LONDON – Fresha, a leading all-in-one booking, payments, and business management platform for the beauty, wellness, and selfcare industries, is experiencing a surge in bookings driven by artificial intelligence (AI), according to a company announcement . The platform reports that 25% of bookings now originate from AI solutions like Google Gemini, ChatGPT, and Claude, representing a month-on-month growth rate of 50%.
This rapid growth underscores a significant shift in consumer behavior, with Large Language Models (LLMs) and generative AI becoming primary drivers for local service discovery. Fresha processes over 30 million appointments monthly, valued at more than $1.5 billion, positioning it as a key infrastructure component in the evolving landscape of service-based commerce.
Deep Integration with Google Fuels Growth
Central to Fresha’s success is its deep integration with Google’s ecosystem. More than 30,000 Fresha-partnered businesses utilize the platform’s native Google booking infrastructure each month, generating over 1.2 million appointments through Google Gemini, Google Search, and Google Maps. This integration solidifies Fresha’s position as the largest provider of real-time booking connectivity within global search results.
Fresha’s role extends beyond simply providing a booking platform. The company acts as a crucial data source for LLMs, ensuring that partnered salons, barbershops, and spas are readily discoverable and bookable through AI-driven search. This capability is transforming how consumers find and engage with local service providers.
Global Expansion and Regional Trends
The trend of AI-driven bookings is not limited to a single region. In the Asia-Pacific (APAC) markets, AI solutions now account for 25% of all online booking referrals, a substantial increase from approximately 14% two years ago. Europe also demonstrates strong growth, with 15% of new customers acquired through the Fresha Marketplace in the fourth quarter of . Similar increases are being observed across the Americas, the Gulf Cooperation Council (GCC), and South Africa, indicating a global behavioral shift.
Marketplace Performance and ROI
Fresha’s Marketplace generated over 3 million new client-to-business connections in , representing a 28% year-on-year increase. The Marketplace now accounts for nearly 10% of total new client acquisition on the platform. Retention rates are also strong, with 63% of Marketplace-acquired clients rebooking within 12 months, rising to 68% in Europe and the GCC. Notably, 15% of newly acquired clients book appointments with multiple businesses within their first year.
For businesses utilizing Fresha’s software, the return on investment is significant. Partners achieve a median 9x ROI, generating $9 in bookings for every $1 invested in new client acquisition. This demonstrates the platform’s ability to drive tangible business results.
AI-Powered Customer Support
Fresha’s commitment to AI extends beyond booking and marketplace functionality. The company’s proprietary AI Agent, Nova, now resolves over 80% of all global customer support tickets autonomously. Nova consistently achieves a customer satisfaction score of 4.6 out of 5, placing Fresha’s AI-powered support among the highest-rated in the SaaS and technology industry. This advancement reduces response times and maintains high-quality outcomes, enhancing the overall customer experience.
Fresha has deployed AI-driven security agents that proactively monitor transactions, detect anomalies, and prevent fraud, successfully stopping 99% of fraudulent attempts on the platform.
Future Outlook
According to James Hayward-Browne, Head of Brand and Marketing at Fresha, “We are witnessing a structural convergence of discovery and transaction across global selfcare markets. Search, social platforms and AI-driven interfaces are evolving into the customer journey. Fresha operates at the centre of this shift, powering booking infrastructure and business discovery directly within these environments. As consumer journeys become increasingly intent-led and conversational, our integrated marketplace, payments and booking platform enables partners to capture demand instantly and convert it into sustained, repeat revenue growth.”
Fresha’s strategy of combining marketplace acquisition, embedded search booking, social connectivity, and integrated payments within a unified global infrastructure positions the company as a key player in the future of service-based commerce. The platform caters to businesses of all sizes, from independent professionals to large-scale enterprises, providing a scalable and intelligent operating system for the selfcare industry.
