What Salonized does

Salonized B.V. is a Netherlands-headquartered SaaS company that develops an all-in-one cloud-based salon management platform for small and medium-sized beauty and wellness businesses across Europe. The platform bundles online calendar and scheduling, a multi-channel booking widget (website, Facebook, Google), point-of-sale and inventory management, client relationship management with loyalty features, email marketing, multi-location team management, and financial reporting into a single web and mobile-accessible product. The company segments its offering vertically across hair salons, beauty salons, barbershops, nail studios, spas, pedicure salons, and pet grooming studios, with pricing structured around Basic, Appointments, and Pro subscription tiers starting at €35/month.

Underlying technology includes native integrations with Adyen (Salonized Pay terminals AMS1 at €199 and S1F2 at €399, with 1.0% standard transaction fees), Mollie and Stripe (online payments), Mailchimp (email marketing), Intercom (customer support), Google and Apple Calendar (sync), Reserve with Google (search booking), and an exclusive integration with Treatwell Marketplace. Salonized Pay, launched in March 2024 and extended with tipping in August 2025 and Online Payments in February 2026, adds a payment-processing revenue stream on top of recurring subscriptions, with a Boost add-on (€6/month) offering Automatic Waiting List and Feedback System modules.

Go-to-market is product-led growth with self-serve 14-day free trial signup via the website (no credit card required), supplemented by SEO-targeted vertical landing pages, content marketing, social media presence, and the Treatwell Marketplace as a strategic distribution channel. The company claims 15,000+ salon customers across the Netherlands, Belgium, and Germany, with geographic restrictions explicitly excluding the United States, Canada, and Australia. In October 2024, Salonized was acquired by Treatwell Ltd., Europe's leading beauty booking marketplace, for $29.4 million and now operates as Treatwell Salonized NL B.V., a wholly-owned subsidiary.

Name

Salonized

Legal name

Salonized B.V.

Website

https://salonized.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Salonized is a Netherlands-based SaaS provider of an all-in-one cloud salon management platform serving over 15,000 SMB hair, beauty, barber, nail, spa, and pet-grooming businesses across Europe with scheduling, POS, payments, and marketing tools.

Ownership category

akta.pro rank

Product category

Salon Management Software

akta.pro primary industry

Women's Hair Salons (HSALAAAA)

akta.pro secondary industry

Appointment Reservations (Spa, Salon, Wellness) (HSACALAK)

Keywords

• Salon management software
• Beauty salon scheduling
• Appointment booking platform
• Salon payment processing
• Client management software

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain, Operations

Revenue model

1. Subscription Plans: Monthly SaaS subscriptions for salon management software, with tiered Basic and Pro plans providing access to core features including calendar, booking widget, sales, and client management. The Appointments plan offers core scheduling features, with the option to add Boost for €6/month extra.
2. Salonized Pay Transaction Fees: Payment processing fees charged on card transactions made through Salonized Pay terminals. Standard domestic cards at 1.0% per transaction, premium/international cards at 2.5%. No transaction fees on tips.
3. Payment Terminal Hardware Sales: One-time hardware sales of Salonized Pay payment terminals (AMS1 at €199, S1F2 at €399) to salon owners who opt into the Salonized Pay solution.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Salonized sells a cloud-based, all-in-one salon management SaaS platform for beauty and wellness businesses. The platform combines online calendar and scheduling, a booking widget, point-of-sale and inventory, client CRM, marketing, financial reporting, and an integrated payment terminal solution (Salonized Pay) in a single subscription product. It serves hair salons, beauty salons, barbershops, nail studios, spas, pedicure salons, and pet grooming studios, primarily across the Netherlands, Belgium, and Germany.

Product overview

Salonized is an all-in-one salon management software platform offering a core product with integrated modules and subscription tiers. The platform provides Online Calendar, Online Scheduling (Booking Widget), Sales & Inventory, Client Management, Marketing, Salon Management, and Reports & Insights as core features. Key add-on modules include Salonized Pay (integrated payment terminals via Adyen, 1.0% transaction fee), Salonized Boost (Automatic Waiting List + Feedback System, €6/month for Appointments Plan), and Gift Card Widget. The platform integrates with Treatwell Marketplace for client acquisition. Subscription tiers include Basic, Pro, and Appointments plans, all supporting Salonized Pay integration.

Differentiator

Problem solved

Functional benefit

Brands

• Salonized Pay: Integrated payment solution offered alongside salon management software, featuring payment terminals (AMS1 and S1F2) with 1% transaction fees, developed in partnership with Adyen.
• Salonized Boost

Products and services

• Salonized Platform All-in-one cloud-based salon management SaaS platform providing online calendar, online scheduling/booking widget, sales and inventory (POS), client management (CRM), marketing, multi-location salon management, and reports & insights. Designed for hair salons, beauty salons, barbershops, nail studios, spas, pedicure salons, and pet grooming studios across Europe.
• Salonized Pay Integrated payment solution for salons featuring Adyen-powered payment terminals (AMS1 mobile wireless terminal and S1F2 countertop terminal) directly connected to the Salonized cash register. Supports card payments, online payments, fee-free tipping, next-day payouts, and Apple Pay, Google Pay, Bancontact, AMEX, Maestro, VISA, MasterCard, Diners Club International, Discover, and Girocard. Transaction fee of 1.0% on standard domestic cards and 2.5% on premium/international cards.
• Salonized Boost Add-on extension package for the Appointments Plan that includes the Automatic Waiting List (notifies waitlisted clients when a slot opens) and the Feedback System (automatically requests reviews after appointments and publishes them to the salon's website and social media). Priced at €6 per month in addition to the Appointments subscription.
• Salonized Pay Online Payments Online payment capability within Salonized Pay that lets clients pay for appointments in advance through the booking widget. Supports iDEAL, Wero, Bancontact, PayPal, and credit cards. Pricing is transaction-based, with iDEAL/Wero at €0.32 per transaction and card payments at 1.80% plus €0.25. Available only to users in the Netherlands and Belgium not already using Mollie or Stripe.
• Salonized Pay Tipping Tipping feature for Salonized Pay payment terminals that allows customers to add a tip of 2%, 5%, 10%, a custom amount, or no tip at checkout. Tips are processed fee-free (Salonized covers the transaction fee), and tips are recorded against the associated employee, appointment, and service for accurate attribution.
• AMS1 Payment Terminal Mobile wireless payment terminal from the Salonized Pay product line, featuring a touchscreen, WiFi, and free 4G connectivity. Priced at €199 excluding VAT as a one-time purchase, with an optional charging dock at €30. Pairs with Salonized software for in-salon card payments.
• S1F2 Payment Terminal Countertop payment terminal from the Salonized Pay product line, featuring a built-in receipt printer, touchscreen, and physical buttons. Priced at €399 excluding VAT as a one-time purchase. Designed for fixed checkout locations within salons.

Quantifiable outcome

• Trusted by over 15,000 salons across Europe
• +4 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature13 records

Partnerships

One partnership is on record.

• AdyencoreTechnology or IntegrationAdyen provides the payment processing infrastructure for Salonized Pay terminals (AMS1 and S1F2). Salonized partnered with Adyen to offer integrated card payment processing directly connected to the Salonized cash register. Adyen handles the verification process for merchants and processes all card transactions.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Fresha: Fresha is a leading global salon and beauty marketplace and SaaS platform offering free appointment scheduling, POS, and payments to salons. It is Salonized's most direct competitor in Europe, with overlapping target customers (SMB hair and beauty salons), similar product scope (booking, payments, marketing), and a freemium model that pressures pricing across the category.
• Phorest Salon Software: Phorest is an Ireland-based salon management software company serving hair and beauty salons across Europe and North America with appointment booking, client management, marketing, and reporting. It is a direct competitor to Salonized in the European SMB salon software category with comparable feature depth.

Broad incumbents

• Treatwell: Treatwell is Europe's #1 beauty booking marketplace and Salonized's parent company following the October 2024 acquisition. While Treatwell historically focused on marketplace/booking rather than full SaaS, the acquisition creates direct overlap in offering integrated booking and management tools to European salons.
• Mindbody: Mindbody is a large, US-based SaaS platform for wellness, beauty, and fitness businesses offering appointment scheduling, payments, marketing, and client management. It overlaps with Salonized in serving hair, beauty, and spa verticals, though at a larger and more enterprise-leaning scale.
• Vagaro: Vagaro is a US-based all-in-one salon, spa, and fitness business management platform with appointment scheduling, POS, marketing, and payment processing. It competes with Salonized in serving beauty and wellness SMBs, with a comparable all-in-one product positioning.
• Square Appointments: Square Appointments is Block's appointment scheduling and POS product integrated with Square's payment processing, targeting hair and beauty salons, spas, and other service SMBs. It overlaps with Salonized in core booking and payment features, though Square Appointments serves a broader SMB base beyond beauty.
• Booker by Mindbody: Booker is a Mindbody-owned spa and salon management platform offering online booking, POS, marketing automation, and inventory. It is comparable to Salonized in targeting mid-market and chain salons/spas, particularly in North America.

Regional players

• Salonized competitor: GlossGenius: GlossGenius is a US-focused salon and beauty business management platform offering booking, payments, and client management primarily to independent beauty professionals. While it does not directly compete in Europe, it offers a comparable product-led growth model targeting SMB salon customers.
• StyleSeat: StyleSeat is a US-based online booking and business management platform for beauty and wellness professionals, including hair stylists, barbers, nail technicians, and estheticians. It overlaps with Salonized's product scope in appointment booking and payments, but operates primarily in North America.

Emerging players

• Salon Software (Salonized competitor: Booqit): Booqit is an emerging European (Belgium-based) salon management and booking platform targeting hair salons and barbershops. It is comparable to Salonized as a regional SMB-focused salon SaaS competitor operating in the same Benelux geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/salonized
• Facebookfacebook.com/Salonized
• Instagraminstagram.com/salonized_com

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Salonized