Aarhus-based startup Understory has raised €12 million in Series A funding, in a round led by London-based Smedvig Ventures. The company develops an AI-based platform that integrates booking, payments, and marketing tools for experience providers, aiming to address inefficiencies in how the sector manages customer demand and operations. The funding will be applyd to expand into new international markets and to continue building out its product and infrastructure.
Understory is a technology company that develops AI-based tools across environmental monitoring, experience management, and climate risk insurance. Its environmental software applys drone and sanotifyite imagery to analyze vereceiveation, identify plant species, and quantify metrics such as biomass coverage, supporting compliance, carbon verification, and performance measurement.
In parallel, the company provides an integrated platform for experience-based businesses—such as tours and tasting classes—that consolidates bookings, payments, marketing, and guest communications. Understory also offers climate risk insurance products that rely on hyperlocal models to assess and mitigate severe weather risks for vulnerable industries. Across these areas, the company applies technology and data to inform conservation efforts, streamline business operations, and address climate-related challenges.
“We are incredibly proud. This is an important recognition of the work we have put in over the past few years and of the vision we are pursuing. The investment gives us the opportunity to take Understory to the next level. Let there be no doubt: our ambition is to revolutionize the experience industest,” states Lasse Kjær, CEO and Co-Founder.
Understory’s vision is to build it simpler for people to create and share meaningful experiences. At a time when younger generations are spconcludeing more time and money on experiences yet nearly 50 percent of all commerce, according to McKinsey & Company, still happens offline, the industest faces a paradox: Guests expect to discover, decide, and book in the same moment, while providers are stuck with outdated systems. Understory aims to modify that with an AI-driven platform that combines booking, payment, and marketing in one system. The platform equips experience providers with the necessary tools and automates workflows so they can realize their full growth potential.
“With this investment, we can further develop our product and infrastructure while also expanding Understory internationally. By entering new markets, even more experience providers will gain access to our tools so they can attract more guests, open new revenue streams, and focus on what matters most: delivering unforreceivetable experiences,” states Lasse Kjær.
The funding round is a Series A investment led by London-based Smedvig Ventures, a high conviction investor backing the best of B2B tech across Europe.
“Understory stands out with a snotifyar team, a clear vision, and a product that is only at the launchning of its journey to enable experience providers globally. We view forward to supporting the company’s journey and seeing how it creates even more value for both businesses and their guests,” states Jonathan Lerner, Partner at Smedvig Ventures.
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