Concept

Firef.ly is a rolling travel memoir that offers curated travel recommendations based on your interests. Firef.ly helps you discover interesting places, by getting to know you. It provides you with personalised guided content while in a destination. All this information is wrapped up in curated moments in the form of a beautiful map-based journal.

How they’re disrupting

The travel market is massively fragmented. No one looks at the entire lifecycle of travel from how to make informed and inspired travel plans, to getting custom curated guided content while in a destination, to curating these moments in a beautiful map based journal, to then reliving these moments later as tangible physical products.

Disruption potential

There is a demand for travel apps in a travel market that’s worth $7.6 trillion with more than 1.2 billion international trips made in 2015. The UK alone saw 36.1 million travelers visiting in 2015. Together, they spent £22 billion.

Investments and future

Firef.ly were awarded a £388,000 equity-free Grant for innovation in location-based software in partnership with Goldsmith College from Innovate UK. In addition, seed funds of £343,000 on Seedrs from over 200 investors from 17 countries around the globe. Firef.ly’s immediate market is English-speaking countries including the UK, US. They are currently in discussion with potential partners to help enter the China market. China had 120 million outbound visitors in 2015 and they spent $104.5 billion. There is an increasing middle class with smartphone ownership estimated at 780 million. On the B2B front, Firef.ly have had letters of intent from Visit England and the Singapore Tourism Board to access their analytics on traveler profiles/demographics. As part of their Innovate UK grant, they are partnered with Goldsmiths University to develop an algorithm and dashboard for an analytics insights platform.