Exclusive: Latin American salon software company AgendaPro gets $35M

AgendaPro, a Latin America-focused maker of management software for beauty salons, physicians, and sports centers, raised $35 million led by Riverwood Capital.

Why it matters: Consumers are increasingly spending on self-care and wellness — from GLP-1 to 10-step skin care routines — leading salons to adopt new technologies to manage growth.

How it works: Most appointment bookings in Latin America currently happen manually, via Whatsapp.

• AgendaPro links with users' Whatsapp accounts, automatically syncing up bookings on the calendar and sending out appointment reminders on behalf of the salon.
• AgendaPro can also help handle payments, track income and expenses, calculate staff commission, and can help generate taxes.
• CEO Julio Guzmán says governments in Mexico and Brazil effectively requires real-time transaction information — adding another layer of complexity when it comes to invoicing.

What's next: AgendaPro plans to use this capital to grow, including boosting its AI receptionist offering, which automates WhatsApp bookings. Previously, a human still had to agree to take the initial appointment.

• Customers currently pay a subscription fee for AgendaPro, a separate fee for payments, and will pay additionally for the receptionist.

Context: "To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases," per a McKinsey & Co. report that estimated the market to be worth $2 trillion.

Zoom out: Similar offerings in the U.S. include Boulevard, which recently hit an $800 million valuation, and GlossGenius that hit $510 million in 2023.

The big picture: Guzmán says some of the fastest growing segments in the industry include anti-aging treatments like botox, and male aesthetic treatments.