About Holdbar

At Holdbar, we want to help experience hosts grow their businesses with a better digital foundation.

Holdbar is a B2B SaaS startup founded by two experienced tech founders, Lasse Kjær (CEO) and Lars Rasmussen (CTO), with more than 10 years of experience from the tourism and hospitality industry and backed by renowned investors.


Who are we?

Lasse Kjær, Chief Executive Officer

With more than 10 years in the experience industry, Lasse Kjær founded Holdbar in December 2022 alongside Lars Daniel Blom Rasmussen. Lasse is the founder and previous CEO of Truestory, the leading experience platform in Scandinavia.

He started Truestory at 22 years old and grew the company into a sustainable brand with the business more than doubling since 2019. In 2022, more than 120,000 guests went on experiences through Truestory with an average review rate of 4.8/5.

Now, Lasse has taken his knowledge of and passion for the experience industry into a new startup with a vision of building the best software for experience hosts and tour operators.

Lars Daniel Blom Rasmussen, Chief Technical Officer

Lars Daniel Blom Rasmussen is one of the two founders behind Holdbar. Lars has over 10 years of experience building software with the tour and experience industry at the heart and center of the product.

In 2012, he became the first employee in Truestory, today’s leading experience platform in Scandinavia, where he was part of developing the business and products as the CTO.

In December 2022, he started Holdbar alongside Lasse Kjær where he’s building a product for the future of experience and tour management. Holdbar is a complete software solution covering all administration, booking, payment, gift and promotional needs for experience hosts and tour operators and Lars is using his background to make the best product yet.


Do you want to join us?

Take a look at our open positions here.

Get in touch

We'd love to hear from you so get in touch at info@holdbar.com.

Holdbar.com A/S
M. P. Bruuns Gade 64B, 1.
8000 Aarhus C, Denmark
Org nr: 43717960