Vagaro

Vagaro is a private software-as-a-service company headquartered in Pleasanton, California. It provides business-management software and an online marketplace for businesses operating in the beauty, fitness, and wellness sectors. Its customer base includes salons, spas, barbershops, personal-care providers, fitness studios, and other appointment-led businesses. The platform is designed to combine operational tools that are often purchased separately. Its capabilities include online appointment booking, calendar and schedule management, customer records, marketing, reporting, payroll, inventory management, and payment acceptance. By bringing these functions into one system, Vagaro positions itself as an operating platform rather than only a consumer-facing booking directory. The marketplace component can help participating businesses present their services to prospective customers, while the management software supports activities after a booking has been made. Vagaro was founded in 2009 by Fred Helou. The company developed during the expansion of cloud-based software for small and medium-sized service businesses, where digital scheduling, customer communication, and integrated payments can replace manual booking processes and disconnected point solutions. Its sector focus differentiates it from broad horizontal business software providers by emphasizing the workflows and commercial needs of appointment-based beauty, wellness, and fitness operators. The company attracted institutional growth capital as it expanded. In 2018, it raised $63 million in a growth-equity financing round led by FTV Capital. In 2021, FTV Capital made a further investment at a reported valuation of $1 billion, giving Vagaro unicorn status; the amount of that financing was not disclosed in the cited reference material. The investment supported the company's continued expansion in the business-management and payments categories. Vagaro has also developed an international presence. In 2022, it opened a physical office in Stevenage, England, described as its first international office, to respond to growing demand in the United Kingdom and improve relationships with customers there. The company also has an office in Bozeman, Montana, in addition to its California headquarters. In 2025, Vagaro acquired Schedulicity, a competing scheduling and business-management service. The transaction was intended to broaden Vagaro's customer base and strengthen its position in the same market. Vagaro remains an active, privately held enterprise-software brand. Its overall proposition is centered on consolidating appointment management, customer engagement, business administration, payments, and marketplace discovery for specialized service businesses.

Vagaro was founded in 2009 by Fred Helou as cloud software adoption was accelerating among small and medium-sized service businesses. The company focused on beauty, fitness, and wellness operators, whose businesses depend on appointments, repeat customers, staff scheduling, and payments. Rather than serving as a general-purpose enterprise software provider, Vagaro built its proposition around the workflows of salons, spas, barbershops, fitness studios, and related businesses. Its platform brought together online booking and calendar management with customer records, marketing, reporting, payroll, inventory, and payment acceptance. This integrated approach addressed a common problem for appointment-based businesses: operating through separate scheduling, customer-management, point-of-sale, and administrative systems. Vagaro also operated an online marketplace, giving customers a way to discover and book participating providers while giving businesses another route to attract demand. The company entered a significant growth phase with institutional financing. In 2018, FTV Capital led a $63 million growth-equity round. The financing provided support for expansion in a market where vertical software providers increasingly combined subscription tools with payments and marketplace services. In 2021, FTV Capital invested again. The amount was not disclosed in the cited source, but the transaction valued Vagaro at $1 billion, making the company a unicorn. Vagaro subsequently expanded its physical footprint outside the United States. In 2022, it opened an office in Stevenage, England, its first physical international office according to the cited account. The office was intended to support growing United Kingdom demand and strengthen relationships with customers in that market. The company also maintained an office in Bozeman, Montana, alongside its Pleasanton headquarters. In 2025, Vagaro expanded through the acquisition of Schedulicity, a smaller competitor in the same broad scheduling and business-management sector. The acquisition was described as a way to enlarge Vagaro's customer base. It also reinforced the company's strategy of building scale in vertical software for appointment-led businesses. Vagaro is an active private company. Its history reflects the development of vertical SaaS from a scheduling tool into a broader operating system incorporating customer acquisition, administration, payments, and marketplace discovery. The available reference material does not establish a separate public listing, a parent company, or a current executive roster beyond the company's founder.

1. 2025Acquisition of Schedulicity

   Vagaro acquired Schedulicity, a smaller competitor, to expand its customer base in the scheduling and business-management software market.

   Source
2. 2022First international office

   Vagaro opened an office in Stevenage, England, to support its United Kingdom customer base and international growth.

   Source
3. 2021Unicorn valuation

   A further FTV Capital investment valued Vagaro at $1 billion. The investment amount was not disclosed in the cited source.

   Source
4. 2018Growth-equity financing

   Vagaro raised $63 million in a growth-equity round led by FTV Capital.

   Source
5. 2009Vagaro is founded

   Fred Helou founded Vagaro to serve the software and operational needs of beauty, fitness, and wellness businesses.

   Source

A vertical SaaS platform that combines business operations, online discovery, appointment booking, payments, and customer-management tools for beauty, fitness, and wellness businesses.

• Vagaro business-management platformVertical SaaS

  The core platform provides operational software for beauty, fitness, and wellness businesses. Its documented functions include appointment booking, calendar management, client records, marketing, reporting, payroll, inventory management, and payment acceptance. The integrated design is intended to let appointment-led businesses manage day-to-day operations and customer relationships within one cloud service.

• Vagaro online marketplaceOnline marketplace

  The Vagaro marketplace connects consumers with participating beauty, fitness, and wellness providers and supports online appointment discovery and booking. For businesses, it complements the administrative platform by offering an additional customer-acquisition channel alongside direct booking and client-management tools.

• Vagaro paymentsPayment acceptance

  Vagaro includes payment acceptance as part of its business software offering. The payment capability is designed for appointment-based operators that want to process customer transactions in connection with their bookings and broader business-management workflows.

• 2025Acquisition of SchedulicityM&A

  Schedulicity operated in the same broad scheduling and business-management software sector and was described as a smaller competitor.

  What changed. Vagaro acquired Schedulicity.

  Aftermath. The acquisition was intended to expand Vagaro's customer base and increase its scale in the vertical software market.

  Source
• 2022Establishing a United Kingdom officeStrategy

  Vagaro reported increasing demand from customers in the United Kingdom and sought a stronger local presence.

  What changed. The company opened its first physical international office in Stevenage, England.

  Aftermath. The office was intended to improve customer relationships and support Vagaro's international expansion in the United Kingdom.

  Source

• 2025Vagaro acquires Schedulicity

  Vagaro acquired Schedulicity, a smaller competitor in appointment scheduling and related business software, to expand its customer base.

  M&A
  Source
• 2022Vagaro opens its first international office in England

  Vagaro opened an office in Stevenage, England, to address increasing demand from United Kingdom customers and support closer customer relationships in that market.

  Other
  Source
• 2021Vagaro receives further FTV Capital investment at a $1 billion valuation

  Vagaro secured another investment from FTV Capital at a reported $1 billion valuation. The financing amount was not disclosed in the cited material, and the valuation made Vagaro a unicorn company.

  Other
  Source
• 2018Vagaro raises $63 million in growth-equity financing

  Vagaro raised $63 million in a growth-equity round led by FTV Capital to support expansion of its software and marketplace platform for beauty, fitness, and wellness businesses.

  Other
  Source

1. Vagaro