Line-Up

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.

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

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

• Event ticketing platform
• Live entertainment software
• Ticket distribution system
• Box office software
• Venue ticketing software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

AI capability2 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• TodayTixminorChannel Partner/ Reseller/ DistributorTheatre ticket distribution platform reseller relationship
• AdyencoreTechnology or IntegrationPayment processing provider powering transactions on the platform
• StripecoreTechnology or IntegrationPayment processing integration for ticket transactions
• TKTSminorChannel Partner/ Reseller/ DistributorOfficial half-price theatre ticket booth - discount ticket distribution
• HeadoutminorChannel Partner/ Reseller/ DistributorLast-minute ticketing platform integration
• SIX TicketscoreTechnology or IntegrationBranded ticketing operation for SIX the Musical using Line-Up platform with Reach for multi-system inventory
• LW TicketscoreTechnology or IntegrationConsumer-facing ticketing brand from LW Theatres using Line-Up for own venues and Reach for third-party inventory
• EntertainerscoreTechnology or IntegrationTouring producer with 2,500 shows at 400+ venues, using Line-Up and Reach to connect to 56+ venue partners via API
• Family TicketscoreTechnology or IntegrationFamily show touring specialist using Line-Up and Reach to aggregate inventory from multiple venue systems

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• LinkedInlinkedin.com/company/line-up-tickets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Line-Up