Crefia

What Crefia does

Créfia is a privately held French SARL founded in 1995 by Alain Esmilaire (who passed away in 2025) and headquartered in Cran-Gévrier (Annecy), France. The company develops and publishes management software under two product lines: Easybel, for beauty and aesthetics professionals (beauty salons, hair salons, nail bars, barbershops, spas, tattoo and piercing studios), and Easybel Toilettage, for pet grooming salons and franchises. Both products are available as Windows desktop applications and web versions accessible on PC, smartphone, and tablet, with data hosted in France. The software includes NF525-certified cash register functionality (since 2017), dedicated online booking websites, integrated e-commerce stores, SMS/email marketing automation, inventory management, and subscription/loyalty program tooling. Customer support and training are delivered by a six-person team including CEO Jennifer Broyer, supported by EB School, an in-house online training platform.

The business model is subscription SaaS with three pricing tiers (SOFT at €30/month, PRO at €45/month, PRO+ at €54/month, all excluding VAT), supplemented by SMS credit packs and subscriptions, Mailing PRO (an email marketing add-on via MailJet), and a 1.6% + €0.18 transaction fee on online payments processed through Lemonway. Go-to-market is hybrid: direct inside-sales with product demonstrations plus self-serve e-commerce on crefia.fr, supported by a referral/affiliate program targeting accountants. The company has no external funding, no subsidiaries, and no disclosed revenue. Geographic reach covers 7 countries (France, Belgium, Switzerland, Luxembourg, Morocco, Senegal, Gabon, and French overseas territories), with customers being exclusively SMBs in the beauty, aesthetics, and pet grooming verticals. Strategic positioning emphasizes regulatory compliance, French data residency, vertical specialization, and absence of platform commissions on bookings.

Name

Crefia

Legal name

Société CREFIA

Website

https://crefia.fr

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Salon and Pet Grooming Management Software

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

akta.pro secondary industry

Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI)

Keywords

• Salon management software
• Pet grooming software
• Certified cash register
• Online booking system
• Aesthetics business management

Headquarters

HQ city

Cran-gévrier

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Monthly or annual subscription fees for Easybel and Easybel Toilettage software in three tiers (SOFT, PRO, PRO+). Pricing ranges from €30 to €54/month depending on tier. Contract renews monthly or annually via SEPA direct debit. Additional setup fees of €70 HT apply.
2. SMS Credits and Subscriptions: Usage-based SMS credits sold in packs (100 to 10,000 SMS) at varying prices. Credits cost varies by destination country (0.5 to 4.2 credits per SMS). Monthly SMS subscription also available (100-1000 SMS/month).
3. Mailing PRO: Professional newsletter and email marketing service integrated via MailJet partnership. Provides advanced email campaign capabilities.
4. Transaction Fees: Online payments subject to transaction fees of 1.6% + €0.18 per transaction for PRO+ users collecting deposits or full payments online.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Créfia develops, sells and supports Easybel and Easybel Toilettage, two NF525-certified management software products for beauty/aesthetics professionals (beauty institutes, spas, hair/nail/barber/tattoo salons) and pet grooming salons. The software combines scheduling, a certified point of sale, client and inventory management, a dedicated commission-free online booking website, an integrated online store, SMS/email marketing and a proprietary training portal (EB School), sold on a monthly/annual subscription basis to small and medium professional businesses.

Product overview

Créfia is a software publisher offering two core product lines: Easybel (for beauty and aesthetics professionals) and Easybel Toilettage (for pet grooming salons). Both product lines share a three-tier subscription model: SOFT (entry-level with core management features), PRO (adds online booking website), and PRO+ (adds online store and deposit collection). The products are available as desktop (Windows) and web applications, with data hosted in France. Add-on services include SMS credit packs, SMS subscriptions, and MailJet-powered email marketing. All software includes certified cash register functionality (NF525 compliant since 2017).

Differentiator

Problem solved

Functional benefit

Brands

• Easybel: Management software for beauty, aesthetics, hairdressing, spa, nail, barber, tattoo, and piercing salons. Features include agenda management, certified cash register, SMS reminders, online booking, statistics, stock management, and online store.
• Easybel Toilettage

Products and services

• Easybel NF525-certified management software for beauty and aesthetics professionals (beauty institutes, spas, nail bars, hair salons, barbershops, tattoo and piercing studios). Includes agenda management, point of sale, client file management, inventory, SMS/email marketing, online booking and certified cash register functionality.
• Easybel Toilettage NF525-certified management software for pet grooming salons and franchises (canine, feline, NAC). Includes client and pet files, animal record management, collaborator scheduling, loyalty programs, subscriptions, stock management, online booking and an online store for products and click & collect.
• Pack SMS Usage-based SMS credit packs (100 to 10,000 SMS) for client communications including appointment reminders, birthday messages, notifications and promotional offers. Credit consumption per SMS varies by destination country (France, Belgium, Switzerland, Morocco, Senegal, etc.).
• Abonnement SMS Monthly SMS subscription with automatic credit replenishment (100, 300, 500 or 1000 SMS/month). Unused SMS accumulate month-to-month at a €0.065 per SMS rate, providing predictable recurring communication capacity for salons.
• Mailing PRO Professional newsletter and email marketing service for Easybel and Easybel Toilettage users, powered by a MailJet partnership, providing advanced email campaign and newsletter capabilities with a -50% first-year promotional code.
• EB School Proprietary online training platform for Easybel and Easybel Toilettage with three learning levels (Beginner, Intermediate, Expert), including written tutorials, video tutorials, tips and promotional codes for software/service discounts.

Quantifiable outcome

• Rentable dès la première semaine - Online booking website generates revenue from first week without platform commission fees
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core, minor and moderate.

• LemonwaycoreTechnology or IntegrationPayment service provider enabling secure online payments. CREFIA is registered as agent 169943 under Lemonway (ACPR licensed payment institution, 8 rue du Sentier, 75002 Paris, registration 16568). Handles secure payment processing for the software platform.
• GoCardlesscoreTechnology or IntegrationSEPA direct debit payment processor for recurring subscription billing. Enables automatic monthly collection of software subscription fees from customer bank accounts.
• MailJetcoreTechnology or IntegrationEmail marketing service integration for the MAILING PRO add-on. Enables professional email campaigns, newsletters, and automated communications from within the Easybel software. Promotional code available for -50% first year.
• OVHcoreTechnology or IntegrationWeb hosting provider for crefia.fr website and infrastructure. OVH SAS, 2 rue Kellermann, 59100 Roubaix, France.
• CMA Île de FranceminorStrategic or Co-development PartnerChambre de Métiers et de l'Artisanat d'Île de France partnership providing business support and referrals to artisans and small businesses in the beauty sector.
• France NummoderateStrategic or Co-development PartnerFrench government digitalization initiative for small businesses. Crefia is certified as an Activateur France Num, providing validated digital solutions to small businesses.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Fresha: Global beauty and wellness marketplace and SaaS platform offering free appointment booking, POS, and marketing tools. Direct competitive threat to Créfia given its freemium model and large marketing budget.
• Planity: French-headquartered online booking and management software for hair salons, beauty salons, and barbershops. Directly competes with Easybel in the same geography and customer segment, with comparable booking + management features.
• Salonized: Cloud-based salon and spa management software offering POS, online booking, marketing, and client management. Comparable product breadth targeting the same SMB beauty professional customer.
• Gingr: Vertical SaaS specifically for pet care businesses including grooming salons, daycares, and boarding facilities. Direct competitor to Easybel Toilettage in the pet grooming software market.
• Phorest: Salon and spa software focused on the beauty industry, offering CRM, marketing, online booking, and POS. Comparable product scope targeting a similar SMB customer profile.
• Vagaro: US-based vertical SaaS for salons, spas, barbershops, and pet groomers. Closely comparable product breadth including POS, booking, marketing, and inventory — though at much larger scale.
• Treatwell: European beauty booking marketplace with strong French presence. While primarily marketplace-led (vs. Easybel's SaaS-led model), Treatwell competes for the same salon customer's software and booking budget.
• Notox: French SaaS provider for beauty salons and hair salons offering management, agenda, and online booking. Direct competitor to Easybel in the same vertical and geography.

Broad incumbents

• Square Appointments: Block-owned POS with integrated appointment scheduling for service businesses. Overlaps with Easybel's POS and booking features but as part of a much broader commerce platform.
• Mindbody: Large incumbent SaaS for wellness, fitness, and beauty businesses. Overlaps with Easybel in salon/spa management but serves a much broader portfolio of verticals and customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@easybelcrefia4581
• Facebookfacebook.com/groups/700124477257233
• LinkedInlinkedin.com/company/crefia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Crefia