About Us
Fora is a travel technology company that builds software and services to support modern travel advisors. Its core focus is on making it easier for advisors to run a travel business, from planning and booking trips through to managing client relationships and the operational details that sit behind a smooth travel experience. In an industry where much of the work can still be fragmented across supplier portals, spreadsheets, and email, Fora’s product approach appears aimed at bringing key workflows into one place and giving advisors tools that help them work more efficiently and deliver a more consistent service to clients.
The primary users are travel advisors, including people starting out as independent advisors as well as more established consultants who want a platform and community around them. Indirectly, the end customers are travellers who rely on an advisor to design and book complex or high touch trips, but the day to day product user is the advisor. That means the company needs to balance consumer grade usability with the realities of professional travel planning, such as detailed itineraries, supplier coordination, and ongoing changes before and during a trip.
Within the SaaS ecosystem, Fora sits in the vertical SaaS category, building for a specific profession rather than a broad horizontal function. It also has characteristics of a platform business, since its value is linked to the network of advisors and the travel industry relationships that enable bookings and support. For job seekers, this typically translates into a product that must integrate with external systems, handle operational complexity, and prioritise reliability and support, because the software is used in the middle of real customer journeys with time sensitive constraints.
People likely to thrive at Fora include product managers and designers who enjoy translating messy real world workflows into clear software experiences, and engineers who are comfortable working on integrations, data quality, and systems that support transaction and itinerary related use cases. Customer success, support, and operations roles are also likely to be central, given the professional user base and the need to help advisors adopt tools, resolve issues quickly, and improve processes over time. Commercial roles may suit candidates who can work consultatively with independent business owners and understand the dynamics of the travel industry.
What may appeal to candidates is the chance to work on a mission that supports small businesses and independent professionals, while building software in a category that is both operationally complex and highly human. Travel is an emotive product area, but the work behind it is detailed and process heavy, so the environment is likely to reward people who combine empathy for users with strong execution, comfort with ambiguity, and an interest in improving how a traditional industry operates through well designed tooling and support.