Series A · Travel & Hospitality · Copenhagen, Denmark · Founded 2023 · 44–65 employees
Understory is a Danish B2B SaaS platform that unifies booking, payments, and marketing for experience providers — from kayak tours to cooking classes — targeting a $3 trillion global market. Founded in 2023 (formerly Holdbar) by Lasse Kjær and Lars Daniel Blom Rasmussen, the company has grown its customer base sixfold in a single year and now serves clients in 10+ countries. In September 2025 it closed a €12M Series A led by Smedvig Ventures, with participation from People Ventures, Sequel, Seed Capital, and Firstminute Capital. Understory was named one of Europe's 100 most promising software startups by Notion Capital and Google Cloud in 2025, and operates offices in Aarhus, Copenhagen, and Barcelona.
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