Unravel

Travel Commerce Platformunravelapp.com

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

Embedded travel commerce
Video commerce platform
AI travel companion
White-label booking platform
Travel commerce OS

Where Unravel is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Unravel technology and API

Technology

Technology 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 signal

Partnerships

Six partnerships are on record, tiered core and supporting.

ExpediacoreTechnology or IntegrationTravel inventory partner. Connected to booking partners users already trust, including Expedia for hotel and flight supply integration.
Booking.comcoreTechnology or IntegrationTravel inventory partner providing global accommodation supply integration.
AgodacoreTechnology or IntegrationTravel inventory partner providing hotel supply integration.
TBO GroupcoreTechnology or IntegrationTravel booking partner integrated into Unravel's supply network.
HotelbedscoreTechnology or IntegrationGlobal travel inventory partner for hotels and experiences.
TamarasupportingTechnology or IntegrationBuy 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 assessment

Emerging 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 compliance and trust

Trust signal

Compliance3 records

Unravel financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Unravel leadership team

Management profile

Number of profiles

Profiles5 records

Unravel funding detail

Funding detail

Funding 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 investment

M&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?

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.