Mingla
Mingla is a Stockholm-based startup that provides a browser-based behavioral engagement platform for live events—featuring matchmaking, gamified challenges, and real-time ROI dashboards—serving enterprise organizers, sponsors, and attendees, alongside a pilot functional chocolate product line.
- Company typePrivate
- Founded2024
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Mingla does
Mingla is a Stockholm-based behavioral engagement platform for live events, founded in 2024 and operating as a privately held, angel-backed startup with 1–10 employees. Its core product is a browser-based SaaS platform—launchable instantly with no downloads—that activates passive event audiences through interactive matchmaking, gamified challenges, and real-time engagement dashboards shared with organizers and sponsors to prove ROI. The company serves enterprise customers including ABB, Nasdaq, Eidra, and the Taste of Brilliant Minds conference, with documented case studies showing 97–98% engagement rates and tens of thousands of connections made per event.
Mingla's go-to-market is event-driven and enterprise-field-sales-oriented: demo booking through the website, presence at flagship events such as the Super Bowl (New Orleans, Feb 2025) and Women in Tech 2025, and a four-person founding team led by CEO Elise Lilliehöök alongside co-founder Ash Pournouri (Airbnb, Bolt.com, Klarna track record) and CPTO Chris Nordqvist. Revenue is generated via quote-based annual enterprise subscriptions on the platform side.
In addition to the SaaS platform, Mingla operates a complementary consumer product line called Mingla Bars—functional chocolate bars formulated with Lion's Mane, L-Theanine, Magnesium, and Cordyceps—launched as a limited 5,000-unit pilot aimed at events, workplaces, and communities to support social connection. The dual-product strategy unifies a digital engagement offering with a physical ritual product under a single mission of facilitating human connection.
Mingla firmographics
Firmographics- Name
- Mingla
- Legal name
- Mingla
- Website
- https://mingla.io
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mingla is a Stockholm-based startup that provides a browser-based behavioral engagement platform for live events—featuring matchmaking, gamified challenges, and real-time ROI dashboards—serving enterprise organizers, sponsors, and attendees, alongside a pilot functional chocolate product line.
- Ownership category
- akta.pro rank
Mingla industry classification
Industry- Product category
- Event Engagement Software
- NAICS
- Convention and Trade Show Organizers (561920), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs) (THAHAOAA)
- akta.pro secondary industries
- Virtual Networking & Matchmaking Solutions (1:1, Group, AI Matchmaking) (THAHAOAC), Event Analytics, Attribution & ROI Measurement (Dashboards, Engagement Scoring) (THAHAOAJ)
Keywords
Where Mingla is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Mingla business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- SaaS Platform Subscription: Behavioral engagement platform for live events, likely operating on a subscription or per-event licensing model targeting enterprise event organizers and sponsors
- Mingla Bars (Functional Food): Limited pilot batch of 5000 functional chocolate bars released for events, workplaces, and communities; initial product launch phase
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on event size and requirements |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels5 records
Mingla product offering
Product offeringCore offering
Mingla provides a browser-based behavioral engagement platform for live events that activates attendees through interactive matchmaking and gamified challenges, capturing real-time interaction data for organizers and sponsors. The platform requires no downloads and runs instantly in any browser. As a complementary offering, Mingla produces functional chocolate bars (Mingla Bars) infused with Lion's Mane, L-Theanine, Magnesium, and Cordyceps to support focus, calm, and social connection at events.
Product overview
Mingla operates as a dual-product company consisting of its core behavioral engagement platform and a complementary functional food product line. The Mingla platform is a browser-based engagement platform that activates audiences during live events through interactive matchmaking and gamified challenges, providing real-time dashboards for organizers and sponsors to track engagement and ROI. Complementing the digital platform, Mingla Bars are functional chocolate products with natural ingredients designed to support social connection moments at networking events. The two products share a unified mission of facilitating human connection—digitally through the platform and physically through the functional food offering.
Differentiator
Problem solved
Functional benefit
Products and services
- Mingla Behavioral Engagement Platform A browser-based behavioral engagement platform that activates audiences during live events and captures real-time interaction. Features interactive matchmaking, gamified challenges, and real-time dashboards for tracking engagement and ROI. Runs instantly in any browser with no downloads required. Designed for event organizers, corporate sponsors, and event attendees.
- Mingla Bars Functional chocolate bars designed for social connection moments at events. Made with natural ingredients including Lion's Mane, L-Theanine, Magnesium, and Cordyceps to support focus, calm presence, and steady energy. First limited pilot batch of 5,000 bars released for events, workplaces, and communities.
Quantifiable outcome
- 97% activation rate and 90%+ attendee engagement at Taste of Brilliant Minds
- +2 more outcomes
Companies that use Mingla
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Mingla technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mingla partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Super Bowl (Event Partnership)flagshipMingla participated as a networking engagement platform at Super Bowl week in New Orleans, targeting the US market. CEO Elise Lilliehöök noted 'Super Bowl was not one of our go-to markets when we started nine months ago, but you have to take the ball and run when the chance is given.'
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Mingla competitors and assessment
Company assessmentDirect peers
- Hopin: Hopin is a direct peer in virtual and hybrid event platforms, offering networking, engagement, and event hosting tools for conferences and corporate events worldwide.
- Bizzabo: Bizzabo is a direct peer offering an event experience platform with registration, networking, and engagement features for conferences and B2B events, targeting the same enterprise event organizer and sponsor buyers as Mingla.
- Hubilo: Hubilo is a direct peer providing a virtual and hybrid event platform with engagement, networking, and analytics features for enterprise conferences and B2B events.
- Brella: Brella is a direct peer providing event networking and matchmaking software, with a strong focus on 1:1 meeting scheduling and AI-driven attendee connections for conferences and trade shows.
- Swapcard: Swapcard is a direct peer providing AI-powered matchmaking, networking, and engagement for virtual, hybrid, and in-person events, with a focus on attendee-to-attendee connections that directly overlaps Mingla's core matchmaking proposition.
- Grip: Grip is a direct peer offering AI-powered event matchmaking and networking, specializing in connecting attendees at conferences and exhibitions through interest-based recommendations.
Emerging players
- PheedLoop: PheedLoop is an emerging player providing an all-in-one event management platform with engagement, networking, and exhibitor features, serving a similar mid-market conference and association customer base as Mingla.
- 6Connex: 6Connex is an emerging player focused on virtual and hybrid event environments, offering engagement and analytics features that overlap with Mingla's matchmaking and real-time dashboard capabilities.
Broad incumbents
- Eventbrite: Eventbrite is a broad incumbent event ticketing and management platform with a marketplace of events, addressing a more consumer/SMB-leaning segment than Mingla but operating in the same live-events engagement category.
- Cvent: Cvent is a broad incumbent in event management, offering end-to-end event registration, venue sourcing, and attendee engagement tools for large enterprise and association events. It overlaps with Mingla on the attendee engagement layer but addresses a much broader event workflow.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mingla social profiles
Digital presenceMingla financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mingla leadership team
Management profileNumber of profiles
Profiles4 records
Mingla funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mingla 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 Mingla
What does Mingla do?
Mingla provides a browser-based behavioral engagement platform for live events that activates attendees through interactive matchmaking and gamified challenges, capturing real-time interaction data for organizers and sponsors. The platform requires no downloads and runs instantly in any browser. As a complementary offering, Mingla produces functional chocolate bars (Mingla Bars) infused with Lion's Mane, L-Theanine, Magnesium, and Cordyceps to support focus, calm, and social connection at events.
Is Mingla a public or private company?
Mingla is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mingla founded?
Mingla was founded in 2024. It employs 1 to 10 people.
Where is Mingla based?
Mingla is headquartered in Stockholm, Sweden, in the Europe region.
How does Mingla make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are mingla Bars (Functional Food).
Who are Mingla's main competitors?
Direct peers on record are Hopin, Bizzabo, Hubilo, Brella, Swapcard and Grip. Emerging players are PheedLoop and 6Connex. Broad incumbents are Eventbrite and Cvent.
Does Mingla have an API?
No public API is recorded for Mingla.
What industry is Mingla in?
Mingla's product category is Event Engagement Software. Its primary akta.pro industry code is THAHAOAA, Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs), with a secondary code of THAHAOAC, Virtual Networking & Matchmaking Solutions (1:1, Group, AI Matchmaking). Its NAICS code is 561920 and its SIC code is 7900.