About Ten

Ten operates 24 hours a day, seven days a week, worldwide; to ensure our high-net-worth members get the most from their busy lives.

Our travel and lifestyle concierge programmes and loyalty solutions are offered to more than 60 million members globally via financial institutions, luxury retailers, and premium brands. This in turn drives engagement, develops trust and strengthens brand advocacy with their most valued customers.

Why is it so special? We provide direct access to unique cultural, gastronomic and travel experiences, exclusively negotiated benefits, and unparalleled customer service. With Ten, doors are opened, dreams and aspirations are realised, expectations are exceeded, and time is saved.

Individuals can also join our service. Find out more here.

Facts & Figures

The facts and figures behind our success


Eligible members

People who are, at this moment in time, able to access our services 24 / 7 / 365.


Different languages

Expert coverage in English, Spanish, French, Italian, German, Russian, Mandarin, Cantonese, Korean, Japanese, Arabic, French Canadian, and Brazilian Portuguese.


Globally distributed

Nearly two-thirds of Ten’s 545-strong team is based outside of the UK, with a single operating platform.


Tech enabled

Our Product team includes 89 dedicated technologists, including Developers as well as UX, UI, and QA specialists.

10+ years

Fully PCI compliant

We’re PCI-DSS Level 1, and have been successfully audited by major global financial institutions and card issuers for the past decade.


Individual requests

We’ve worked on more than four million member requests since our proprietary CRM, Ten MAID, was created in 2003.

Mission & Values

We put our members at the centre of everything we do.

Our Mission

Our mission is to be the most trusted service in the world. We believe that it’s only through being deserving of trust that we can truly create personalised concierge services and effective loyalty solutions.

Our Values

Member focused
  • The member is at the centre of everything we do. They can trust us to act in their best interests.
  • We focus on providing a personalised service. We go above and beyond. We deliver results the member recognises as great.
  • We add value by ensuring the members get the same or an even better deal than if they had managed the requests independently.
  • We also add value by saving the member time and managing the requests efficiently


Ten was founded in 1998 by Alex Cheatle and Andrew Long with a compelling vision – to provide an unrivalled, personalised service that would help its members get the most from life.

The business began providing a pioneering lifestyle concierge service to 20 members in London. The more requests they took on, the better the business got. As its reputation, contacts and expertise grew, Ten expanded its private membership base. In 2001 Ten won its first corporate contract to provide concierge on behalf of a major banking group. We now run more than 80 customer and employee loyalty schemes with more than 60 million members worldwide.

Ten’s global growth accelerated rapidly from 2007 and subsequently we opened offices in San Francisco, New York, Miami, Mexico City, Hong Kong, Singapore, Shanghai, Tokyo, Cape Town, Mumbai, Dubai, Brussels, São Paulo, Melbourne, Zurich, Las Vegas, and Toronto.

Ten’s service has always been underpinned by human expertise and technology capability. We intentionally built a model that not only embraces complexity but also thrives on it. The result, almost 20 years later, is a business with billions of data touchpoints, and a DNA of codified knowledge – allowing us to say ‘yes’ when most can’t.


Senior Leadership Team

Our experienced leadership team comprises leaders in each of our three regions: EMEA, Americas, and APAC.

Alex Cheatle

Co-Founder and Global CEO

Andrew Long

Co-Founder and Global COO

Craig Le Grice

Chief Product Officer

Toby Gauvain

Managing Director, International

Tracy Geldert

COO, Americas

Sean Hegarty


Anna Seizer


Bryn Dyer


Sarah Hornbuckle

Client Services Director

Malcolm Berry

President, Americas

Ian Swain

Commercial Director