Where is ALICE located?

ALICE is headquartered in New York City, United States.

Who is the current CEO of ALICE?

Justin Effron of ALICE. They have also founded 1 company.

How many employees does ALICE have?

As of May 31, 2026, the latest employee count at ALICE is 31.

Is ALICE a funded company?

ALICE is a funded company, having raised a total of $39.5M across 5 funding rounds to date. The company's 1st funding round was a $***** Angel round.

When was the latest funding round of ALICE?

ALICE's latest funding was a $***** Series B round on Aug 30, 2017, with participation from 1 investor. Its primary sector is Hotel IT. In United States, the Hotel IT sector has seen $10.8M in funding in 2026 to date.

Where does ALICE rank among its competitors?

ALICE ranks 14th amongst 571 active competitors, of which 33 are funded. It stands 4th in terms of total funding among its competitors. The most recent competitor to raise funding was Typsy, which secured an undisclosed amount in Jul, 2025.

Who are the top competitors of ALICE?

ALICE's top competitors include RateGain, Fourth and FLYR. Among them, Typsy secured the most recent funding round in July, 2025.

ALICE - 2026 Company Profile, Team, Funding & Competitors

ALICE is an acquired company based in New York City (United States), founded in 2013 by Justin Effron, Alexander Shashou and Julie Effron. It operates as a Provider of operation management solutions for hotels. ALICE has raised $39.5M in funding from investors like Expedia Group, 645 Ventures and Tishman. The company has 571 active competitors, including 33 funded and 31 that have exited. Its top competitors include companies like RateGain, Fourth and FLYR.

Company Details

ALICE is a provider of operation management solutions for hotels. Enables hotel guests to access hotel services through their smartphones. Users can request and book services such as spa treatments, room service, housekeeping requests, and restaurant reservations. The app also collects guests’ preferences and behavior through their activities and offers analytics to hotels. Additionally, the app also has functionalities for hotel maintenance and housekeeping management. Its mobile app is available for iOS and Android platforms. The solution is also compatible with smart wearable devices.

Website: aliceplatform.com
Social
Email ID: *****@aliceplatform.com
Phone Number: +1 **********

Key Metrics

Founded Year

2013

Location

New York City, United States

Stage

Acquired

Total Funding

$39.5M in 5 rounds

Latest Funding Round

Series B, Aug 30, 2017, $*****

Investors

Expedia Group & 12 more

Ranked

14^th among 571 active competitors

Employee Count

31 as on May 31, 2026

Investment & Acquisitions

GoConcierge

Similar Companies

Fourth & 158 more

Exit Details

Acquired by ASG (Jul 14, 2021)

View ALICE's full profile

ALICE got acquired by ASG on Jul 14, 2021.

Click here to take a look at ALICE's acquisition in detail

ALICE has raised a total funding of $39.5M over 5 rounds. Its latest funding round was a Series B round on Aug 30, 2017 for $*****. 1 investor participated in its latest round. ALICE has 10 institutional investors and 3 angel investors.

Here is the list of recent funding rounds of ALICE:

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Date of Funding	Funding Amount	Round Name	Post-Money Valuation	Revenue Multiple	Lead Investors	Other Investors
Aug 30, 2017	1356944	Series B	1482713	2776488	6008522	6067412
Jan 19, 2016	4677987	Series A	8684781	2619578	5143060	645 Ventures & 1 more
Feb 09, 2015	1212417	Seed	6716647	8222804	645 Ventures & 1 more	Paul Appelbaum & 3 more

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View details of ALICE's funding rounds and investors

The founders of ALICE are Justin Effron, Alexander Shashou and Julie Effron. Justin Effron is the CEO of ALICE.

Here are the details of ALICE's key team members:

Justin Effron: Co-Founder & CEO of ALICE.
Contact Info: 1 email address
Alexander Shashou: Co-Founder of ALICE.
Julie Effron: Co-Founder of ALICE.

View details of ALICE's Founder profiles and Board Members

ALICE's employee count trend

ALICE has 31 employees as of May 26. Here is ALICE's employee count trend over the years:

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Top competitors of ALICE include RateGain, Fourth and FLYR. Here is the list of Top 10 competitors of ALICE, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	RateGain 2004, London (United Kingdom), Public	AI-powered solutions for the travel and hospitality industry	$64.9M	TA Associates, Avataar Ventures & 3 others	65/100
2nd	Fourth 1999, London (United Kingdom), Acquired	Supply Chain and HR solutions for Hospitality Industry	-	Recapex, ECI Partners	65/100
3rd	FLYR 2013, San Francisco (United States), Series D	Developer of an AI-powered platform for travel and transportation industries	$392M	WestCap, ADIA & 17 others	62/100
4th	IDeaS 1989, Minneapolis (United States), Acquired	Provider of hospitality revenue management software and consulting	$3.5M	SEO Service Agent, Morgan Stanley & 2 others	60/100
5th	ROH 2013, New York City (United States), Series A	Provider of automated payment processing software for hospitality business operations	$9.2M	Acrew Capital, Highgate & 2 others	58/100
6th	Minut 2014, Malmo (Sweden), Series B	Developer of security sensor for residential buildings	$30.7M	Almaz Capital, Karma Ventures & 16 others	57/100
7th	Lighthouse 2012, London (United Kingdom), Series C	Provider of commercial intelligence software for the global hospitality industry	$473M	Spectrum Equity, Eight Roads Ventures & 5 others	53/100
8th	Typsy 2016, Melbourne (Australia), Seed	Online learning platform for the hospitality industry	$7.36M	Riverside, EHL & 1 others	53/100
9th	Flexkeeping 2012, London (United Kingdom), Acquired	Property management solutions for hotels and other accommodations	-	Speedinvest, Fil Rouge Capital & 2 others	52/100
10th	Knowcross 2002, London (United Kingdom), Acquired	Web-hosted hotel management software	$252K	Indian Angel Network, Yukti Securities & 23 others	51/100
14th	ALICE 2013, New York City (United States), Acquired	Provider of operation management solutions for hotels	$39.5M	645 Ventures, Expedia Group & 11 others	48/100