Selfbook has raised $42.5M in total across 4 funding rounds.
Selfbook's investors include 8090 Industries, B Capital Group, HOF Capital, Operator Collective, Social Capital, Tiger Global Management, 305 Ventures, 9Yards Capital, American Express Ventures, Amplify.LA, Adeyemi Ajao, Better Tomorrow Ventures.
# Selfbook: Modernizing Hotel Commerce Through Fintech
Selfbook is a fintech company that revolutionizes hotel bookings and payments by streamlining the entire transaction experience for both guests and hoteliers[1][4]. Founded in 2020 and based in New York with headquarters in West Hollywood, California, the company operates as a payment technology provider specializing in transaction processing for the hospitality sector[2]. With $42 million in total funding and approximately 70 employees, Selfbook has built a comprehensive platform that addresses a critical pain point in the hotel industry: the fragmented, outdated booking and payment infrastructure that creates friction for guests and operational complexity for hotels[2].
The company's core mission centers on bringing "hospitality back to its roots by providing hotels with invisible technology that allows hoteliers to focus on the human connection on-property"[1]. Rather than forcing guests to provide credit card information at check-in, Selfbook orchestrates payment processing behind the scenes, enabling transaction-free arrival experiences[4]. The platform serves mid-to-large hotel operators seeking to increase direct bookings, reduce commission costs, and maintain control over their brand and pricing strategy[3].
Selfbook emerged in 2020 at the intersection of fintech and hospitality, founded by a team of hospitality veterans including Co-Founder and CEO Khalid Meniri[4]. The company was built with deep industry knowledge, recognizing that hotel payment and booking systems had become outdated and cumbersome—creating unnecessary friction that deterred direct bookings and complicated backend operations for hoteliers[4].
The company has attracted backing from prominent investors including Tiger Global and Amex Ventures, signaling strong confidence in the hospitality fintech opportunity[4]. This investor pedigree reflects both the market need and Selfbook's positioning as a solution that bridges the gap between modern financial technology and traditional hospitality operations.
Selfbook operates within a larger trend of fintech disruption in traditionally underserved industries. The hospitality sector has long relied on fragmented technology stacks—combining property management systems, booking engines, and payment processors that don't communicate seamlessly. This creates operational inefficiency and guest friction that modern travelers increasingly reject.
The timing is particularly favorable: post-pandemic, hotels are aggressively pursuing direct booking strategies to reduce dependence on OTAs like Booking.com and Expedia, which charge commissions of 15-25%. Simultaneously, the rise of embedded fintech and API-first architecture has made it feasible to build integrated solutions that were previously impossible. Selfbook's recognition as No. 10 in Fast Company's 2024 World's Most Innovative Companies in the Finance category reflects the market's validation of this approach[1].
The company also benefits from broader shifts toward data-driven hospitality, where guest preferences and payment behavior inform revenue optimization. By controlling the payment layer, Selfbook gains insights that help hotels understand booking patterns and conversion dynamics—data that was previously siloed with third-party processors.
Selfbook is well-positioned to capture significant market share in hospitality fintech as hotels increasingly demand alternatives to legacy systems and OTA dependency. The company's investor backing, product maturity (evidenced by the Station launch), and industry recognition suggest it has moved beyond early-stage validation into scaling mode.
The key inflection points ahead likely involve: (1) expanding adoption among independent and mid-market hotels, (2) deepening integration with major hospitality groups, and (3) potentially extending the platform into adjacent services like loyalty programs and revenue management. As the hospitality industry continues its digital transformation, Selfbook's thesis—that modern fintech can unlock both guest experience and hotel profitability—appears increasingly central to how hotels will compete in a direct-booking-first future.
Selfbook has raised $42.5M across 4 funding rounds. Most recently, it raised $15.0M Series A in March 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Mar 1, 2022 | $15.0M Series A | 8090 Industries, B Capital Group, HOF Capital, Operator Collective, Social Capital, Tiger Global Management | |
| Oct 1, 2021 | $25.0M Series A | 305 Ventures, 8090 Industries, 9Yards Capital, American Express Ventures, Amplify.LA, Adeyemi Ajao, B Capital Group, Better Tomorrow Ventures, FirstMark Capital, Foundation Capital, Founder Collective, GreatPoint Ventures, Greenoaks Capital, HOF Capital, Imaginary Ventures, Operator Collective, Rock Ventures, Section 32, Social Capital, Sweet Capital, TCV, TenOneTen Ventures, Thrive Capital, Tiger Global Management, Upfront Ventures, Valia Ventures, Vera Equity, What If Ventures, Alex Pattis, Andy Coravos, David de Picciotto, Justin Mateen, Kunal Shah, Nate Matherson, Yumin Choi | |
| Jun 1, 2021 | $2.0M Seed | Amplify.LA, Better Tomorrow Ventures, GreatPoint Ventures, Imaginary Ventures, TenOneTen Ventures, Justin Mateen, Kunal Shah, Nate Matherson | |
| Mar 1, 2018 | $550K Seed | Sweet Capital, Izhar Shay |
