TickX, a marketing and revenue technology company, is celebrating its 10th anniversary.
As it marks this milestone, it’s an opportunity for the company to reflect on how far it has come and where it’s headed next.
When co-founders Steve Pearce and Sam Coley launched TickX in 2015, the vision was simple but ambitious: to build a "Skyscanner for events."
By aggregating tickets from multiple providers, TickX made it easy for consumers to search, compare, and buy the right tickets for them. That consumer-first mindset, removing friction and giving people better access to experiences, has remained central to the company’s DNA, even as its model has evolved.
Pivoting to power the experience economy
In 2020, TickX recognised an opportunity. Lockdowns pushed consumers to make more online purchases than ever before, reshaping expectations of digital buying journeys. Fast, intuitive, and personalised became the new standard, not just for retail, but for every online interaction.
At the same time, the desire for live, shared experiences only grew stronger. As restrictions eased, audiences sought out theatre, attractions, and immersive events with renewed enthusiasm. And it's become clear this wasn’t simply a short trend but a lasting shift.
A McKinsey survey found that 63% of travellers now consider the range and quality of local activities to be a deciding factor in where they go. More than half of the younger demographics said they actively prioritise spending on experiences over flights, shopping, or transportation when they visit a new destination.
"As demand for experiences grew, we saw an opportunity to partner with ticketing systems, enhancing the booking journey for their clients, and supporting experience providers with a suite of tools to deliver smarter marketing and increase revenue," says Pearce.
That realisation prompted TickX to evolve from an events aggregator into a marketing and revenue technology company, focused on building solutions that help experience providers increase revenue while delighting their customers.
Building the marketing and revenue technology portfolio
That decision marked TickX’s transformation into a revenue-driving partner for the experience economy. The first solutions launched were Flows and IQ, setting the foundation for a growing suite:
- Flows. Fully branded, embedded and optimised booking journeys that remove friction and boost order values.
- IQ. Real-time insights that show exactly what is working, and giving marketers the power to leverage first-party data and target high-converting audiences.
Example of a Flow
Building on this success, TickX expanded the portfolio with:
- Post Rev. Designed to grow incremental post-purchase revenue while reducing customer support requirements.
- Pricing Genius. Rules-based pricing automation that helps optimise returns during high-demand periods and drives sales during off-peak times.
The results speak for themselves. Customers using Flows typically see a 12–20% increase in conversion rates, while those incorporating add-ons and upgrades into the booking journey often see a 5–10% increase in average order value.
One customer who implemented Pricing Genius achieved a near 9% increase in revenue, and saved more than five hours a week on manual updates. These results demonstrate TickX’s ability to deliver measurable growth for experience providers.
Sitting at the critical intersection
As a marketing and revenue technology company, TickX sits at the crucial intersection where audiences are ready to act. Marketing campaigns have done the work of sparking interest, and ticketing systems stand ready to process sales, but without the right bridge, opportunities can be lost. TickX provides that bridge.
TickX helps organisers capture more sales and grow the value of each order by reducing friction and enhancing the booking journey. It then delivers the data and insights needed to target higher-converting audiences and run better-performing marketing campaigns, creating a continuous loop of better targeting, stronger conversions, and increased revenue.
By integrating seamlessly with most major ticketing systems and marketing platforms, TickX allows experience providers to choose best-of-breed ticketing and marketing solutions that fit their needs. This includes connecting ticket sales data to top CRM and ad platforms like Hubspot, Mailchimp, Google, Meta, and TikTok.
Looking ahead
Even as the company celebrates a decade in business, TickX is far from finished innovating. In 2025 alone, TickX has rolled out several new features, including View From Seat and TicketShare.
View From Seat gives customers a 360-degree preview from any seat in the venue, boosting buyer confidence and excitement. TicketShare lets the lead booker effortlessly share tickets with their party while enabling the collection of richer audience data and automating CRM growth for organisers.
Looking ahead to 2026, the roadmap introduces powerful new tools that give clients greater control over their booking flows, underpinned by rigorous A/B testing to ensure every journey is fully optimised.
TickX is also developing solutions tailored for venues and attractions with multiple experiences under one roof, unlocking new opportunities to drive loyalty, empowering end-users to create more personalised itineraries, and opening the door to increased revenue.
"We believe that world-class products are a growth engine for our clients. That’s why we’re accelerating our investment in product and engineering - ensuring TickX not only strengthens its leadership in booking and marketing technology, but also shapes the future of the experience economy," says Coley.
A decade on, TickX remains dedicated to fuelling the growth of the experience economy. As audiences seek more seamless, personalised, and intuitive booking journeys, the company continues to work hand in hand with ticketing providers, organisers, and agency partners, helping them to deliver truly exceptional experiences.
Recently, TickX collaborated with Putt Across America, which launched at The Wharf in Washington, D.C. before embarking on a multi-year national tour.
