Welcome
Hi, I’m Soffía
Founder & CEO of PaxFlow. I help tour & activity operators reduce operational chaos through automation.
About me
I help tours and activities companies eliminate operational chaos through smart automation and self-service tools. With a background spanning computer science, business administration, and product management. I’m passionate about making tour operations more efficient.
What I focus on
Years of building and scaling in the travel tech space have shaped where I invest my energy today..
Streamlining operations, and back-office systems for tours and activities companies at scale.
Founder of PaxFlow, a modern operations and automation platform for tours and activities operators.
Scaling teams and led digital transformation in the travel industry across all sectors.
Advising early-stage founders on product, operations, and growth strategy as a part of Kalk Venture Mentoring Services.
My story
From web developer to SaaS tech founder…
Grew PaxFlow to have customers in over 20 countries
- Focused on building PaxFlow.
- Participated in the Dafna, a mentoring program by KLAK – Icelandic Startups for recipients of the Technology Development Fund’s (Tækniþróunarsjóður) Sproti or Vöxtur grants.
- Founded PaxFlow, a vertical travel-tech SaaS startup to streamline back-office operations for tours and activities operators
- Raised $2.2 million pre-seed round from Brunnur Ventures to develop and grow PaxFlow
- Awarded $410K Grant for PaxFlow through Vöxtur – Technology innovation fund in Iceland to tackle disruption management in tours and activities
- Participated in Nordic Travel Tech Incubator for startups in the travel and tourism industry in the Nordics
- Awarded $164K Grant through Sproti – Technology Innovation fund in Iceland to develop PaxFlow
- Chairman of the Board of Directors at Klak – Icelandic Startups
Completed Project Management from
UC Berkeley Haas School of Business
Director of Travel Solutions and Digital Labs at TM Software / Origo in Iceland working with customers like Icelandair, Reykjavik Excursions, Enterprise, Avis, Blue Car Rental and more.
Contact Me
Let’s Connect
Feel free to drop me a line or reach out on LinkedIn. I’m always interested in connecting with like minded people and geek out chatting about tech in the travel, travel in general. I’m a huge tech and gear nerd, love Star Trek and a massive K-Culture fan.