Wisely
- Company typePrivate
- Founded2015
- HeadquartersAnn Arbor, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Wisely does
Wisely is a Customer Intelligence platform purpose-built for the restaurant industry, providing integrated Reservations & Waitlist, Host, Marketing Automation, Sentiment, and Customer Data Platform (CDP) modules. Founded in 2015 and acquired by Olo for $187 million in 2021, the platform unifies guest data from 100+ integrated systems including POS (Toast, Micros, Aloha, POSiTouch, Brink), online ordering (Olo, ChowNow), e-commerce (Shopify), payment processors (Worldpay, Fiserv, TSYS), loyalty (Paytronix), and WiFi (Ubiquiti, Aerohive, Aruba). The underlying technology stack includes proprietary machine learning algorithms — notably SmartQuote for wait-time prediction (80%+ accuracy vs. 20-30% for human estimates) and Smart Properties for predicted CLV and churn risk scoring — operating over unified guest profiles built from siloed data sources.
Wisely firmographics
Firmographics- Name
- Wisely
- Legal name
- Wisely
- Website
- https://getwisely.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Wisely industry classification
Industry- Product category
- Restaurant Customer Intelligence / Customer Data Platform
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)
- akta.pro secondary industries
- Restaurant Reservations & Dining Booking Platforms (BPAMAIAK), Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF), Customer Data Platforms (CDP) & Identity Resolution for Travel (THALAKAE), Dining Reservations & Restaurant Booking (HSACALAF)
Keywords
Where Wisely is headquartered
LocationHeadquarters
- HQ city
- Ann Arbor
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wisely business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription (Per Location): Wisely charges subscription fees per restaurant location for access to its platform, with Implementation Fees charged upfront and Subscription Fees billed in arrears. Upon renewal, prices are subject to an increase of 5% or more per annum. Customers are charged additional fees for additional locations above the contracted number.
- Professional Services: Fees for Professional Services including implementation and onboarding, invoiced separately and payable within 30 days of receipt.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Customized per-brand plans with feature-based tiers |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Wisely product offering
Product offeringCore offering
Wisely provides a Customer Intelligence SaaS platform for the restaurant industry that unifies guest data from POS, online ordering, payment, loyalty, WiFi, and reservation systems into a single customer profile. The platform includes five core modules—Reservations & Waitlist, Host (iPad table and order management), Marketing Automation, Sentiment/Feedback, and a restaurant-specific Customer Data Platform (CDP)—that enable restaurant brands to recognize guests, automate behavior-triggered marketing, predict wait times via ML, and make data-driven operational decisions.
Product overview
Wisely, acquired by Olo for $187 million, is a Customer Intelligence platform for restaurants comprising five integrated modules: Reservations & Waitlist, Host, Marketing Automation, Sentiment, and CDP. The platform unifies guest data from POS, online ordering, payment processors, loyalty programs, and WiFi systems to create comprehensive guest profiles. Restaurants use these profiles to personalize marketing campaigns, optimize waitlist management with ML-powered predictions, automate behavior-triggered communications, and inform operational decisions. The platform serves 90,000+ restaurant locations including First Watch, bartaco, P.F. Chang's, and Barcelona Wine Bar.
Differentiator
Problem solved
Functional benefit
Brands
- Wisely Host: Host application for greet and serve dine-in and take-out guests and recognize regulars.
- Wisely Reservations & Waitlist
- Wisely Marketing Automation
- Wisely Sentiment
- Wisely CDP
Products and services
- Reservations & Waitlist Digital front-door solution enabling guests to join waitlists and make reservations with one click across every platform, creating searchable guest profiles for every party, visit over visit. Built for full-service and multi-unit restaurant brands that need to capture demand and convert it into a unified CRM record.
- Host iPad-based front-of-house application for greeting, seating, and serving both dine-in and take-out guests, recognizing regulars, managing table assignments with Cover Flow and Grid View, coordinating off-premise order handoffs, and saving host labor (e.g., 30 minutes per 100 parties seated at Barcelona Wine Bar). Built for restaurant hosts and managers running high-volume, multi-section service.
- Marketing Automation All-in-one CRM with a behavior-triggered marketing automation Canvas, supporting email, SMS, and multi-channel campaigns, drag-and-drop email building, segment-based targeting, If/Then branching, and Recommended Automations templates. Built for restaurant marketing teams seeking to reach 100% of guests (vs. ~15% loyalty enrollment) with personalized retention and reactivation programs.
- Sentiment Guest feedback and reputation management solution that funnels all survey and review feedback into a unified dashboard, with automated survey distribution, sentiment trend tracking, and embedded guest profiles showing visit history, wait quote accuracy, and survey responses. Built for restaurant operators and GMs seeking to monitor guest experience and identify service recovery opportunities.
- CDP (Customer Data Platform) First restaurant-specific Customer Data Platform that integrates historically siloed guest data from POS, online ordering, loyalty, reservations, and other sources into unified profiles accessible across the organization. Built for multi-unit restaurant brands and IT/data leaders that need a central customer data layer (e.g., FAT Brands' central data layer across multiple QSR brands).
- Wisely Public APIs Developer APIs for Waitlist, Reservations, and Orders management, accessible via docs.wisely.io with dedicated CSM access. Built for restaurant technology teams, integrators, and partners that need to programmatically interact with Wisely waitlist, reservation, and order data.
Quantifiable outcome
- 6% more sales for restaurants using Wisely (driven by reduced guest abandonment and higher guest frequency)
- +4 more outcomes
Companies that use Wisely
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
Wisely technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability5 records
Feature9 records
Wisely partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OlocoreWisely was acquired by Olo for $187 million. The acquisition was part of a broader restaurant tech M&A wave. Wisely now operates as 'Wisely powered by Olo' and is being integrated into Olo's platform. Olo is a restaurant technology platform powering online ordering, payments, delivery, and now guest intelligence across 90,000+ restaurant locations.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Wisely competitors and assessment
Company assessmentBroad incumbents
- Toast: Dominant restaurant POS and technology platform serving tens of thousands of restaurant locations with an expanding suite of front-of-house, online ordering, and guest engagement tools that increasingly overlap with Wisely's host and CRM functionality.
- OpenTable: Long-established restaurant reservation and guest management platform with broad restaurant brand adoption, representing a broad incumbent alternative for the reservations and waitlist portion of Wisely's offering.
- Square for Restaurants: Block-owned restaurant POS and operations suite with built-in marketing, loyalty, and customer management tools that serves as a broad incumbent alternative to deploying Wisely's standalone platform for small and mid-market operators.
Direct peers
- Punchh: Restaurant and convenience store loyalty and CRM platform that builds unified customer profiles and powers personalized marketing campaigns, directly competing with Wisely's CDP and Marketing Automation offerings for enterprise restaurant chains.
- SevenRooms: Restaurant CRM, marketing, reservations, and guest data platform that competes directly with Wisely across reservations, waitlist, host management, and marketing automation modules for full-service and multi-unit restaurant brands.
- Paytronix: Restaurant loyalty, CRM, and guest engagement platform serving chains and convenience stores with comparable capabilities in loyalty program management, gift cards, and customer data unification that overlap with Wisely's CDP and marketing automation modules.
- Olo: Parent company and operating partner that acquired Wisely in 2021 for $187M. Olo provides online ordering, payments, and delivery to 90,000+ restaurant locations and is the primary distribution vehicle for Wisely's customer intelligence modules.
Emerging players
- Thanx: Restaurant and convenience store customer engagement and CDP platform that captures transaction data across channels and powers personalized loyalty and marketing, representing an emerging direct alternative to Wisely's customer intelligence stack.
- Restaurant365: Restaurant management platform combining accounting, inventory, and operations with growing front-of-house and guest engagement functionality, increasingly adjacent to Wisely's decision intelligence and analytics use cases.
- Bloom Intelligence: Restaurant marketing automation and guest data platform leveraging WiFi capture and customer profiles to drive personalized campaigns, positioning as a niche emerging competitor to Wisely's CDP and marketing automation modules.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wisely social profiles
Digital presenceWisely compliance and trust
Trust signalCompliance4 records
Wisely financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wisely leadership team
Management profileNumber of profiles
Profiles1 record
Wisely funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wisely 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 Wisely
What does Wisely do?
Wisely provides a Customer Intelligence SaaS platform for the restaurant industry that unifies guest data from POS, online ordering, payment, loyalty, WiFi, and reservation systems into a single customer profile. The platform includes five core modules—Reservations & Waitlist, Host (iPad table and order management), Marketing Automation, Sentiment/Feedback, and a restaurant-specific Customer Data Platform (CDP)—that enable restaurant brands to recognize guests, automate behavior-triggered marketing, predict wait times via ML, and make data-driven operational decisions.
Is Wisely a public or private company?
Wisely is a private company. It is classified as corporate owned and is currently acquired.
When was Wisely founded?
Wisely was founded in 2015. It employs 11 to 50 people.
Where is Wisely based?
Wisely is headquartered in Ann Arbor, United States, in the North America region.
How does Wisely make money?
Two revenue lines are on record. SaaS Subscription (Per Location) is the primary driver. The others are professional Services.
Who are Wisely's main competitors?
Broad incumbents on record are Toast, OpenTable and Square for Restaurants. Direct peers are Punchh, SevenRooms, Paytronix and Olo. Emerging players are Thanx, Restaurant365 and Bloom Intelligence.
Does Wisely have an API?
Yes. Wisely offers public APIs for Waitlist and Reservations management. APIs available: Waitlist API, Reservations API, and Orders API. Documentation available at docs.wisely.io with access via dedicated CSM. The platform also supports extensive webhook integrations for event-driven data passing, including options to take action after a guest completes a Wisely-powered survey. Developer documentation is at docs.wisely.io.
What industry is Wisely in?
Wisely's product category is Restaurant Customer Intelligence / Customer Data Platform. Its primary akta.pro industry code is BPAFAFAD, Customer Data Platforms (CDP) & Identity Resolution, with a secondary code of BPAMAIAK, Restaurant Reservations & Dining Booking Platforms. Its NAICS code is 541511 and its SIC code is 7372.