SimplyBook.me

SimplyBook.me is the online appointment booking platform Ingvar Gudmundsson bootstrapped from Reykjavik, Iceland (with offices in Cyprus) in 2009. It serves over 50,000 businesses across every service vertical — hair salons, personal trainers, medical clinics, lawyers, escape rooms, tour operators, and language tutors — providing each with a branded booking page, staff scheduling, payment collection, and automated reminders. The company grew to $5M+ ARR with 80+ employees. SimplyBook.me differentiated from Calendly and Acuity Scheduling by going deep on complex scheduling scenarios: multiple staff members with individual availability, service durations that vary by staff skill level, resources that must be booked alongside a staff member (a tennis court plus an instructor), and multi-location businesses with different offerings per location. This complexity coverage made it the default choice for established service businesses with non-trivial booking logic that simpler tools couldn't handle.