Wicket Software Review: Member Data Platform for Associations
- Oct 13
- 10 min read
Updated: Oct 16
Wicket Software Review for Association Executives: Member Data Platform That Connects Your Technology Ecosystem
Association leaders today have a tough choice: keep grappling with those clunky, one-size-fits-none Association Management Systems that promise the moon but deliver a soggy sandwich, or jump on the bandwagon of modern tech that actually works! For those daring organizations ready to escape the clutches of AMS mediocrity, figuring out where a Member Data Platform fits into your tech lineup isn't just important—it's mission-critical, like finding the last piece of a jigsaw puzzle you've been sitting on all along!
Summary of the Wicket Member Data Platform Software
Wicket was created in 2015 by the team at Industrial, a web design and development agency founded in 2000 by Jeff Horne, after witnessing associations struggle with bloated, inefficient AMS platforms. By 2017, Wicket officially launched as a standalone company under the leadership of Jeff Horne and Laura Mindorff [1]. As of 2021, Wicket operated with approximately 15 employees, and according to LinkedIn, the company now has 860 followers Wicket Inc. | LinkedIn [2].
As stated by Reggie Henry, "In the past, we've bought these BIG AMS systems. This ecosystem approach is finding the right technology that you need for your members to be able to execute what you need to do from a strategic point of view, and a methodology that allows you to glue those things together the way you need to" [3]. The Ottawa-based company has received notable recognition, including the Best Ottawa Business Award in 2018, recognition as one of Ottawa's Fastest Growing Companies in 2021, and Great Place to Work Certification in 2021[1].
The Purpose Statement of the Wicket Software
Wicket's mission is clear: "We enable associations to thrive in a modern software ecosystem," with a vision of "a world where every association and their members realize their highest potential" [1]. The platform was born from a fundamental question: "What if, instead of trying to pack everything into one system, we built a smart platform that integrates seamlessly with the best tools available?" [4].
Rather than replacing every system in your technology stack, Wicket positions itself as the anti-AMS—a central nervous system for member data that allows associations to use specialized, best-in-class tools without creating data silos or forcing manual synchronization.
What Makes Wicket a Fit for the Association Market and Unique?
Wicket is marketed as "the first and only Member Data Platform on the market," specifically built to create a unified member record while integrating with best-in-class software [5]. What distinguishes Wicket from traditional AMS platforms is its integration-first philosophy.
The platform provides single sign-on capabilities, allowing members to access multiple systems with one login, and includes a Touchpoints feature that tracks every member interaction across all integrated platforms WicketWicket [6].
Key features encompass persistent member records, renewal processing, subscription billing integration, and comprehensive touchpoint tracking, which provides a unified view of website logins, emails sent, event registrations, and community participation [7]. The platform is specifically designed for associations, addressing unique requirements such as organizational memberships, committee management, and complex membership tier structures that corporate CRM systems do not inherently support.
Functional Goals of the Wicket Member Data Platform Software
Wicket's core functional areas include member management covering contacts, organizations, and relationships; membership tier administration; single sign-on authentication; renewal and onboarding processing; touchpoint tracking across all integrated systems; and custom reporting through business intelligence integrations [6, 7].
The platform supports flexible billing structures, including traditional annual dues and subscription-based models billed weekly, monthly, or annually, with WooCommerce integration enabling one shopping cart experience for memberships, products, and services [7].
Wicket has also developed a sophisticated member engagement scoring framework that calculates composite scores based on Key Engagement Indicators and corresponding touchpoints, with weighted importance assigned to different activities [8].
Where Does Wicket Fit in the Association Technology Ecosystem?
This is the critical question for association executives navigating technology decisions. Wicket operates in what the SmartThoughts Tier framework [9] would classify as a best-of-breed solution that can either complement or replace traditional AMS systems, depending on your organization's maturity and needs.
According to Wicket CEO Jeff Horne,
"Often, organizations come to Wicket because they are using an AMS and many best-in-class integrations separately. We often replace the AMS and provide a solution using these best-in-class tools" [10]. In the modern technology model, the AMS is no longer positioned as the central hub; instead, the Member Data
Platform takes that role, with the AMS continuing to play an active role only in specific functions while the MDP integrates with it and other specialized tools [5].
Imagine your association's technology ecosystem as a transportation network. A conventional AMS resembles a solitary bus attempting to transport everyone everywhere—it's sluggish, rigid, and no one reaches their precise destination. Wicket serves as the central transit hub that links specialized vehicles: express trains for events, luxury coaches for learning, and rapid shuttles for email marketing. Members receive a single transit card (single sign-on) that functions universally, allowing you to track their entire journey regardless of the vehicle they choose.
When Wicket Makes Sense with an AMS: Many Tier 2 and Tier 3 AMS systems [9] lack robust integration capabilities or have weak modules for events, learning, or community management. Wicket can complement these systems by becoming the central data hub while your AMS continues handling specific functions like dues processing. The AMS feeds data into Wicket, which then orchestrates data across your entire ecosystem.
When Wicket Replaces an AMS: Organizations frustrated with monolithic systems often discover that Wicket plus specialized tools (Higher Logic for community, Eventbrite for events, MailChimp for email) delivers superior functionality at competitive pricing. The Member Data Platform handles core membership management while best-of-breed tools handle specialized functions.
The Best-of-Breed Reality: Most associations today operate in a best-of-breed environment, whether planned or not. You're likely already using Zoom for meetings, MailChimp for email, and Eventbrite for events alongside your AMS. The question isn't whether to use multiple tools—you already do. The question is whether you'll manage this ecosystem with manual exports and spreadsheets, or with an intelligent data hub that keeps everything synchronized.
What is the Price of the Wicket Member Data Platform?
According to GetApp, Wicket pricing starts from approximately $12,000 per year on a per-feature basis [11]. Reviewers have noted the platform's pricing structure relies on per-feature-per-year costs, with some describing it as "extremely high price" [12].
The investment should be considered in light of the expenses associated with manual data synchronization, the time staff spend managing multiple disconnected systems, and the opportunity cost of subpar functionality from AMS modules. Many organizations discover that removing manual processes and opting for more cost-effective specialized tools generates an ROI that compensates for the Member Data Platform investment.
In the end, it is recommended to contact the software vendor directly for the latest pricing information, as costs will vary significantly based on your organization's size, number of members, required integrations, implementation complexity, and specific feature needs.
What Peer Reviews State and Unique Feature Insights About the Wicket Member Data Platform
On G2, reviewers praised Wicket as "extremely intuitive and easy to onboard new users" and appreciated "the flexibility of using our own LMS, mail marketer with the platform" [13]. A Capterra reviewer noted,
"With our old database required us to manual sync our membership data with Mailchimp and our website, in addition to being time consuming, this process also introduced the potential for human error. One of the most recent benefits we have noticed with Wicket is that we are able to offer our 3rd party advertisers increased options to target our members and associates who have expressed interest in receiving 3rd party ads. This has meant additional advertising revenue for our association" 14].
Another multi-year Capterra user emphasized,
"We wanted the ability to have options and flexibility over which CMS, LMS and email marketing program we could use. Wicket integrates nicely with our chosen selections and works very smoothly" [12, 14]. This reviewer had previous positive experience with Wicket at another organization and chose it again, demonstrating satisfaction that transcends a single deployment.
Positive Insights from Peer Reviews: Common praise centers on seamless integrations with platforms like MailChimp, Higher Logic, WooCommerce, Eventbrite, and WordPress. Users appreciate the intuitive interface, single sign-on functionality eliminating password fatigue for members, comprehensive touchpoint visibility showing the complete member journey, and flexibility to choose best-of-breed tools without vendor lock-in. Multiple reviewers highlighted responsive support during implementation challenges.
Critical Insights from Peer Reviews: Honest feedback includes concerns about higher price points compared to all-in-one systems, initial setup complexity requiring both time and cost for custom API development, and learning curves during implementation.
One reviewer candidly shared "there were some hiccups getting our website, Mailchimp account and Wicket all working together but the Wicket team were extremely supportive and eager to help"[14, 15].
The reviews reveal a pattern: organizations choosing Wicket prioritize flexibility and integration over simplicity. They're willing to invest in setup complexity to gain long-term ecosystem control.
Analyst Expert Analysis and Reasoning From SmartThoughts
Wicket represents a fundamental shift in how associations should conceptualize technology infrastructure. Rather than accepting the "jack of all trades, master of none" promise of traditional AMS platforms, Wicket enables what modern enterprise organizations embraced years ago: connecting specialized tools through a central data platform.
Strategic Positioning:
The platform tackles real challenges that associations encounter daily, such as data silos needing manual synchronization, underperforming AMS modules when compared to specialized software, vendor lock-in hindering technological progress, and member dissatisfaction with multiple logins. The 2023 merger of Industrial and Wicket into one company [4] enhances their ability to provide integrated website and data management solutions, simplifying the ecosystem for customers.
Market Validation:
Endorsement from industry leaders ASAE and CSAE Partners - Wicket [16] serves as significant validation. These are not minor regional associations; they are the associations that other associations affiliate with. Their support implies that Wicket fulfills its commitments effectively. The company's acknowledgment as one of Ottawa's Fastest Growing Companies and its Great Place to Work certification reflect a positive company culture and a strong growth path.
Technology Philosophy: Wicket's focus on integration aligns with the industry's shift towards composable architectures. Associations are already using multiple systems; the real question is whether they will strategically manage this situation with effective integration infrastructure or continue dealing with manual workarounds and fragmented data.
Implementation Reality: Organizations need to accurately evaluate their technical expertise and resources. Effectively managing several integrated systems demands staff who are proficient with technology or collaborating with consultants knowledgeable in integration architecture. The benefit is increased flexibility and enhanced functionality, but it comes with the trade-off of greater complexity compared to monolithic systems.
Pricing Consideration: The investment demands a thorough ROI analysis that goes beyond merely comparing software. Assess the time staff currently dedicate to manual data entry, export-import cycles, and system reconciliation. Consider the opportunity cost associated with inadequate AMS modules, which may lead members to choose competitor associations offering better digital experiences. Many organizations find that by eliminating these costs and opting for more cost-effective specialized tools, the investment in a Member Data Platform is justified.
Leadership Stability and Roadmap:
Since its inception, the stable leadership of Jeff Horne and Laura Mindorff has provided a continuity often missing in the unpredictable software industry. The 2024 launch of Wicket Web™ [4] showcases ongoing product development and platform investment, avoiding feature stagnation. However, as a smaller company compared to large AMS vendors, it faces typical startup risks. The merger with Industrial helps mitigate some of these risks by expanding the team and revenue base.
Partnership Assessment: Evaluate Wicket's potential as a long-term partner beyond its current capabilities. Are they investing in developing their roadmap? Do they comprehend the challenges faced by associations through firsthand experience in the sector? The company's founding story—originating from an agency frustrated by clients' struggles with AMS limitations—indicates a genuine understanding rather than merely entering the market for opportunistic reasons.
Bottom Line: For associations serious about digital transformation and member experience excellence, Wicket fills a critical gap that traditional AMS systems fundamentally cannot address. It's not for everyone—smaller organizations satisfied with basic functionality, those lacking technical resources, or boards prioritizing simplicity over capability may find traditional AMS platforms sufficient.
However, for mid-to-large associations ready to embrace an ecosystem approach, with boards who understand that "best" requires choosing specialized tools, Wicket provides the connective tissue, making best-of-breed strategies actually work. The platform transforms fragmented tools into a coherent ecosystem where member data flows seamlessly, staff work efficiently, and members experience one consistent organization across all touchpoints.
Evaluating Wicket as a True AMS Alternative
After diving deep into the research rabbit hole, it's crucial to set the record straight about what Wicket really is, as opposed to the magical unicorn it sometimes gets painted as by marketing wizards. Wicket is basically a Customer Data Platform (CDP) that's got a special twist for associations—hence the fancy term "Member Data Platform"—and not a stand-in for an Association Management System [5].
This platform is the superhero of membership data management, touchpoint tracking, and integration juggling. But when it comes to the full-on AMS superpowers, like epic accounting integration, labyrinthine dues structures, committee management marathons, certification tracking quests, chapter hierarchy mazes, and volunteer coordination circuses, Wicket's still in its training cape.
While we may digress a bit here, it's essential to highlight a story that only SmartThoughts can tell. Once upon a time, in a galaxy not so distant, the minds behind SmartThoughts had a cosmic conversation with Wicket's head honcho, Jeff Horne. The insight? "You're not an AMS. You're more like a CDP and should definitely be called an MDP!" Fast forward to today, and we're still waiting for those "branding genius" royalties. However, our objectivity remains as untouched as a lone sock at a garage sale, and our analysis is as sharp as a porcupine at a knitting bee. That's just how we operate at SmartThoughts, delivering bias-free brilliance since... well, since dinosaurs roamed the earth!
If your association genuinely requires a comprehensive AMS with extensive functional capabilities beyond data orchestration, Wicket is not the solution. It serves as a Member Data Platform—excelling in its specific role—but it is not an AMS. Recognizing this difference helps avoid costly mismatches between technology choices and organizational requirements.
Are you a verified Association Executive currently evaluating your technology ecosystem?
If you aren't currently collaborating with a consultant and are seeking an unbiased assessment of whether a Member Data Platform like Wicket is suitable for your organization's unique needs and maturity level, I encourage you to arrange a free consultation. We will evaluate your current situation, explore integration possibilities, analyze potential ROI, and decide if this architectural approach fits with your mission priorities, staff capabilities, and budget constraints. There will be no sales pressure—just a straightforward analysis from someone knowledgeable about both association needs and technological opportunities.
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