Luma

What Luma does

Luma (Luma Labs, Inc.) is a privately held event discovery and management platform headquartered in San Francisco. It serves a horizontal cross-section of event verticals — including tech, AI, fitness, wellness, arts, crypto, climate, and food & drink — by enabling organizers to publish event pages, manage registrations, run ticket sales, and engage attendees across email, SMS, WhatsApp, and push notifications. The platform accepts both online and in-person formats, and includes a native Zoom integration with attendance tracking for virtual and hybrid events. Underlying technology includes Stripe payment processing, blockchain wallet-based token gating, embeddable calendars, and a developer API with webhooks. Organizers range from individual hosts to large enterprises, with public category subscriber counts indicating meaningful audience density (e.g., AI ~86K, Tech ~52K, Food & Drink ~34K, Crypto ~24K).

The business model combines a generous free tier — unlimited events and guests for organizers — with a paid Luma Plus subscription priced at $59/month (annualized), a 5% platform fee on free-tier paid events, and add-on newsletter send capacity. An Enterprise tier targets larger organizations with SSO, CRM integrations, and dedicated support. Notable customers and event participants disclosed publicly include OpenAI, Google DeepMind, Cursor, BlackRock, Figma, Stripe, Sequoia, Vercel, and a16z, alongside individual organizers such as Andrew Ng, Sam Altman, and Greg Brockman. SOC 2 Type II compliance is in place to support enterprise procurement. Programmatically, the platform supports integrations that reduce workflow fragmentation for organizers, while the public event-page format provides organic distribution and category-based discovery for attendees.

Name

Luma

Legal name

Luma Labs, Inc.

Website

https://luma.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Luma is a San Francisco-based event discovery and management platform that lets organizers publish events, manage registrations, and engage attendees across multiple verticals including tech, AI, crypto, and arts, monetizing via a freemium Plus subscription and a 5% paid-event platform fee.

Ownership category

akta.pro rank

Product category

Event Management Software

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event Marketing, Ticketing & Registration Management (HSACAAAM)

akta.pro secondary industries

Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL), Event Discovery, Listings & Calendar Platforms (MPAGAJAL)

Keywords

• Event management platform
• Event ticketing software
• Event discovery platform
• Online event registration
• Community event hosting

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Free Tier: Free tier with unlimited events and guests, featuring 5% platform fee on paid events, up to 500 weekly newsletter sends, Zoom integration, and basic event management tools
2. Subscription - Luma Plus: Paid subscription at $59/month (billed annually) offering 0% platform fee, up to 5,000 weekly newsletter sends, tax collection, check-in manager, custom URL, API access, priority support, and early feature access
3. Add-on Newsletter Sends: Additional weekly newsletter send capacity available in tiers: 10,000 sends for $50/mo, 25,000 for $200/mo, 50,000 for $400/mo, 75,000 for $600/mo, 100,000 for $800/mo (billed annually)
4. Platform Transaction Fee: 5% platform fee charged on paid events for free tier users; Luma Plus subscribers enjoy 0% platform fee

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Luma is an event management and discovery platform that lets organizers create, promote, and ticket events of any size, with built-in guest registration, multi-channel communications, Stripe-powered paid ticketing, wallet-based access control, and native Zoom support for virtual formats. It runs on a freemium model with a free unlimited-events tier (5% platform fee on paid tickets) and a $59/month Luma Plus subscription that removes platform fees, raises newsletter capacity, and unlocks API, tax, and automation features.

Product overview

Luma is an event discovery and management platform offering a free core tier for unlimited events and guests, with a paid Luma Plus subscription adding premium features like zero platform fees on paid events, expanded newsletter capacity, API access, Zoom integration, and Zapier automation. The platform supports event creation, ticketing with Stripe payments, guest check-in, and multi-channel communication.

Differentiator

Problem solved

Functional benefit

Products and services

• Luma Event management and discovery platform that lets organizers create and promote events of any size, register guests, send multi-channel notifications (email, SMS, push, WhatsApp), sell tickets via Stripe, run virtual events through Zoom with attendance tracking, gate entry through blockchain wallets, and reach attendees through category-based discovery (Tech, AI, Fitness, Wellness, Arts, Climate, Crypto, Food & Drink). It serves individual organizers and small communities on a free unlimited-events tier and is offered as a paid Luma Plus subscription and a custom Enterprise plan that adds SSO, organization accounts, advanced integrations, and higher newsletter quotas.

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• StripecoreTechnology or IntegrationStripe is Luma's payment processor for ticket sales and event transactions. Fully PCI-compliant service provider certified as PCI DSS Level 1 Service Provider. Luma does not process or store payment information directly - all payment data handled by Stripe.
• Amazon AWScoreTechnology or IntegrationAWS ECS + EC2 hosts Luma's technical infrastructure and servers. AWS holds PCI DSS Level 1 Service Provider, ISO 27001, and SOC 1, 2, and 3 compliance certifications. Data encrypted in transit and at rest via AWS encryption services.
• CloudflarecoreTechnology or IntegrationCloudflare enforces strict HSTS SSL encryption across luma.com site and API for security.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bizzabo: Enterprise-grade event experience platform for conferences, field events, and hybrid gatherings. Comparable to Luma's enterprise tier offering organization accounts, SSO, advanced integrations, and event management at scale.
• Splash: Event marketing platform providing registration, ticketing, and branded event websites for in-person, virtual, and hybrid events. Directly comparable to Luma's event creation, ticketing, and attendee management tooling for marketing-driven events.
• Meetup: Community-driven event discovery and group management platform serving niche interest communities (tech, fitness, wellness, professional groups). Comparable to Luma's category and community-based discovery model with ticketing/RSVP functionality.
• Hopin: Virtual and hybrid events platform (now part of RingCentral Events) targeting community organizers and enterprises. Comparable to Luma's Zoom-based virtual event capabilities, multi-channel communication, and ticketing infrastructure.
• Partiful: Invite-only social events platform with strong PLG adoption among younger and tech-community organizers. Closest competitor to Luma on product-led growth, design sensibility, and tech-savvy organizer base, with similar positioning around effortless free event hosting.
• Bevy: Community events platform focused on customer communities (B2B SaaS, user groups, developer relations). Comparable to Luma on event management, registration, and community-driven discovery, especially for tech and developer-focused communities.
• Goldcast: B2B event and field events platform focused on webinars, virtual events, and demand generation. Comparable to Luma's Zoom integration and enterprise positioning, particularly for tech/AI brand marketers hosting virtual launches and conferences.
• Eventbrite: Public event ticketing marketplace and self-serve event management platform. Most directly comparable to Luma as both serve creators/organizers with ticketing, registration, and discovery for events ranging from small community meetups to large conferences.

Broad incumbents

• Cvent: Enterprise meetings, events, and hospitality management platform with broad portfolio spanning registration, venue sourcing, and on-site logistics. Comparable to Luma as an established incumbent in event technology, though Cvent skews toward large corporate events and meetings management.

Regional players

• Humanitix: Ticketing and event management platform operating primarily in Australia and New Zealand with nonprofit/charity positioning. Comparable to Luma as a self-serve ticketing platform, though geographically distinct and targeted at social-impact events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/highlights

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

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 Luma