Vagaro
Vagaro is a cloud-based SaaS platform providing all-in-one booking, payments, POS hardware, and marketing software to approximately 300,000 beauty, wellness, and fitness professionals, from independent solopreneurs to multi-location enterprises.
- Company typePrivate
- Founded2009
- HeadquartersPleasanton, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Vagaro does
Vagaro, Inc. is a cloud-based SaaS company founded in 2009 and headquartered in Pleasanton, California, that sells all-in-one business management software to approximately 300,000 beauty, wellness, and fitness professionals ranging from independent solopreneurs and booth renters to multi-location enterprises. The platform, branded Vagaro Pro, combines online booking, calendar/scheduling, CRM, forms, reporting, marketing automation, a branded mobile app, and a website builder (MySite) into a single product, accompanied by a portfolio of proprietary POS hardware (PayPro, PayPro Mini, PayPro Duo, card readers, scanners, receipt printers, cash drawers) and an in-house payment processor (Vagaro Merchant Services, a registered ISO of PNC Bank). The architecture is API-first with iOS and Android applications for both professionals and end consumers, and the company is PCI DSS and HIPAA compliant, supporting its expansion into med-spa and clinical-wellness use cases. Underlying technology integrations with Yelp's AI-powered Assistant, Google AI Mode, Zocdoc, Calendly, DoorDash, and Liberis extend Vagaro's distribution and embedded-finance surface.
Vagaro monetizes through three primary streams: (1) recurring SaaS subscriptions at a promotional $23.99/month (from $30/month list) with a free trial and self-serve onboarding; (2) transaction fees from Vagaro Merchant Services, advertised at processing rates as low as 2.2%; and (3) hardware sales across its PayPro line and accessories. The go-to-market is product-led and primarily self-serve through vagaro.com and the Apple and Google app stores, supplemented by an enterprise sales team for multi-location accounts. Distribution is augmented by integrations with Yelp and Google for consumer-side discovery and booking, and the company has expanded its embedded-finance footprint through a Buy Now, Pay Later product ("Pay With Liberis," launched October 2025 with Liberis) and a merchant-facing business financing offering ("Vagaro Capital").
Vagaro reached unicorn status in November 2021 after a $100M FTV Capital-led private equity round that valued the company at $1B; total disclosed funding is $163M across two rounds (2018 and 2021), both led by FTV Capital. The company executed an offensive growth posture across 2025–2026, including the January 2025 acquisition of Schedulicity, a May 2025 partnership with Google for agentic booking via Google AI Mode, the October 2025 launch of BNPL via Liberis, and an April 2026 expansion of its Yelp AI integration. Headcount has grown from approximately 555 in 2024 to 670 in 2026, and estimated ARR rose from $23.6M in 2023 to $65.9M in 2024, with over 162 million appointments facilitated on the platform in 2025. CEO and founder Fred Helou continues to lead the company.
Vagaro firmographics
Firmographics- Name
- Vagaro
- Legal name
- Vagaro, Inc.
- Website
- https://sales.vagaro.com/
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Vagaro is a cloud-based SaaS platform providing all-in-one booking, payments, POS hardware, and marketing software to approximately 300,000 beauty, wellness, and fitness professionals, from independent solopreneurs to multi-location enterprises.
- Ownership category
- akta.pro rank
Vagaro industry classification
Industry- Product category
- Salon, Spa, and Fitness Business Management Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
Keywords
Where Vagaro is headquartered
LocationHeadquarters
- HQ city
- Pleasanton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vagaro business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Software Subscription: Monthly subscription revenue from SaaS platform access, ranging from $23.99/month promotional pricing
- Payment Processing: Transaction fees from processing payments through Vagaro Merchant Services, with rates as low as 2.2%
- Hardware Sales: Sales of POS hardware including PayPro terminals, card readers, stands, scanners, receipt printers, and cash drawers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard subscription at promotional rate |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Vagaro product offering
Product offeringCore offering
Vagaro sells an all-in-one cloud-based SaaS platform (Vagaro Pro) that gives beauty, wellness, and fitness businesses online booking, calendar, point-of-sale, CRM, marketing, and reporting tools, bundled with Vagaro Merchant Services payment processing and a proprietary line of PayPro POS hardware. The platform serves roughly 300,000 professionals — from independent providers to multi-location chains — and is complemented by native iOS and Android apps, a developer API, and integrations with Yelp, Google, Zocdoc, Calendly, and Liberis-powered Pay Later financing.
Product overview
Vagaro is a cloud-based all-in-one software platform for the beauty, wellness, and fitness industries, serving approximately 300,000 professionals and facilitating over 162 million appointments in 2025. The platform consists of Vagaro Pro as the core unified product, supported by a portfolio of POS hardware products (PayPro, PayPro Mini, PayPro Duo, Card Reader, and accessories including Swivel Stand, QR Scanner, Receipt Printer, and Cash Drawer), and software add-on features (Online Booking, Calendar, Pay Later with BNPL via Liberis, MySite website builder, Forms, Reports, Vagaro Capital, and Branded App). The company also operates its own payment processing service (Vagaro Merchant Services) and provides an API for developer integrations. Vagaro targets businesses ranging from solopreneurs to multi-location enterprises across beauty, wellness, and fitness verticals.
Differentiator
Problem solved
Functional benefit
Brands
- iconic.26: A branded event/experience by Vagaro
Products and services
- Vagaro Pro Cloud-based all-in-one business management software for beauty, wellness, and fitness businesses, providing scheduling, POS, CRM, marketing automation, online booking, client intake, and reporting for independent providers and multi-location operators.
- PayPro Terminal Full-screen point-of-sale terminal hardware for processing in-person card payments through Vagaro Merchant Services, with processing rates as low as 2.2%.
- PayPro Mini Compact tablet-based POS hardware for in-person payment processing by Vagaro merchants.
- PayPro Duo Dual-screen POS terminal with separate merchant- and customer-facing displays for in-person checkout experiences.
- Vagaro Card Reader Credit card reader hardware for accepting in-person card payments, offered free with Vagaro Merchant Services signup (terms apply).
- Pay Swivel Stand POS hardware stand for positioning PayPro payment terminals at the checkout counter.
- QR Scanner Barcode scanner hardware for POS operations such as inventory lookup and product checkout.
- Receipt Printer Thermal receipt printer hardware for printing paper receipts at the point of sale.
- Cash Drawer Cash register drawer hardware integrated with Vagaro's POS system for cash transactions.
- Pay Later (Pay With Liberis BNPL) Buy Now, Pay Later financing product embedded in Vagaro's checkout, powered by Liberis, that lets small business customers access financing for services within the Vagaro platform.
- Vagaro Capital Business financing service that provides capital to eligible Vagaro merchants for growth, operations, and working capital needs.
- Business Health Check Tool Free diagnostic tool that helps Vagaro merchants evaluate their business performance across key areas and receive personalized reports and actionable growth recommendations.
Quantifiable outcome
- 162M+ appointments made on platform in 2025
- +2 more outcomes
Companies that use Vagaro
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
Vagaro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature9 records
Vagaro partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- YelpflagshipVagaro is integrated into Yelp's AI-powered assistant, allowing users to book beauty, wellness, and fitness appointments directly through Yelp's platform. This partnership positions Vagaro as a key booking provider within Yelp's ecosystem, reaching millions of consumers searching for local services.
- LiberiscoreLiberis launched its first Buy Now, Pay Later (BNPL) product in the US through partnership with Vagaro. The 'Pay With Liberis' solution expands small business access to financing within the checkout process, integrated directly into Vagaro's platform.
- GoogleflagshipVagaro partnered with Google for agentic booking capabilities through Google AI Mode. This integration allows users to book local appointments including beauty and wellness services directly through Google's AI-powered search experience.
- Schedulicity Inc.coreVagaro acquired Schedulicity Inc. in January 2025 to expand market presence and integrate scheduling capabilities. This acquisition strengthens Vagaro's position in the appointment scheduling market for beauty and wellness businesses.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Vagaro competitors and assessment
Company assessmentDirect peers
- Mindbody: Closest direct competitor offering cloud-based salon, spa, and fitness business management software with scheduling, POS, and marketing—competing head-to-head with Vagaro for the same vertical SMB customers.
- Fresha: Direct competitor providing free salon, spa, and beauty booking software with integrated payments; targets the same independent professionals and small business base as Vagaro, distinguished by a no-subscription model.
- Zenoti: Vertical SaaS platform for salons, spas, and medspas with scheduling, POS, and marketing. Strong overlap with Vagaro in the wellness and medspa segments, particularly the HIPAA-relevant customer base.
- Boulevard: Salon and spa management software offering client self-booking, POS, and business management—targeting the same premium and multi-location beauty/wellness operators as Vagaro.
- Booksy: Booking and business management app for beauty and wellness professionals with online scheduling, payments, and marketing—competing directly with Vagaro in the barber, salon, and spa verticals.
- Phorest: Salon and spa software platform with scheduling, POS, client management, and marketing—particularly strong in the hair salon segment, overlapping with Vagaro's beauty vertical.
- SalonBiz / Meevo (by Thalassa Software): Legacy salon and spa business management software with scheduling, POS, and client management—directly comparable to Vagaro Pro for traditional salon and spa operators.
Broad incumbents
- Square Appointments: Block-owned scheduling software integrated with Square's broader payments and POS ecosystem; broader incumbent offering appointments as part of a wider SMB commerce platform rather than specializing in beauty/wellness verticals.
- Acuity Scheduling: Broader scheduling SaaS used across many service-based SMBs including wellness and coaching; overlaps with Vagaro in appointment booking but lacks vertical depth in beauty/fitness hardware and payments.
Others
- Yelp (as a booking marketplace): While also a partner, Yelp operates as the consumer-facing discovery and booking marketplace where Vagaro's merchants get surfaced. Comparability is in marketplace dynamics for local services rather than direct product competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Vagaro social profiles
Digital presenceVagaro compliance and trust
Trust signalCompliance2 records
Vagaro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vagaro leadership team
Management profileNumber of profiles
Profiles1 record
Vagaro subsidiaries and ownership
Company hierarchySubsidiaries1 record
Vagaro funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vagaro M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vagaro
What does Vagaro do?
Vagaro sells an all-in-one cloud-based SaaS platform (Vagaro Pro) that gives beauty, wellness, and fitness businesses online booking, calendar, point-of-sale, CRM, marketing, and reporting tools, bundled with Vagaro Merchant Services payment processing and a proprietary line of PayPro POS hardware. The platform serves roughly 300,000 professionals — from independent providers to multi-location chains — and is complemented by native iOS and Android apps, a developer API, and integrations with Yelp, Google, Zocdoc, Calendly, and Liberis-powered Pay Later financing.
Is Vagaro a public or private company?
Vagaro is a private company. It is classified as venture growth investor backed and is currently operating.
When was Vagaro founded?
Vagaro was founded in 2009. It employs 501 to 1,000 people.
Where is Vagaro based?
Vagaro is headquartered in Pleasanton, United States, in the North America region.
How does Vagaro make money?
Three revenue lines are on record. Software Subscription is the primary driver. The others are payment Processing and hardware Sales.
Who are Vagaro's main competitors?
Direct peers on record are Mindbody, Fresha, Zenoti, Boulevard, Booksy, Phorest and SalonBiz / Meevo (by Thalassa Software). Broad incumbents are Square Appointments and Acuity Scheduling. Yelp (as a booking marketplace) is listed as an others.
Does Vagaro have an API?
Yes. Vagaro offers an API for developers and partners to build integrations. The documentation is available at docs.vagaro.com. No further details on API type (REST/GraphQL), authentication method, rate limits, or versioning are specified in the available source material. Developer documentation is at docs.vagaro.com.
What industry is Vagaro in?
Vagaro's product category is Salon, Spa, and Fitness Business Management Software. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa). Its NAICS code is 5132 and its SIC code is 7372.