Understory’s $14M Raise Boosts AI Platform for Experience Providers

Denmark-based startup Understory has successfully closed a Series A funding round led by Smedvig Ventures, raising €12 million (around $14,1 million). People Ventures and Sequel also participated, along with returning investors Seed Capital and Firstminute Capital.

The new funding aims to accelerate Understory’s expansion plans, growing beyond Denmark and the Nordics into key European and global markets.

Understory’s AI-driven platform connects various tools for experience providers, including booking management, payments, marketing automation, inventory management, and customer behavior analytics.

The company serves experience-based businesses, including tours, activities, attractions, and events.

For a deeper look at the sector and leading companies, watch AltexSoft’s video about travel experiences.

Photo by Andy Holmes on Unsplash