What Blys does

Blys is an Australian-headquartered on-demand wellness marketplace platform founded in 2016 and operated by founder and CEO Ilter Dumduz. The company connects consumers and corporate clients with a vetted network of independent practitioners delivering massage, beauty, and wellness services directly to the customer's home, hotel, or office. The platform supports over 100 treatment types spanning 23+ massage modalities, beauty services (facials, nails, hair, makeup, waxing, spray tanning), and clinical-adjacent wellness therapies (physiotherapy, acupuncture, chiropractic, yoga, pilates, counselling).

The platform is built around iOS and Android consumer apps plus a web booking interface, featuring a public provider directory, real-time booking and tracking, verified reviews, and a favorites list for repeat bookings. Blys operates a true marketplace model: providers earn up to 75% of each booking fee (stated as 2-3x industry standard for spas and clinics), while Blys retains a 10% processing fee. Additional revenue streams include gift voucher sales (from $50) and corporate wellness contracts delivered via a dedicated B2B field sales motion.

Blys serves four primary customer segments: individual consumers (the primary segment), corporate enterprises (with documented engagements including Mattel, WeWork, Pendula, POPSUGAR, and Five Good Friends), NDIS self-managed participants and aged care recipients (a regulated healthcare-funded vertical), and hotels and serviced accommodation partners (notably Urban Rest in Australia and New Zealand). The company currently operates in Australia, New Zealand, the United States, the United Kingdom, and Canada, with Germany, France, Sweden, and Norway announced as upcoming markets. Headcount is reported at 11-50 employees, no funding rounds have been publicly disclosed, and the company operates without a parent entity, suggesting founder/management ownership with a capital-efficient growth model.

Name

Blys

Legal name

Blys

Website

https://getblys.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Blys is an Australian-founded on-demand wellness marketplace connecting consumers, hotels, and corporate clients with vetted independent practitioners delivering massage, beauty, and wellness services in-home, in-office, or in-room across Australia, New Zealand, US, UK, and Canada.

Ownership category

akta.pro rank

Product category

On-demand wellness marketplace

akta.pro primary industry

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

akta.pro secondary industries

B2B Marketplaces & Wholesale Platforms (BPAMAGAD), Vacation Rental & Short‑Term Stay Marketplaces (THALAFAC)

Keywords

• On-demand massage
• Wellness marketplace
• Corporate wellness programs
• In-home beauty services
• NDIS wellness provider

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Transaction-based Service Fees: Blys charges a 10% processing fee on all bookings. Providers retain 75% of the booking fee. This creates a marketplace dynamic where Blys takes a percentage of each transaction between customers and independent service providers.
2. Gift Vouchers: Sale of personalized gift vouchers starting from $50, delivered instantly to inbox. Can be used to book any treatment. Also available in packs of 5 or 10 sessions and corporate gifting options.
3. Corporate Wellness Programs: B2B services for corporate events, employee wellness programs, team retreats. Case studies with Mattel, WeWork, Pendula and others indicate enterprise contracts for workplace massage and wellness services.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Blys operates an on-demand marketplace that connects customers with independent, vetted massage, beauty, and allied wellness practitioners who deliver in-home, in-office, in-hotel, and in-care-facility services. The platform handles booking, payment, practitioner matching, and quality assurance, and serves consumer, corporate, hospitality, and NDIS/aged-care segments across Australia, New Zealand, the United States, the United Kingdom, and Canada.

Product overview

Blys is a mobile wellness marketplace platform connecting clients with independent massage, beauty, and wellness practitioners who deliver services at the client's home, hotel, or office. The platform operates across three core service categories: massage therapy (23+ modalities including Swedish, deep tissue, remedial, sports, prenatal, and specialty techniques), beauty treatments (facials, nails, hair, makeup, waxing, spray tanning), and wellness therapies (physiotherapy, acupuncture, yoga, meditation). The ecosystem includes a consumer booking app and website, a provider directory/marketplace, corporate wellness programs, aged care and NDIS services, hotel partnerships, and a B2B white-label program. Services are available 7 days a week from 6am to midnight across Australian major cities with international expansion to NZ, US, UK, and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• On-Demand In-Home Massage Vetted independent massage therapists dispatched to a customer's home, office, hotel, or care facility for on-demand or scheduled sessions, purchased by individual consumers via the Blys website or iOS/Android app.
• On-Demand Beauty and Allied Wellness Treatments On-demand beauty and allied wellness services (e.g., facials, beauty treatments) delivered by vetted independent practitioners to a customer's chosen location, ordered via the Blys consumer platform.
• Blys Corporate Wellness B2B workplace wellness program providing in-office and remote massage, beauty, and wellness sessions, team events, and retreats for employees, contracted by HR/People & Culture teams and managed through a dedicated corporate administration dashboard.
• Blys for Hotels and Accommodation B2B partnership offering for hotels, serviced apartments, and short-stay operators that lets them provide in-room on-demand massage and wellness treatments to guests as an amenity or paid add-on, without the capex of an in-house spa.
• Blys for NDIS and Aged Care B2B/B2G service for NDIS support coordinators, plan managers, and aged-care providers that arranges vetted, compliant massage and wellness practitioners to deliver funded sessions to participants in their homes or care facilities, with billing aligned to funded care plans.
• Blys Gift Vouchers Prepaid Blys gift vouchers purchased by individuals or corporates and redeemable by recipients across the platform's massage, beauty, and wellness service catalogue.

Quantifiable outcome

• Providers earn 75% of booking fee, 2-3x more than traditional spas/salons
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Urban RestcoreGTM or Marketing Partner · 9 June 2022Blys partnered with Urban Rest, a serviced accommodation provider with properties across Australia and New Zealand, to offer on-demand in-room wellness services to guests. Urban Rest's mission to provide wellbeing-focused accommodation aligned with Blys's mobile wellness services. The partnership allows guests to easily book massage, beauty, yoga and other wellness treatments through Blys without leaving their apartment, enhancing the guest experience for both leisure and business travelers.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• StyleSeat: US online marketplace for beauty and wellness professionals. Comparable marketplace model where independent providers manage bookings and clients discover/book services.
• Booksy: Beauty and wellness booking platform used by providers and consumers across the US, Europe, and Australia. Closely comparable on the salon/therapist supply-side software + consumer marketplace dual model.
• Zeel: Pioneer of the on-demand in-home massage category in the US, offering same-day massage bookings via app. Direct competitor with overlapping product and provider-marketplace dynamics.
• MassageBook: Massage-therapist-focused booking and practice management software in North America. Closely comparable on the massage-vertical supply-side SaaS with consumer-facing discovery.
• Treatwell: Europe's leading beauty and wellness booking marketplace, connecting consumers with salons and therapists. Closest comparable in geography overlap and marketplace take-rate model across multiple wellness verticals.
• Fresha: Global beauty and wellness marketplace with a strong salon/spa software + consumer booking offering. Comparable marketplace model with both provider-side SaaS and consumer-facing discovery.
• Soothe: US-headquartered on-demand massage platform that sends licensed therapists to customers' homes, hotels, and offices. Closest direct competitor to Blys in product, business model, and target customer.
• Urban Massage: UK-based on-demand mobile massage platform operating across Europe. Direct competitor in the at-home massage category with similar provider-supply economics.

Broad incumbents

• ClassPass: Subscription-based marketplace for fitness and wellness classes globally. Comparable consumer-facing wellness marketplace dynamics, though anchored on studios/classes rather than mobile at-home services.
• Mindbody: Large incumbent SaaS platform for spas, salons, and wellness studios. Provides overlapping marketplace and booking functionality but as part of a much broader vertical-software portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/getblys
• Xx.com/getblys
• Facebookfacebook.com/getblys
• LinkedInlinkedin.com/company/blys-hq

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Blys