About Us

We are an enthusiastic team with extensive experience in travel and travel technology on a mission to to disrupt tour operation with a set of unique features to help tour operators manage and automate daily tour operation tasks.

If you are an ambitious tour operation manager or owner of a tour supplier company we would love to work with you!

Our Story

PaxFlow Closes $2.2 Million Seed Funding, April 2023

In April 2023 PaxFlow announced completing a $2.2 million seed round funding from Brunnur Ventures to accelerate product development of our new platform and fuel international- sales and marketing efforts.

PaxFlow Spin-Out, January 2023

In January 2023 PaxFlow was spun out of Origo into a founder led company that will focus on developing a new generation of PaxFlow operation management solutions and automation platform. The purpose of the spin-out was to prepare the company to raise further investments to fund the development and growth of the new platform.

Sproti Developement Grant, December 2022

In December 2022, PaxFlow received a Sproti grant from The Technology Development Fund in Iceland. The role of the fund is to support research and development activities, which aim towards innovation in Icelandic industry. PaxFlow participates in the Dafna Program for grant receivers operated by Klak – Icelandic Startups as well as the Klak Venture Mentoring Service (VMS).

How it started, 2019-2022

Our story started with two projects for leading tour operators in Iceland: Bus Travel Iceland and Reykjavik Excursions back in 2017. The two project teams united within Origo Travel Solutions and Product Labs Incubator in 2019 merging years of experience in both tech and travel sector. Covid halted both projects severely but by in early 2022 the team launched a MVP of PaxPortal the first new module of PaxFlow.

PaxFlow Leadership

Soffia Thordardottir

CEO & Product Manager, PaxFlow

Soffia is a seasoned leader in digital product management with over 12 years of experience in the travel tech space. She was the former director of Travel Solutions at TM Software & Origo and Product Portfolio Manager of Product Labs at Origo Iceland. Soffia has a background in Computer Science and Business Administration and is certified in Product Management from UC Berkley Haas School of Business. She is a skilled problem solver and a strategic leader, committed to creating innovative digital products that combine her passion for travel, tech, and gear. 

Andri Heiðar Kristinsson

Chairman of the Board

Andri Heiðar is a MBA Standford Graduate and a true entrepreneur and leader with previous experience at building consumer products at LinkedIn and scaling the SlideShare mobile app from the ground up and to millions of users.
Andri also previously founded Travelade a small tech startup aimed at making travel more personal. Andri is the former CEO of Digital Iceland, an organization leading the digital transformation of the Icelandic government. 

Our Team

We’ll aim to be #1 on Tour Operation

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