The startup I carried for fifteen years before building it.
Two hundred and fifty flights a year as a founder means a lot of unfamiliar cities and a lot of bad recommendations. For fifteen years I carried the same idea: a city guide with only the absolute best a city has to offer, immune to the fake and the paid. When AI made the product finally buildable, I founded Vicity in 2024, launched it in 2025, and took it through Google for Startups.
Some ideas are not late. They are waiting for their technology.
The challenge
Recommendation platforms are structurally broken: review volume rewards the popular, advertising rewards the paying, and the traveler pays for both with mediocre evenings. The product had to be built on curation and quality signals instead of volume, which was economically impossible until AI collapsed the cost of doing curation at scale.
What I did
Founded the company and built the brand, product concept and experience: what Vicity is, how it feels, why it is trusted.
Designed the product around one ruthless editorial rule: only the best, or nothing.
Took it from idea through launch in 2025 and into Google for Startups.
Vicity is on this site for one reason: I do not only advise on products and brands. I still build them, with my own time and money at stake. That is where the judgment I sell gets sharpened.
About the company
Vicity
Vicity is a curated city guide built on a simple promise: the absolute best a city offers, nothing else. Founded in Stockholm, launched in 2025, now continued by the team that built it.
- Consumer technology and travel
- Founder: brand, product, experience, go to market
- 2024 to 2025, now advisor.
- FOUNDER, PRODUCT AND BRAND