“Can a self-care SaaS platform become the financial OS for the salon and spa industry by embedding working capital and payments into its software?”
Founded in 2016 as an online booking and scheduling tool for salons and spas, Boulevard evolved into a comprehensive AI-driven SaaS platform covering scheduling, marketing automation, and payment processing for appointment-based self-care businesses. In March 2024, Boulevard deepened its embedded finance footprint by launching Boulevard Capital, a merchant cash advance program built on Pipe's infrastructure, targeting the underserved women- and minority-owned self-care sector. The capital product represents Boulevard's strategic expansion beyond software into financial services, monetizing its proprietary sales-history data to underwrite advances without credit checks.
Boulevard Capital's lending and capital products are provided by Pipe.
Boulevard Capital integrates with QuickBooks Online.
The Embedded Finance Index 2026 maps 2 layers in Boulevard Capital's stack: Lending (Pipe and Boulevard Capital (merchant cash advance)); Accounting (QuickBooks Online).
Boulevard Capital was founded by Matt Danna and is founded in 2016, headquartered in Los Angeles, California, USA.
Boulevard Capital 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 Capital 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.