I know the founder/owner of the service and participated in a beta test, and soon after realized I needed the service myself: I was planning a 10-day trip to Iceland with my wife and three kids as a surprise for my 15th wedding anniversary. I wanted it customized and special, but I don't know much about Iceland and realized that I would need to spend several dozen hours planning it myself and probably wouldn't do as good of a job as a tour operator, and this service seemed like the ideal option.
The basic idea is that if you have a trip you want to do in a place you don't already know well enough to plan yourself, you use this service, like a travel agent, except that the tour is completely customized to your needs. My wife is afraid of heights, we have three kids, we knew we mostly wanted to see the local nature with some cultural activities, limited driving each day, etc.
The price is great. I'm a budget traveler and wouldn't have used it I didn't think it was great value. Eva completely customized a 10-day tour of Iceland, with pictures, maps, recommended places to stay, beautiful layout of a professional, expensive tour.
The differences from a standard tour operator, as far as my experience, follow. 1. it's completely customized to your needs; 2. hotels, flight tickets, and other tickets are not booked, they're just recommended. This to me was a plus rather than a negative, since it allows us to start with the recommended itinerary and then deviate from it with our particular preferences, while still having recommendations for where to start. We have specific tastes and want that freedom. It also means that the usual kickbacks to the tour operator for particular tours or hotels or tickets aren't part of the hidden incentives for the tour operator; 3. the prices are all just for the planning, so it's all really transparent: you know what you'll be charged from the start, and you know that anything you end up buying will be direct with the service providers; 4. it's a bargain. This is a startup, bespoke service targeting people like me.
The final presentation was a 20-plus page pdf with images, maps, clear text, beautiful layout, an anniversary gift I was proud to give and that my wife loved.
Eva started with a 20-minute conversation, sent me a draft for feedback with questions about preferences that she wasn't sure about, and then redid the plan based on my feedback. She was responsive to questions and needs for updates. All for a trip a year into the future with inside knowledge I wouldn't have been able to come up with even if I'd spent a month planning it. Truly amazing. No complaints.