platform owned by AEG, focused on concerts and sports globally. Competes in the broader live entertainment ticketing space rather than specializing in theatre but offers comparable core commerce functionality.
- Ticketmaster: Global dominant primary ticketing platform with the largest venue relationships, distribution scale, and feature breadth. Operates broadly across sports, concerts, and theatre rather than specializing in Line-Up's arts/theatre niche.
- Eventim: European live entertainment ticketing and live entertainment conglomerate with primary ticketing, distribution, and venue operations. Operates as a broad incumbent across the same European live entertainment market Line-Up serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Line-Up social profiles
Digital presenceLine-Up compliance and trust
Trust signalCompliance1 record
Line-Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Line-Up leadership team
Management profileNumber of profiles
Profiles7 records
Line-Up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Line-Up M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Line-Up
What does Line-Up do?
Line-Up sells a B2B SaaS commerce platform for live entertainment ticketing, providing venues, theatre groups, touring producers and ticketing agents with primary ticketing capabilities (box office, online checkout, CRM, marketing, reporting) plus the Reach module that aggregates and resells inventory from multiple third-party ticketing systems through a single branded checkout with real-time synchronization. Revenue is earned via a percentage transaction fee on items sold, and the platform is delivered as software, integrated with 25+ third-party tools (payments, distribution, analytics) via open public APIs.
Is Line-Up a public or private company?
Line-Up is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Line-Up founded?
Line-Up was founded in 2011. It employs 11 to 50 people.
Where is Line-Up based?
Line-Up is headquartered in London, United Kingdom, in the Europe region.
How does Line-Up make money?
One revenue line is on record: transaction-based fees.
Who are Line-Up's main competitors?
Direct peers on record are Ticketsolve, TodayTix, Spektrix, See Tickets, Tessitura, AudienceView and Ingresso. Broad incumbents are AXS, Ticketmaster and Eventim.
Does Line-Up have an API?
Yes. Line-Up offers public, well-documented APIs with no costs associated with API access. The APIs enable integration with external ticketing systems via API connections. Clients can connect to venue ticketing systems via API credentials, import events, performances and prices automatically, and sync transactions back in real time. The platform supports webhook integrations for real-time event notifications. API access is available to all clients. Developer documentation is at api.line-up.tickets/api/docs.
What industry is Line-Up in?
Line-Up's product category is Live Entertainment Ticketing Software. Its primary akta.pro industry code is MPAGAJAA, Primary Ticketing Platforms & Box Office Systems, with a secondary code of THALADAN, White-Label Booking Engine Platforms (SaaS/Widget). Its SIC code is 7900.