Moxie
“Can a medspa-focused vertical SaaS become the full financial and operational OS for the aesthetic healthcare industry by embedding payroll, banking, lending, and payments directly into its workflow platform?”
Founded in 2022 by Dan Friedman (who previously founded edtech company Thinkful), Moxie launched as a 'business-in-a-box' for nurses and clinicians opening medspas — combining compliance coaching, supply sourcing, and EHR/POS software into a single platform. Over 2023-2024, Moxie aggressively expanded its embedded finance stack, adding payroll (via Check), banking (via Stripe Treasury), and financing (Moxie Capital) to become the financial and operational OS for the aesthetic practice industry. The company's strategic arc mirrors vertical SaaS playbooks: own the workflow, then monetize via embedded financial services.