Holdbar gets backing from Brent Hoberman for experience management tech

Holdbar, a startup specializing in experience management technology, has landed $3.5 million in a seed round.

Investors in the Denmark-based business include firstminute capital, founded by Lastminute.com co-founder Brent Hoberman, Steve Fredette, founder of restaurant technology company Toast, and others.

Holdbar has developed software enabling experience providers to create, promote and sell activities.

Lasse Kjær, co-founder and CEO of Holdbar, said, “Experiences are the fastest-growing sector within the tourist and travel industry. Especially the younger generation are likely to prioritize experiences over things, and by developing a platform that helps experience providers improve their commercial output, they can create a healthier business.”

Hoberman, who is co-founder and managing partner of firstminute capital, said, “Just like Shopify did for e-commerce brands over the last decade, Holdbar is providing the infrastructure to enable small businesses in the domestic tourism and experiences sector to run their businesses independently from the major [online travel agencies]. Holdbar’s tooling allows these [small- and medium-sized enterprises] to engage directly with their customers on whichever platforms they choose [websites, social media, messaging channels] and provide an end-to-end, high-quality digital experience that reflects their brand. Over the next decade, businesses need to own their data and run their own software stack if they are going to be able to gain from [artificial intelligence] efficiencies. We believe Holdbar can help small businesses in travel make this transition.”

Holdbar announced pre-seed funding of €1 million a year ago.