The Flashes & Flames Monetising B2B conference in London next week is using the new Message Matrix to provide attendees with an AI-powered messaging assistant integrated into WhatsApp. No downloads or app logins are needed. The Flashes & Flames assistant will offer practical, conversational help throughout the event, including real-time updates. Using WhatsApp, Message Matrix claims to make it easier for attendees to stay connected to the event as it unfolds.
We asked Douglas Orr, founding investor and chair of Message Matrix (with a background in enterprise communication startups) to explain the system and why he’s currently fund-raising, especially to expand in the US.
What is Message Matrix?
Conference apps are broken. Attendees don’t download them, don’t use them, and don’t get value from them. Message Matrix is the fix — an “app-less” AI concierge that works via WhatsApp and SMS. It delivers session guidance, exhibitor discovery, and content search through a smart, conversational interface that’s more powerful than ChatGPT for a given event.
We started building Message Matrix in 2023 by combining our patented messaging switchboard with LLM tech. Our belief is simple: within two years, every event visitor will expect an AI ‘wingman’. We’ve been angel-funded by experienced tech founders who’ve backed us not just with capital, but deep product and go-to-market advice.
What’s the business model?
We charge a setup fee to event organisers, then share in digital revenue generated through AI agents that promote exhibitor propositions and book meetings. These business development agents deliver high-margin, repeatable income — often exceeding the setup cost many times over for a given event.
What’s the elevator pitch?
Conference apps are dead. Message Matrix is the AI wingman that replaces them. Delivered through WhatsApp or SMS, our concierge helps attendees discover content, navigate sessions, and meet exhibitors — all without downloading anything. It’s frictionless, more helpful than ChatGPT, and already live at major events.
What’s the scale of your business?
We’re a seven-person team. As of May, we are profitable on a monthly basis. We expect to invoice over £100k in June and are on track to exceed £1.5m in revenue this year.
How’s it going so far?
In our first year, we partnered with leading organisers like Clarion Gaming, where we launched the concierge at ICE and iGB L!VE. We learned fast — including from early stumbles around onboarding and content integration — and now automate much of the process. We’re raising attendee engagement levels to 70, 80 and 90% for our clients. We’ve demonstrated that this is more than just a show-week tool. We engage attendees from the moment they register, and we stay with them post-event. As email engagement declines, our persistent WhatsApp channel offers a new way for organisers to communicate and monetise.
Just UK or international too?
We’ve launched across the UK and EU so far. Our first US and Gulf shows go live later this quarter. Being in London — close to many of the world’s biggest organisers — has given us a front-row seat to global demand.
What’s the competition?
Apps are the legacy solution; we often replace or complement them. Many event organisers are ready for something better, but need a push to move beyond what they’ve optimised for years. We also compete indirectly with ChatGPT and other LLM tools. But those lack domain-specific content and workflows. We ingest unindexed data (like exhibitor packs and private product info), tailor it to each show, and deliver a deeply customised experience.
What’s the current funding?
We’re raising £500k and have already soft-committed over 50%. Our existing angels include high-calibre tech entrepreneurs. For this round, we’re prioritising investors who bring strategic value — especially from events, SaaS, or media. The new funding will be equally divided beyween the product
What will you do with the new money?
Funding will be split equally between: the product (scaling our tools and onboarding automation); sales and marketing (especially expansion in the US); and delivery and support.
What’s the longer-term plan?
We want to power the attendee journey from registration to rebooking. In five years, we see Message Matrix as the global engagement layer for the events industry — replacing apps, augmenting CRMs, and turning WhatsApp into a revenue-generating channel for organisers. We’re unlocking powerful revenue streams. At one partner show this year, we expect to generate over £200k in shared revenue from a single event. We expect to reach £20mn+ revenue by 2027.
Attendees at Monetising B2B (it’s now sold-out) should refer to the guide to Message Matrix on page 62 of the eBook sent out this week.
