Selfbook
“Can a hotel checkout layer become the payments rail for agentic AI travel booking?”
Founded2018
HQWest Hollywood, California, United States
FoundersKhalid Meniri
Total raised$42.55M
Latest roundSeries A extension, 2022
Valuation$300M (Q1 2022)
IndustryVertical SaaS / Hospitality
The story
Founded 2018, Selfbook pivoted from a consumer travel app to a B2B hotel payments/checkout infrastructure provider in 2021, riding a 16x valuation jump on the strength of its embedded one-click checkout for hotel websites. The company layered in payment orchestration partnerships (Stripe, Worldline) and BNPL (Affirm), then in 2025 repositioned around agentic AI distribution by integrating with Perplexity and making PayPal its strategic commerce partner — moving from 'better hotel checkout' toward becoming the payment rail for AI-driven travel booking.
Product timeline
2018
Founded as a hospitality-focused fintech.· founding
2021
Pivoted from B2C to B2B, raised $25M Series A from Tiger Global at $125M valuation.· pivot
2022
Raised $15M Series A extension at $300M valuation.· funding
2023
Integrated with Stripe for hotel payments and digital wallets (Apple Pay, Google Pay).· payments
2023
Partnered with Affirm to bring BNPL to hotel bookings.· lending
2025
Chose PayPal as commerce partner; integrated with Perplexity for agentic AI booking; added PayPal/Venmo and PayPal BNPL.· payments
The stack
2 layers disclosed in Selfbook’s embedded-finance stack
Payments / PSP
Lending
in the full report
Accounting gap: none
4 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.