Einar Halldin runs More Sailing, which takes over 5,000 guests on sailing trips every year, and Waidmann Jaktresor. He built Vaylo to solve his own problem: an industry where bookings, pricing, payments and customer communication sat in systems that didn't talk to each other, and where the work in between was done by hand.

The platform is now a complete business system for tour operators, with three parts doing most of the work. Julia is an AI travel agent that answers customer questions around the clock and turns visitors into bookings. Rev-AI adjusts prices in real time with demand, so seats aren't sold too cheaply when interest is high. Vaylo Pay handles payments with card fees down towards 0.5 per cent.

That the founder is his own first customer shows in the product. It is built by someone who knows what happens at seven on a Friday evening when a customer wants to rebook.