Founded in 2022 by Lasse Kjær and Lars Rasmussen, Understory offers an AI-driven software platform that helps creators and operators of experiences manage bookings, payments, and marketing from a single system. The software automates workflows, allowing experience providers to focus on delivering and scaling their offerings. Understory already serves customers in ten countries and positions itself as an infrastructure layer for the growing experience economy. The company’s vision is to make it easier for people to create and share meaningful experiences. With fresh capital, it plans to accelerate product development, strengthen its infrastructure, and expand internationally. While specific revenue or user figures were not disclosed, the recent funding underscores investor confidence in the firm’s growth trajectory and market opportunity.

Total raised

$19M

Funding rounds

3

Latest round

Series A

Latest activity

Sep 2025