Guide to Iceland adds $20M from State Street Global Advisors.

Guide to Iceland, a Reykjavik, Iceland-based company providing travelling services and advisory for people visiting Iceland, announced in a press release that it secured $20M in capital investment.

The money was provided by Icelandic and international investors, including State Street Global Advisors, the asset management business of the American company State Street Corporation. State Street will get a 20% share of the company and a board seat for the investment.

Guide to Iceland, founded in 2013 by Elmar Johnson, CEO Xiaochen (Jacey) Tian and CFO David Olafur Ingimarsson, developed a marketplace for Icelandic travel services, serving over 1000 Icelandic travel operators. Guide to Iceland is also the official travel information provider for the City of Reykjavík.