Beyond the Ticket: Startup Fredo Bets on Solving Event’s Biggest Headache – Badges

LONDON – In the bustling world of event technology, where augmented reality and AI-powered networking dominate headlines, a London-based startup is taking a different approach. Fredo (formerly Ticketbutler) is betting that solving a surprisingly persistent problem – reliable, stress-free badge printing – is a winning formula. The company’s recent pivot from a broader ticketing platform underscores a growing trend towards simplification in event logistics, aiming to remove friction for both organizers and attendees.

For event professionals, the logistical nightmares are well known. Beyond securing speakers and venues, ensuring smooth registration and attendee identification often falls by the wayside, becoming a last-minute scramble. “The biggest issue we were hearing from clients wasn’t about selling tickets; it was about getting people in the door efficiently,” explains a source close to the company. “Badges seem simple, but they can quickly become a major bottleneck, causing long lines, frustrated attendees, and stressed-out staff.”

Recent industry surveys corroborate this anecdotal evidence. Data indicates that over 70% of event professionals experience significant stress related to logistical tasks, with badge printing consistently cited as a major contributor. The demand for streamlined solutions is clear, yet many event tech platforms treat badge printing as an afterthought.

Fredo’s decision to specialize wasn't arbitrary. The company initially offered badge printing as an add-on service alongside its ticketing platform. “We quickly realized that the badge printing service was getting more positive feedback and repeat business than the ticketing side,” says another industry source familiar with the company’s trajectory. “It wasn’t about the ‘wow’ factor; it was about solving a real pain point, reliably.”

This realization prompted a strategic shift. While many startups chase the latest tech buzz, Fredo opted to double down on reliability and simplicity. The company's new offering focuses on providing a seamless, all-in-one solution for badge design, printing, and on-site management. “We’re not trying to reinvent the event experience; we’re trying to make the foundational elements work flawlessly,” one source explains.

The decision aligns with a broader trend in the event tech landscape. Post-pandemic, event organizers are prioritizing efficiency and attendee satisfaction over flashy gimmicks. The focus has shifted towards creating a streamlined experience that minimizes friction and maximizes engagement. “Organizers are realizing that attendees don’t care about the latest technology if it makes their lives harder,” says an event planner who has tested Fredo’s new service. “They just want to get their badge and get into the event.”

Fredo’s approach isn’t without its challenges. The badge printing market is competitive, with established players like BadgeMaker, EventCheckIn, and Whova already vying for market share. These companies offer a wide range of features and integrations, making it difficult for a newcomer to stand out.

However, Fredo believes its focus on simplicity and reliability gives it a competitive edge. The company has invested heavily in developing a user-friendly interface and robust on-site support. “We’re not trying to be everything to everyone,” a Fredo spokesperson shared. “We’re focused on doing one thing – badge printing – exceptionally well.”

The company is also betting on the growing demand for hybrid and virtual events. While the return to in-person events is underway, many organizations are continuing to offer hybrid options. This requires solutions that can seamlessly integrate with virtual event platforms and provide attendees with both physical and digital badges.

“The future of events is likely to be a blend of in-person and virtual experiences,” says an industry analyst. “Companies like Fredo that can provide solutions that bridge the gap between these two worlds will be well-positioned for success.”

Fredo's pivot isn’t just a strategic business decision; it's a reflection of a larger trend in the event tech industry. While innovation is important, reliability and simplicity are often overlooked. By focusing on solving a fundamental pain point, Fredo is hoping to carve out a niche for itself in a crowded market. And in the fast-paced world of event technology, sometimes the simplest solutions are the most effective. The company is proving that focusing on the groundwork of events can be as impactful—if not more so—than adding layers of complex tech.

By addressing this often-overlooked component of event management, Fredo is strategically positioned to become a critical partner for event organizers of all sizes, proving that solving the small headaches can lead to big results.