You. Smart. Thing.
Travel demand management platform for visitor destinations.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
| investor | €0.0 | round | |
| N/A | €0.0 | round | |
* | £1.2m | Seed | |
| Total Funding | 000k | ||
| USD | 2022 | 2023 |
|---|---|---|
| Revenues | 0000 | 0000 |
| % growth | - | 17 % |
| EBITDA | 0000 | 0000 |
| Profit | 0000 | 0000 |
| EV | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 |
Source: Dealroom estimates
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You. Smart. Thing. Limited provides a travel demand management platform for destinations, venues, and events to enhance visitor experience while reducing the carbon footprint of travel. Founded in 2014 by CEO Chris Thompson and headquartered in Birmingham, UK, the company offers a Software-as-a-Service (SaaS) solution that integrates into client websites, apps, and booking systems without needing a separate download.
The platform's core is a map-based, online travel assistant that generates personalized, low-carbon, and door-to-door travel plans. It provides users with multi-modal routing options, calculates the carbon footprint and calories burned for each journey, and offers live updates and step-free routing for accessibility. For clients, the system is designed to optimize visitor flow, increase revenue, and capture detailed analytics on travel demand, routes, and emissions. This data helps organizations manage logistics, security, and marketing, while promoting sustainable transport choices to visitors. A notable success was its deployment for the Birmingham 2022 Commonwealth Games, which helped reduce domestic spectator travel emissions by over 70% compared to previous games.
The company's business model targets a wide range of clients, including host cities, global events, festivals, sports venues, local authorities, and transport operators. You. Smart. Thing. has secured approximately $1.51 million in funding over two rounds, including a seed round in May 2024. Key investors include Midven, the West Midlands Co-Investment Fund, Ecotricity, and several angel investors with backgrounds at companies like First Bus and Citymapper, who now form an advisory board.
Keywords: travel demand management, sustainable travel, visitor analytics, event transportation, carbon footprint reduction, personalized journey planning, SaaS, destination management, wayfinding, smart mobility, public transport integration, logistics management, active travel, low-carbon routing, visitor experience, people flow, event logistics, accessibility travel, net-zero travel, travel technology