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On the TechTO stage
How a Theatre School Dropout Became a CMO | Danielle Brown, CMO at Plusgrade
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About
Plusgrade sells the travel extras people actually want: the upgrade, the empty seat beside you, the better room. It runs those programs on behalf of its partners rather than selling direct. Headquartered in Montreal with offices in Toronto, New York, London, Dubai, Tel Aviv and Singapore, it has grown largely by acquisition — Points (loyalty commerce, 2022), UpStay and Oaky (both hospitality upselling). CMO Danielle Brown described the company on the TechTO stage in March 2023, shortly after the Points deal, as having over 500 employees across eight offices and working with over 200 airlines, hotels, cruise lines and rail lines.
Backers
General Atlantic (strategic growth investment, March 2024) and CDPQ, a significant shareholder since 2018. Novacap was a major investor from 2021 and fully exited in the 2024 General Atlantic transaction.
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Quick answers
What does Plusgrade do?
It builds and runs ancillary revenue programs for travel companies — seat upgrades, seat blocking, hotel upselling and loyalty currency commerce — on behalf of 250+ airline, hospitality, cruise, rail and financial services partners.
Who founded Plusgrade?
Ken Harris, in Montreal in 2009. He is still CEO.
Who invests in Plusgrade?
General Atlantic made a strategic growth investment in March 2024, joining CDPQ, which has been a shareholder since 2018. Novacap became a major investor in 2021 and exited fully in the General Atlantic transaction.