Fora reaches $1B valuation after raising $60M to expand AI, advisor platform

Fora has secured US$60 million in Series D funding, pushing the travel advisor platform to a US$1 billion post-money valuation as the company looks to accelerate AI development and expand into new travel categories.

According to a press release, investment round was led by Forerunner and Tactile Ventures, with continued backing from existing investors Thrive Capital, Insight Partners and Heartcore Capital.

New investors include PLUS Capital, along with Amy Schumer and members of its artist and athlete collective, BlackPines Capital Partners and Tribeca Venture Partners.

The funding follows a period of rapid growth for the New York-based company, which says its network of advisors has now generated more than US$3 billion in travel bookings since the company launched in 2021.

Fora reached its first US$1 billion in lifetime bookings over three years, but says growth has accelerated significantly since then, taking just eight months to book its second billion dollars in travel and five months to reach the US$3 billion milestone.

Expanding AI capabilities

The company plans to use the new capital to expand its AI capabilities through Via, its embedded AI assistant that is currently being tested by a group of top-performing advisors.

Via is designed to help advisors with destination research, supplier knowledge, itinerary creation and proposal generation, reducing administrative work while allowing advisors to spend more time working directly with clients.

READ MORE: U.S.-based host agency Fora forges ahead in Ontario

"Fora's mission has always been to give advisors the infrastructure they need to build real businesses," said Evan Frank, co-founder of Fora, in a statement.

"In the age of AI, the ceiling on what's possible for this profession is only getting higher, and the things that are hardest to replicate — human expertise, relationships, taste — matter even more. With AI increasingly handling the operational layer, we're already seeing advisors building bigger, more meaningful businesses — faster."

READ MORE: Fora Travel expands into British Columbia

The company believes AI will enhance the role of travel advisors rather than replace them, arguing that automation can streamline operational tasks while leaving advisors to focus on personalized planning, relationship-building and expert guidance.

97% are new to industry

Fora, which expanded into Canada in 2025, says its growth mirrors broader momentum within the travel advisory profession.

According to LinkedIn, travel advisor ranked as the fifth-fastest-growing job in the United States in 2025.

Fora now has more than 15,000 active advisors, 97 per cent of whom are new to the profession. 

The network includes former physicians, attorneys, traders, full-time parents and retirees, the company says, noting that its platform supports advisors ranging from those earning supplemental income to top producers generating more than US$10 million in annual bookings.

"Fora has more revenue than all AI travel companies, combined," stated Brian O'Malley, founder and managing partner of Tactile Ventures. "Fora is bigger in AI travel because their offering combines automation when you want it with human accountability when you need it to provide a seamless traveler experience."

The latest financing brings Fora's total funding to US$138.5 million.

In addition to advancing Via, the company plans to expand into new markets, grow its offerings in cruise, flights and enterprise, and continue hiring.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.