Pana

About Pana

Pana emerged in 2014, initially founded by Devon Tivona, Sam Felsenthal, and Lianne Haug as an on-demand travel concierge service. Originally, the platform operated through a mobile app where users could message requests for booking flights, hotels, and other travel arrangements for a monthly fee. Recognizing a more significant opportunity in the corporate sector, the company pivoted its strategy in 2017 to focus exclusively on managing guest travel for enterprises. This strategic shift targeted the coordination of trips for non-employees such as job candidates, customers, and interns, a niche often poorly served by traditional corporate travel systems.

The company's platform was engineered to streamline the entire guest travel process. For corporate clients, like recruiters or executive assistants, it provided a centralized dashboard to book and manage travel itineraries while adhering to company policies. These policies, including options for payment methods, cabin classes, and preferred hotels, were incorporated during the implementation phase. For the traveling guest, Pana offered a guided experience through a mobile and web application, providing trip alerts for flight changes, automated check-ins, and a chat function for support. A key feature was the integration with services like Uber for Business, which allowed companies to provide guests with transportation vouchers, automating ground travel without requiring out-of-pocket expenses from the guest.

Pana's business model revolved around providing its travel management software and service to corporate clients. After its pivot, the company secured significant venture capital, including a $10 million Series A round in 2019 led by Bessemer Venture Partners. This funding supported the company's growth and team expansion. In March 2021, the business spend management company Coupa acquired Pana for an estimated $48.5 million. The acquisition was part of Coupa's strategy to enhance its travel and expense management offerings by integrating Pana's booking technology. Following the acquisition, Pana's technology was repurposed to become the foundation for Coupa's own employee travel booking module, and its original guest travel capabilities were wound down. The founders, Devon Tivona and Sam Felsenthal, after leaving Coupa, announced plans to re-enter the guest travel market with a new venture named Juno in 2025, aiming to build upon their experience from Pana.