Peek has announced a significant expansion push, including the acquisitions of ACME Ticketing and Connect&GO, and has secured a $70 million investment led by Springcoast Partners. The combined moves strengthen Peek’s position as a leading technology provider across the $330 billion global experiences market, where it already processes more than $1.5 billion in annual bookings.
The San Francisco-based company has built a broad operating system for experiences spanning museums, attractions, cultural institutions, tours, and activities. With ACME and Connect&GO integrated into the platform, Peek now reaches more than 150 million consumers and deepens its footprint across the full spectrum of leisure experiences. ACME contributes long-standing expertise in ticketing systems, memberships, and donations for major cultural institutions. And Connect&GO adds advanced all-in-one attraction management capabilities, including on-site tools and RFID technologies.
Peek’s customer portfolio includes marquee venues such as MoMA, the Whitney Museum, Seattle Aquarium, Bryant Park, Looping Group, and the Museum of Ice Cream. The acquisition positions Peek to deliver a more unified suite of ticketing, operations management, membership engagement, and guest experience tools for high-volume destinations.
The funding round attracted participation from existing investors, including WestCap, Goldman Sachs Alternatives, Eric Schmidt, and Kayak founder Paul English. Springcoast Partners led the Series D financing to support Peek’s broader ambition to become the foundational infrastructure for the experiences economy.
The company’s AI strategy is central to this expansion. Peek’s system uses AI-driven features such as dynamic pricing, conversion optimization, fraud detection, and data analysis, helping operators increase revenue and automate thousands of hours of routine tasks. According to the company, hundreds of AI agents run in the background to support merchants with real-time decisioning and operational improvements.
Peek expects that rapidly shifting consumer behavior, including increased planning via AI tools, video platforms, and social channels, will continue to reshape how destinations attract and retain visitors. The company believes the acquisitions and new capital will enable operators across the industry to more effectively adapt to these shifts by consolidating their tech stack and gaining access to more advanced AI-powered systems.
With over $7 billion in lifetime bookings across its platform, Peek plans to use the new funding to accelerate product innovation, deepen customer support, and expand its operating system across global attractions and cultural institutions.
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“Peek has demonstrated a masterclass in innovation and scale within the industry. We’re thrilled to join forces with Peek given our shared mission, and we will rapidly work to combine our knowledge and resources to deliver even stronger solutions for the attractions we serve.”
Dominic Gagnon, CEO of Connect&GO
“Peek offers the comprehensive tech stack this industry needs to keep pace with shifting consumer and workforce behavior. With 40% of operators not utilizing online booking tools, we’re still in the very early innings of empowering operators to thrive in a digital-first world. Peek’s deep investment in core tech infrastructure, AI, and payments uniquely positions them to unlock the industry’s full potential and serve as the operating system for experiences.”
Waqar Islam, Springcoast Partners
“Peek has built the best product in the experiences space. Their end-to-end tooling helps merchants across every operational need, and their AI dramatically streamlines operations, from dynamic pricing to conversion optimization and beyond. Combining this with ACME’s unparalleled ability to turn visitors into loyal members and donors, we’re going to have a huge impact on the cultural institutions we serve.”
Bill Shaughnessy, CEO of ACME
“We have hundreds of AI agents working behind the scenes to save merchants thousands of hours on repetitive tasks. We’ve built an AI-powered system that works 24/7, transforming how operators understand their customers and optimize their operations across every touchpoint.”
Ruzwana Bashir, CEO of Peek
“Our mission at Peek has always been about empowering our customers to deliver extraordinary experiences. These acquisitions and new funding enable us to further accelerate our product innovation and deepen our support, ultimately helping operators grow their businesses. We’re committed to giving activities operators the tools they need to not just compete, but to lead, in today’s rapidly evolving experiences economy.”
Ruzwana Bashir, CEO of Peek
“We’re seeing more of our audience planning their outings through AI tools, video platforms, and influencers, especially across TikTok and Instagram. For merchants, this shift creates a real opportunity to build and own our direct demand rather than relying solely on third-party channels. Peek is the only partner we’ve seen that’s proactively building the technology to support this future.”
Xiaoyi Chen, CEO of LuminoCity
