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764 Danish TravelTech platform Understory raises €12 million to unite tools for experience providers under one roof

EU-Startups
David Cendon Garcia @ EU-Startups · 09/08/2025 07:00 EDT

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 investment is led by London-based Smedvig Ventures, with participation from new investors People Ventures and Sequel. Existing investors Seed ...

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