Most B2B event websites look the same to every visitor. You scroll the agenda, skim the exhibitor list, and leave unsure if attending is worth your time. That hesitation is where registrations are lost, and it is the exact problem Exhibitly is solving. The Belgian startup has built an AI personalisation tool specifically for trade shows and conferences, and it recently closed a €1.4 million funding round to accelerate its growth.
The round was led by New School VC, with participation from 100IN and Allusion Ventures. A group of private investors also joined, including Louis Jonckheere (Showpad, Wintercircus), Jeroen De Wit (Teamleader), Pieter Vanermen, and Tanguy Serraes, all well-known names in Belgium’s startup ecosystem.
The Founders Behind it:
Exhibitly was founded by Hendrik Franck and Brent Coppens, both based in Belgium. Franck serves as CEO and previously worked at ReadyEvent and Smooved before co-founding the company. Coppens, who holds a Computer Science degree from KU Leuven, also came from ReadyEvent, giving the pair direct industry experience in the events space before building a product for it.
That background matters. Exhibitly did not originate as a generic AI tool repurposed for events. It was built specifically because the founders understood the conversion problem that event organisers face: too many potential attendees visit an event website, find nothing personally relevant, and leave without registering.
The Core Product:
Exhibitly plugs directly into an event organiser’s existing website. Visitors enter their job title and company name into a widget, and the tool instantly generates a personalised “Why Attend” report. That report surfaces the most relevant exhibitors, agenda sessions, and event highlights for that specific person.
The AI behind this scans and enriches all publicly available content on the event website, then cross-references it against the visitor’s professional profile. No manual data entry from organisers. No heavy integrations. Setup takes under five minutes, and organisers can go from decision to live in under 24 hours.
No Personal Data, No Problem:
One of the more notable design choices is what Exhibitly does not collect. The platform asks only for a job title and company name. No email, no name, no cookies. Nothing is stored long-term. The product is fully GDPR compliant by design, which is a real advantage for European event organisers navigating strict privacy requirements.
This approach also removes friction for visitors. Entering a job title takes seconds. The result is a personalised event summary that gives someone a concrete reason to register.
Traction that Backs the Raise:
The numbers here are genuinely notable. Exhibitly signed over 100 events within its first eight months of operation, and the team reports that all growth came inbound with zero outbound sales. The platform is currently used by more than 65 event organisations, including some of the larger B2B trade shows across Europe.
This kind of early traction in a bootstrapped-to-revenue model is what makes the raise credible. The €1.4 million is not funding a hypothesis. It is fuelling a product that event organisers are already paying for.
How Event Organisers Use it:
Exhibitly gives organisers three main tools. First, website widgets, which are popups, banners, or buttons that visitors interact with directly on the event site. Second, an email tool with pre-built HTML snippets that let teams embed personalised “Why Attend” reports into email campaigns. Third, an analytics dashboard that tracks conversion rates and shows how visitors move from click to registration.
The €1.4 million is fuelling a product that event organisers are already paying for, with all growth coming inbound and zero outbound sales.
A Focused Bet on EventTech:
B2B event organisers have long relied on generic website experiences and hoped attendees would self-select. Exhibitly flips that, putting a personalised case for attendance directly in front of each visitor before they bounce. The product sits in a relatively uncrowded space: AI personalisation built specifically for pre-event conversion, not event apps or post-event analytics.
With 100+ events signed, six-figure revenue, and two experienced Belgian accelerators behind them, Exhibitly is a product worth watching if you work in or around the events industry.
