The newly merged Flash Seats and Vertical Alliance ticketing firms unveiled a new company name, Veritix, at the INTIX annual ticketing conference in Chicago yesterday.

The new company claims it offers the most advanced end-to-end ticketing platform in the industry, allowing teams and venues to tap into both the primary and secondary ticketing markets in an integrated platform.

The new company combined Flash Seats' electronic secondary ticketing and relationship marketing tools with Vertical Alliance's advanced primary ticketing technology. In all cases, the team or venue manages and monetizes a single customer database for the entire interaction with the customer.

Veritix is owned by an investor group led by Dan Gilbert, chairman and founder of Quicken Loans, the nation's largest online home lender. He is also majority owner of the NBA's Cleveland Cavaliers basketball team and operator of the Quicken Loans Arena in Cleveland. Additionally, Gilbert is majority owner of the American Hockey League's newest franchise, Cleveland's Lake Erie Monsters, and Fathead LLC, which makes life-sized vinyl wall graphics of popular sports figures and entertainment characters.

Flash Seats currently provides secondary ticket services to the Cleveland Cavaliers and Quicken Loans Arena. Vertical Alliance clients include the Houston Rockets, the Houston Toyota Center, Boise State University and Texas A&M University.