Timely
Timely is a New Zealand-based SaaS provider of cloud booking, payment processing, and client management software serving more than 55,000 hair salons, barbershops, spas, beauty clinics, and other personal-service businesses across New Zealand, Australia, the United States, and the United Kingdom.
- Company typePrivate
- Founded2011
- HeadquartersDunedin, New Zealand
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
Timely firmographics
Firmographics- Name
- Timely
- Legal name
- Timely, Ltd.
- Website
- https://gettimely.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Timely is a New Zealand-based SaaS provider of cloud booking, payment processing, and client management software serving more than 55,000 hair salons, barbershops, spas, beauty clinics, and other personal-service businesses across New Zealand, Australia, the United States, and the United Kingdom.
- Ownership category
- akta.pro rank
Timely industry classification
Industry- Product category
- Salon and Spa Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
- akta.pro secondary industries
- Appointment Reservations (Spa, Salon, Wellness) (HSACALAK), Point-of-Sale (POS) & On-Property Commerce (THALACAI)
Keywords
Where Timely is headquartered
LocationHeadquarters
- HQ city
- Dunedin
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
Timely business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Plans: Three tier subscription model (Build, Elevate, Innovate) charged per staff member per month. Monthly billing with no long-term contracts required. Includes SMS credits, online bookings, payments, client management, and reporting.
- In-Salon Card Payments: Transaction fees on card payments taken in-salon via Tap to Pay or Timely terminal. 2.29% + 30 cents per transaction. Custom rates available for high-volume merchants (>$5k/month).
- Online Card Payments: Transaction fees on online payments, deposits, and cancellation fees. 2.80% + 30 cents per transaction. International cards 2.90% + 30 cents.
- SMS Add-ons: Overage SMS charges when usage exceeds plan allocation (5 cents per SMS beyond included limits). SMS campaigns available in specific regions (US, Canada, NZ, Australia, UK, Ireland, South Africa).
- Card Reader Hardware: Sale of Timely card reader terminals for in-salon payments (separate from Tap to Pay).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | Build - Essential booking and payments for solo practitioners |
| Per seat | Monthly | Elevate - Enhanced features for growing businesses |
| Per seat | Monthly | Innovate - Full-featured platform for established businesses |
| Transaction based/ take rate | Pay-as-you-go | In-Salon Payment Processing |
| Transaction based/ take rate | Pay-as-you-go | Online Payment Processing |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
Timely product offering
Product offeringCore offering
Timely sells a cloud-based salon and spa management SaaS platform that combines online appointment booking, client records, staff and stock management, and integrated in-salon card payments for hair, beauty, barber, nail, tattoo, spa, and wellness businesses. The platform is sold via tiered monthly subscriptions with optional usage-based SMS and payment-processing fees, and is supported by native iOS and Android mobile apps, a free Mini Website builder, and add-on modules for digital consultations and inventory management.
Product overview
Timely is a cloud-based salon management software platform offering booking, payments, client management, and marketing tools for hair, beauty, spa, nail, barber, and tattoo businesses. The platform architecture consists of a core Timely platform with three subscription tiers (Build at $26, Elevate at $39, and Innovate at $47 per staff/month), supplemented by add-on modules including Timely Consult (digital consultation forms), Timely Stock (inventory management), TimelyPay (integrated payment processing powered by Stripe), and the Timely Mobile App. The Innovate plan also includes Zapier API access for workflow automation. The platform integrates natively with accounting tools (Xero, Quickbooks), marketing platforms (Mailchimp, Google Analytics, Google Tag Manager), and website builders (Squarespace, Wix). Hardware options include a dedicated card reader, and the platform supports Tap to Pay on iPhone and Android.
Differentiator
Problem solved
Functional benefit
Products and services
- Timely
Quantifiable outcome
- 38% reduction in no-shows with SMS reminders
- +8 more outcomes
Companies that use Timely
Customer profileNamed customers47 records
Segments9 records
Ideal customer profiles3 records
Timely technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature6 records
Timely partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, general and minor.
- StripecoreStripe is the payment processing partner powering Timely's online and in-salon payment capabilities. All payment data is encrypted and processed through Stripe with PCI DSS compliance. Enables Tap to Pay, card readers, and online payment collection.
- XerocoreXero accounting software integration allows seamless synchronization of financial data between Timely and Xero for accounting and bookkeeping purposes.
- QuickBookscoreQuickBooks integration enables financial data sync from Timely into Intuit's QuickBooks accounting platform for SMBs.
- MailchimpgeneralMailchimp integration enables targeted email marketing campaigns directly from Timely. Includes email campaign creation and client list synchronization.
- SquarespacegeneralWebsite builder integration allowing seamless embedding of Timely booking functionality into Squarespace websites.
- WixgeneralWebsite builder integration enabling Timely booking widgets to be embedded directly into Wix-built websites.
- ZapiergeneralZapier API integration (available on Innovate plan) enables automation workflows connecting Timely with thousands of other business applications.
- Locks LashminorExclusive discounts offered to Timely users through Locks Lash partnership program for beauty industry perks.
- The Attaché LineminorExclusive discounts available to Timely customers through The Attaché Line partnership for hair industry professionals.
- Salon SocietyminorExclusive discounts and partner perks available to Timely users through Salon Society membership.
Scale indicators20 records
Recent moves6 records
Expansion highlights5 records
Timely competitors and assessment
Company assessmentDirect peers
- Fresha: Fresha is a leading global salon, spa, and beauty booking platform with a marketplace model. It is the most direct head-to-head competitor to Timely, targeting the same SMB hair, beauty, and barber verticals with online booking, payments, and client management.
- Vagaro: Vagaro is a cloud-based salon, spa, and fitness business management platform with online booking, payments, and marketplace features. It is a direct competitor to Timely in the same SMB beauty and wellness verticals with similar feature breadth.
- Booksy: Booksy is a global appointment booking app purpose-built for barbers, hairstylists, and beauty professionals. It is a direct competitor to Timely in the hair and barber segments with strong mobile-first positioning.
- Phorest: Phorest is a salon software platform focused on hair and beauty salons with booking, client management, and marketing tools. It is a direct competitor to Timely, particularly strong in Ireland, UK, and ANZ markets where Timely also operates.
- Boulevard: Boulevard provides appointment booking and client management software for premium salons, spas, and medspas. It is a direct competitor to Timely targeting higher-end and multi-location beauty businesses with a comparable product depth.
Broad incumbents
- Square Appointments: Square Appointments, part of Block Inc., offers integrated booking and payment processing for service businesses including salons and spas. It competes with Timely via bundled payment-processing economics and the broader Square ecosystem of POS and commerce tools.
- Mindbody: Mindbody is a large, established SaaS platform for fitness, wellness, and beauty businesses offering booking, payments, and marketing. It overlaps with Timely in the salon and spa verticals, though it serves a broader portfolio including fitness studios.
- Acuity Scheduling: Acuity Scheduling, owned by Squarespace, provides online appointment scheduling for service-based businesses. While not vertical-specific, it competes with Timely for beauty, wellness, and coaching bookings, especially among Squarespace website users.
Emerging players
- GlossGenius: GlossGenius is a booking, payments, and business management platform aimed at independent beauty professionals and solo salon operators. It overlaps meaningfully with Timely's solo-practitioner and micro-business customer base in the beauty vertical.
Regional players
- Treatwell: Treatwell is a European hair and beauty booking marketplace with strong UK and continental Europe presence. It is comparable to Timely in serving the salon and beauty vertical but operates a consumer marketplace model more concentrated in Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Timely social profiles
Digital presenceTimely financial estimates
Financial estimateRevenue estimate
Valuation estimate
Timely leadership team
Management profileNumber of profiles
Profiles13 records
Timely funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Timely M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Timely
What does Timely do?
Timely sells a cloud-based salon and spa management SaaS platform that combines online appointment booking, client records, staff and stock management, and integrated in-salon card payments for hair, beauty, barber, nail, tattoo, spa, and wellness businesses. The platform is sold via tiered monthly subscriptions with optional usage-based SMS and payment-processing fees, and is supported by native iOS and Android mobile apps, a free Mini Website builder, and add-on modules for digital consultations and inventory management.
Is Timely a public or private company?
Timely is a private company. It is classified as venture growth investor backed and is currently operating.
When was Timely founded?
Timely was founded in 2011. It employs 101 to 250 people.
Where is Timely based?
Timely is headquartered in Dunedin, New Zealand, in the Oceania region.
How does Timely make money?
Five revenue lines are on record. Subscription Plans are the primary driver. The others are in-Salon Card Payments, online Card Payments, SMS Add-ons and card Reader Hardware.
Who are Timely's main competitors?
Direct peers on record are Fresha, Vagaro, Booksy, Phorest and Boulevard. Broad incumbents are Square Appointments, Mindbody and Acuity Scheduling. GlossGenius is listed as an emerging player. Treatwell is listed as a regional player.
Does Timely have an API?
No public API is recorded for Timely.
What industry is Timely in?
Timely's product category is Salon and Spa Management Software. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa), with a secondary code of HSACALAK, Appointment Reservations (Spa, Salon, Wellness). Its NAICS code is 518 and its SIC code is 7372.