Tern Acquires Lucia to Expand Support for Travel Advisors

Tern, a CRM platform designed for travel advisors, has acquired Lucia, a services provider and one of PhocusWire’s Hot 25 Travel Startups for 2025. The acquisition was completed for an undisclosed, all-cash amount and marks a major step in Tern’s strategy to enhance technology and services available to travel professionals.

The acquisition integrates Lucia’s operations and team into Tern’s platform. Grace Van Hollebeke, Lucia’s founder and CEO, will now lead marketing and services at Tern. Van Hollebeke said the move aligns with Lucia’s long-standing mission to empower advisors through better technology, training, and support. She noted that joining forces with Tern will allow the combined company to bring added value to its advisor network without disrupting customer relationships.

Lucia clients will continue to work with the same team they’re familiar with, ensuring a seamless transition. Tern also plans to grow demand for Lucia’s CoPilot services, which offer freelance contractor support to advisors. Rebranded as “Tern Certified CoPilots,” these freelance experts will soon be more widely available through the Tern platform, providing flexible assistance to support day-to-day advisor operations.

The acquisition comes as Tern works to strengthen its training infrastructure and deepen CoPilot service integration. By adding Lucia’s contractor network and advisor-focused services to its CRM system, Tern aims to offer a more comprehensive platform that meets the operational, marketing and customer management needs of independent travel agencies and advisors.

Tern CEO David Shull said the acquisition demonstrates the company’s focus on helping travel entrepreneurs succeed. He emphasized that combining Lucia’s community of experts with Tern’s advanced software will enable advisors to run and grow their businesses more effectively. Shull also highlighted the broader goal of innovation and delivering measurable value to the advisor ecosystem.

This deal follows Tern’s recent $13 million Series A funding round, bringing its total funding to $17 million. The capital is being used to accelerate platform development, expand market reach and integrate strategic services like those provided by Lucia. The acquisition also underscores Tern’s commitment to building a technology-forward, advisor-first ecosystem that empowers travel professionals with flexible tools, reliable support and scalable solutions.

As the travel industry increasingly relies on digital tools and hybrid business models, Tern’s acquisition of Lucia positions the company to offer a next-generation experience for advisors seeking to optimize their operations and improve client service.

Tags: phocuswire, SyndicEx250629B

Tern Acquires Lucia to Expand Support for Travel Advisors

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