Today, I’m excited to share that Tern has acquired Lucia, the leading provider of travel advisor services. This is a major milestone in our mission to empower travel advisors with the best tools and support to grow their businesses.

A Partnership Rooted in Shared Values
It was August of 2023 and we were halfway through Virtuoso travel week when I first met Grace Van Hollebeke, Lucia’s founder. As we sat outside the Baccarat Room at the Bellagio we swapped stories about the highs and lows of being a founder and building in the travel industry. 

At the time, we were newcomers to travel. I had heard Grace speak on podcasts and was so impressed with her endless passion for empowering small businesses and her deep understanding of the travel industry. We realized then that we were building companies with the same set of shared values. 

Fast forward two years and we once again found ourselves in Vegas. This time for the Travel Agent forum. We caught up over a late night dinner and as I walked back to my hotel room I thought: Grace is one of those people I’d jump at the chance to work with. 

As fate would have it, we were in the process of closing our Series A. During that process, we spent a lot of time discussing how Tern could support advisors in all aspects of their business. Lucia, Grace, and the network of CoPilots were an obvious partner. 

Why Lucia and Tern Are a Perfect Fit
At Tern, we’re building the all-in-one platform for travel advisors and agency owners: a single place to manage clients, itineraries, payments, and more. We believe that technology is at the heart of eliminating the invisible work that has held the travel industry back. We also know that as small business owners, expertise, advice, and an extra pair of hands can be just as important. 

With Lucia joining the Tern family, we’re combining their hands-on expertise with our technology to provide an even more powerful platform for advisors.

Lucia’s team will be joining Tern, ensuring continuity of service and the same trusted faces you’ve come to know. I’m incredibly excited to share that Grace will be joining Tern’s leadership team as Head of Marketing and Services. This means that Lucia’s dedication to advisor success remains central, now with even more resources and opportunities to grow.

How Lucia Supports Tern Advisors
At its core, Lucia has always been about helping advisors thrive by handling the time-consuming but essential tasks that keep their businesses running. Lucia’s CoPilots are independent contractors who are fully vetted, background-checked, and offered training by Lucia, giving advisors peace of mind. Lucia manages all payments and administrative details, so advisors can focus on what they do best: serving their clients.

Lucia’s CoPilots provide everything from administrative support and social media marketing to out-of-office coverage. But that’s just the start. Lucia’s team also helps advisors implement Tern’s platform and transition from legacy systems, ensuring a smooth onboarding process.

They can help build automations that simplify day-to-day workflows, manage group trips efficiently, and handle other behind-the-scenes work that lets advisors focus on their clients. With Lucia’s CoPilots and Tern’s technology working together, we’re building a solution that meets advisors where they are and helps them get to where they want to be.

Supporting You Through Every Transition
I talk to advisors all the time who are excited about Tern but overwhelmed at the idea of moving to a new system. That’s why we’re investing in the best possible support for every advisor. Our Certified Tern CoPilots are here to guide you through every step, whether you’re transitioning from another system, learning Tern’s features, or looking for ways to maximize your success on the platform.

If you’d like to see how Lucia and Tern can support your business, or if you’re curious about how Tern can transform your operations, book a demo with Lucia’s team HERE.

What’s Next
With Tern’s $17 million in funding, and this partnership with Lucia, we’re in the strongest position yet to keep building the best technology, resources, and community for travel advisors. This is just the beginning of what we have planned. Together, we’re excited to keep pushing the boundaries and making sure every advisor has the support and tools they need to thrive.

Thank You
I want to take a moment to thank you, our incredible community, for your trust and for inspiring us to keep building. Your feedback, passion, and dedication to your clients are what drive us every day. We’re honored to be part of your journey, and we can’t wait to see where we’ll go together next.

David (& Grace!)