Safe opens London Peak with free public sector passes

Safe Software has opened registration for Peak of Data and AI 2027 in London and introduced new attendance options to widen access.

The revised packages include free passes for public sector and government professionals, one-day passes for those unable to attend the full event, and lower prices across all pass types. All attendees will also receive a free AI training session on the conference's first evening.

Safe's global gathering for data and AI professionals will take place at the QEII Centre. London follows previous host cities Vancouver, Bonn and Seattle.

The changes point to an effort by the Canadian software company to attract a broader mix of delegates, including local commuters and public sector teams from outside the UK. One-day tickets may appeal to London-based professionals who do not need accommodation, while free access for government staff removes a cost barrier for public bodies.

Access changes

The new structure is intended to make the conference accessible to a wider audience. Lower pricing has also been applied to the pre-conference training add-on.

Safe is best known as the creator of FME, a data integration product used by organisations working with complex and varied data sources. Its conference programme typically combines customer case studies, technical sessions and product updates.

For the 2027 edition, the three-day agenda will include more than 100 breakout sessions led by FME users, keynote plenary sessions, product announcements and FME Basecamp, a hub for technical support and networking during the event.

A Partner Summit for certified partners is scheduled before the main conference, underscoring the event's role not only as a user gathering but also as a venue for Safe's wider partner ecosystem.

Broader audience

The conference has drawn attendees from North America, Europe and Asia-Pacific, and London places it in one of the world's largest transport hubs. That gives Safe an easier base for European delegates while remaining accessible to visitors from other regions.

Free access for public sector professionals may also shape the audience. Government bodies are major users of mapping, infrastructure, planning and environmental data, all areas where integration tools are commonly used.

At the same time, one-day passes may make the event more practical for smaller organisations, consultants and technical staff who cannot justify three days away from day-to-day work. As travel budgets tighten across many sectors, shorter attendance options have become a more common way to preserve footfall.

Don Murray, Chief Executive Officer and Co-Founder of Safe Software, commented on the change in approach.

"The Peak has always been about the community that comes together around it, and the more of that communityA we can get into the room, the better the event is for everyone," said Don Murray, Chief Executive Officer and Co-Founder of Safe Software. "Opening the doors to public sector teams, to people who can only spare a day, and to organizations of every size is the surest way to make London 2027 our best Peak yet."

Conference business

Technology vendors increasingly use in-person conferences to maintain direct contact with customers and partners, particularly in specialist software markets where adoption often depends on training, peer recommendations and technical support. For companies such as Safe, the annual or biennial user event also provides a setting for product launches and customer retention.

Offering a free AI training session to every attendee reflects the continued emphasis on artificial intelligence at enterprise software events. Rather than restricting that content to premium ticket holders, Safe is making the session available across every pass category, suggesting it sees AI literacy as central to the event's appeal.

The company is also accepting presentation proposals for the conference programme. User-led sessions have become a standard feature of software conferences because they show prospective customers how tools are applied in practice and allow vendors to highlight deployment stories without relying solely on internal speakers.

Safe, headquartered in Surrey, British Columbia, was founded in 1993. It has built its business around software that connects, transforms and automates data flows across different systems, including spatial and non-spatial data environments.

With registration now open, the package changes offer an early indication of how Safe is positioning the London event: less around a single standard pass and more around flexible entry points for different types of attendee. The programme is expected to centre on user sessions, technical support and product announcements, with more than 100 breakout sessions planned.