The verdict in three sentences
For a MICE agency running 40 congresses and seminars a year, in Singapore or Montpellier, SaaS platforms charge roughly EUR 2 to 6 per attendee, while custom software costs EUR 40,000 to 90,000 (about USD 43,000 to 97,000). Break-even sits around 20,000 attendees a year: below that, SaaS stays cheaper; above it, custom software becomes an asset. Beyond price, a custom build lets you resell the platform white-label to clients and control hotel block management, which standard tools rarely handle well.
What a MICE agency really pays in licences
Market event tools charge per attendee, per event or through annual plans with caps. For an agency running medical congresses at Suntec or Marina Bay Sands, corporate offsites on Sentosa and regional conventions, the bill climbs fast and payment fees come on top.
| Item | Event SaaS | Custom build |
|---|---|---|
| Licence | EUR 2 to 6 per attendee | 0, code owned by the agency |
| Setup fees | EUR 0 to 1,500 per event | Included after initial project |
| Online payment fees | 1.5 to 3% + platform fee | Stripe standard rate only |
| QR badges and access control | Add-on, EUR 0.50 to 1.50 per badge | Included |
| Hotel block management | Rarely native | Dedicated module |
| Client white-label | Premium option, EUR 3,000 to 10,000 a year | Native |
| Maintenance and hosting | Included | EUR 800 to 1,500 a month |
Cost comparison: where break-even sits
The table compares first-year cost by attendee volume, with SaaS at EUR 4 per attendee and a custom build at EUR 65,000 plus EUR 12,000 of annual maintenance.
| Attendees a year | SaaS year 1 | Custom year 1 | SaaS over 3 years | Custom over 3 years |
|---|---|---|---|---|
| 5,000 | EUR 20,000 | EUR 77,000 | EUR 60,000 | EUR 101,000 |
| 10,000 | EUR 40,000 | EUR 77,000 | EUR 120,000 | EUR 101,000 |
| 15,000 | EUR 60,000 | EUR 77,000 | EUR 180,000 | EUR 101,000 |
| 20,000 | EUR 80,000 | EUR 77,000 | EUR 240,000 | EUR 101,000 |
| 30,000 | EUR 120,000 | EUR 77,000 | EUR 360,000 | EUR 101,000 |
| 50,000 | EUR 200,000 | EUR 77,000 | EUR 600,000 | EUR 101,000 |
Over three years, custom software becomes competitive from 8,500 to 10,000 attendees a year. On year one alone, break-even falls at 20,000 attendees. These are estimates: ask your current vendor for your real cost per attendee, payment fees included.
Features and architecture
A custom MICE platform usually includes: a registration site per event with tiered pricing (members, early bird, companions), card and bank transfer payment with compliant invoices, abstract management for scientific congresses, printed or mobile QR badges, offline room-level access scanning, room allocation within negotiated hotel blocks, airport and station transfers, an attendee app with agenda and notifications, and attendance exports for CPD or CME certificates. The typical architecture is a single multi-event database, an admin interface for project managers and mini-sites generated automatically in each client's branding. Realistic timeline: 4 to 6 months, with a mid-sized pilot event.
Mini case study
Wei Ling, managing director of a MICE agency in Singapore, runs 40 events a year with 600 attendees on average, which is 24,000 attendees. At EUR 4 per attendee, licences cost EUR 96,000 a year, plus 1.2 points of excess payment fees on EUR 2.4 million of registrations, which is EUR 28,800. Total: EUR 124,800 a year. With custom software at EUR 70,000 and EUR 14,000 of annual maintenance, she spends EUR 84,000 in year one and then EUR 14,000 a year. Savings: EUR 40,800 in year one, about EUR 110,000 a year after.
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FAQ
Is online payment secure and compliant?
Payment runs through a PCI DSS certified provider (Stripe, Adyen) with 3-D Secure authentication. Invoices include GST in Singapore or VAT in Europe and are ready for e-invoicing standards such as InvoiceNow.
Does badge scanning work without Wi-Fi?
Yes, the access app downloads the attendee list, scans offline and syncs afterwards. One smartphone scans about 15 to 20 badges a minute.
Can it handle CME certificates for medical congresses?
Yes, the software computes attendance time per session from scans and generates PDF certificates. This module typically costs EUR 4,000 to 8,000.
What about attendee data?
Data is hosted in the region of your choice, in line with Singapore's PDPA or the EU GDPR, with retention periods set per event. Each client only sees its own attendees.
How long until we are operational?
Allow 4 to 6 months for the first version, with a pilot event of 200 to 500 attendees. Later events are configured in 1 to 2 days.
Let's scope your project. Send us your annual attendee volume, event types and current tools and we will price a scope between EUR 40,000 and 90,000 with a 4 to 6 month plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
