DIGMI
DIGMI is a Swedish SaaS company, founded in 2021, that provides hair salons and similar service businesses with an all-in-one digital platform combining digital signage, chairside payments, in-salon e-commerce, marketing tools, and a digital magazine marketplace delivered through tablets and TV screens, primarily across the Nordics.
- Company typePrivate
- Founded2021
- HeadquartersJönköping, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What DIGMI does
DIGMI is a Swedish SaaS company founded in 2021 by Tobias Lindberg that provides an all-in-one digital platform for hair salons, beauty studios, and similar customer-facing service businesses. The platform bundles digital signage, marketing campaign management, chairside payment processing, in-salon e-commerce, and a content marketplace of 8,000+ digital magazines and newspapers, delivered through tablets and TV screens in the customer area. The company targets primarily hair salons in the Nordics (Sweden and Norway), with a customer base of 150+ salons including enterprise accounts such as Björn Axén, Victor Noblesse, and the Hår1 and HeadQuarter networks in Norway.
The technology stack spans iOS/Android mobile apps, web portals, Samsung Tizen TV applications, and a Raspberry Pi-based Digmi Box for retrofitting existing screens, all backed by Firebase, Laravel/PHP, and MySQL. The platform's API-first architecture integrates with the dominant Nordic booking and POS systems (Voady, Duell, Valei, BokaDirekt, Fixit) and payment providers (Stripe, Worldline, Softpay, Dintero), allowing salons to adopt Digmi without replacing their existing infrastructure. Hardware (Samsung Galaxy tablets, Samsung signage displays, and the Digmi Box) is sold or leased alongside the software.
DIGMI generates revenue through multi-year SaaS subscriptions (36-month contracts), hardware sales and leasing, payment processing fees from chairside transactions, and a TV license for the Digmi Box. Go-to-market combines product-led self-service onboarding, a dense channel-partner ecosystem (POS/booking integrators and salon networks), and enterprise field sales for large chains. The company operates from Jönköping (engineering) and Stockholm (headquarters) with a lean team of 1-10 employees, and has raised funding at a SEK 80 million valuation as of January 2025 with strategic backing from Entreprenörinvest, the investment arm of the IKEA group.
DIGMI firmographics
Firmographics- Name
- DIGMI
- Legal name
- Digmi Group AB
- Website
- https://digmi.se
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DIGMI is a Swedish SaaS company, founded in 2021, that provides hair salons and similar service businesses with an all-in-one digital platform combining digital signage, chairside payments, in-salon e-commerce, marketing tools, and a digital magazine marketplace delivered through tablets and TV screens, primarily across the Nordics.
- Ownership category
- akta.pro rank
DIGMI industry classification
Industry- Product category
- Salon Digital Experience Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
Keywords
Where DIGMI is headquartered
LocationHeadquarters
- HQ city
- Jönköping
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
DIGMI business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- SaaS Subscription (Software): Digmi operates primarily as a SaaS subscription business. The software platform is provided as an online service with recurring monthly fees. Subscription includes access to the Digmi platform (Marketing, Shopping, Pay, and/or Marketplace modules), cloud infrastructure, support, and remote management of devices. After 36 months, customers can renew the contract and receive new hardware or cancel.
- Hardware Sales and Leasing: Digmi provides professional tablets (Samsung Galaxy Tab Active 5, Galaxy A9, Galaxy A8) and TV screens (Samsung Signage 55", 65", 75") as part of the solution. Hardware can be purchased or leased. Tablets include stands, chargers, and accessories, pre-configured and ready to use. The Digmi Box (Raspberry Pi 5) is sold as a one-time purchase (2,199 SEK) for connecting existing TV screens.
- Payment Processing (Digmi Pay): Through integrations with Softpay, Worldline, Stripe, and Dintero, Digmi facilitates payment transactions at the point of service (chairside). Revenue is generated through payment processing fees or transaction-based take rates. The SoftPOS solution enables tap-to-pay directly from mobile devices.
- Digital Content Marketplace (Marketplace): Digmi Marketplace provides access to 8,000+ digital magazines and newspapers via Readly integration. This provides entertainment value to salon customers and differentiated content. Revenue may flow from content licensing arrangements or bundled subscription models.
- Digital Signage Licensing: TV license fee of 249 SEK/month for the Digmi Box for digital signage on existing TV screens. The Digmi Marketing module enables remote content management for digital signage across multiple locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Monthly | Digmi Box (Raspberry Pi) - One-time hardware + monthly TV license |
| Unit Pricing | Multi-year contract | Tablet Hardware (Samsung Galaxy Tab Active 5) |
| Unit Pricing | Multi-year contract | Tablet Hardware (Samsung Galaxy A9 8.7") |
| Unit Pricing | Multi-year contract | TV Screens (Samsung Signage 55", 65", 75") |
| Subscription | Multi-year contract | SaaS Platform Subscription (36-month contract) |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels8 records
DIGMI product offering
Product offeringCore offering
DIGMI sells a cloud-based digital signage and in-chair experience SaaS platform for hair salons, beauty studios, retail stores, and clinics. The platform bundles four software modules — Digmi Shopping™ (tablet e-commerce linked to POS), Digmi Pay™ (chairside payments), Digmi Marketing™ (in-salon campaign management), and Digmi Marketplace™ (digital magazines and supplier content) — together with pre-configured Samsung tablets and signage displays, integrated with existing Nordic POS and booking systems via API.
Product overview
DIGMI offers an all-in-one Digital Signage platform with a modular product portfolio consisting of four core SaaS modules: Digmi Shopping™ (tablet e-commerce), Digmi Pay™ (chairside payments), Digmi Marketing™ (campaign management), and Digmi Marketplace™ (customer entertainment with digital magazines and shopping). Hardware offerings include Samsung tablets (Galaxy Tab Active 5, A9, A8), Samsung Signage TV displays, and the Digmi Box (Raspberry Pi-based converter). The platform integrates with existing booking systems (Voady, BokaDirekt, Duell, Valei) and payment providers (Stripe, Worldline, SoftPOS) without requiring system replacement.
Differentiator
Problem solved
Functional benefit
Brands
- Digmi Shopping™: E-commerce for salons directly on the tablet, automatically connected to the POS system. Customers can shop products and treatments directly from the chair.
- Digmi Pay™
- Digmi Marketing™
- Digmi Marketplace™
Products and services
- Digmi Shopping™ In-salon e-commerce module enabling customers to browse and purchase products and treatments directly from the salon tablet. Automatically syncs with POS system (Voady, Duell, Valei) and supports payments via Klarna, Swish, card, or other providers.
- Digmi Pay™ Chairside payment system allowing customers to pay directly from the salon chair. Supports all payment methods including tap-to-pay via SoftPOS, integrates with Stripe, Dintero, Worldline, and uses customer data for product recommendations and upselling.
- Digmi Marketing™ Marketing tool for creating and managing campaigns on screens and tablets in salons. Allows customized campaigns with logos and images, real-time targeted offers, and social media sharing. Automatic access to supplier marketing materials, images, videos, and ready-made campaigns. Available via iOS/Android apps and web portal.
- Digmi Marketplace™ Interactive customer-entertainment module combining digital magazines (8,000+ titles via Readly), product shopping, and supplier support. Customers can read digital magazines, shop products, and sign agreements directly on the tablet.
- Digmi Box
Quantifiable outcome
- Up to 30% higher sales from digital signage
- +3 more outcomes
Companies that use DIGMI
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles3 records
DIGMI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature5 records
DIGMI partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- BokadirektcorePartnership with Sweden's largest booking platform (new booking every 1.3 seconds for Swedish salons). Bokadirekt connects its millions of users to Digmi's digital signage solutions, enabling connected salongs to reach existing and new customers through an integrated booking-to-signage experience.
- ValeicoreTechnical integration partnership with Valei's booking and POS system for beauty industry. Enables salons to work seamlessly from the chair - from bookings and customer data to payments and campaign management - all integrated with Digmi's tablets.
- HeadQuarter NorwaycorePartnership with Norway's largest voluntary purchasing organization for hairdressers (500+ member salons). HeadQuarter introduces Digmi's digital signage, customer communication tools, and retail sales solutions to its membership through newsletters, events, and network gatherings.
- VoadyflagshipFlagship strategic partnership combining Digmi's hardware, digital signage, and in-chair payment system with Voady's complete salon business platform (booking, POS, inventory, payroll, marketing). Joint product development creates seamless customer journey from booking to payment at the chair. Solution rolling out through 2025.
- Maria NilaminorMarketing partnership providing exclusive Maria Nila campaign materials, images, and promotional assets integrated into Digmi's platform. Salons gain easy access to professional marketing content that enhances brand presence and customer engagement.
- WellaflagshipStrategic partnership with Wella (haircare expert) providing Swedish beauty salons access to digital screens and tools combining Wella's informative content with Digmi's digital platform. Wella's sales team acts as Digmi ambassadors, extending Digmi's reach to thousands of potential salon customers.
- Hår1flagshipExpanded and renewed partnership with Norway's largest independent salon network (450+ hair salons and hairdressing schools). Hår1 distributes Digmi's digital screens, payment solutions, and marketing tools to its member salons as part of its commitment to sustainable and efficient salon operations.
- Duell SoftwarecoreStrategic partnership merging Digmi's digital solutions with Duell's modern point-of-sale and payment technologies for Norwegian salons. Integration combines booking, logistics, and payment systems into Digmi's platform, providing holistic solution for workflow streamlining and sales boosting.
- WorldlinecorePartnership with one of Europe's leading payment providers (present in 50+ countries, 18,000+ employees). Worldline serves as card acceptance partner, providing secure and reliable payment infrastructure for hair salons using Digmi.
- SoftpaycoreStrategic partnership where Softpay provides Tap-to-Pay SoftPOS solutions that transform mobile devices into payment terminals. The integration allows Digmi to offer simple and secure payment solutions directly from salon devices, with reliable operations and international growth capabilities.
- L'OréalcoreSince December 2021, Digmi has been a sustainability partner to L'Oréal, working together to help salons in the Nordics become more sustainable. Initiative includes replacing physical magazines with digital subscriptions, reducing paper consumption and environmental impact.
- Hår1 (Initial Partnership)flagshipInitial partnership signed summer 2022 with Norway's largest specialist chain for hairdressers. Hår1 introduced Digmi to its 500 member salons as the first step into the Norwegian market.
- ReadlycoreDigital magazine and newspaper content provider. Digmi integrates Readly's catalog of 8,000+ digital magazines and newspapers into the Digmi Marketplace, providing entertainment content for salon customers.
Scale indicators7 records
Recent moves9 records
Expansion highlights7 records
DIGMI competitors and assessment
Company assessmentRegional players
- Treatwell: Europe's leading beauty services marketplace and salon software provider, active in the Nordics including Sweden. Comparable to Digmi because it is a regional beauty SaaS/marketplace competitor in the same geographies and verticals, though it does not deliver in-salon digital signage or chairside hardware.
Direct peers
- Boulevard: Salon and spa management software for booking, checkout, client management, and reporting, focused on premium hair and beauty businesses. Comparable to Digmi as a direct competitor in the salon SaaS space with overlapping booking and payment capabilities, though without the digital-signage and content layer.
- Fresha: Beauty and wellness marketplace and SaaS platform offering booking, payments, and business management to salons and barbershops worldwide. Comparable to Digmi because it serves the same hair/beauty vertical with a free-to-salon software model and integrated payments, but operates at a much larger global scale.
- Booksy: Online booking and business management platform for beauty and wellness professionals, widely used by hair salons in Europe and the US. Directly comparable to Digmi in target customer (hair/beauty), booking, and payment functionality, though it does not bundle in-salon digital signage and content the way Digmi does.
- Yodeck: Cloud-based digital signage platform for businesses of all sizes, with Raspberry Pi hardware players and a CMS for remote screen management. Comparable to Digmi on the digital-signage and content-distribution layer (CMS, screen management, Raspberry Pi hardware) but does not specialize in salon workflows or chairside payments.
- ScreenCloud: Cloud digital signage platform for retail, offices, and service businesses, with integrations to POS, calendars, and marketing tools. Comparable to Digmi on the digital-signage / in-location content layer, with a similar focus on integrating with third-party systems and supporting multi-location rollouts.
- Phorest: Salon and spa software platform offering booking, marketing, client apps, and retail tools to hair and beauty businesses globally. Comparable to Digmi because it is a vertical SaaS play on hair salons with similar modules (booking, marketing, retail) targeting the same SMB/mid-market segments.
Broad incumbents
- Vagaro: All-in-one salon, spa, and fitness business management platform with booking, payments, marketing, and a consumer marketplace. Comparable to Digmi as a multi-module SaaS incumbent serving the same hair/beauty verticals, though focused on the US market and without the in-salon digital-signage hardware layer.
- Mindbody: Large-scale business management software for fitness, wellness, beauty, and salon verticals, with booking, payments, marketing, and a consumer marketplace. Comparable to Digmi in that it sells multi-module SaaS into personal care businesses, but it is a much larger incumbent focused on fitness/wellness rather than the hairdresser-specific digital-signage experience.
Emerging players
- Salonized: Salon and spa management software offering online booking, POS, and client management to independent hair and beauty businesses. Comparable to Digmi as a salon-focused SaaS peer for SMBs, with overlapping booking and POS functionality, but without a digital-signage or content module.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
DIGMI social profiles
Digital presenceDIGMI compliance and trust
Trust signalCompliance1 record
DIGMI financial estimates
Financial estimateRevenue estimate
Valuation estimate
DIGMI leadership team
Management profileNumber of profiles
Profiles7 records
DIGMI funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DIGMI 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 DIGMI
What does DIGMI do?
DIGMI sells a cloud-based digital signage and in-chair experience SaaS platform for hair salons, beauty studios, retail stores, and clinics. The platform bundles four software modules — Digmi Shopping™ (tablet e-commerce linked to POS), Digmi Pay™ (chairside payments), Digmi Marketing™ (in-salon campaign management), and Digmi Marketplace™ (digital magazines and supplier content) — together with pre-configured Samsung tablets and signage displays, integrated with existing Nordic POS and booking systems via API.
Is DIGMI a public or private company?
DIGMI is a private company. It is classified as venture growth investor backed and is currently operating.
When was DIGMI founded?
DIGMI was founded in 2021. It employs 1 to 10 people.
Where is DIGMI based?
DIGMI is headquartered in Jönköping, Sweden, in the Europe region.
How does DIGMI make money?
Five revenue lines are on record. SaaS Subscription (Software) is the primary driver. The others are hardware Sales and Leasing, payment Processing (Digmi Pay), digital Content Marketplace (Marketplace) and digital Signage Licensing.
Who are DIGMI's main competitors?
Treatwell is listed as a regional player. Direct peers are Boulevard, Fresha, Booksy, Yodeck, ScreenCloud and Phorest. Broad incumbents are Vagaro and Mindbody. Salonized is listed as an emerging player.
Does DIGMI have an API?
Yes. API-first architecture for easy integration. Digmi's technical platform supports integration with booking systems (BokaDirekt, Voady, Duell, Fixit) and payment solutions (Stripe, Dintero, SoftPOS). Technical documentation available via API documentation.
What industry is DIGMI in?
DIGMI's product category is Salon Digital Experience Platform. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa). Its NAICS code is 5182 and its SIC code is 7372.