Valei AB
Valei AB is a Swedish SaaS company providing an integrated booking, POS/cash register, payment, and customer care platform for service businesses. Founded in 2008 in Örebro, it serves 5,300+ customers across Swedish verticals including salons, beauty, massage, pet grooming, fitness, and retail.
- Company typePrivate
- Founded2008
- HeadquartersÖrebro, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Valei AB does
Valei AB is a privately held Swedish software company founded in 2008 and headquartered in Örebro, providing an integrated booking, point-of-sale (POS)/cash register, payment, and customer care platform for service businesses. Its core products — Valei Bokningssystem (booking system), Valei Kassasystem (POS), Valei Pay (payment services built on Adyen's AMS1 wireless terminal) and a Multi-site solution — are sold as a unified stack with a Skatteverket-approved cash register, automatic SIE accounting file export, and direct integrations to Fortnox, Hogia, Nets, and Worldline. The platform serves verticals including hairdressers, beauty therapists, massage therapists, pet groomers, personal trainers, yoga/fitness studios, car service centers, retail shops, and cafés/restaurants, with industry-specific templates and workflows for each.
The business runs on a hybrid subscription and transactional model: a 300 SEK/month base subscription per user covering booking and POS, plus usage-based fees (1.5% on card and Swish transactions, 3% on Klarna, 1 SEK per SMS, 0.10 SEK per marketing email) and integration fees (100 SEK/month per accounting or third-party terminal integration). Valei Pay adds a high-margin transaction-fee layer with no terminal rental or commitment. Go-to-market is product-led for SMBs (free trial, self-service website signup) and sales-led for multi-location mid-market customers, supported by reciprocal GTM partnerships with five Swedish professional trade associations (Frisörföretagarna, SHR, Sveriges Hundfrisörer, YrkesMassörernas Förbund, Kroppsterapeuterna) and embedded integrations with Voyado, Google Analytics, and Google Tag Manager.
The company serves 5,300+ customers with a 12–14 person team, is bootstrapped with no disclosed funding rounds or institutional investors, and operates exclusively in Sweden. Customer terms are notably customer-friendly (no startup fees, no binding periods, 3-month money-back guarantee, free support and training), and named customers include Phoenix Kliniken, Salong Barock, Rapide Brow & Lash Bar, Hamam Oriental, Granngården, and KICKS. The Multi-site solution is the company's principal vector for upmarket expansion beyond single-location SMBs.
Valei AB firmographics
Firmographics- Name
- Valei AB
- Legal name
- Valei AB
- Website
- https://valei.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Valei AB is a Swedish SaaS company providing an integrated booking, POS/cash register, payment, and customer care platform for service businesses. Founded in 2008 in Örebro, it serves 5,300+ customers across Swedish verticals including salons, beauty, massage, pet grooming, fitness, and retail.
- Ownership category
- akta.pro rank
Valei AB industry classification
Industry- Product category
- Salon and service-business booking and POS software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Payments, Billing & Invoicing (THALACAJ)
- akta.pro secondary industries
- POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC), Merchant-of-Record (MoR) & Payment Facilitation (PayFac) Infrastructure (FSAGABAE)
Keywords
Where Valei AB is headquartered
LocationHeadquarters
- HQ city
- Örebro
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Valei AB business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription - Booking & POS System: Monthly subscription fee for the booking system and cash register system. Base price is 300 SEK/month for one user, with additional fees per extra user and cloud control unit. This is the primary recurring revenue stream.
- Payment Transaction Fees: Transaction fees on customer payments processed through the Valei Pay terminal: 1.5% for card, 1.5% for Swish, 3% for Klarna. No terminal rental fee, startup fees, or commitment periods.
- SMS Notifications: Fees for automated SMS confirmations and reminders to customers: 1 SEK per SMS. Email confirmations are free.
- Marketing Communications: Fees for bulk marketing emails to customers: 0.10 SEK per email sent.
- Accounting Software Integrations: Monthly fees for integration with accounting software: 100 SEK/month for Fortnox and Hogia integrations.
- Payment Terminal Integration: Monthly fee for integrating third-party payment terminals (Nets, Worldline): 100 SEK/month. No fee for Valei's own terminal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Base plan: 300 SEK/month for booking + POS system (1 user) |
| Transaction based/ take rate | Pay-as-you-go | Payment transaction fees: 1.5% card/Swish, 3% Klarna |
| Usage-based | Pay-as-you-go | SMS notifications: 1 SEK each, marketing emails: 0.10 SEK each |
| Subscription | Monthly | Accounting integrations: 100 SEK/month |
| Subscription | Monthly | Third-party payment terminal integration: 100 SEK/month |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Valei AB product offering
Product offeringCore offering
Valei AB provides an integrated cloud-based booking system (Bokningssystem), POS/cash register system (Kassasystem) approved by the Swedish Tax Agency, and payment services (Valei Pay) for service-based businesses in Sweden. The platform combines online booking, in-store payments via card/Swish/Klarna, customer journals, automated reminders, and automatic SIE accounting file generation. It targets SMB service businesses across hair, beauty, massage, pet grooming, fitness, automotive, retail, and food verticals, with a multi-site module for chains.
Product overview
Valei AB offers an integrated platform for service businesses in Sweden, combining a booking system (Bokningssystem), a POS/cash register system (Kassasystem), and payment services (Valei Pay Betaltjänster). The booking and POS systems can be used independently or together as a unified solution. Valei Pay provides wireless payment terminals and online payment integration supporting card, Swish, and Klarna. A multi-site module is available for businesses operating multiple locations. The platform targets service businesses across industries including salons, health/beauty, fitness, automotive, and retail, with industry-specific pages for barber, hairdresser, foot care, skin therapy, dog grooming, massage, personal training, yoga, gym, car service, shops, cafes, and restaurants.
Differentiator
Problem solved
Functional benefit
Brands
- Valei Pay: Payment services including wireless payment terminal, card payments, Swish, and Klarna integration with the cash register system.
Products and services
- Valei Bokningssystem (Booking System) Comprehensive cloud-based online booking system for service businesses. Features customizable booking pages matching company branding, customer journal with notes/photos/health info, automated SMS and email reminders, marketing tools, and integration with the Valei POS system. Targets Swedish service businesses in hair, beauty, health, fitness, and automotive verticals, and can be embedded on a website or used as a standalone booking page.
- Valei Kassasystem (POS / Cash Register System) Point-of-sale cash register system approved by the Swedish Tax Agency (Skatteverket), with digital receipts and an included cloud control unit for compliance. Features sales statistics, smart accounting/invoicing, inventory management, quick buttons, multiple payment methods, and automatic transfer of receipts to the customer journal. Bundled with the booking system in the base subscription.
- Valei Pay (Payment Services) Payment services offering including the Valei Pay AMS1 wireless payment terminal (powered by Adyen) and online payment integrations. Supports card, Swish, and Klarna payments with preset payments and gift card sales. No terminal rental fee, no setup fee, no binding period; transaction fees 1.5% for card and Swish, 3% for Klarna.
- Valei Multi-site Solution Multi-location booking and POS management module for businesses operating multiple physical locations. Provides a unified booking page across all sites, cross-location availability and statistics, permission roles for staff, and API integrations with CRM (Voyado) and analytics (Google Analytics, Google Tag Manager). Targets mid-market and enterprise service-business chains in Sweden.
Quantifiable outcome
- Free support and training for all customers included in base price
- +2 more outcomes
Companies that use Valei AB
Customer profileNamed customers14 records
Segments11 records
Ideal customer profiles2 records
Valei AB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature6 records
Valei AB partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Frisörföretagarna (SvFF)corePartnership with Swedish Hairdressers Association. Exclusive member offer for new customers: 3 months free license for booking and POS, 500 free SMS, 10,000 free marketing emails.
- SHR - Sveriges Hudterapeuters RiksorganisationcorePartnership with Swedish Beauty Therapists Association. Exclusive member offers for new customers including free trial period and discounted services.
- Sveriges Hundfrisörer (SVHF)corePartnership with Swedish Dog Groomers Association. Exclusive member offers for new customers.
- YrkesMassörernas FörbundcorePartnership with Swedish Massage Therapists Association. Exclusive member offers for new customers.
- KroppsterapeuternacorePartnership with Swedish Body Therapists Association. Exclusive member offers for new customers.
- FortnoxcoreAccounting software integration with Fortnox. Automatic transfer of sales data and accounting files (SIE) to Fortnox for simplified bookkeeping. Fee: 100 SEK/month.
- HogiacoreAccounting software integration with Hogia. Automatic accounting file transfer. Fee: 100 SEK/month.
- AdyencorePayment terminal provider for Valei Pay. The AMS1 wireless payment terminal is powered by Adyen technology.
Scale indicators3 records
Recent moves4 records
Expansion highlights5 records
Valei AB competitors and assessment
Company assessmentMarket position
Strengths6 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Valei AB compliance and trust
Trust signalCompliance1 record
Valei AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Valei AB leadership team
Management profileNumber of profiles
Profiles11 records
Valei AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Valei AB 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 Valei AB
What does Valei AB do?
Valei AB provides an integrated cloud-based booking system (Bokningssystem), POS/cash register system (Kassasystem) approved by the Swedish Tax Agency, and payment services (Valei Pay) for service-based businesses in Sweden. The platform combines online booking, in-store payments via card/Swish/Klarna, customer journals, automated reminders, and automatic SIE accounting file generation. It targets SMB service businesses across hair, beauty, massage, pet grooming, fitness, automotive, retail, and food verticals, with a multi-site module for chains.
Is Valei AB a public or private company?
Valei AB is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Valei AB founded?
Valei AB was founded in 2008. It employs 1 to 10 people.
Where is Valei AB based?
Valei AB is headquartered in Örebro, Sweden, in the Europe region.
How does Valei AB make money?
Six revenue lines are on record. Subscription - Booking & POS System is the primary driver. The others are payment Transaction Fees, SMS Notifications, marketing Communications, accounting Software Integrations and payment Terminal Integration.
Does Valei AB have an API?
No public API is recorded for Valei AB.
What industry is Valei AB in?
Valei AB's product category is Salon and service-business booking and POS software. Its primary akta.pro industry code is THALACAJ, Payments, Billing & Invoicing, with a secondary code of FSAMADAC, POS Payment Software & Middleware (Terminal OS, Apps, Device Management). Its NAICS code is 5132 and its SIC code is 7370.