[6][7][8] ALICE was founded in 2013 by Justin Effron (CEO), Alexander Shashou (President), and Dmitry Koltunov (CTO).

[9] Effron (a former equity analyst at Citigroup)[citation needed] and Shashou (a member of a UK hotelier family and former employee at Goldman Sachs)[4][9] devised the idea for ALICE while traveling in Southeast Asia and recognizing the communication difficulties different hotel departments commonly experienced.

[3] Koltunov, who previously helped build the back end trading management system for a hedge fund, spearheaded the technological aspects of the platform.

[12] In February 2015, ALICE received $3 million in seed funding from an investment group that included Seamless co-founders Jason Finger, Todd Arky, and Paul Applebaum; Tishman Realty; 645 Ventures; and the founder of Neuehouse.

The product is used as an organizational tool for hotel management as it provides them with the ability to schedule, record, and recall data on a single platform.

It allows multiple hotel departments and systems to communicate directly through the platform while also offering management the ability to monitor the life cycle of any given task.

[6] ALICE is also looking to expand the product into workspaces and residential units[1][15] given its strength in package management and digital concierge capabilities often utilized in both multifamily real estate in addition to hospitality.