Tickets to change lives: Scotland is Humanitix's European powerhouse
Last updated: February 2026
Australian innovator, Humanitix, could have selected anywhere in the world for its European HQ. But Scotland stood out, head and shoulders, on so many levels. The firm is now redefining socially powerful ticketing, and globally.
A humanitarian mission powering global impact
“Tickets for good, not greed.”
Humanitix’s mission statement speaks volumes. It's driving a socially powerful business model, striking a chord amongst people and charities across the world.
Headquartered in Sydney, the ticketing platform dedicates 100% of its booking fee profits to these many good causes, donating over £10 million globally to date.
The meaning behind Humanitix is its “humanitarian” ethos, and now Scotland is part of this success story.
After continued growth in Australia and the US, the firm announced in June 2025 that Edinburgh would be its European base, reinforcing Scotland’s reputation as a hub for socially driven enterprises.
-
Humanitarian ethos
The firm dedicates 100% of its booking fee profits to noble causes, enjoying continued growth in Australia and the US.
-
£5 million donation target in 2026
This will include 25 million tickets per year, reaching towards 50 million over the next few years.
-
Scotland: the perfect European HQ
The nation provides the right ecosystem and culture that values purpose and profit.
A powerhouse for European growth
The co-founders considered London and Bristol. However, Scotland stood out as a frontrunner in technology and innovation, a place where purpose-driven businesses thrive.
Humanitix’s model is unique: a profit-for-good company with no shareholders, meaning the firm cannot be bought or sold. Instead, every penny of profit goes to humanitarian causes, for example for education projects and health interventions for disadvantaged children.
The social entrepreneurs’ plans are ambitious. Humanitix aims to make its platform multilingual, creating a ticketing solution for use in other parts of the world for maximum social impact.
Adam adds: "Scotland will be a powerhouse. We work with non-profits and charities by giving them our service at cost. But they save money on booking fees. Most of our business supports live events such as music festivals, conferences, workshops, schools and universities."
Humanitix’s decision to locate in Edinburgh was supported by a £325,000 grant from Scottish Enterprise, alongside assistance from the International Social Enterprise Observatory (ISEO). Further help included guidance on legal and accounting services, networking opportunities, and introductions to talent pipelines such as the University of Edinburgh.
Co-founders Josh Ross (left) and Adam McCurdie.
Expert support for a seamless transition
Humanitix's expansion to Scotland was supported in Australia by Dr April Kelly, ANZ International Inward Investment Team Leader. Dr Kelly operates inside Scottish Enterprise’s global arm, Scottish Development International.
She says: “The firm embodies the kind of innovation and social impact Scotland champions. Our role was to make its transition seamless, helping it navigate everything from location decisions to talent acquisition. Seeing a global social enterprise choose Scotland for its European HQ is a testament to our ecosystem’s strength and collaborative spirit.”
Humanitix’s journey from Sydney to Edinburgh highlights Scotland’s appeal to socially conscious investors and scaling businesses. The country offers both a vibrant tech ecosystem and a culture that values purpose alongside profit.
And this is vital for businesses to have the best foundations and vision to thrive in Scotland.
Technology and talent to achieve global change
Humanitix is already experimenting with AI to enhance its platform, making processes more efficient and services more compelling for event hosts. This commitment to innovation, combined with its social mission, aligns perfectly with Scotland’s vision for inclusive economic growth.
From winning the Google Impact Challenge in 2018 to becoming Australia’s fastest-growing ticketing platform, Humanitix has always been about scaling impact, not just revenue. Its presence in Scotland signals a new chapter: one where technology, talent, and purpose converge to achieve global change.
Adam McCurdie sums up: “Our ambitions are to donate over £5 million a year in 2026 and beyond. This will include 25 million tickets per year, and we expect this to grow towards 50 million over the next few years.”
Interested in innovating your business in Scotland?
Scotland offers a dynamic and innovative business environment, with expert support available to grow your business here. From cutting-edge technology to world-class research and development, it will take your organisation forwards.
You might also be interested in
-
Digital and technology industries in Scotland
In Scotland, digital technology is the fastest-growing sector for inward investment, This includes cyber security, data, fintech, gaming, software and space.
-
Financial and tax incentives
Discover how we support companies by helping them attract investment and R&D funding and assisting them with tax incentives.
-
Apadmi builds its future in Scotland's fast-emerging AI sector
Scotland’s thriving tech sector gives Apadmi access to terrific talent, enabling this business to reach exciting new places.
We're here to help
Have a question about how your company can benefit from Scotland's expertise in medical technology? Our team is here to help you.