EatNow founders just raised $2.6 million for their new 'Menulog for beauty' startup

Bookwell’s Matt Dyer and Nathan Airey. (Source: supplied)

Two entrepreneurs that made their name creating a business that eventually merged with Menulog has raised $2.6 million for their next big idea.

Sydney’s Matt Dyer and Nathan Airey launched their new startup Bookwell today, while revealing the seed capital raising round attracted investments from Lux Group chief Adam Schwab and a range of private investors. is a matchmaking engine that allows beauty and wellness service providers to fill empty appointment slots with potential customers that are nearby.

Dyer said the startup is using a similar business model to his previous business EatNow, which performed a similar service for restaurants and merged with Menulog in 2015 to fend off competition from foreign brands.

“Salons and therapists spend thousands each year on marketing to fill empty appointments… Bookwell is the first one-stop platform with venues, reviews and different services for customers that will instantly boost profits across categories — including hair, tanning, massage, nails and waxing,” he said.

The launch this week sees the platform open with 750 businesses in the five mainland state capitals. Dyer and Airey claim that the pilot saw 20% month-on-month growth in usage.

The new money would be used to expand its geographic reach and fill out the supplier listings.

“With most salons only open certain hours to take bookings and customers frustrated calling different venues to book treatments, we look forward to becoming the market leader in providing a quick and easy way to book beauty and wellness appointments all over Australia,” said Dyer.

Several Australian startups that facilitate appointment bookings have made headlines this year including HealthEngine, which serves medical practioners and secured $26.7 million in series C funding in April.

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