our vision for this venture

Redlum Holding’s involvement with Innercrowd reflects a clear conviction: the live events industry is a multi billion dollar market, yet most organisers still rely on fragmented tools that were never built for festivals, concerts or large scale experiences. Innercrowd closes that gap with a single platform that unifies fan data, marketing automation, ticketing integrations, WhatsApp commerce and AI agents in one central hub.

Beyond capital, Redlum supports Innercrowd with strategic guidance, network access and a long term growth perspective. The collaboration focuses on scaling the platform across Europe and beyond, sharpening positioning in a competitive SaaS landscape and supporting the team in turning a strong product foundation into a category defining brand for event focused marketing technology.

Innercrowd has already established itself as a trusted partner for some of the most recognised festivals and events in Europe. The platform is used by names such as Loveland, REBiRTH Festival, Mystic Garden, Verknipt, Wecandance, Ostend Beach, Hangar, Amnesia and dozens of other top tier events, building a reference list that very few competitors can match.

The product itself has matured into a genuine all in one solution. Customer data platform, segments, automations, email and SMS campaigns, WhatsApp shops, pre sale campaigns, AI agents, ambassador communities, referral marketing and analytics now live under one roof. The result: organisers can move faster, sell more tickets and engage their crowd more meaningfully without juggling five different tools.

Direct feedback from the market confirms the impact. As Casey ‘t Hoog, Marketing and Communication Manager at REBiRTH Festival, puts it: “REBiRTH Festival 2025 significantly enhanced our online engagement with the target audience.” Quotes like this validate that Innercrowd is not just another marketing tool, but a platform that genuinely moves the needle on engagement and conversion.

The long term ambition for Innercrowd is to become the default operating system for event marketing in Europe and, eventually, globally. The product roadmap is built around three pillars: deepening the all in one platform, expanding the integration ecosystem with major ticketing providers, and pushing AI driven engagement further into the everyday workflow of event organisers.

Upcoming priorities include scaling the user base beyond the current festival footprint into adjacent verticals such as sports events, exhibitions, conferences and venues, where the same fan engagement challenges exist. Each new vertical opens a new growth lane while reusing the same underlying technology stack.

WhatsApp commerce is another strategic frontier. With WhatsApp Shops, Innercrowd is positioned at the intersection of conversational marketing and ticket sales, a space that is still largely untapped and where the company has a meaningful head start. The combination of real time conversations, AI agents and direct purchasing creates a fan experience that traditional ticketing platforms cannot easily replicate.

With Redlum’s backing, Innercrowd is set up not just as a successful product, but as a category leader in the making. The investment thesis is clear: the events industry needs a modern, unified, data driven engagement layer, and Innercrowd is building exactly that.

Customer data, automation, ticketing integrations, WhatsApp shops, AI agents, email and SMS campaigns, all in one central hub. Innercrowd replaces the fragmented marketing stack with a single platform purpose built for live events.

Customer data, automation, ticketing integrations, WhatsApp shops, AI agents, email and SMS campaigns, all in one central hub. Innercrowd replaces the fragmented marketing stack with a single platform purpose built for live events.