Smeetz

High-Level Overview

Smeetz is a Swiss-based B2B SaaS company founded in 2017 that provides an AI-powered unified commerce platform for the leisure and entertainment industry, specifically targeting visitor attractions like amusement parks, zoos, aquariums, museums, heritage sites, theaters, and events.[1][2][3] The platform integrates ticketing, retail, dynamic pricing, AI-driven cross-selling, predictive analytics, CRM, email automation, and embedded payments (via partners like Adyen) to optimize revenue, smooth attendance, enhance operational efficiency, and improve guest experiences.[1][2][4][6] Serving over 160 clients across 10+ countries—with strongest presence in DACH (Germany, Austria, Switzerland), France, Belgium, and the UK—Smeetz employs around 50 people and has raised approximately $4.81M to $7M in funding, recently securing non-dilutive growth loans from Lendity to fuel expansion.[1][2][3][4] The company demonstrates strong growth momentum, including partnerships like powering the UK’s Storied Lands by Kynren (launching 2026) and collaborations with landmarks such as Chillon Castle and Fort Boyard Adventures.[1][2][4]

Origin Story

Smeetz was co-founded in 2017 by Alexandre Martin, a Swiss national with a BSc in Economics from HEIG-VD (2011), who serves as CEO.[2][3] Based initially in Renens (later associated with Lausanne), Switzerland, the idea emerged from recognizing the attractions industry's lag in revenue management compared to hospitality sectors, prompting a shift toward AI-optimized tools for ticketing, pricing, and operations.[3] Early traction built through addressing pain points like fragmented sales processes and manual tasks, leading to a platform that unifies commerce and leverages customer journey data.[1][3] Pivotal moments include rapid client acquisition (now 160+ worldwide), European expansion, and recent funding from Lendity, which allowed focus on growth without equity dilution, as noted by Martin.[2][4]

Core Differentiators

• AI-Driven Revenue Optimization: Uses predictive analytics, dynamic pricing, and cross-selling to forecast revenue, smooth attendance, and test pricing strategies, turning data into actionable insights—unique in attractions where such tools were previously absent.[1][3][6]
• Unified Commerce Platform: Combines ticketing, retail, CRM, inventory management, real-time reporting, email automation, and embedded payments in one back-office suite, reducing administrative burden and enabling omnichannel sales.[2][4][5][6]
• Seamless Integrations and Scalability: Partners with Adyen for competitive payments; supports staff apps, scans, and bookings in a single system; serves diverse venues from museums to theme parks with global reach (60k+ potential EU customers, $80B SAM).[3][4][6]
• Operational Efficiency and Guest Focus: Automates tedious tasks, provides real-time attendee data, and enhances visitor experiences, powering end-to-end operations for high-profile projects like Storied Lands.[1][6]

Role in the Broader Tech Landscape

Smeetz rides the wave of AI adoption in revenue management for experience-driven industries, bringing hospitality-style optimization (e.g., dynamic pricing) to attractions post-pandemic, where demand for data-driven efficiency has surged amid labor shortages and fluctuating attendance.[1][3] Timing aligns with Europe's booming leisure sector—DACH, France, and UK as core markets—fueled by tourism recovery and tech-savvy operators seeking non-dilutive funding for scale.[1][4] Market forces like rising operational costs and AI advancements favor its model, addressing a $80B worldwide SAM with 360k potential customers underserved by legacy ticketing systems.[3] By enabling venues to boost revenue 20-30% via insights (inferred from platform capabilities), Smeetz influences the ecosystem as a benchmark for SaaS in attractions, fostering innovation through partnerships and setting standards for AI commerce hubs.[2][4]

Quick Take & Future Outlook

Smeetz is poised for accelerated growth through 2026 launches like Storied Lands and pending European partnerships, leveraging recent loans to onboard high-revenue clients without dilution.[1][4] Trends like AI personalization, embedded finance, and sustainable tourism will shape its path, expanding into untapped markets beyond its 10+ countries. Its influence may evolve from niche optimizer to industry standard, potentially via further funding or acquisitions, solidifying its role in revolutionizing attractions commerce as AI matures. This positions Smeetz to unlock untapped revenue for venues worldwide, echoing its founding vision of going "beyond ticketing."[7]