Swoogo, a leading event management platform known for empowering event professionals with flexibility and control, has announced its acquisition of Amae Live, a custom event technology and development firm founded by Leonora Valvo. The deal strengthens Swoogo’s Professional Services team and expands its ability to deliver advanced, branded, and technically sophisticated event solutions to clients worldwide.
The acquisition marks a strategic step in Swoogo’s mission to offer event teams the freedom to choose how they bring their ideas to life, whether by building independently on Swoogo’s platform or leveraging its in-house experts for full-service event execution. By integrating Amae Live’s experienced team, Swoogo is positioned to deliver more personalized event builds, greater technical support, and enhanced creative design capabilities.
Swoogo’s Professional Services arm has evolved from a limited add-on offering into a fully integrated strategic and technical partner for organizations of all sizes. The inclusion of Amae Live further amplifies its strengths in three primary areas:
- Project Management & Delivery – Supporting event teams to ensure that every detail contributes to overarching business objectives.
- Creative Design & Builds – Developing branded event sites, custom themes, and tailored attendee experiences that reflect each organization’s identity.
- Custom Development – Creating specialized registration flows, widgets, and enhancements to ensure that Swoogo’s platform adapts precisely to client needs.
The acquisition also underscores Swoogo’s continued commitment to the event technology community and its ecosystem of partners. By combining Amae Live’s bespoke development expertise with Swoogo’s user-friendly event software, customers can now access an even broader range of in-house and partner-supported services. This approach gives event organizers the best of both worlds: an intuitive, easy-to-use platform and access to experts who can handle complex, custom-built implementations.
With Amae Live now part of the team, Swoogo aims to enhance its capabilities further, providing event professionals with the resources to create creative, high-impact experiences while reducing operational strain on internal teams.
The move also reflects an industry-wide shift toward more integrated event management solutions, as organizations seek technology that can adapt to diverse event formats—from hybrid conferences to global summits without compromising design or attendee engagement.
With the demand for customizable, branded, and scalable event experiences on the rise, Swoogo’s acquisition of Amae Live positions the company as a stronger, more versatile partner to event professionals worldwide.
KEY QUOTES:
“We’ve always believed event software and services should flex to event pros, not the other way around. With Amae Live, we’re expanding our ability to customize, create, and build alongside our customers, while continuing to invest in the strong partner ecosystem that drives our shared success.”
Chris Sykes, CEO, Swoogo
“Amae Live was founded on the idea that every event deserves a tailored solution. As part of Swoogo, we can now bring that same passion to more customers at greater scale. Events are evolving fast, and with Swoogo’s reach, we look forward to doubling down on our role as the nimble partner event professionals need to keep pace and push what’s possible.”
Greg Lazzaro, CEO, Amae Live
“Clients are asking for tailored solutions that elevate their events, while keeping their teams from burning out. Bringing Amae into Swoogo helps us deliver on that promise: your events, your way, with Swoogo pros at your side.”
Joe Meehan, Director of Professional Services, Swoogo
