Austin-based venue management platform ROLLER has raised $50 million in fresh funding led by Insight Partners, with participation from J.P. Morgan. Their goal is to bring AI across its tools for the leisure and attractions industry. The investment doubles its total funding to $100 million, marking a major milestone in the company’s mission to modernize how attractions operate internationally.
With more than 3,000 customers across 30 countries, ROLLER is known for powering ticketing, point-of-sale, and guest experience systems at theme parks, museums, and other entertainment venues. The company plans to leverage the funding to transform traditional operations with AI-driven solutions that simplify venue management and elevate the guest experience.
ROLLER’s AI roadmap focuses on helping venues increase efficiency and deliver personalization at scale. The funding will accelerate research and development to grow its machine learning capabilities across the product suite.
Features in development include predictive analytics for demand forecasting, dynamic pricing based on real-time data, and smarter resource management. Imagine a theme park that can automatically adjust staffing levels based on crowd flow, or a museum leveraging AI-curated recommendations for guests.
“We want to empower attractions and leisure operators globally with the tools they need to grow, delight their guests, and thrive in an increasingly competitive environment,” said Luke Finn, Co-founder and CEO of ROLLER.
Finn added that the company’s vision goes beyond convenience, it’s about shaping the next generation of guest engagement. “Delivering value for our customers is what drives us to improve every day. This funding allows us to accelerate innovation and support so we can ultimately serve them even better,” he said.
Growth and Global Reach
This new capital follows ROLLER’s previous $50 million round in November 2023, also led by Insight Partners. The company has been on an aggressive growth trajectory, enhancing its all-in-one venue management system with more than 100 product upgrades in the past year. The platform’s functionality includes ticketing, POS, integrated payments, memberships, kiosks, gift cards, and guest experience optimization.
ROLLER also plans to expand its financial services offerings, giving operators new tools for managing transactions and diversifying revenue streams. CFO Mark Finn highlighted the company’s long-term objectives, saying, “This capital provides flexibility for both organic and inorganic growth,” referring to potential acquisitions to enhance AI capabilities.
By layering AI insights on top of its existing operational tools, ROLLER intends to help customers make data-backed decisions that amplify visitor satisfaction and profitability.
Practical applications range from AI-assisted queue management to automated dynamic pricing that aligns ticket costs with real-time demand trends. AI integration will also enable automated handling of routine guest inquiries, freeing up staff to focus on developing more personalized, in-person experiences. The result? Simplified operations, faster decision-making, and greater customer delight, all powered by AI.
Alongside AI advancements, ROLLER will grow its partner ecosystem to offer venues more integration options, connecting with third-party systems for payments, analytics, and digital marketing. The company’s continued expansion of financial services will also support embedded revenue solutions such as contactless payments, membership billing, and data-powered insights for sales performance.
ROLLER’s global operations span seven countries, including offices in Austin, Melbourne, Sydney, San Francisco, London, Costa Rica, and Bosnia. With this network, the company is scaling its presence to serve a broader range of leisure industries.
For long-standing investor Insight Partners, the continued investment in ROLLER reflects a strong belief in the company’s technological direction. The firm, which manages over $90 billion in assets and has invested in more than 875 tech companies worldwide, is known for backing high-growth SaaS and AI ventures.
“ROLLER is redefining how venues engage with technology and operations,” said representatives from Insight Partners. “Its ability to innovate and execute in a space that’s traditionally slow to transform makes it one of the most exciting companies in the experience economy.”
