What Powered by Flossie does

Powered by Flossie is a privately held SaaS technology company founded in 2012, headquartered in Auckland, New Zealand, and also registered in England and Wales (Powered by Flossie Ltd). It builds booking and data infrastructure for enterprise professional haircare and beauty brands, with Aveda as its flagship customer and operations spanning North America, Australia, the United Kingdom, and Europe. The company employs 11-50 people and is led by CEO and co-founder Jenene Crossan with CTO Steve Torrance.

The core product is a secure API platform that integrates with 9+ salon POS and booking management systems (Square, Phorest, Zenoti, SalonBiz, Meevo, SalonIQ) to aggregate, standardize, and centralize booking data from fragmented salon networks. Around this API core, Flossie offers a modular suite: a Custom Booking Site platform, a conversational AI Agent for appointment booking with intent-to-service translation and a permissioned execution layer, an Insights Dashboard with predictive analytics, API Connection Management, a Digital Lookbook with AI-driven try-on tools, and Salon Locator / Directory-as-a-Service products. The platform is SOC 2 Type 2 attested and is designed to enable brands to deliver click-to-book experiences and first-party data insights without displacing the salon's existing booking software.

Flossie monetizes primarily through subscription-based SaaS platform licensing to professional haircare brands, supplemented by custom booking site build fees, API integration services, and data monetization via its Insights Dashboard and Directory services. Pricing is quote-based with no publicly disclosed tiers, consistent with an enterprise field-sales GTM that targets global haircare brands through direct sales, API-first deployment, and channel partnerships with POS providers. Distribution occurs through enterprise direct sales, secure API embedding within brand platforms, brand-powered booking sites, and integrations with salon POS ecosystems.

Name

Powered by Flossie

Legal name

Powered by Flossie Ltd

Website

https://poweredbyflossie.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Powered by Flossie is a private SaaS platform that connects professional haircare brands to salon partner networks via integrations with 9+ POS systems, delivering branded booking sites, an AI appointment agent, and first-party booking analytics. Its flagship customer is Aveda.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Licensing: Technology solution licensing to professional haircare brands for access to salon data, booking aggregation, and analytics capabilities. Provides software for brands to sell appointments on behalf of salon partners.
2. Custom Booking Site Fees: Custom booking site solutions built for brands. Sites powered by Flossie technology with custom themes, integrated payments, loyalty connections, and transactional email automation.
3. API and Integration Services: Secure API connections enabling data flow between salon POS systems and brand internal systems. Revenue from integration setup and ongoing API access.
4. Data and Analytics Services: Insights Dashboard providing booking behavior analytics and consumer insights. First-party data access for brands to understand salon partner performance.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Powered by Flossie provides a unified technology platform that enables professional hair and beauty brands to deliver seamless ecommerce and AI-led appointment booking fully integrated with existing salon systems. It aggregates and standardizes booking data from multiple salon POS and booking platforms into a central repository, then offers modular products (Custom Booking Site, AI Agent, Insights Dashboard, API Connection Management, Digital Lookbook, Salon Locator Tools, Salon Directory-as-a-Service) for click-to-book experiences, AI-guided service selection, analytics, and salon network connectivity.

Product overview

Powered by Flossie operates as a unified technology platform serving professional haircare and beauty brands globally, providing seamless booking experiences, first-party data access, and connectivity between brands and their salon partner networks. The core is the Flossie API Platform, which aggregates and standardizes booking data from salon POS systems into a central repository. Around this core, Flossie offers a modular suite of products: Custom Booking Site for branded click-to-book experiences, AI Agent for conversational/intent-based booking, Insights Dashboard for analytics and predictive insights, API Connection Management for secure system interoperability, Digital Lookbook for trend campaign ecommerce, Salon Locator Tools for automated locator data, and Salon Directory-as-a-Service for verified salon databases. These products are designed to work independently or as an integrated suite, enabling brands to convert traffic into loyal salon clients, power data-driven marketing, and modernize the professional hair services industry.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Agent Conversational AI agent that guides consumers from natural-language intent to bookable services and real-time salon availability, translating ambiguous requests ('I want low-maintenance hair') into structured, brand-compliant bookings. Built on Flossie's booking and integration layer with intent-to-service translation, a standardized service ontology, and a permissioned execution layer.
• Custom Booking Site Branded, custom-themed booking websites for hair and beauty brands featuring click-to-book functionality from any channel, multilingual support, integrated payments, loyalty program connections, and automated salon onboarding in under 3 minutes. Bookings sync directly into salon calendars.
• Insights Dashboard Real-time analytics and reporting dashboard providing aggregated views of anonymized consumer behavior and booking transactions across the salon partner network, supporting revenue operations, product development, marketing, and CX insights via predictive analytics for lead time, margin, cost-to-serve, trend forecasting, and customer segmentation.
• API Connection Management Secure API intermediary connecting brand internal systems (CRM, loyalty programs, admin tools via SSO) to salon partner booking and POS systems, with SOC 2 Type 2 compliant data flow, security, and privacy management.
• Digital Lookbook Ecommerce tool for launching seasonal hair trend campaigns with integrated booking features, AI-driven try-on tools, interactive pages on custom domains, and full customer journey tracking for brand fan acquisition and retention.
• Salon Locator Tools Automated data flow tools for salon locator databases, syncing real-time salon information (addresses, contact details, social handles) from salon POS systems to brand CRM and locator tools, with click-to-book functionality on an individual salon basis.
• Salon Directory-as-a-Service Verified, real-time partner database of salon and spa locations providing accurate, GDPR and CCPA compliant salon records for brand directories and locator tools, with automated updates and enriched digital content.

Quantifiable outcome

• Salon setup in less than 3 minutes using Flossie's onboarding tools
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability8 records

Feature9 records

Partnerships

Eleven partnerships are on record, tiered core, supporting and flagship.

• SquarecoreTechnology or IntegrationPOS and booking system integration partner. Flossie integrates with Square's salon POS and booking management systems to safely access and aggregate booking data from salons using Square.
• PhorestcoreTechnology or IntegrationSalon POS and booking system integration. Added to Flossie's integration portfolio in July 2024. Enables data access and booking aggregation for salons using Phorest.
• ZenoticoreTechnology or IntegrationSalon POS and booking system integration partner. Flossie integrates with Zenoti to access booking data and enable appointment booking aggregation.
• SalonBizcoreTechnology or IntegrationSalon POS and booking system integration. Enables Flossie to connect with salons using SalonBiz for booking data access and aggregation.
• MeevocoreTechnology or IntegrationSalon POS and booking system integration. Added to Flossie's integration portfolio in October 2025. Enables data connectivity for salons using Meevo.
• SalonIQcoreTechnology or IntegrationSalon POS and booking system integration partner. Flossie integrates with SalonIQ to access salon booking data and enable the platform's booking aggregation capabilities.
• Twilio SegmentsupportingTechnology or IntegrationData tracking and analytics management integration. Used for customer data platform capabilities and analytics management within Flossie's technology stack.
• IntercomsupportingTechnology or IntegrationCustomer service integration partner. Used for customer service capabilities within the Flossie platform.
• Google AnalyticssupportingTechnology or IntegrationReporting management integration. Used for analytics and reporting capabilities within the Flossie platform.
• TwiliosupportingTechnology or IntegrationTransactional and marketing email management integration. Powers email automation and communication capabilities for Flossie's booking platform.
• AvedaflagshipStrategic or Co-development PartnerFlagship customer and strategic partner. Aveda UK launched hair service booking website in conjunction with Flossie. Flossie provides technology powering Aveda's custom booking site that aggregates appointments across Aveda's salon partner network. A case study demonstrates the partnership value.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Boulevard: Salon and spa management software with booking, POS, and client experience features, focused on premium and enterprise salons. Boulevard overlaps with Flossie's salon-side integration footprint and competes for the same professional brand customers.
• Vagaro: Salon, spa, and fitness booking platform with marketplace and POS. Vagaro is a comparable vertical SaaS peer to Flossie, though primarily focused on SMB salons rather than the global professional haircare brand segment Flossie targets.

Direct peers

• StyleSeat: Beauty professional marketplace and SaaS offering online booking, POS, and marketing for hairstylists and barbers. StyleSeat overlaps with Flossie's booking and salon network thesis in the professional haircare segment, with a stronger US consumer marketplace focus.
• Fresha: Beauty and wellness marketplace and SaaS platform connecting consumers with salons and spas globally. Fresha overlaps with Flossie's booking and salon network thesis, though Fresha targets the salon directly with a consumer marketplace rather than brand-led booking.
• Zenoti: Vertical SaaS for salons, spas, and medspas offering booking, POS, CRM, and brand engagement tools. Both Zenoti and Flossie sell to professional beauty brands and salons for booking and data connectivity, with overlapping integration ecosystems.
• Phorest: Salon and spa management software with booking, POS, and marketing tools, widely adopted in the UK and Ireland. Phorest is both a Flossie integration partner and a competing platform serving the same professional haircare brand and salon customer base.

Broad incumbents

• Booker by Mindbody: Spa and salon booking and management platform now part of Mindbody. Competes with Flossie in serving multi-location salons and spa operators and offers brand connectivity features that overlap with Flossie's offering.
• Mindbody: Large incumbent wellness, beauty, and fitness platform with booking, POS, and consumer marketplace. Mindbody competes with Flossie at the brand and salon layer with a broader wellness portfolio and substantially more scale and capital.
• Square Appointments: Square's salon and beauty booking module bundled with its payments/POS ecosystem. Square is both an integration partner and a competing booking platform — if it deepens brand-facing features, it could disintermediate Flossie's value proposition.

Regional players

• Treatwell: European beauty booking marketplace connecting consumers with salons and offering salon software (Treatwell Connect). Treatwell is highly comparable to Flossie's consumer-facing booking flow but is primarily European-focused rather than the global brand-to-salon bridge Flossie targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/flossiedotcom
• Facebookfacebook.com/poweredbyflossie
• LinkedInlinkedin.com/company/flossie-com-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Powered by Flossie