Understory is the only tool you need to sell experiences. To create, manage and grow your experience business.
Location: Denmark
Total raised: $14.03M
Funding Rounds 1
| Date | Series | Amount | Investors |
| 08.09.2025 | Series A | $14.03M | Firstminut... |
Mentions in press and media 5
| Date | Title | Description |
| 09.09.2025 | Danish Understory Secures €12M to Revolutionize Global Experience Market with AI Platform | 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 pro... |
| 08.09.2025 | Danish TravelTech platform Understory raises €12 million to unite tools for experience providers under one roof | Aarhus-based startup Understory has raised €12 million to accelerate its growth in the global experience market, which McKinsey & Company estimates is worth more than $3 trillion, growing around six percent each year. This Series A inve... |
| 08.09.2025 | Understory Raises €12M in Funding | Understory, an Aarhus, Denmark-based startup that develops software improving how experiences are created, promoted, and sold, raised €12M in funding. The round was led by Smedvig Ventures with participation from People Ventures and Sequel.... |
| 24.07.2025 | Everyone on board: 10 promising European startups navigating the future of travel | Fuelled by innovation in AI, sustainability, digital platforms, and consumer experience, Europe’s travel tech ecosystem continues to evolve rapidly! From personalised planning tools and smart booking engines to immersive experiences and int... |
| - | Understory | “Understory is the only tool you need to sell experiences. To create, manage and grow your experience business.” |