Mice Portal Gmbh

What Mice Portal Gmbh does

MICE Portal GmbH, headquartered in Attenkirchen near Munich, is a privately held German SaaS company founded in 2000 by Josephine Gräfin von Brühl. The company operates a digital booking and procurement platform for the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, serving more than 450 corporate customers across Europe. Its enterprise client base includes large multinationals such as Deutsche Telekom, E.ON, Lanxess, Boehringer Ingelheim, Roche, HDI, Deka, and Arag, spanning chemicals, insurance, telecommunications, pharmaceuticals, healthcare, financial services, and energy.

The platform is built on a SaaS architecture organized as a hub-and-module system centered on the MICE Core and MICE Booking Platform. Core technical components include Procure-to-Pay (P2P) interfaces (developed 2010) for ERP integration (notably SAP), an AI-supported billing solution (2024) for automated invoice processing and deviation detection, a CO2 calculator (2016) for sustainability tracking, Ratefinding for price comparison, a traffic-light evaluation feature, and a template system (2022). The platform is ISO/IEC 27001 certified by TÜV SÜD and integrates with payment provider AirPlus (since 2011), hotel channel manager MEETA-X (integrated 2024), participant management platforms, and HubSpot for marketing automation. AI agents for proactive event-planning assistance are under development for 2025, and the company employs two Machine Learning Engineers on staff.

MICE Portal runs a B2B enterprise sales motion with dedicated field sales roles (Sales Managers, Key Account Managers, Head of Key Account Management, Business Development Manager, Customer Success Managers), using HubSpot for demo booking and lead nurturing. Pricing is quote-based and not publicly disclosed. The company is family-owned, self-funded since its founding with no external investors, no disclosed funding rounds, and no parent company. Beyond its Bavarian headquarters, the company operates offices in Berlin and Bonn, and has trained more than 40 apprentices since inception across event management, office management, and IT disciplines.

Name

Mice Portal Gmbh

Legal name

MICE Portal GmbH

Website

https://miceportal-solutions.de

Company type

Private

Founded year

2000

Operating status

Operating

Short description

MICE Portal GmbH is a German SaaS provider of digital booking and procurement software for the MICE (meetings, incentives, conferences, exhibitions) sector, serving 450+ enterprise clients across Europe. Its platform integrates with SAP and AirPlus, offering AI-supported billing, CO2 tracking, and Procure-to-Pay workflows for corporate event purchasing.

Ownership category

akta.pro rank

Product category

Event Procurement Software

NAICS

Convention and Trade Show Organizers (561920)

akta.pro primary industry

All-in-One Event Registration & Event Management Suites (THAHAFAA)

akta.pro secondary industry

Payment, Invoicing & Refund Management for Events (THAHAFAJ)

Keywords

• Event procurement software
• MICE booking platform
• Corporate travel technology
• Procure to pay software
• Hotel marketing platform

Headquarters

HQ city

Attenkirchen

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: The company operates as a SaaS platform provider offering digital MICE purchasing solutions to corporate clients. The platform serves as a marketplace connecting companies with hotels and event suppliers, suggesting a subscription or transaction-based revenue model.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

MICE Portal GmbH operates a SaaS-based digital MICE (Meetings, Incentives, Conventions, Exhibitions) booking and procurement platform that enables corporate clients to find, book, and invoice events end-to-end. The platform combines event sourcing, hotel and venue booking, procurement workflows, price comparison (Ratefinding), Procure-to-Pay invoicing, AI-supported billing, CO2 sustainability tracking, and ERP/API integrations (including SAP) into a single digital workflow used by over 450 European enterprise customers.

Product overview

MICE Portal is a SaaS-based digital booking platform for strategic MICE (Meetings, Incentives, Conventions, Exhibitions) management. The platform operates as a platform-plus-modules architecture with the MICE Core and MICE Booking Platform as the central hub. The platform connects event purchasing, booking and billing through integrated modules including Procure to Pay for end-to-end invoicing, Ratefinding for price comparison, Digital MICE Purchasing for service procurement, and Participant Management for attendee administration. Additional modules cover Compliance & Sustainability Management for GDPR and ESG reporting, Reports & Savings Analytics for real-time dashboards, Control Elements for governance, Digital Invoicing for automatic invoice processing, Data Security & GDPR Compliance, and the CO2 Calculator for sustainability tracking. Hotelmarketing extends the platform to serve hospitality providers. The ecosystem integrates with payment providers (AirPlus), channel management (MEETA-X), participant software (aanmelder.nl), and ERP systems (SAP).

Differentiator

Problem solved

Functional benefit

Products and services

• MICE Core Core platform component providing foundational event purchasing and booking functionality for the MICE Portal ecosystem used by corporate clients across Europe.
• MICE Booking Platform Digital SaaS booking platform for finding, booking and managing MICE services including hotels, venues, catering, transfers and event equipment, serving enterprise corporate clients across Europe.
• Hotelmarketing Hotel marketing solutions enabling hospitality providers to increase visibility and effectiveness in event organization on the MICE Portal platform, including supplier onboarding via 'Anbieter werden' and MEETA-X channel management.

Quantifiable outcome

• Up to 75% more time in event planning through digital processes
• +2 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MEETA-XcoreTechnology or Integration · 1 January 2024MEETA-X, founded in September 2024, provides hotels with a SaaS platform for automating conference and group sales. The solution centralizes inquiries, optimizes processes, and increases efficiency. Integration with MICE Portal enables hotels to manage tagungs- und Gruppenanfragen (conference and group requests) efficiently through seamless system integration.
• AirPluscoreTechnology or Integration · 1 January 2011AirPlus International GmbH, founded in 1989, is a provider of payment solutions for business travel and procurement. Partnership began in 2011 to optimize payment processes in MICE purchasing. AirPlus provides corporate credit cards, virtual payment methods, and centralized spend management integrated with MICE Portal for seamless, secure, and fast payment processing in event booking and invoicing.
• HubSpotcoreTechnology or IntegrationHubSpot Inc. provides email marketing services, live chat (HubSpot Conversations), and ads tracking pixel for marketing automation. MICE Portal uses HubSpot for newsletter distribution, visitor behavior tracking, and customer engagement on the website.
• secadair GmbHminorOtherssecadair GmbH (Wolfsstraße 16, 50667 Köln) serves as the appointed Data Protection Officer for MICE Portal, handling privacy-related inquiries and ensuring GDPR compliance.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• SAP Concur: SAP Concur is the leading corporate travel and expense management platform, integrating deeply with SAP ERP (which MICE Portal also integrates with). A broad incumbent that could extend platform functionality to encroach on MICE-specific procurement workflows currently served by MICE Portal.
• CWT (Meetings & Events): CWT is a global corporate travel management company with a Meetings & Events practice serving multinational enterprise clients. Comparable as a broad incumbent serving the same enterprise procurement buyer, with potential to expand proprietary event technology that competes with MICE Portal.
• American Express Global Business Travel (Meetings & Events): Amex GBT is a leading global TMC with a Meetings & Events division providing event management services to enterprise clients. Represents a broad incumbent that could bundle MICE capabilities into existing T&E contracts, competing against MICE Portal's standalone procurement platform.
• BCD Travel (Meetings & Events): BCD Travel is a major global corporate travel management company with a dedicated Meetings & Events division serving the same enterprise buyer segment as MICE Portal. A broad incumbent that competes through bundled corporate travel programs rather than standalone MICE procurement SaaS.

Direct peers

• Cvent: Cvent is the leading enterprise event management SaaS platform, offering venue sourcing, registration, and event marketing for corporate meetings and conferences. It is the most direct global competitor to MICE Portal in enterprise event technology, though Cvent focuses more on registration and event marketing than on procurement/P2P.
• Aventri / EventX: Aventri (now part of EventX) is an event management software platform serving corporate event teams with registration, venue sourcing, and event marketing. Direct peer offering overlapping functionality to the same enterprise customer base as MICE Portal.
• Bizzabo: Bizzabo is an event experience platform providing event registration, engagement, and analytics for enterprise events. Comparable to MICE Portal in serving corporate event organizers with SaaS technology, though less focused on the procurement/P2P workflow that distinguishes MICE Portal.
• Eventsforce: Eventsforce is an event management software platform targeting corporate and association event teams with registration, mobile apps, and reporting. Directly comparable SaaS model and target customer (corporate event organizers) as MICE Portal.

Emerging players

• RainFocus: RainFocus is an enterprise event management platform for large conferences and trade shows, with registration, content, and analytics. Comparable SaaS model targeting enterprise event organizers; more focused on large conferences than on the procurement/P2P workflow MICE Portal specializes in.
• TravelPerk: TravelPerk is a venture-backed corporate travel platform rapidly expanding into events and group bookings for SMB and mid-market segments. An emerging player with comparable enterprise buyer focus but currently narrower geographic and event scope than MICE Portal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Mice Portal Gmbh