Danish Understory Secures €12M to Revolutionize Global Experience Market with AI Platform
September 9, 2025, 3:39 pm
Location: Denmark, Capital Region of Denmark, Copenhagen
Employees: 11-50
Founded date: 2004
Understory, a Danish travel tech innovator, has secured €12 million in Series A funding. This capital injection propels global expansion for its AI-driven platform. The system unifies booking, payment, and marketing tools for experience providers. London-based Smedvig Ventures spearheaded the round, joined by People Ventures and Sequel. Existing investors Seed Capital and Firstminute Capital also participated. Understory aims to revolutionize the $3 trillion global experience market, empowering businesses to automate workflows, attract more guests, and unlock significant growth potential. The move addresses increasing consumer demand for curated, meaningful experiences worldwide.
Understory just closed a substantial Series A funding round. €12 million flowed into the Danish travel tech firm. This capital infusion signals major market confidence. London-based Smedvig Ventures led the investment. They see immense potential. New investors People Ventures and Sequel also joined. Existing backers Seed Capital and Firstminute Capital reaffirmed their commitment. This collective support propels Understory forward. It marks a critical milestone for the Aarhus-based startup.
Understory's core offering is an AI-driven platform. It simplifies complex operations for experience providers. This single system unifies critical functions. Booking, payment processing, and marketing tools integrate seamlessly. The platform automates tedious workflows. It frees providers from administrative burdens. Businesses gain efficiency. They unlock their full growth potential. This digital solution targets a long-standing industry pain point.
The global experience market is colossal. Experts estimate its value exceeds $3 trillion. It continues expanding, growing roughly six percent annually. Consumer behavior drives this growth. Younger generations increasingly prioritize experiences over possessions. Yet, a paradox persists. Nearly half of all experience commerce remains offline. Providers struggle with outdated, disparate systems. Guests demand instant discovery and booking. The industry lags in digitalization. Understory directly addresses this gap.
The €12 million fuels an ambitious agenda. Understory will accelerate global expansion. New markets are firmly in its sights. Product development also receives significant investment. The platform's infrastructure will strengthen. This ensures scalability. The goal is clear: empower more experience providers. Give them access to cutting-edge tools. Help them attract more guests. Enable new revenue streams. Let providers focus on delivering unforgettable moments.
CEO Lasse Kjær co-founded Understory. He leads the charge with co-founder Lars Rasmussen. Their track record speaks volumes. Previously, they built Truestory. That venture reportedly became the Nordic region's largest experience portal. This deep industry insight sparked Understory's genesis. They witnessed providers drowning in administration. Marketing and finance often lacked support. Digitalization was severely underdeveloped. Understory emerged to solve these observed challenges.
Understory's impact is already felt globally. The company serves customers in ten different countries. Its team comprises 44 employees. They operate from offices in Denmark’s major cities, Aarhus and Copenhagen. This robust foundation supports future expansion. The platform’s reach continues to grow. Its ability to serve diverse international markets is a key asset.
The experience industry faces transformative shifts. The rise of independent businesses is a major trend. Statista predicts over half the U.S. workforce will freelance by 2027. This reflects a desire for independent ventures. Understory supports these entrepreneurs. Beyond its core platform, Understory champions innovation. It launched Female Founders Lab. This academy empowers women. It helps them build or grow experience-based businesses. Mentorship and support are central to the program.
Investors recognized Understory's unique position. They saw a stellar team. The company presented a clear vision. Its product, still in early stages, holds immense promise. It empowers experience providers worldwide. Investors anticipate significant value creation. This benefits both businesses and their guests. The market potential is undeniable. Understory stands out in a crowded tech landscape.
This funding round is a powerful statement. Understory is poised for disruption. It will continue transforming how experiences are created, promoted, and sold. The company aims to make meaningful experiences accessible. For providers, it means streamlined success. For consumers, it promises easier access to memorable moments. Understory is not just building software. It is building the future of the experience economy.
Understory just closed a substantial Series A funding round. €12 million flowed into the Danish travel tech firm. This capital infusion signals major market confidence. London-based Smedvig Ventures led the investment. They see immense potential. New investors People Ventures and Sequel also joined. Existing backers Seed Capital and Firstminute Capital reaffirmed their commitment. This collective support propels Understory forward. It marks a critical milestone for the Aarhus-based startup.
Understory's core offering is an AI-driven platform. It simplifies complex operations for experience providers. This single system unifies critical functions. Booking, payment processing, and marketing tools integrate seamlessly. The platform automates tedious workflows. It frees providers from administrative burdens. Businesses gain efficiency. They unlock their full growth potential. This digital solution targets a long-standing industry pain point.
The global experience market is colossal. Experts estimate its value exceeds $3 trillion. It continues expanding, growing roughly six percent annually. Consumer behavior drives this growth. Younger generations increasingly prioritize experiences over possessions. Yet, a paradox persists. Nearly half of all experience commerce remains offline. Providers struggle with outdated, disparate systems. Guests demand instant discovery and booking. The industry lags in digitalization. Understory directly addresses this gap.
The €12 million fuels an ambitious agenda. Understory will accelerate global expansion. New markets are firmly in its sights. Product development also receives significant investment. The platform's infrastructure will strengthen. This ensures scalability. The goal is clear: empower more experience providers. Give them access to cutting-edge tools. Help them attract more guests. Enable new revenue streams. Let providers focus on delivering unforgettable moments.
CEO Lasse Kjær co-founded Understory. He leads the charge with co-founder Lars Rasmussen. Their track record speaks volumes. Previously, they built Truestory. That venture reportedly became the Nordic region's largest experience portal. This deep industry insight sparked Understory's genesis. They witnessed providers drowning in administration. Marketing and finance often lacked support. Digitalization was severely underdeveloped. Understory emerged to solve these observed challenges.
Understory's impact is already felt globally. The company serves customers in ten different countries. Its team comprises 44 employees. They operate from offices in Denmark’s major cities, Aarhus and Copenhagen. This robust foundation supports future expansion. The platform’s reach continues to grow. Its ability to serve diverse international markets is a key asset.
The experience industry faces transformative shifts. The rise of independent businesses is a major trend. Statista predicts over half the U.S. workforce will freelance by 2027. This reflects a desire for independent ventures. Understory supports these entrepreneurs. Beyond its core platform, Understory champions innovation. It launched Female Founders Lab. This academy empowers women. It helps them build or grow experience-based businesses. Mentorship and support are central to the program.
Investors recognized Understory's unique position. They saw a stellar team. The company presented a clear vision. Its product, still in early stages, holds immense promise. It empowers experience providers worldwide. Investors anticipate significant value creation. This benefits both businesses and their guests. The market potential is undeniable. Understory stands out in a crowded tech landscape.
This funding round is a powerful statement. Understory is poised for disruption. It will continue transforming how experiences are created, promoted, and sold. The company aims to make meaningful experiences accessible. For providers, it means streamlined success. For consumers, it promises easier access to memorable moments. Understory is not just building software. It is building the future of the experience economy.