ASG has spent a decade buying the quiet software that keeps niche industries moving. Now, after more than 65 acquisitions, it is trying to turn a vertical-SaaS roll-up into an AI-native operating system.
Zaplar is a Stockholm-based, Y Combinator (S26) startup building an AI-native operating system for hotels and event venues. Instead of stitching together the legacy hotel stack - PMS, POS, booking engine, CRS, RMS and MICE tools - Zaplar consolidates them into one platform where AI agents handle bookings, guest messaging, RFPs, event planning and follow-ups. Staff review and approve the agents' suggested actions, so hoteliers keep control while spending less time in front of a screen.