Case study · Lorenly
A booking platform per business.
Lorenly gives appointment businesses everything they need to run on bookings: online booking day and night, payments and deposits, reminders, marketing and a website of their own, each under the business's own brand.
- Product
- Web platform + owner app for iPhone
- Built for
- Salons, clinics, studios, lessons, trades
- Languages
- Seven, including Dutch
- Scope
- Concept, design, build, launch, ongoing
- Links
- lorenly.com
App Store



The idea
Small appointment businesses juggle a booking tool, a payment terminal, a website, a reminder service and a spreadsheet of loyal clients. Lorenly brings that into one place, branded as the business's own, so clients book a salon, not a software vendor.
The challenge
The businesses Lorenly serves cannot afford downtime or mistakes. A lost booking is a lost day's income, a double booking is an angry client, and a payment that lands in the wrong place is a serious problem. At the same time, a one-chair salon cannot pay enterprise prices.
So the platform had to be dependable enough to run a business on, affordable enough for the smallest one, and flexible enough that a hair salon, a physiotherapist and a music teacher all feel it was made for them. And switching had to be painless: nobody moves their business if it means retyping years of clients.
How we approached it
We built one platform that many businesses share, with each business walled off from the others at the deepest level, so one business can never see another's clients. Every business still gets its own brand: its own booking page, its own website and domain, and its own emails in its own language.
We modelled the platform on the real work of a front desk rather than on software categories: the calendar, the client card, the deposit, the reminder, the gift card, the review request. Features are grouped into plans, and businesses switch on what they need without the rest getting in the way.
Moving across had to be safe. Real migrations were rehearsed against the old system, counted and reconciled booking by booking before anything went live. Releases go out without downtime, checked by an automated test suite first, so the calendar is never down on a busy Saturday.
What we built
Online booking, 24/7
Clients pick a service, a person and a time from real availability, on the business's own booking page or embedded in its site. Waitlists, recurring appointments and group classes included.
Payments and deposits
Deposits and payments at the moment of booking, the single biggest cut to no-shows, with invoices, tips and cancellation policies.
Grow and retain
Reminders, marketing campaigns, reviews, a loyalty programme, packages and gift cards.
Intake and consent forms
Questionnaires and consent forms that clients fill in and sign on their phone before they arrive, kept with the client record.
A website for every business
A branded website and booking page per business, more than one if they need it, all running on the same booking calendar.
Booking through AI assistants
Assistants like ChatGPT and Claude can find a business, check real availability and make a booking, with the deposit still paid by the client.
Run it from your pocket
An iPhone app for the owner, a calendar for the whole team, and reports that show what is working.
A marketplace for clients
A public directory where people discover businesses, compare reviews, find last-minute openings and manage their bookings.
Decisions that mattered
The money never passes through us
Payments go straight into each business's own payment account, through the provider it already uses. Lorenly takes no commission and never holds the money.
One platform, many brands
Every business gets its own branded booking site and domain, while sharing one platform underneath. That keeps it affordable for a one-chair salon.
Isolation first
Each business's data is separated at the database itself, and an automatic check refuses any new feature that would weaken that separation.
Switching made easy
Step-by-step guides and importers bring clients, booking history and gift cards across from Acuity, Fresha, Booksy and others.
Mobile first
Most clients book on a phone, so every booking screen was designed for a phone first.
Speaks the client's language
Booking pages, emails and reminders go out in the client's own language, in seven languages, with prices in the business's currency.
Where it is now
Lorenly is live and taking real bookings and payments every day, and we keep developing it.
More work
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Read the storyStart a project
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