Supported by travel experts, including lead investor Steve Singh from the Madrona Venture Group, TROOP makes the planning of company meetings and events easy and transparent

LONDON, September 30, 2021 – (BUSINESS WIRE) – TROOP, the startup that makes it easy for anyone to organize face-to-face meetings, today announced a $ 8 million Series A investment to help drive the success to accelerate its meeting management platform. The announcement was made at the Business Travel Show Europe (booth no. BTSE222).

The round was led by the Madrona Venture Group (USA); Other investors in the round included Epic Ventures (USA), Conexo (ES), All Iron (ES), Plug and Play (USA), Travel Tech 1 – Top Seed Labs (ES) and Founders Factory (UK). The round was also supported by leading representatives from the travel industry, including Trivago founder Rolf Schromgens; former Egencia President Rob Greyber; former Uber COO, Barney Harford; and former SAP Concur presidents Jim Lucier and Mike Eberhard. The company has settled in the United States as part of the financing.

TROOP has transformed what used to be a highly manual and time-consuming process into a self-service platform that optimizes location and timing decisions based on the company’s CO2 targets, timing, participants’ places of residence and other goals. TROOP quickly and easily presents a menu with options for places for personal group meetings. Meeting organizers can use the dashboard to visualize and aggregate data to make quick and informed decisions about group travel and collaborate with colleagues and attendees. The funds will be used to expand the booking and expense functionality in order to offer a truly end-to-end service.

TROOP started before the pandemic and continues to grow as remote teams come together for face-to-face meetings and attract business travel.

“When we founded TROOP, we wanted to do things differently. Rather than optimizing the travel industry’s sales, we assessed the needs of a company’s business travel manager across a wide range of goals, including sustainability, spending, and timing. And above all, the opportunity to work with colleagues. As we expand the platform to enable deep integration with booking and costs, TROOP will enable a completely new and disruptive approach to business travel, “said TROOP Co-CEO Dennis Vilovic.

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TROOP was founded in 2017 by Co-CEOs Dennis Vilovic and Leonard Cremer and has set itself the task of making the organization of a meeting easy for everyone. Vilovic and Cremer, based in Madrid, Spain and Johannesburg, South Africa, respectively, founded the company with the goal of providing an easy-to-use, data-driven meeting management tool that anyone can use to plan and book small or large corporate meetings Size in every region.

“Often times, the meeting planner is the only person working with the data. Our vision for TROOP changes that. We are building a collaborative approach into the meeting planning workflow that aims to save time and money, ”said Leonard Cremer, CTO and Co-CEO of TROOP.

“As companies around the world have a distributed work model, the need for groups to come together increases. Planning, booking and conducting meetings must be easy, whether it is a 5-person meeting in a corporate office or a hybrid meeting where some participants travel and some do not, or a large conference in traditional venues. TROOP is a cloud-native platform that seamlessly integrates with modern communication services as well as the travel-related content required for successful events, “said Steve Singh.” TROOP’s approach is really innovative and has the potential to be the way How companies manage and plan group meetings are changing dramatically. “

Singh, who is also the investor and chairman of Spotnana and Center, will join TROOP’s board of directors and serve as chairman.

According to Dr. Javier González-Soria and Ignacio Macías, General Partner of Travel Tech 1, the first VC investor of TROOP, “TROOP was not only able to increase sales and the pipeline, but also has the technology with new very interesting developments that give them a Enable exponential growth. “


TROOP is the only platform on the market that makes it easy for everyone to organize face-to-face meetings, minimize risks, save costs and reduce their carbon footprint.

TROOP is a platform that benefits everyone in organizations of all sizes who are involved in organizing meetings, both large and small. TROOP was well received and recognized by the Global Summit and Corporate Lodging Forum with the Techsyvania Startup Avanache Award and the ACTE Tech Studio Award. More information is available at

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Barbara Sarrionandia
[email protected]