“Can a scheduling and payments SaaS for beauty and wellness become the full financial operating system for the underserved self-care industry?”
Founded in 2016 as an online booking platform for salons and spas, Boulevard evolved into a full-stack business management SaaS for appointment-based self-care businesses. The company moved into embedded payments in 2021 by becoming a certified PayFac, internalizing payment processing under the Boulevard Payments™ brand. In 2024 it launched Boulevard Capital via Pipe to address the historically underserved access to growth capital for women- and minority-owned beauty businesses, deepening its embedded finance layer beyond payments into lending.
Boulevard discloses Fifth Third Bank as its banking provider, according to the Embedded Finance Index 2026.
Boulevard does not disclose a bank charter of its own; its banking services are provided through Fifth Third Bank.
Boulevard processes payments through Boulevard Payments (self-operated).
Boulevard's lending and capital products are provided by Pipe.
The Embedded Finance Index 2026 maps 3 layers in Boulevard's stack: Payments / PSP (Boulevard Payments (self-operated)); Banking / BaaS (Fifth Third Bank); Lending (Pipe and Boulevard Capital).
Boulevard was founded by Matt Danna and is founded in 2016, headquartered in Los Angeles, California, USA.
Boulevard has raised $188M in total (latest round: Series D, 2024; valuation: $800M post-money (2024)).
Get a read on where your own stack stands against Boulevard and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.