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Holdbar is an experience management software platform based in Aarhus, Denmark, providing a comprehensive suite of digital tools for tours, activities, and experience providers. The platform offers booking systems, payment processing, team management, and marketing tools, designed to help small businesses in sectors like guided tours, breweries, and food markets operate independently from major online travel agencies. Targeting the $150 billion tours and activities industry, the company raised $3.5 million in seed funding as of February 2024, with lead investors including Steve Fredette, co-founder of Toast, and Firstminute Capital. It conducted closed beta testing with 30 customers in early 2023. Co-founder Lasse Kjær previously founded and exited Truestory to Smartbox Group. The company has since rebranded as Understory and was founded in 2023 by Lasse Kjær and Lars Rasmussen.
Holdbar has raised $18.6M across 3 funding rounds.
Holdbar has raised $18.6M in total across 3 funding rounds.
Holdbar has raised $18.6M in total across 3 funding rounds.
Holdbar's investors include Firstminute Capital, People Ventures, Ulla Brockenhuus-Schack, Sequel, Brent Hoberman, SEED Capital, Christoph Deckert, Steve Fredette, Christian Schwarz Lausten.
Holdbar has raised $18.6M across 3 funding rounds. Most recently, it raised $14.1M Series A in September 2025.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Sep 9, 2025 | $14.1M Series A | Firstminute Capital, People Ventures, Ulla Brockenhuus-Schack, Sequel | |
| Feb 9, 2024 | $3.5M Seed | Brent Hoberman, SEED Capital | Christoph Deckert, Steve Fredette |
| Feb 9, 2023 | $1.0M Pre-Seed | Christian Schwarz Lausten |
