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Rexby
Techstars '21Reykjavik, IS · Founded 2021 · 6 employees on LinkedIn · 2 known investors
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Rexby builds tools for travel content creators to better serve travelers and monetize their influence within the tourism industry.
Also known as LifeSwap · Rexby ehf
Founders & leadership
Rexby was founded in 2021 by Bjarki Benediktsson.
Investors · 2
How we know: the Techstars portfolio · funding news · open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · Not right? Tell us
Company profile
researched Sep 2026Rexby, operated by the Icelandic entity Rexby ehf, is a digital travel guide and interactive mapping platform that lets travel content creators curate, share and monetize travel recommendations. Guides combine interactive maps of sightseeing spots, pre-built itineraries, accommodations, tours and practical tips with rich media such as photos and videos. Travellers can filter maps, customise itineraries by dragging and dropping locations, or follow creator-curated routes.
The service is available through a web platform and free mobile applications for iOS and Android, with offline access to downloaded guides. Beyond written guides, creators can offer paid add-ons such as private tours and video consultations, positioning them as independent travel advisors rather than social-media publishers alone. Account access is offered through email or Google, Apple and Facebook sign-in.
Founding story
The company was founded in 2021 in Reykjavík, Iceland by Bjarki Benediktsson, who serves as CEO, and Ingvar Björn Ingimundarson, under the legal entity Rexby ehf. It initially operated under the name LifeSwap, building a marketplace for curated and customisable travel itineraries sourced from local influencers, and rebranded to Rexby while refocusing on tools that let creators act as independent travel advisors.
Business model
Creators publish digital guides on the platform and sell them directly to travellers, with Rexby sharing in the revenue; creators can also offer private tours and paid video calls. The consumer mobile app itself is free to download.
Revenue is derived from creators' direct sales of travel guides and related services through the platform under a revenue-sharing arrangement.
Traction
Reported as a seed-stage company with 1-10 employees, distributing its product through the web, the iOS App Store since December 2023 and Android since 2025.
Latest developments
An Android app with offline guide downloads was released in 2025, and the platform introduced an AI-powered assistance feature.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
A seed-stage travel technology company operating in the creator economy and tourism sector, listed among Techstars portfolio companies.
The platform emphasises dynamic, creator-generated content and local knowledge rather than static guidebooks or generic listings, pairing visual interactive maps and offline mobile access with direct creator monetization and optional private tours or video consultations.
Technology
A web platform plus iOS and Android apps built around interactive, filterable maps, drag-and-drop itinerary building, multimedia guide content, offline access to downloaded guides, and an AI-powered assistance feature.
Go-to-market
Travel content creators and local experts seeking to monetize their audiences, and travellers looking for insider-curated destination guides and itineraries.
Geography
Headquartered at Hallgerðargata 13 in Reykjavík, Iceland, with a platform serving destinations worldwide; the company expanded from an initially Iceland-focused service to an international user base.
History
Early work centred on a web platform for building and sharing interactive travel guides, with mapping and itinerary-customisation features beta tested alongside participation in the Techstars Seattle accelerator in late 2021, where the company raised pre-seed funding and rebranded from LifeSwap. An iOS application was released on December 4, 2023, followed by an Android application in 2025 that added offline guide downloads. Later updates included an AI-powered assistance feature.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Related companies · 7
Companies working in the same space as Rexby.
Timeline · 3
launches, deals, and filingsRexby released an Android application, adding offline guide downloads and broadening access beyond iOS.
Rexby released its iOS application, giving mobile access to its interactive travel guides.
Rexby joined the Techstars Seattle accelerator program in late 2021, where it secured pre-seed funding, beta tested its web platform and rebranded from its former name, LifeSwap.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 5
primary sources listed
- Rexbyrexby.com · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Rexby do?
- Icelandic platform that lets travel creators build, sell and share interactive digital travel guides and itineraries.
- Who founded Rexby?
- Rexby was founded by Bjarki Benediktsson in 2021.
- Who are Rexby's investors?
- Rexby's investors include Techstars, Two Ravens.
- Where is Rexby headquartered?
- Rexby is headquartered in Reykjavik, IS.