Forparents, the operator of Honored, a Korean travel service tailored for active seniors, announced the successful closure of its pre-Series A funding round. The investment amount was not disclosed. The round saw participation from MY Social Company (MYSC) and The Wells Investment (Co-GP of Korea Impact Scale-Up Fund), alongside U.S.-based VC Strong Ventures. MYSC, which also participated in the seed round, reaffirmed its confidence in the company by joining this round as well.

Since its launch in March 2024, Honored has surpassed 15,000 cumulative users within nine months and achieved a customer satisfaction rating of 4.9 out of 5 on its website, gaining positive market traction. Unlike traditional low-cost travel packages targeting seniors in their 70s and 80s, Honored focuses on affluent baby boomers in their 50s and 60s, offering premium bus tours, travel concierge services, and other customized travel solutions. This allows customers to focus on the travel experience itself without the burden of planning.

In July 2024, Honored was selected for the ‘TIPS’ program through MYSC’s recommendation, enabling the development of an independent customer relationship management (CRM) system. This has streamlined customer support (CS) processes and significantly improved operational efficiency. The company’s customer-centric approach and technological foundation earned it the Korea Tourism Organization President’s Award in December 2024.

As South Korea is set to become a super-aged society in 2025, with over 20% of its population aged 65 or older, improving the quality of life for approximately 10 million seniors has emerged as a societal challenge. Despite a relatively high employment rate (36.2%) among seniors, many report low life satisfaction. Honored aims to address this by offering integrated solutions that go beyond travel, helping seniors form hobbies and lifestyles that promote vitality and fulfillment.

Globally, tailored travel services for active seniors, such as the U.S.’s Road Scholar and Australia’s Silver Travel Advisor, are thriving. In this context, Honored’s differentiated premium services are seen as having significant growth potential in the domestic market.

Ja-in Yoo, Vice President of MYSC, stated, “We are confident that Forparents’ premium travel experiences and innovative CRM system will breathe new life into the active senior market. Our participation in this round reflects our belief that their differentiated, customer-centric services will drive rapid growth.”

Jun-pyo Jang, CEO of Forparents, shared his vision, saying, “This investment will enable us to maximize customer convenience and develop innovative solutions that bring daily joy to active seniors. Honored will go beyond travel experiences to transform customers’ lifestyles into healthier and more vibrant ones.”