Planway

What Planway does

Planway is a Danish cloud-based SaaS company that provides online booking, point-of-sale (POS), and integrated payment processing for appointment-based service businesses. Founded in April 2017 and headquartered at Baggesensgade 4C in Copenhagen's Nørrebro district (Planway ApS, CVR 36946881), the company primarily targets small and medium-sized beauty and wellness businesses in Denmark and Norway, including hair salons, barbershops, nail salons, beauty salons, physiotherapists, and massage therapists, and is actively used by more than 6,500 such businesses.

The platform unifies a 24/7 online booking page, calendar and resource scheduling, customer database with encrypted journals, inventory tracking, and PCI-DSS Level 1-compliant payment processing (Planway Pay) into a single cloud solution delivered via web and native iOS and Android apps, with native integrations into Danish accounting software (Dinero, e-conomic, Billy), email marketing (Mailchimp), analytics (Google Analytics, Google Tag Manager), and social verification (Facebook). Additional modules include a no-code website builder, gift and clip cards, waitlists, multi-department management, customer verification via SMS or Facebook, recurring bookings, and a free payment terminal for high-turnover Premium customers. Planway also operates Jazzy, a consumer-facing marketplace that connects service providers with end consumers for booking discovery, forming a two-sided layer on top of the core SaaS.

The business runs on a product-led freemium model with a free Starter tier (unlimited bookings and customers, basic POS) and a Premium tier priced at 139 DKK per employee per month, generating further revenue through transaction fees on Planway Pay (1.29% + 1.5 DKK online, 0.69% + 1.5 DKK physical), usage-based SMS marketing at 0.49 DKK per message, and optional MitID strong authentication. Distribution is entirely self-serve via the company website and mobile app stores, with no sales team identified, and the platform has facilitated over 20 million bookings to date, growing by approximately 500,000 new bookings per month.

Name

Planway

Legal name

Planway ApS

Website

https://planway.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Planway is a Danish cloud-based SaaS platform providing online booking, point-of-sale, and integrated payment processing for more than 6,500 small and medium-sized beauty and wellness businesses across Denmark and Norway.

Ownership category

akta.pro rank

Product category

Salon and Wellness Booking Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Appointment Reservations (Spa, Salon, Wellness) (HSACALAK)

akta.pro secondary industry

Appointment Scheduling & Online Booking (HLACADAA)

Keywords

• Online booking software
• Appointment scheduling platform
• Salon management software
• Point of sale system
• Payment processing services

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue (Premium): Monthly subscription fee for Premium tier at 139 DKK per employee per month (excl. VAT). Provides access to all premium features including gift cards, free SMS reminders, accounting integration, waitlists, website module, discount codes, and free payment terminal.
2. Transaction Fees (Planway Pay): Payment processing fees for both online and physical transactions. Online payments: 1.29% + 1.50 DKK per completed transaction. Physical payments: 0.69% + 1.50 DKK per completed transaction.
3. SMS Marketing: SMS marketing at 0.49 DKK per SMS for Premium customers. SMS reminders for appointments included free with Premium.
4. Starter (Free Tier): Free tier with unlimited bookings, unlimited customers, multiple departments, online payment, and statistics. Generates revenue through upsell to Premium.
5. MitID Authentication (Optional Add-on): Strong authentication via MitID available as optional add-on, charged per initiated login at current price list rates.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Planway provides a cloud-based SaaS platform for appointment-based service businesses that combines 24/7 online booking, point-of-sale (POS), customer and inventory management, integrated payment processing (Planway Pay) with PCI-DSS Level 1 security, accounting integrations with Dinero/e-conomic/Billy, and a consumer marketplace (Jazzy). The platform is delivered via web and native mobile apps (iOS/Android) and is offered on a freemium model with a free Starter tier and a Premium subscription at 139 DKK per employee per month.

Product overview

Planway is a Danish all-in-one cloud-based business management platform for service-based businesses, consisting of a core booking and POS system with integrated mobile app, supplemented by the Planway Pay payment processing module and the Jazzy marketplace. The platform is offered in two tiers: a free Starter version covering unlimited bookings, customers, and basic features, and a Premium version (139 DKK/month/employee) adding gift cards, SMS reminders, accounting integrations, waitlists, website builder, discount codes, and free payment terminal. Key integrated modules include online booking with 24/7 availability, point-of-sale with inventory management, analytics dashboards, customer verification, multi-location management, scheduling tools, resource management, custom messaging, recurring appointments, and accounting data exports to Dinero, e-conomic, and Billy. The platform processes over 20 million bookings and serves more than 6,500 businesses primarily in the beauty and wellness sector.

Differentiator

Problem solved

Functional benefit

Brands

• Jazzy: An online marketplace that connects businesses with consumers, enabling easier appointment booking for consumers and increased exposure for businesses.

Products and services

• Planway Cloud-based online booking and POS system designed for service-based businesses, providing calendar management, customer database, appointment scheduling, inventory tracking, and payment processing in a unified web platform.
• Planway App

Quantifiable outcome

• 6,500+ businesses across Denmark use Planway
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core.

• DinerocoreTechnology or IntegrationNative accounting integration with Dinero. Premium customers with Dinero Pro can automatically transfer sales and reconciliation data from Planway's POS system to their accounting software. Data transfers nightly as draft entries to the accounting ledger.
• e-conomic (Economic)coreTechnology or IntegrationAccounting integration enabling export of sales data to e-conomic for bookkeeping purposes. Supports automated data transfer for reconciliation.
• VisacoreTechnology or IntegrationPayment method supported through Planway Pay for both online and physical card transactions.
• MastercardcoreTechnology or IntegrationPayment method supported through Planway Pay for both online and physical card transactions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vagaro: Vagaro is an all-in-one salon, spa, and fitness booking platform with integrated payments and marketplace. Directly comparable in feature scope, vertical focus, and PLG-style SaaS positioning.
• Booksy: Booksy provides appointment booking, marketing, and POS software for barbers, hair stylists, and beauty professionals. Direct competitor in the same SMB beauty/wellness vertical with online booking and payment workflows.
• Fresha: Fresha is a global beauty/wellness booking and payments platform offering a free SaaS plus integrated payment processing. Direct overlap with Planway in online booking, POS, and integrated payments for salons, barbershops, and spas.
• Salonized: Salonized is a European (Netherlands-based) salon and barber software with online booking, POS, and payments. Closest comparable European peer to Planway in vertical, size, and feature scope.
• Phorest Salon Software: Phorest is a salon software platform with online booking, POS, client management, and marketing — focused on hair and beauty salons. Comparable in vertical depth and SaaS-plus-payments monetization.
• Salon Booking System: Salon Booking System is a WordPress-based booking plugin for hair salons, beauty salons, and barbershops. A direct SaaS/booking competitor in the salon vertical, particularly for smaller European SMBs.
• SimplyBook.me: SimplyBook.me offers customizable online booking systems for service businesses across verticals including beauty, wellness, and healthcare. Comparable appointment scheduling SaaS with optional integrated payments and similar SMB self-serve model.
• Treatwell: Treatwell is a leading European hair and beauty booking marketplace plus salon SaaS. Competes with Planway in appointment booking, consumer marketplace (like Jazzy), and salon management across Europe.

Broad incumbents

• Square Appointments (Block): Square Appointments bundles online booking, POS, integrated payments, and broader commerce tools for service-based SMBs. Overlaps with Planway on booking + payments and brings massive scale and capital.
• Mindbody: Mindbody is an established wellness booking and business management platform serving salons, spas, and fitness studios. Comparable feature set (booking, POS, payments) at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/planwaycom
• LinkedInlinkedin.com/company/planwaycom

Compliance2 records

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 Planway