COMPANY PROFILE

Understory

Understory develops smart weather station micro-grids that collect tactical weather data and analytics for extreme weather events

Madison, United StatesFounded 2012Fintech

Valuation $0–100M Latest valuation · 2024

Headcount <100 Current team size

Total funding $50–100M Disclosed equity funding

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About Understory

Understory is a company that specializes in providing innovative hail insurance solutions for auto dealerships. Operating primarily in the Midwest, where hail storms are frequent and destructive, Understory leverages its advanced Atmospheric Intelligence AI to create sophisticated weather risk models. These models enable the company to offer precise risk assessments, which in turn allow for meaningful pricing and coverage. The company's flagship product, Auto Hail Safe, eliminates the need for claims adjusters and financial deductibles, ensuring quick payouts and protecting dealerships' cash flow and working capital. Understory's business model revolves around partnering with brokers to distribute its insurance products, generating revenue through insurance premiums. By addressing the specific needs of auto dealerships, Understory helps its clients mitigate financial exposure and maintain operational focus during adverse weather events.

Source: Dealroom company data

At a glance

Status: Operational
Founded: 2012
Headquarters: Madison, United States
Employees: 29
Open positions: 12
Dealroom signal: 92.4/100
Industry: Fintech
Sub-industry: Insurance
Sector: Fintech, Analytics, Weather Forecasting, Spinout, Sustainable Development Goals, Alternative Data, Insurtech Product and Price
Technology: Hardware, Big Data, Deep Tech, IoT InternetOfThings
Business model: Manufacturing
Client focus: b2b
Links: Website LinkedIn X

Latest news

Press, funding announcements and product moves mentioning Understory.

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Funding history

10 recorded events

Company financing events and reported valuations.

Deal type	Date	Amount	Valuation	Investors	Source
LATE VCOther financing	Jun 2024	$15M	$60M	True Ventures · Prelude Ventures	↗
LATE VCOther financing	Jun 2023	$13M	$52M	Undisclosed	↗

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Growth signals

Understory website traffic

Latest recorded traffic for Understory is 1.4K monthly website visits, down 26.3% over the last three months. Understory's team grew 26.1% over the past year.

Latest monthly visits1.4K 3-month web change-26.3% 1-year team growth+26.1%

Monthly website visitsApr 2016–Jul 2026

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Open positions

Openings linked to this company in Dealroom

Field Operations CoordinatorMadison, WI · Human Resources · Sep 6, 2026 Data ScientistMadison, WI · Data Science & Engineering · Aug 27, 2026 Producer (P&C Insurance)4916 East Broadway, 53716 Madison, Wisconsin, United States · Other · Aug 15, 2026 Corporate Controller (Insurance)Madison, WI · Accounting · Aug 14, 2026 Insurance Platform LeadMadison, WI · Finance · Jul 26, 2026 Field Service TechnicianMadison, WI · Other · Jul 22, 2026 Vice President, Sales (Commercial P&C)4916 East Broadway, 53716 Madison, Wisconsin, United States · Sales · Jul 22, 2026 Director of MarketingMadison, WI · Marketing & Communication · Jul 10, 2026

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