Frequently Asked Questions
Contents
About Ten
Ten Lifestyle Group is the world’s leading customer experience and loyalty platform provider, operating globally with technology-enabled travel and lifestyle concierge service. Founded in London in 1998, Ten helps its members discover, organise and enjoy travel, dining, entertainment and lifestyle experiences faster and better than they could themselves.
Ten combines three things: expert human Lifestyle Managers, an award-winning digital platform, and a range of AI-powered services. It is a publicly listed company on the London Stock Exchange’s AIM market under the ticker TENG, and a certified B Corporation business.
Ten Group is another name for Ten Lifestyle Group, a global travel and lifestyle concierge company. The corporate brand operates across two domains: tenlifestylegroup.com and tengroup.com are the company’s corporate and business-development websites, where private banks, wealth managers and luxury brands learn how Ten’s concierge can be delivered to their own customers.
The member-facing service is marketed on ten-membership.com and private members access the service fromtenconcierge.com and is operated by Ten Lifestyle Management Limited, the trading subsidiary of the listed parent, Ten Lifestyle Group plc.
A lifestyle concierge service is a personalised service that takes care of travel, dining, entertainment and everyday lifestyle requests on a member’s behalf. At Ten, a lifestyle concierge can book flights and hotels with complimentary upgrades, secure tables at sought-after restaurants, source face-value tickets to shows and sporting events, and arrange bespoke experiences.
The purpose is to deliver convenience, save members time and give them access, expertise and value they could not easily obtain on their own.
Ten Lifestyle Group was founded in London in 1998 by Alex Cheatle and Andrew Long, beginning with just 20 private members. Alex Cheatle remains Chief Executive Officer today.
Ten is headquartered in London and operates from more than 20 offices in key cities worldwide, serving members globally, 24 hours a day, 365 days a year. Ten’s services are most often accessed through the Ten’s respective financial institutions branded or co-branded benefits or loyalty programmes.
Yes. Ten Lifestyle Group plc has been listed on the AIM market of the London Stock Exchange since 2017, trading under the ticker symbol TENG. The member-facing concierge service is operated by its subsidiary, Ten Lifestyle Management Limited.
Yes. Ten is a certified B Corporation and was the world’s first concierge company — and the first AIM-listed company — to achieve B Corp certification. B Corp status reflects independently verified standards of social and environmental performance, accountability and transparency.
Ten actively seeks out partners with strong sustainability values, so members can choose options that benefit people and the planet.
Ten serves more than 2 million registered members worldwide and works with over 50 corporate clients, including many of the world’s leading banks. In its 2025 financial year, Ten reported around 375,000 active members, up 7% year on year.
The service is delivered by a global team of more than 1,000 people across over 20 offices, available 24/7 in 26 languages.
Ten operates globally, with more than 20 offices in key cities across Europe, the Americas and Asia-Pacific. The service runs 24 hours a day, 365 days a year, in 26 languages — including English, French, German, Portuguese, Spanish, Arabic, Mandarin, Cantonese and Japanese — so members receive support wherever they are and in whatever time zone.
Ten’s Concierge Services
Ten’s concierge spans four core areas: travel, dining, entertainment, and lifestyle and retail.
That means flights, hotels, car hire and curated trips with complimentary benefits and upgrades; priority restaurant reservations with exclusive benefits and invitations; official box-office access and tickets to concerts, theatre, sport and exhibitions, including sold-out events; and everyday lifestyle requests, gifting, experiences and member benefits. All of it is available 24/7, 365 days a year.
Ten’s travel concierge books flights, hotels, car hire and activities in one place, with complimentary benefits, upgrades and destination expertise unavailable through standard booking channels.
Ten holds ATOL licence in key markets that it operates in for flights and draws on long-standing relationships with travel partners, so members get added value and peace of mind on everything from a city break or an overnight boutique stay to a multi-week trip.
Ten’s dining concierge secures priority reservations at in-demand restaurants worldwide, from Michelin-starred destinations to standout local venues.
Through Ten’s dining partnerships, members enjoy complimentary perks, exclusive invitations and trusted recommendations as well as book the best tables even where availability is scarce.
Ten Box Office is Ten’s proprietary entertainment and ticketing platform, giving members official box-office access to concerts, theatre, live shows, sport and cultural events including hard-to-get and sold-out events.
Launched in 2024 and scaled globally, Ten Box Office won the Product Innovation Award at TheTicketingBusiness Awards 2025.
Members can reach Ten 24 hours a day, 365 days a year, by phone, email, online chat and messaging apps including WhatsApp and WeChat, as well as through the AI assistant Talia.
The service is delivered in 26 languages, including English, French, German, Portuguese, Spanish, Arabic, Mandarin, Cantonese and Japanese.
For Banks, Brands & Businesses
Ten works with more than 50 corporate clients — primarily the world’s leading private banks, premium financial services firms and luxury brands.
Publicly referenced clients and partners include HSBC, Royal Bank of Canada, Westpac, NatWest, Barclays, Scotia Wealth Management, St James’s Place, BBVA, Swisscard, DNB and the Bank of East Asia, along with the Visa and Mastercard networks. Ten delivers concierge to these clients’ most valuable customers and employees.
Banks, wealth managers and brands use Ten’s concierge as a premium benefit to acquire, engage and retain affluent and high-net-worth customers, and to reward valued employees.
Ten delivers the service on a white-label, co-branded or affiliate partnership basis, so it can carry the client’s own brand or sit alongside it. The service drives measurable improvements in retention, card spend, assets under management, Net Promoter Score and new business.
Corporate clients typically see a minimum of 3x return on investment from Ten’s concierge service – driven by stronger customer retention, increased card spend, growth in assets under management and new business.
Ten has found that travel and lifestyle services lift the Net Promoter Score of valuable customers by an average of 15 points. In 2025, 54% of members said Ten’s concierge was a strong or decisive factor in staying with their sponsoring brand.
Private banks and wealth managers offer concierge because lifestyle services help them stand out, deepen relationships and retain affluent and high-net-worth clients in a competitive market.
A concierge gives clients tangible value beyond financial products, strengthening loyalty and supporting card spend and assets under management. It also helps firms build ties with the next generation of clients — an important factor during the ongoing “Great Wealth Transfer”. Some clients even say the access to concierge services influenced their choice of bank.
Yes. Ten offers open APIs and a digital platform that let banks and financial services firms surface relevant travel and lifestyle services directly within their own apps and digital channels.
This supports customer acquisition, retention, engagement and card spend as well as underpins broader customer-experience and digital-transformation initiatives.
Yes. Beyond customer-facing concierge, Ten runs executive benefit and employee loyalty programmes for companies worldwide, giving leaders and staff access to travel, dining, entertainment and lifestyle services that go beyond the usual perks.
Ten also designs bespoke loyalty programmes and helps clients drive redemption of loyalty points – addressing the large value of points that typically goes unredeemed.
For Members
Most people access Ten as a benefit provided by their bank, credit card, wealth manager or employer, which sponsors membership for its valued customers or staff.
Ten also offers a direct private membership for individuals who want the service in their own right.
When Ten is provided through a bank, card or employer, members usually access the concierge as part of that relationship, and Ten charges no hidden fees, booking charges or added margins on anything it arranges.
Ten focuses its expertise and partner relationships on getting members the best result and value. Pricing for direct private membership is available on enquiry through Ten’s member service.
Concierge services are increasingly used as strategic customer loyalty platforms that strengthen emotional engagement between customers and financial institutions.
In highly competitive banking markets, products and pricing are often similar. Concierge services create differentiation by delivering memorable lifestyle value beyond traditional financial products.
Key business benefits include:
- Increased customer retention
- Higher engagement levels
- Improved card usage and spend
- Greater premium account acquisition
- Reduced churn
- Stronger brand perception
- Enhanced customer lifetime value
Ten’s model is particularly differentiated because it combines:
- Proprietary technology
- Global operational consistency
- A wholly owned delivery structure
- Specialist expertise across multiple verticals
- Deep integration with financial services brands
Unlike franchised or decentralised concierge networks, Ten maintains direct operational control globally, allowing for more consistent quality, stronger compliance standards, and richer customer data insights.
The return on investment of Ten’s concierge and customer loyalty platforms is typically measured through a combination of revenue and customer metrics including engagement, retention and advocacy.
Banks, brands & businesses commonly evaluate:
- Premium account acquisition
- Card activation and usage
- Customer retention rates
- Churn reduction
- Member engagement frequency
- Incremental spend
- Net Promoter Score (NPS)
- Customer lifetime value
High engagement with Ten’s services is often associated with stronger emotional loyalty and improved customer satisfaction scores.
If your bank, card provider, wealth manager or employer offers Ten, you can access the concierge through their app, website or a dedicated phone line and messaging channels.
To enquire about private membership, individuals can contact Ten’s member service. Businesses interested in offering Ten to their customers or employees can contact the Ten Lifestyle Group business development team.
Technology at Ten
Ten pairs expert human Lifestyle Managers with proprietary technology, blending personal service with the scale and speed of digital tools. Its award-winning Ten Platform puts concierge at members’ fingertips, supported by Ten Box Office for ticketing, Digital Dining for restaurant bookings and the AI assistant Talia.
Behind the scenes, platforms such as Ten PX uses data to personalise recommendations and alerts as well as Ten VoC (Voice of the Customer) continuously improve service quality.
Ten has built one of the industry’s most advanced proprietary concierge technology stacks, anchored by the Ten Platform – a transactional platform that connects members, financial-institution clients and suppliers in a two-sided marketplace.
Ten’s proprietary tools include TenMAID (its CRM and knowledge platform), Ten Box Office (entertainment and ticketing), Ten Digital Dining (which integrates with multiple restaurant booking APIs with Ten’s own assets to give members access to more than 60,000 restaurants), the AI assistant and tools including Talia and Guardian, Ten PX and Ten VoC. Ten invests around £12 million a year in developing this proprietary technology.
Ten uses AI across its service to raise quality, consistency and personalisation. Ten Guardian, a proprietary AI tool, reviews member-facing communications – emails, quotes and research- in real time and retrospectively, assessing tone, accuracy and brand alignment against standards trained on Ten’s own service data.
Ten PX (Personalised Experience) and Ten VoC (Voice of the Customer) use data and real-time feedback to personalise recommendations and continuously measure and improve the member experience, while the agentic assistant Talia delivers faster, more personalised booking. Together, these tools let Ten scale premium service efficiently without losing its personal touch.
Ten takes an “AI-first” approach to innovation, embedding AI across how it designs, builds and delivers its service. Its engineering teams use techniques such as agent-assisted coding and a “shift-left” method — moving testing, security and quality assurance earlier in development — to build faster and at lower cost.
Ten invests around £12 million a year in proprietary digital platforms and technology, with the stated mission of becoming the world’s most trusted service platform. By combining more than 25 years of concierge expertise with the latest AI, Ten aims to keep extending its lead as a global concierge technology platform.
Talia is Ten’s AI-powered, agentic concierge assistant. Unlike a chatbot that only provides information, Talia can take action — such as making reservations and bookings on a member’s behalf.
Talia works through everyday messaging channels including WhatsApp, iMessage, Line and WeChat, operates in multiple languages at any time of day, and is designed to feel human in tone. It works alongside Ten’s expert human Lifestyle Managers to deliver faster, more personalised service.
Trust & What Makes Ten Different
Ten combines three strengths that are hard to match together: expert human Lifestyle Managers, proprietary technology including Ten’s digital platform and long-standing partnerships in travel, dining and entertainment.
Ten was the first concierge company in the world to become a certified B Corporation, charges no hidden fees or margins, personalises service using data, and is trusted by many of the world’s leading banks. As a publicly listed company, it also brings transparency and accountability.
Ten conforms to high industry standards and is PCI DSS Level 1 compliant. Ten’s lifestyle managers are fully PCI compliant and trained in handling data with full discretion.
As a provider to leading global banks and a publicly listed company, Ten operates to the security, privacy and governance standards its financial-services clients require.
Member data is used to personalise and improve the service, and Ten publishes a privacy statement and terms covering how information is handled, available on its official websites.
Members should always verify communications using the official contact details provided by their sponsoring organisation or through the official member platform.
Legitimate Lifestyle Managers will generally:
- Use authorised communication channels
- Reference verified member information appropriately
- Follow formal eligibility and identity authentication procedures
- Never request sensitive passwords or full banking credentials
If a member is unsure about the legitimacy of a communication, they should contact the service directly using official channels rather than responding to unsolicited requests.
For banks and premium brands, maintaining trust and security is essential to protecting both customer relationships and brand reputation.
Ten is recognised as a leading travel and lifestyle concierge company. It was the world’s first concierge company — and the first AIM-listed company — to gain B-Corp certification.
Its Ten Box Office platform won the Product Innovation Award at TheTicketingBusiness Awards 2025, and the Ten Platform is regularly described as award-winning.
