Unravel
Unravel is a London-headquartered B2B platform that embeds AI-powered, short-form shoppable travel video and global booking inventory as a white-labeled Travel Commerce OS inside the apps of banks, airlines, telecom operators, insurers, and super apps.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Unravel does
Unravel is a London-headquartered, Singapore-domiciled (Unravel Pte Ltd) B2B travel technology company that operates a "Travel Commerce OS" — an API-first, white-labeled platform combining short-form shoppable travel video, an AI travel companion branded "Aide," and global booking inventory (3.5M+ hotels, 500K+ flight city-pairs, 500K+ curated experiences across 200+ countries). The platform is embedded natively into the mobile and digital applications of enterprise clients (banks, airlines, telecom operators, insurers, super apps) through modular UI components rather than operated as a direct-to-consumer brand, enabling partners to retain brand control while deploying a TikTok-style discovery-to-booking flow without standing up travel operations.
The platform's technical stack layers (1) an Immersive Discovery module converting creator-generated destination video into shoppable inventory, (2) an AI Conversion Layer providing conversational itinerary planning, and (3) a Premium Supply integration layer connecting to Expedia, Booking.com, Agoda, TBO, and Hotelbeds. Enterprise-grade compliance underpins bank-grade deployment: ISO/IEC 27001 certification, PCI DSS-validated payment gateways, independent OWASP-aligned audits scoring 9.6, and configurable Sharia-compliant content structures for Islamic banking environments alongside loyalty earn/burn and card bin-locking controls.
Revenue derives from two streams: commission from bookings transacted through embedded deployments (transaction fees on hotel, flight, and experience bookings) and enterprise platform licensing for the Travel Commerce OS (subscription or usage-based agreements). Customer concentration sits across marquee enterprise logos spanning Emirates NBD, UOB, American Express, Emirates Islamic, Dubai Islamic Bank, Qatar Islamic Bank (banking); Etihad Airways (airline); Tawuniya (insurance); Etisalat Smiles (telecom); and Swiggy (super app). The company raised a $7M Series A in April 2025 led by Nauta Capital and operates offices in London, Bengaluru, Dubai, Riyadh, and Singapore with an 11–50 employee base.
Unravel firmographics
Firmographics- Name
- Unravel
- Legal name
- Unravel Pte Ltd
- Website
- https://unravelapp.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Unravel is a London-headquartered B2B platform that embeds AI-powered, short-form shoppable travel video and global booking inventory as a white-labeled Travel Commerce OS inside the apps of banks, airlines, telecom operators, insurers, and super apps.
- Ownership category
- akta.pro rank
Unravel industry classification
Industry- Product category
- Travel Commerce Platform
- NAICS
- Computer Systems Design Services (541512), All Other Travel Arrangement and Reservation Services (561599)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Online Booking Tools (OBT) & Corporate Booking UX (THALAGAD)
- akta.pro secondary industries
- Full-Service Corporate OBTs (Air/Hotel/Rail/Car) (THACABAA), Itinerary Management & Trip Collaboration Apps (THALAMAE)
Keywords
Where Unravel is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Unravel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Commission from Bookings: Earn commission revenue from every booking made through the platform. Users book hotels, flights, and experiences, generating transaction-based revenue share. Commission flows back automatically with each trip booked within partner apps.
- Enterprise Platform Licensing: White-labeled platform deployment into partner applications (banks, airlines, telcos). Licensing fees for embedding the Travel Commerce OS, potentially subscription or usage-based model for enterprise deployments.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Unravel product offering
Product offeringCore offering
Unravel provides a white-labeled Travel Commerce OS that banks, airlines, telcos, insurers, and super apps embed directly into their existing mobile and desktop applications. The platform combines short-form shoppable creator videos for destination discovery, an AI travel companion ("Aide") that converts intent into bookable itineraries, and integrated premium global travel supply (3.5M+ hotels, 500K+ flight city-pairs, 500K+ experiences). Enterprise clients receive loyalty, payment, and Sharia-compliance integrations, with deployment typically completed in one day.
Product overview
Unravel is a B2B Travel Commerce OS comprising three integrated modules: Immersive Discovery (short-form shoppable video content), AI Conversion Layer branded as 'Aide' (conversational AI travel companion), and Premium Supply (3.5M+ hotels, 500K+ flight city-pairs, 500K+ experiences). The platform is white-labeled into enterprise client apps via embedded deployment, with optional features including Loyalty Integration, Sharia-Compliant Travel configuration, and commission monetization. The platform targets airlines, banks, and lifestyle ecosystems (telcos, insurers, super apps), with demonstrated 4× uplift in engagement and 12× uplift in booking conversion.
Differentiator
Problem solved
Functional benefit
Products and services
- Travel Commerce OS An enterprise B2B platform that embeds a full travel layer (creator-driven short-form shoppable videos, AI-guided planning, and premium global booking supply) into the mobile and desktop apps of banks, airlines, telcos, insurers, and super apps via white-label API and modular UI deployment, typically live in one day.
Quantifiable outcome
- 4× higher booking conversion vs traditional flows
- +6 more outcomes
Companies that use Unravel
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Unravel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability6 records
Feature5 records
Unravel partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- ExpediacoreTravel inventory partner. Connected to booking partners users already trust, including Expedia for hotel and flight supply integration.
- Booking.comcoreTravel inventory partner providing global accommodation supply integration.
- AgodacoreTravel inventory partner providing hotel supply integration.
- TBO GroupcoreTravel booking partner integrated into Unravel's supply network.
- HotelbedscoreGlobal travel inventory partner for hotels and experiences.
- TamarasupportingBuy Now Pay Later functionality provider integrated into Tawuniya deployment for booking flexibility.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Unravel competitors and assessment
Company assessmentEmerging players
- Roam Around: AI travel itinerary generator and booking platform. Comparable to Unravel on the AI-driven itinerary and conversational planning layer, though without Unravel's embedded white-label distribution or video commerce.
- Layla (Trip.com Group): Conversational AI travel planning companion backed by Trip.com Group. Overlaps with Unravel's Aide AI companion and shoppable discovery narrative, though distributed via Trip.com's massive OTA supply rather than bank/airline white-label.
Regional players
- Wego: Leading travel meta-search and OTA platform focused on the Middle East and Asia. Comparable to Unravel on geographic focus (MENA, Southeast Asia) and bank/partner-embedded distribution, though operating its own consumer-facing brand rather than white-label only.
Direct peers
- Mindtrip: AI-powered travel planning platform that combines itinerary building, discovery, and booking in a unified interface. Comparable to Unravel's AI Conversion Layer (Aide) and immersive discovery functionality aimed at converting intent into bookings.
- Hopper: AI-driven travel super-app with predictive pricing, hotel/flight booking, and a B2B white-label offering (Hopper Cloud) embedded into bank and fintech apps. Closest large-scale analogue to Unravel's bank-embedded travel commerce thesis.
- Navan (formerly TripActions): Corporate travel and expense platform combining booking, payments, and AI-powered personalization. Comparable as a full-stack enterprise travel commerce platform with embedded finance capabilities.
- Spotnana: B2B Travel-as-a-Service platform that white-labels corporate travel booking, servicing, and payments into enterprise apps and TMCs. Most directly comparable to Unravel's embedded Travel Commerce OS model targeting banks and large enterprises.
- TravelPerk: Corporate travel booking and management platform with embedded payments, traveler tracking, and supplier integrations. Comparable on the corporate-travel-OBT and embedded-payments dimensions of Unravel's offering.
Broad incumbents
- Expedia Group: Global OTA conglomerate (Expedia, Hotels.com, Vrbo) and Unravel inventory supplier. Competes in embedded travel via its partner network and B2B offerings while also supplying Unravel's booking backbone.
- Booking.com: World's largest OTA and a key inventory supplier to Unravel. Both operate in online booking and corporate/embedded travel; Booking.com is far broader and consumer-facing, but its Connected Trip and Genius initiatives make it a competitor for embedded travel commerce deals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Unravel social profiles
Digital presenceUnravel compliance and trust
Trust signalCompliance3 records
Unravel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unravel leadership team
Management profileNumber of profiles
Profiles5 records
Unravel funding detail
Funding detailFunding overview
Funding rounds2 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unravel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Unravel
What does Unravel do?
Unravel provides a white-labeled Travel Commerce OS that banks, airlines, telcos, insurers, and super apps embed directly into their existing mobile and desktop applications. The platform combines short-form shoppable creator videos for destination discovery, an AI travel companion ("Aide") that converts intent into bookable itineraries, and integrated premium global travel supply (3.5M+ hotels, 500K+ flight city-pairs, 500K+ experiences). Enterprise clients receive loyalty, payment, and Sharia-compliance integrations, with deployment typically completed in one day.
Is Unravel a public or private company?
Unravel is a private company. It is classified as venture growth investor backed and is currently operating.
When was Unravel founded?
Unravel was founded in 2020. It employs 11 to 50 people.
Where is Unravel based?
Unravel is headquartered in London, United Kingdom, in the Europe region.
How does Unravel make money?
Two revenue lines are on record. Commission from Bookings are the primary driver. The others are enterprise Platform Licensing.
Who are Unravel's main competitors?
Emerging players on record are Roam Around and Layla (Trip.com Group). Wego is listed as a regional player. Direct peers are Mindtrip, Hopper, Navan (formerly TripActions), Spotnana and TravelPerk. Broad incumbents are Expedia Group and Booking.com.
Does Unravel have an API?
No public API is recorded for Unravel.
What industry is Unravel in?
Unravel's product category is Travel Commerce Platform. Its primary akta.pro industry code is THALAGAD, Online Booking Tools (OBT) & Corporate Booking UX, with a secondary code of THACABAA, Full-Service Corporate OBTs (Air/Hotel/Rail/Car). Its NAICS code is 541512 and its SIC code is 7373.