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Understory Tech Stack

All-in-one platform for booking, payments, and marketing for experience creators

Technology, Information and Internet Aarhus, Central Denmark Region 11–50 employees Founded 2023 Public Company

Understory is a 11–50 person platform for experience creators (tour operators, activity hosts, event organizers) to manage bookings, payments, and marketing. The stack reveals a sales-led GTM: HubSpot, Apollo, Gong, and LinkedIn Ads sit alongside n8n and Zapier for workflow automation. Hiring is decelerating (2 roles in 30 days) with a sales-heavy department mix (3 sales, 2 marketing, 1 engineering), and active projects center on market expansion (Italy named explicitly), customer success playbooks, and lead sourcing — consistent with a company in early-stage GTM scaling.

Tech Stack 14 technologies

Core StackHubSpot Gong n8n Google Ads LinkedIn Ads Canva Figma Airtable Zapier Guava Apollo Meta Ads Manager Google Analytics 4 LinkedIn

What Understory Is Building

◆Challenges

Expanding into new markets
Expanding into italian market
Scaling customer success team
Building playbooks and processes
Increasing outreach speed
Improving conversion speed
Customer onboarding friction
Lead generation
Pipeline growth
Rework

▲Active Projects

Building customer success playbooks and processes
Expanding into new markets
Lead sourcing and enrichment stack optimization
Ai-powered workflow development
Pipeline health dashboard development
Onboarding playbooks for italian market
Scaling onboarding process in italy
Paid campaigns optimization
Marketing automation flows
A/b testing experiments

Hiring Activity

Decelerating8 roles · 2 in 30d

Department

Sales

3

Marketing

2

Engineering

1

Ops

1

Support

1

Seniority

Junior

4

Mid

2

Manager

1

Senior

1

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About Understory

Understory operates a booking and experience management platform for hosts and activity creators. The product bundles reservations, payment processing, and marketing tools into a single interface, positioning itself as operational infrastructure for the experience economy. Founded in 2023, the company is based in Aarhus, Denmark and employs 11–50 people. Current operational focus spans geographic expansion (notably into the Italian market), customer onboarding optimization, and pipeline acceleration via lead sourcing and paid campaign tuning.

HeadquartersAarhus, Central Denmark Region

Company Size11–50 employees

Founded2023

Hiring MarketsDenmark, Cyprus

Frequently Asked Questions

What tech stack does Understory use?

Understory runs HubSpot (CRM), Apollo and Gong (sales tools), n8n and Zapier (automation), Google Ads and Meta Ads Manager (paid media), Figma and Canva (design), and Airtable for data organization.