Host Agency Fora Raises $60 Million, Now Valued at $1 Billion

Founded just five years ago, U.S.-based host agency Fora – which is also recruiting in Canada – has raised US$60 million and is now valued at US$1 billion.

The financing follows a period of accelerated growth for the company. Since its 2021 founding, Fora advisors have booked more than US$3 billion in travel. It took Fora three years to reach its first US$1 billion in lifetime bookings, eight months to reach the second billion, and just five months to reach the third.

Fora’s next bet is that AI will make travel advisors more valuable — not obsolete. The company is focused on scaling Via, its embedded AI assistant, currently in beta with a group of the company’s top advisors. 

The new AI operating layer across Fora’s entire platform is designed to help advisors tackle tasks like destination research, supplier knowledge, client itineraries, and proposal generation, with the goal of dramatically reducing time-consuming administrative work. 

With Via, Fora says advisors spend less time on operations and more time on the things only humans do well: building relationships, offering experience-informed judgment and personalization, and planning the kind of trip no algorithm can replicate.

“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 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.”

Fora’s growth has coincided with broader momentum in the travel advisory profession. LinkedIn ranked travel advisor as the fifth-fastest-growing job in the United States in 2025. Fora says 97% of its 15,000 active advisors are new to the profession, including former physicians, attorneys, traders, full-time parents, and retirees who use Fora to run travel businesses. 

The new capital brings Fora’s total funding to US$138.5M and the company says it will allow it to deepen AI capabilities through Via, expand to new markets, grow its presence in categories like cruise, flights, and enterprise investment, and continue hiring.