Understory Raises €12 Million in Series A

Understory Raises €12 Million in Series A

Understory, an Aarhus, Denmark-based startup helping creators run and grow their experiences, has raised €12 million in Series A funding.

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.

The company will use the funding to accelerate product development, scale its infrastructure, and expand internationally to help more experience-based businesses grow.

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