“Can a vertical booking marketplace become the financial OS for the global beauty & wellness industry by layering payments and capital on top of free SaaS?”
Founded 2015 as Shedul, a free salon scheduling tool. Pivoted in 2020 to Fresha — a two-sided beauty/wellness marketplace monetizing through embedded payments rather than SaaS subscriptions. Now layering embedded finance (Fresha Capital) on top of its payments volume to deepen monetization per merchant, following the Toast/Shopify playbook for vertical SaaS.
Fresha processes payments through Adyen, Adyen for Platforms and Checkout.com.
Fresha's lending and capital products are provided by Adyen Capital.
Fresha uses Adyen for FX and cross-border payouts.
The Embedded Finance Index 2026 maps 3 layers in Fresha's stack: Payments / PSP (Adyen, Adyen for Platforms and Checkout.com); Lending (Adyen Capital and Fresha Capital); FX & payouts (Adyen).
Fresha was founded by William Zeqiri and Nicholas Miller and is founded in 2015, headquartered in London, United Kingdom.
Get a read on where your own stack stands against Fresha 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.