A travel management platform has secured £1.2 million in new funding to boost its software and grow its sales function.
Birmingham-based You Smart Thing has struck the deal with the West Midlands Co-Investment Fund alongside other investors.
The company aims to address sustainable travel solutions for destinations, venues and live events by generating personalised, low-carbon travel plans.
It suggests alternative travel routes to visitors and details the carbon footprint of each option.
The company said its products addressed inaccurate travel advice and in particular aimed to help disabled travellers and those in large groups.
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It has worked with clients such as Birmingham 2022 Commonwealth Games, Coventry City of Culture Trust, Transport for Greater Manchester and the Rugby League World Cup.
Visitor travel accounts for around 70 per cent of the total carbon footprint for live events globally and, by capturing data on travel demand, modal choice and routes, You Smart Thing can enable venues to enhance logistics, security management and communications.
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This fresh round of investment will enable the company to enhance its software to help local authorities reduce region-wide carbon emissions in line with their own objectives.
The funding will also support recruitment for roles in marketing, finance, product management and software engineering. The sales and marketing team will also be expanded to facilitate international growth and provide 24/7 customer support.
Chief executive Chris Thompson said: "This investment will propel our mission to revolutionise sustainable travel solutions while achieving positive environmental and economic impact.
“We look forward to leveraging Midven's expertise and support as we continue to scale our operations."
The other investors in the deal were business angels Giles Fearnley, Will Phillipson and Jeremy Acklam and renewable energy company Ecotricity.
The new investors will act on You Smart Thing"s advisory board.
The West Midlands Co-Investment Fund was launched by the West Midlands Combined Authority and West Midlands Pension Fund last year and is managed by Birmingham-based Midven.
Huw Sparkes, investment manager at Midven, added: "By blending technology with a commitment to sustainability, You Smart Thing raises the bar for travel demand management software and takes a bold step towards reducing the carbon footprint associated with visitor travel."