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 used 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 uses drone and satellite imagery to analyze vegetation, 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 industry,” says Lasse Kjær, CEO and Co-Founder.
Understory’s vision is to make it easier for people to create and share meaningful experiences. At a time when younger generations are spending more time and money on experiences yet nearly 50 percent of all commerce, according to McKinsey & Company, still happens offline, the industry faces a paradox: Guests expect to discover, decide, and book in the same moment, while providers are stuck with outdated systems. Understory aims to change 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 unforgettable experiences,” says 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 stellar team, a clear vision, and a product that is only at the beginning of its journey to enable experience providers globally. We look forward to supporting the company’s journey and seeing how it creates even more value for both businesses and their guests,” says Jonathan Lerner, Partner at Smedvig Ventures.
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Read the orginal article: https://arcticstartup.com/understory-raises-e12m/
