Noona
Noona Labs ehf. operates a two-sided booking platform pairing a consumer marketplace app with Noona HQ, an integrated SaaS suite for SMB service providers (scheduling, POS, payments, CRM, marketing) across 30+ categories in Iceland, the US, and several European markets.
- Company typePrivate
- Founded2016
- HeadquartersReykjavík, Iceland
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Noona does
Noona Labs ehf. is an Icelandic private limited company founded in 2016 that operates a dual-product platform combining a consumer-facing marketplace (Noona) with a business management SaaS suite (Noona HQ). The Noona consumer app, available on iOS and Google Play with a 4.8/5 rating across 11K reviews, aggregates local service providers across 30+ categories including hairdressing, barbershops, beauty, medical aesthetics, massage, chiropractic, dental, optical, photography, legal, automotive, fitness, and restaurants, enabling discovery, booking, and appointment management. Noona HQ is the corresponding B2B platform offering an integrated module suite: appointment calendar, online bookings, client CRM, point-of-sale, payments, communication/marketing, table reservations, and self-service check-in.
The platform is built on a multi-tenant cloud architecture using MongoDB Atlas and Google Cloud Platform, with production servers and the production database hosted in Amsterdam (EU). Key integrations include Twilio (SMS, voice, email via Sendgrid), Algolia (search), Cloudinary (media), Segment (data routing), Mixpanel and Posthog (analytics), Intercom (support), Sentry (error monitoring), LaunchDarkly (feature flags), and Chargebee (subscription billing). Payment processing is split by region: Adyen handles all markets except Iceland, where Teya Iceland hf. is the payment service provider. An API surface at api.noona.is supports third-party integrations.
Noona monetizes through two streams: (1) Noona HQ monthly subscription fees billed in advance (price list undisclosed; 14-day free trial available) targeting SMB service providers with an optional sales-assisted demo path for larger prospects, and (2) marketplace transaction fees on completed bookings through the consumer marketplace, with no commission on new client acquisition for sellers. The company is privately held with no disclosed external funding, operates in Iceland, the United States, and several European markets (Czech Republic, Portugal, France, Spain), and reports scale metrics of 7,352,611+ bookings facilitated, 181,869+ business relationships, and €75,000,000+ in sales processed through the platform.
Noona firmographics
Firmographics- Name
- Noona
- Legal name
- Noona Labs ehf.
- Website
- https://noona.app
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Noona Labs ehf. operates a two-sided booking platform pairing a consumer marketplace app with Noona HQ, an integrated SaaS suite for SMB service providers (scheduling, POS, payments, CRM, marketing) across 30+ categories in Iceland, the US, and several European markets.
- Ownership category
- akta.pro rank
Noona industry classification
Industry- Product category
- Online Booking Platform
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Appointment Scheduling & Reservation Management (HSACAIAG)
- akta.pro secondary industries
- Direct Booking Platforms & Booking Engines for Hosts/Managers (THAMALAE), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
Keywords
Where Noona is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices3 records
Markets served
Noona business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Noona HQ Subscription Fees: Monthly subscription fees charged to service providers for access to the Noona HQ business management platform. Sellers pay based on published price list after a 14-day free trial period. Billed monthly in advance via credit card or online banking.
- Marketplace Fees: Fees charged to sellers for transactions completed through the Noona marketplace. Collected by Adyen (international) or Teya (Iceland) payment processors.
- SMS and Communication Fees: Extra costs may apply for text messages and partner services beyond the base subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Noona HQ subscription for service providers |
| Transaction based/ take rate | Pay-as-you-go | Marketplace seller fees |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Noona product offering
Product offeringCore offering
Noona operates a two-sided booking platform consisting of a consumer marketplace app (Noona) for discovering and booking local services across 30+ categories, paired with Noona HQ, a SaaS business management suite for service providers that includes appointment scheduling, online bookings, point-of-sale, payments, and client communication. The consumer marketplace aggregates third-party providers and connects them with end-bookers, while Noona HQ is the operational backbone where providers manage calendars, clients, and transactions.
Product overview
Noona operates as a dual-product platform consisting of Noona (consumer marketplace app) and Noona HQ (business management SaaS). Noona is a consumer-facing marketplace where end-users discover and book appointments with local service providers across 30+ categories. Noona HQ is the corresponding B2B platform offering service providers a comprehensive suite of modules including appointment calendar scheduling, online bookings, point of sale (POS), payments processing, communication/marketing tools, and table reservations. The two products are fully integrated: consumers use the Noona app to book services from businesses running Noona HQ, creating a closed-loop marketplace ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- Noona (consumer marketplace) Consumer-facing mobile app and marketplace that allows individual users to discover, book, and manage appointments with local service providers across 30+ categories including hairdressing, barbershops, beauty, medical aesthetics, dental, chiropractic, massage, fitness, photography, automotive, and more. Available on iOS and Android.
- Noona HQ (B2B SaaS) All-in-one SaaS business management platform for service providers offering appointment calendar, online bookings, point-of-sale (POS), payments, communication and marketing tools, and table reservations. Includes a 14-day free trial and is sold on a monthly subscription after signup.
- Noona for Restaurants Specialized sub-brand offering of Noona HQ providing table reservation software designed for restaurants to simplify reservations, elevate guest experiences, and keep tables booked.
- Noona API Public REST API (api.noona.is) enabling third-party developers and platforms to integrate with Noona's booking, scheduling, and marketplace capabilities.
Quantifiable outcome
- Nearly 40% reduction in phone calls since enabling online booking
- +3 more outcomes
Companies that use Noona
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles3 records
Noona technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature4 records
Noona partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- MongoDB AtlascoreDatabase services for storing and managing production data. Production database is located in Amsterdam, Netherlands (EU).
- Google Cloud PlatformcoreServer and data warehouse solutions. Production servers located in Amsterdam, Netherlands (EU).
- TwiliocoreCloud communication services including SMS, voice, and video. Also provides Sendgrid for email delivery and Segment for data routing.
- AdyencorePayment Service Provider for all markets except Iceland. Facilitates seamless card transactions in the Marketplace.
- TeyacorePayment Service Provider for Iceland market (Teya Iceland hf.). Processes payments for Icelandic sellers and marketplace transactions.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Noona competitors and assessment
Company assessmentDirect peers
- Booksy: Booksy is a leading SaaS + marketplace booking platform for beauty and wellness professionals with a consumer discovery app, directly competing with Noona's dual-product model across salons, barbers, and related verticals.
- Fresha: Fresha combines a beauty/wellness marketplace with SaaS business management software (POS, payments, inventory), operating the same two-sided model as Noona HQ + Noona marketplace.
- Treatwell: Treatwell is a European beauty and wellness marketplace with integrated booking software, comparable to Noona in serving salons, barbers, and clinics across multiple EU markets.
- Vagaro: Vagaro offers appointment scheduling, POS, and marketing tools for salons, spas, and fitness studios — a direct SMB booking SaaS competitor to Noona HQ with comparable feature breadth.
- TheFork (OpenTable): TheFork is a restaurant reservation marketplace with table management SaaS, directly comparable to Noona's "Noona for Restaurants" table reservation module.
- Calendly: Calendly is a widely adopted scheduling SaaS for SMBs and individuals, competing with Noona HQ for online booking workflows across services and consultations.
- Setmore: Setmore is an SMB-focused appointment scheduling platform with a free tier, directly comparable to Noona HQ's calendar and online booking modules.
Broad incumbents
- Mindbody: Mindbody is an established wellness booking platform serving fitness studios, salons, and spas with a broader portfolio and deeper enterprise focus than Noona HQ.
- Square Appointments: Square Appointments is a free integrated booking tool from Block/Square, offering SMB scheduling alongside its payments ecosystem — a broad incumbent alternative to Noona HQ.
Emerging players
- Resy: Resy is a restaurant reservation platform and marketplace owned by American Express, overlapping with Noona's restaurant table reservation module.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Noona social profiles
Digital presenceNoona financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noona leadership team
Management profileNumber of profiles
Noona funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noona 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 Noona
What does Noona do?
Noona operates a two-sided booking platform consisting of a consumer marketplace app (Noona) for discovering and booking local services across 30+ categories, paired with Noona HQ, a SaaS business management suite for service providers that includes appointment scheduling, online bookings, point-of-sale, payments, and client communication. The consumer marketplace aggregates third-party providers and connects them with end-bookers, while Noona HQ is the operational backbone where providers manage calendars, clients, and transactions.
Is Noona a public or private company?
Noona is a private company. It is classified as unknown and is currently operating.
When was Noona founded?
Noona was founded in 2016. It employs 11 to 50 people.
Where is Noona based?
Noona is headquartered in Reykjavík, Iceland, in the Europe region.
How does Noona make money?
Three revenue lines are on record. Noona HQ Subscription Fees are the primary driver. The others are marketplace Fees and SMS and Communication Fees.
Who are Noona's main competitors?
Direct peers on record are Booksy, Fresha, Treatwell, Vagaro, TheFork (OpenTable), Calendly and Setmore. Broad incumbents are Mindbody and Square Appointments. Resy is listed as an emerging player.
Does Noona have an API?
Yes. Noona exposes a public API. Developer documentation is at api.noona.is/docs.
What industry is Noona in?
Noona's product category is Online Booking Platform. Its primary akta.pro industry code is HSACAIAG, Appointment Scheduling & Reservation Management, with a secondary code of THAMALAE, Direct Booking Platforms & Booking Engines for Hosts/Managers. Its SIC code is 5810.