We believe in the romance of travel—and that what happens before and after your journey is as crucial to the equation as what happens during it. In a market crowded with companies that simply get you from A to B, we consider the entire experience: sowing the seeds of inspiration and anticipation, and celebrating the serendipity of a sudden change of course. We hope to equip all tribes of traveler, from the introspective journal writer to the adventure-seeking nomad, with valuable information for their trip, a digitally enriched and shareable journey, and the possibility for a lasting memento. Firef.ly is an iOS mobile app that will distill the best of trip planning, travel guides, journaling and social sharing with an e-commerce component that offers personalized, one-of-a-kind mementos. It will all be wrapped within a beautiful intuitive user experience, designed for today’s smartphone-enabled traveller. We strive to help people reap the largest return on their travel investment with a formula that blends personal travelogue with Nike + and Lonely Planet, mixing in a hefty dose of local insider knowledge—and all tailored to your mobile device. Firef.ly, illuminating journeys.