Understory, an Aarhus, Denmark-based startup helping creators run and grow their experiences, has raised €12 million in Series A funding.
Investors
The round was led by Smedvig Ventures, with participation from People Ventures, Sequel, and existing investors Seed Capital and Firstminute Capital.
Smedvig Ventures is a venture capital firm specializing in early-stage technology investments across Europe. The firm primarily invests in B2B technology companies, with a focus on the UK, the Nordics, and the Benelux region. It typically invests at the Series A and Series B stages.
Understory Use of Funds
The company will use the funding to accelerate product development, scale its infrastructure, and expand internationally to help more experience-based businesses grow.
About Understory
Founded in 2022 by Lasse Kjær and Lars Rasmussen, Understory is a SaaS platform designed to transform the experience industry. Its AI-driven platform 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. Headquartered in Aarhus, Denmark, Understory already serves customers in 10 countries. The company’s vision is to make it easier for people to create and share meaningful experiences.
Funding Details
Company: Understory A/S
Raised: €12.0M
Round: Series A
Funding Date: September 2025
Lead Investor: Smedvig Ventures
Additional Investors: People Ventures, Sequel, Seed Capital, Firstminute Capital
Company Website: https://understory.io/
Software Category: Experience Management / SaaS
Source: Understory Press Release