What Bokadirekt does

Bokadirekt is a Swedish online booking marketplace operated by Bokadirekt i Stockholm AB, connecting consumers with beauty and health service providers across Sweden. Founded in 2000 and headquartered in Stockholm, the company operates bokadirekt.se and native iOS/Android applications covering seven main service categories: hairdressing, massage, nails, lashes and brows, skincare, beauty, and health services. The platform self-describes as Sweden's largest marketplace in this vertical, with 10,000+ specialists available for booking and 4,500+ practitioners accepting the Friskvårdskort employer wellness card. Geographic coverage spans Stockholm, Göteborg, Malmö, and other major Swedish cities.

The company's product portfolio centers on the core booking platform, complemented by Presentkort gift cards (valid at 10,000+ locations), Friskvårdskort employer wellness cards, Klippkort prepaid haircut cards, Deals promotional module, and a B2B Business Portal (business.bokadirekt.se) for service providers to manage listings and payments. Revenue is generated through marketplace commissions on bookings and transaction fees on gift card and wellness card sales, with individual providers setting their own treatment prices under a pay-as-you-go model.

Bokadirekt serves a hybrid B2C/B2B customer base: individual Swedish consumers seeking appointment convenience, and beauty/health SMBs acquiring digital booking infrastructure and customer reach. The company raised SEK 300 million in December 2021, with VNV Global leading a SEK 200 million investment intended to enhance booking and payment solutions. The company maintains a lean 11-50 employee headcount consistent with an asset-light marketplace operating model.

Name

Bokadirekt

Legal name

Bokadirekt i Stockholm AB

Website

https://bokadirekt.se

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Bokadirekt is Sweden's largest online booking marketplace for beauty and health services, connecting consumers with 10,000+ service providers across hairdressing, massage, nails, skincare, and wellness categories nationwide.

Ownership category

akta.pro rank

Product category

Beauty and Wellness Booking Marketplace

NAICS

Hair, Nail, and Skin Care Services (81211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)

akta.pro secondary industries

Appointment Reservations (Spa, Salon, Wellness) (HSACALAK), Appointment Scheduling & Reservation Management (HSACAIAG)

Keywords

• Online booking platform
• Beauty marketplace
• Appointment scheduling
• Wellness booking services
• Health services marketplace

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Booking Commission / Transaction Fees: Platform generates revenue by facilitating bookings between consumers and service providers, likely taking a commission or transaction fee on each booking completed through the platform.
2. Gift Cards and Wellness Cards: Sale of presentkort (gift cards) and friskvårdskort (wellness cards) that can be redeemed for services at participating providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bokadirekt operates Sweden's largest online booking marketplace for beauty and health services, enabling consumers to discover, compare, and book appointments with over 10,000 service providers across categories including hairdressing, massage, nails, skincare, and wellness. The platform also offers ancillary paid products including gift cards (Presentkort), employer wellness cards (Friskvårdskort) accepted at 4,500+ practitioners, prepaid haircut cards (Klippkort), and promotional Deals, along with a dedicated B2B business portal for service providers to manage bookings, payments, and customer records.

Product overview

Bokadirekt is a Swedish health and beauty booking marketplace operated by Bokadirekt i Stockholm AB. The core product is the Bokadirekt booking platform (www.bokadirekt.se), which connects consumers with over 10,000 beauty and wellness service providers across Sweden. The platform is complemented by ancillary products including Presentkort (gift cards), Friskvårdskort (employer wellness cards accepted at 4,500+ practitioners), Klippkort (prepaid haircut cards), and Deals (discounted bookings). Service providers access the platform through the Bokadirekt Business Portal. The company also offers mobile applications for iOS and Android. The platform covers seven main service categories: hairdressing, massage, nails, lashes & brows, skincare, beauty, and health services.

Differentiator

Problem solved

Functional benefit

Products and services

• Bokadirekt Booking Platform Sweden's largest online marketplace for beauty and health services, enabling consumers to discover, compare, and book appointments with over 10,000 service providers across categories including hairdressing, massage, nails, skincare, lashes and brows, beauty, and health services.
• Bokadirekt Business Portal SaaS platform for beauty and health service providers to manage their bookings, payments, customer records, and online presence on the Bokadirekt marketplace.
• Presentkort (Gift Cards) Digital or physical gift cards redeemable at over 10,000 specialists nationwide across Sweden, valid for one year from purchase. Minimum purchase is 100 SEK for digital cards and 600 SEK for physical cards.
• Friskvårdskort (Wellness Card) Employer-provided wellness benefit card accepted at over 4,500 practitioners across Sweden, valid for use with qualified wellness services as part of employee health benefits programs.
• Deals Discounted last-minute booking offers and promotional campaigns for beauty and health services on the Bokadirekt platform, enabling consumers to access reduced-price appointments with participating providers.
• Mobile App (iOS/Android) Native mobile applications for iOS and Android devices enabling consumers to browse beauty and health services, book appointments, and manage their bookings on the go.
• Klippkort (Haircut Card) Pre-paid card for haircut services at a specific provider, valid for a defined number of visits within the validity period.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Fresha: Global beauty and wellness marketplace connecting consumers to salons, spas, and barbers with free booking software for providers. Closest direct competitor to Bokadirekt given identical marketplace + free SaaS + payment model and overlapping service categories.
• Treatwell: European beauty booking marketplace operating across multiple countries including Sweden. Directly comparable to Bokadirekt with consumer-side appointment discovery and provider-side SaaS for salons and spas.
• Booksy: Beauty and wellness booking platform used by barbers, stylists, and personal-care providers globally. Comparable to Bokadirekt as a two-sided booking marketplace with mobile-first consumer experience and provider management software.
• Vagaro: Cloud-based salon, spa, and fitness booking platform with consumer marketplace and provider SaaS. Directly comparable business model to Bokadirekt's combined consumer booking portal and Bokadirekt Business Portal offering.
• StyleSeat: Online marketplace for beauty and grooming professionals to list services and accept bookings. Overlaps with Bokadirekt on consumer-side discovery and provider-side subscription SaaS in the beauty vertical.

Broad incumbents

• Mindbody: Large US-based wellness and fitness booking platform with broader category coverage including salons, spas, gyms, and studios. Comparable SaaS + marketplace dynamics but at much larger scale and broader portfolio than Bokadirekt.
• Square Appointments: Booking module from Block (Square) integrated with payments and CRM for service businesses. Indirect competitive threat to Bokadirekt's Business Portal since it bundles free scheduling with a broader SMB payments ecosystem.

Emerging players

• Salonized: Cloud salon and spa management software with online booking for beauty businesses, popular in the Netherlands and UK. Comparable provider-side SaaS to Bokadirekt Business Portal but with narrower consumer-side marketplace.
• SimplyBook.me: Online booking system for service businesses including salons, clinics, and personal-care providers. Comparable booking SaaS functionality to Bokadirekt with similar two-sided provider/consumer flow but operates more as horizontal software than vertical marketplace.

Others

• Salon Booking (Salonized) / Shortcuts Software: Salon and spa management software widely used in European markets including the Nordics. Indirectly comparable to Bokadirekt Business Portal as a vertical SaaS provider that competes for the same provider-side relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bokadirekt
• LinkedInlinkedin.com/company/bokadirekt-i-stockholm-ab
• Instagraminstagram.com/bokadirekt
• Xx.com/tidsbokning

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bokadirekt