Under Story
Travel Technology · Scheduling & Booking Software
$58Mtotal raised · 8 rounds on record
7open roles
$15Mlatest round · Venture round · Nov 2023 · 2 yr ago
2backers · firstminute capital, Seed Capital
Overview
Understory is the only tool you need to sell experiences. To create, manage and grow your experience business.
Key facts
As of Nov 13, 2026, Alion lists 7 open roles at Under Story. Under Story is headquartered in Aarhus, Denmark. It was founded in 2023. It has raised $58M in 7 funding rounds. The latest round is Venture - Series Unknown of $15M, announced in 2023.
- Open roles
- 7Job postings Alion tracks, as of Nov 13, 2026
- Headquarters
- Aarhus, DenmarkAlion company profile, updated Nov 13, 2026
- Founded
- 2023Alion company profile, updated Nov 13, 2026
- Employees
- 10+Alion company profile, an estimated range
- Total raised
- $58MSum of 7 equity rounds Alion knows
- Latest round
- Venture - Series Unknown · $15M · Nov 27, 2023SEC Form D filing · sec.gov
How Under Story hires
Truth index
B 81/100
Median time to fill
35 days
Ghost roles
0%
Stale roles
75%
Reposted roles
0%
Under Story scores B on the Alion truth index (A is best, E worst), measured over 4 open roles re-checked against its own hiring board: 0% look like ghost listings, 75% have gone stale and 0% are the same role posted again. Its roles close in a median of 35 days. It measures how much of what this employer publishes turns into a real, finite search - not the employer as a workplace. How the index is computed
Funding and backers
Total raised
$58M
8 rounds on record
Latest round
$15M
Venture round · Nov 2023 · 2 yr ago
Team
11-50
employees, estimated range
Hiring now
7
+1 posted in 30 days
Backers
2
firstminute capital, Seed Capital
The money's age
Long since its last round
35 months since the last round · and hiring
Momentum
21/100
hiring for its size, in the news
Last sign of life
1 mo ago
a posting or a news item
The story so fareach stage dated by its source: the company's releases, the press, registers, filings
Oct 2026
Formerly Understory (holdbar.com)
Nov 27, 2023
Raised a round Venture round $15M · SEC Form D
May 25, 2023
Raised a round Series A $13.1M · SEC Form D
2023
Founded
Jul 31, 2020
Took on debt financing $12M · SEC Form D
Apr 26, 2019
Raised a round Venture round $7.2M · SEC Form D
Sep 24, 2018
Raised a round Venture round $7.5M · SEC Form D
Apr 13, 2018
Raised a round Series B $5.7M · SEC Form D
Aug 5, 2016
Raised a round Venture round $2M · SEC Form D
Jan 28, 2016
Raised a round Venture round $7.5M · SEC Form D
Tractionpublic signals, read monthly
Web presence
top 0.43%
of 133.2M domains by links, Common Crawl
Funding rounds
| Round | Date | Amount | Investors | Source |
|---|---|---|---|---|
| Venture round | Nov 2023 | $15M | — | SEC Form D |
| Series A | May 2023 | $13.1M | — | SEC Form D |
| Debt Financing | Jul 2020 | $12M | — | SEC Form D |
| Venture round | Apr 2019 | $7.2M | — | SEC Form D |
| Venture round | Sep 2018 | $7.5M | — | SEC Form D |
| Series B | Apr 2018 | $5.7M | — | SEC Form D |
| Venture round | Aug 2016 | $2M | — | SEC Form D |
| Venture round | Jan 2016 | $7.5M | — | SEC Form D |
Registers and programsofficial lists and records that name the company
| Legal entity | Understory A/S | its site |
Founders and leadersfrom filings, registers and the company's site
Alexander KubicekExecutive Officer, DirectorSEC Form D
Bryan DowExecutive OfficerSEC Form D
Alexander JacobsExecutive OfficerSEC Form D
Steve BenfieldExecutive OfficerSEC Form D
Patricia WyngaardExecutive OfficerSEC Form D
Jack AlexanderExecutive Officer, DirectorSEC Form D
Backed byfrom the funds' portfolios and accelerator catalogs
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Jobs
Apply
Apply
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≈ $68k – $184k per year (Estimated) · In office · Full-Time · Aarhus
Meta Ads
Google Ads
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Growth
Hiring Momentum
45/100
Stable
Open positions
7
1 opened / 3 closed in 30 days
Median time-to-fill
72 days
faster than 17% of the market
ATS activity
Every ~21 hours
Today
Hiring Dynamics
0%
Hiring Focus
The percentage next to each role is its share of the company's job openings over the last 90 days; the arrow shows the shift versus the previous period.
Sales
50% ▼
Marketing
33% ▲
HR
17% ▼
Activity Timeline
New location: Aarhus
Oct 2026
Added Meta Ads to stack
Oct 2026
Added Google Ads to stack
Oct 2026
Added Figma to stack
Oct 2026
Added Canva to stack
Oct 2026
Financials
Total raised
$70.1M
Latest round
Venture - Series Unknown
Funding rounds
8
Funding rounds
| Round | Announced | Amount | |
|---|---|---|---|
| Venture - Series Unknown | 2023 | $15M | Details |
| Series A | 2023 | $13.1M | Details |
| Debt Financing | 2020 | $12M | Details |
| Venture - Series Unknown | 2019 | $7.2M | Details |
| Venture - Series Unknown | 2018 | $7.5M | Details |
| Series B | 2018 | $5.7M | Details |
| Venture - Series Unknown | 2016 | $2M | Details |
| Venture - Series Unknown | 2016 | $7.5M | Details |
People
Alexander Kubicek
Executive Officer, Director
Bryan Dow
Executive Officer
Alexander Jacobs
Executive Officer
Steve Benfield
Executive Officer
Patricia Wyngaard
Executive Officer
Jack Alexander
Executive Officer, Director
Jim Marshall
Executive Officer, Director
Patty Wyngaard
Executive Officer
Alan Godhart
Executive Officer
Amar Duggasani
Director
Louise Ward
Executive Officer
Ahmad Aslami
Executive Officer
Names and roles come from public filings, company registers and the company's own site. Is this you? Correct or remove · How we handle this data
Tech stack
Technologies named in job postings at Under Story over the last 12 months, by layer, with the share of postings for each.
Technologies in use
2
Postings analysed
1
Stack modernity
53/100
Cloud & platforms
Figma
Developer tools
Canva
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Connections
List
Graph
Found in company registers, site code, DNS and hiring. Each connection shows how sure we are and the evidence, with its source and date.
Shared investors
Seed CapitalVia a fund
firstminute capitalVia a fund
Click a company to open it. Dashed lines are likely connections. The second step of the network is part of the Pro plan.
Owner
Same company
Same group
Likely
Shared investors
News
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Smashburger hires newcomer agency Understory amid creative revamp
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Smashburger Partners with Understory to Elevate Brand Presence Across the Digital Landscape
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Understory: Insurance Platform Protecting Climate-Vulnerable Industries Raises $15 Million
Understory, an insurance platform protecting climate-vulnerable industries from severe weather risks, announced the closing of a significantly oversubscribed Series A funding round at $15 millionto drive its expansion into the renewable energy sector. Thi
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Report
Climate Risk-Solving Insurance Provider Understory Secures $15 Million Series A Funding
/PRNewswire/ -- Understory, the insurance platform protecting climate-vulnerable industries from severe weather risk, announced the close of a significantly...
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Report
Understory Raises $1.9M To Deploy Its Network Of Hyper-Local, Ground-Level Weather Stations
Weather data currently comes from high-altitude locations, and rarely reflects conditions on the ground with a high degree of accuracy. Boston-based
Read more
Report
Offices
Where the company hires and what each office is for
Cities
3
Hiring now
3
Countries
2
Busiest office
Aarhus
Loading the map
Headquarters
Builds here
Office with open vacancies
Tap a pin for the office
Aarhus
Denmark
HQ
2 open roles 2 posted in 90 days 1-10 est. staff
hires for Marketing, Early Careers
Barcelona
Spain
Sales office
5 open roles 3 posted in 90 days 10-50 est. staff
hires for Sales
Copenhagen
Denmark
1 open roles 1 posted in 90 days 1-10 est. staff
hires for Sales
How to cite this page
Alion, "Under Story: key facts", as of Nov 13, 2026. https://alion.io/company/understory
These figures are published under a free licence. You may reuse them, including commercially, as long as you credit Alion and link back to this page. CC BY-SA 4.0