Overview
Jake Peters is co-founder and Chief Product and Technology Officer at Fora[1][2][3], a travel advisor platform. Peters holds a BSE in Computer Science Engineering and a BS in Economics from the University of Pennsylvania, both completed between 1997 and 2001[14][15]. Prior to Fora, Peters co-founded PayPerks in 2010, serving initially as Co-Founder, CTO and President[10] before transitioning to CEO from 2017 to 2021[9]. Peters also held the position of Chief Information Officer and Director of Online Strategy at Blink from 2008 to 2010[11], and worked as a Principal at Infosys Consulting from 2004 to 2008[12]. Peters has described their professional focus as working "at the intersection of strategy, technology, data, and operations to build & operate impactful products, solutions and businesses"[5].
Profile introduction
I enjoy working at the intersection of strategy, technology, data, and operations to build & operate impactful products, solutions and businesses. [if you're going to send me a connection request, please include a note!]
Career history
- Co-Founder & Chief Product and Technology OfficerAug 2021 to presentFora
- PartnerFeb 2019 to Dec 2024OpsLogic
- Strategic AdvisorJul 2021 to Dec 2021PayPerks (acquired by SMI)
- Co-Founder / CEOMar 2017 to Jun 2021PayPerks (acquired by SMI)
- Co-Founder / CTO & PresidentApr 2010 to Mar 2017PayPerks (acquired by SMI)
- Chief Information Officer & Director of Online StrategyAug 2008 to Jul 2010Blink (acquired by Wijet)
- PrincipalOct 2004 to Jul 2008Infosys Consulting, Inc.
- Senior ConsultantMay 2002 to Jun 2004Tigris Consulting
Education
BSE, Computer Science Engineering1997 - 2001University of Pennsylvania
BS, Economics1997 - 2001The Wharton School
Insights & ideas
The through-line
Across the interviews he's given, Jake Peters returns consistently to the idea that Fora's growth is a story about people and community as much as it is about software: he frames the company's trajectory from an early 20-page memo through to Series C funding and $1.5B in annual sales as something powered by its community of advisors rather than by any single piece of technology [2]. His account of the business also keeps circling back to his own path from studying computer science into building what he calls "The Modern Travel Agency," and to a conviction that the travel industry itself is ripe for disruption [3]. Over time the emphasis in his public conversations shifts from origin story and technology-building toward questions of scale, AI, and how to keep a large, diverse advisor community trained and supported as the company grows [5][2].
On Fora's origins and the case for disrupting travel
Peters discusses coming to Fora from a computer science background and describes building what is referred to as "The Modern Travel Agency," positioning the travel industry as ripe for disruption [3]. He also discusses the origins of Fora as a company that emerged post-pandemic specifically to meet the evolving needs of modern travelers and advisors [5]. The narrative he tells traces a path from an early 20-page memo to the company reaching Series C funding and $1.5B in annual sales [2].
On blending legacy systems with new technology
A recurring subject is the practical difficulty of building modern software for an industry still run on legacy infrastructure. Peters discusses the challenges and opportunities that come from blending legacy travel-industry systems with Fora's own innovative platform, and describes the strategic decisions the company made to differentiate itself through this kind of technology integration [5].
On AI's role in the advisory business
Peters discusses the exciting role of AI in reshaping the travel advisory landscape as part of Fora's strategic growth plans [5]. This is framed alongside his broader point that the "biggest surprise in travel tech right now isn't a model, it's a movement" [2], suggesting his interest in AI sits within a larger view that community and human advisors, not any single technology, are what actually drive the business forward.
On community, training and inclusivity
Peters repeatedly frames Fora's advisor community, described as 11,000 strong, as the engine behind the company's growth [2]. He discusses the importance of community support and specialized training in cultivating successful travel advisors from diverse backgrounds [5], and talks about how Fora offers flexible opportunities intended to foster a dynamic, inclusive community of advisors [5][2]. He also touches on how technology and inclusivity together could revolutionize the travel industry [5].
On growth strategy and the luxury segment
Peters discusses Fora's strategic growth plans, including the expansion of luxury travel segments, and describes personal relationships as retaining enduring value even as the company scales and integrates more technology [5].
Takeaways
- Fora's growth story runs from a 20-page memo to Series C funding and $1.5B in annual sales, credited to its community of advisors [2].
- Peters sees the travel industry as ripe for disruption, a view shaped by his move from computer science into building what he calls "The Modern Travel Agency" [3].
- He treats blending legacy travel systems with new technology as a core strategic challenge and differentiator for Fora [5].
- AI is positioned as part of Fora's strategic growth plans, but he frames the bigger opportunity in travel tech as a "movement," not a model [2][5].
- Community support and specialized training for a diverse, 11,000-strong advisor base are described as central to cultivating successful advisors [2][5].
- Growth plans include expansion into luxury travel while preserving the value of personal relationships between advisors and clients [5].
Media & appearances
- The Fan Golf ShowApple PodcastsJake Sollon of Peters Township shares qualifying for the U.S. Open!Jake Sollon of Peters Township shares qualifying for the U.S. Open on this morning's show with Joe Starkey and Craig Mankins!
- Travel Trends with Dan ChristianApple PodcastsMaking the Modern Travel Agency: Humans, Hospitality & AI with Jake Peters, ForaSend us a text The biggest surprise in travel tech right now isn’t a model, it’s a movement. From a 20 page memo to a Series C and $1.5B in annual sales, Fora’s rise has been powered by a community of 11,000 advisors, a product organization that s
- Wild Business GrowthApple PodcastsJake Peters – The Modern Travel Agency, Fora Co-FounderJake Peters, the Co-Founder and Chief Product & Technology Officer of Fora, joins the show to share his journey from studying computer science to building The Modern Travel Agency. Hear why the travel industry is ripe for disruption, the tools...
- Travel Trends with Dan ChristianApple PodcastsEmpowering Travel Advisors with Technology: Jake Peters, Co-founder, ForaSend us Fan Mail What if the travel industry could be revolutionized by technology and inclusivity? Join us for an exciting conversation with Jake Peters, Co-founder, Chief Product & Technical Officer of Fora, as he reveals the future of travel advisory services and the cutting-edge innovations shaping the industry. Discover how Fora is transforming the way travel advisors work, offering flexible opportunities and fostering a dynamic community. As Jake shares the origins of Fora, you'll gain a deeper understanding of how the company emerged post-pandemic to meet the evolving needs of modern travelers and advisors alike. This episode takes you through the challenges and opportunities faced when blending legacy systems with innovative platforms and sheds light on Fora's strategic decisions that set it apart, highlighting the potential for growth and transformation through clever tech integration and community engagement. Listen to Fora’s strategic growth plans and the exciting role of AI in reshaping the travel advisory landscape. Uncover the importance of community support and specialized training in cultivating successful travel advisors from diverse backgrounds. With insights into expanding luxury travel segments and the enduring value of personal relationships, Jake paints a compelling picture of what lies ahead with travel advisors.
- The Mind Mountain PodcastApple PodcastsJo Peters | Taking gender out of Mountain Biking, mindset for racing, and fostering a Mind/Body/Bike connection.Today on the show, I got to head out for a rip with Jo Peters. We rode one of her favorite trails here in Squamish, Two Stroke Smoke, and then sat down for an insightful conversation. Jo is active in the mountain bike community as a coach, volunteer, and enduro racer. She also works full-time as an RMT and is an expert when it comes to the Mind/Body/Bike connection. Coaching-wise, Jo runs her own foundation called Jo and Co. - which aims to make MTB more accessible to women in British Columbia. Along with a small team of talented female-identifying coaches, she runs women’s coaching programs and events at trail centers all around the province. We talk about what it was like to start out as a female Mountain Biker in a male-dominated sport, and how she has used some of those early negative experiences as fuel for her fire, inspiring her to take a lead now and provide meaningful change. Along with this, she shares a bunch of the mental tricks, tips, and tools that she uses to ride at her best, whether it be between the tape or simply lapping local trails with friends. You can follow Jo's adventures on Instagram @Jo___Peters and check out her coaching on her website, joandcocoaching.com Enjoy! _________________________ FREE Mental About MTB Community with direct access to me 👇 themindmountain.com/mental-about-mtb-application Want to work with me?
In the news
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