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Fresha, Phorest, Pabau, Cliniko and more vs myAthenaAI

Fresha, Phorest, Pabau, Cliniko and the rest are booking and practice management software: good tools that you and your team operate. myAthenaAI is an AI-native clinic management system — booking, clinic management, stock and marketing in one — where Athena, the AI built in, does the work.

The score, section by section

Section	myAthenaAI	Fresha	Phorest	Pabau	Cliniko	Timely	Ovatu	Boulevard	Vagaro	Mindbody	Square Appointments
AI front desk	9/9	4/9	4/9	8/9	0/9	0/9	0/9	3/9	2/9	5/9	3/9
Owner assistant	4/4	1/4	2/4	2/4	1/4	1/4	1/4	1/4	3/4	2/4	4/4
Running the clinic	12/12	11/12	12/12	12/12	10/12	11/12	10/12	9/12	11/12	11/12	10/12
Marketing and content	12/12	5/12	6/12	7/12	3/12	3/12	2/12	7/12	7/12	5/12	6/12
Smart Site	5/5	3/5	1/5	3/5	0/5	2/5	3/5	1/5	4/5	4/5	3/5
Ads and tracking	5/5	3/5	3/5	1/5	1/5	1/5	1/5	3/5	1/5	1/5	1/5

Features each one has, counting paid add-ons, higher plans and partial versions in their favour.

AI-native, not AI bolted on

myAthenaAI was built AI-native: Athena is built into the clinic management system, not added on top. Where these systems have AI at all, it's usually one job, and usually sold separately:

• Fresha: AI Concierge is an add-on: £23.95 messaging or £79.95 calls+messaging per location/month. source
• Phorest: Front Desk AI is an 'add to any plan' add-on; price not published (quote only). source
• Pabau: Client-facing AI agents need Engage Plus: £99 / $130 per location monthly, plus usage credits; 3 months free. source
• Boulevard: AI receptionist Beau (beta, phone only): $125/mo per location for 200 minutes, then $0.60/min; free Aug–Nov 2026. source
• Vagaro: Per help-centre excerpt, Vera Receptionist costs £10/mo UK ($10 US) plus a text plan; marketing pages say included. source
• Mindbody: AI Concierge included in Ultimate plan, add-on on Accelerate; price not published. source
• Square Appointments: Square Assistant, which Square calls AI-enabled, is free with Appointments; shown on US/Canada pages only. source

No client-facing AI listed on their own sites: Cliniko, Timely, Ovatu.

All 54 features: them vs myAthenaAI

Feature	myAthenaAI	Fresha	Phorest	Pabau	Cliniko	Timely	Ovatu	Boulevard	Vagaro	Mindbody	Square Appointments
Who does the work
Who answers, books, chases and markets	✓ Athena does it	— You and your team	— You and your team	— You and your team	— You and your team	— You and your team	— You and your team	— You and your team	— You and your team	— You and your team	— You and your team
AI built in, not sold as an add-on	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	£ Paid add-on / higher plan	£ Paid add-on / higher plan	✓ Included
Hours given back and bookings won back	→ Get your estimate	— You still do the work	— You still do the work	— You still do the work	— You still do the work	— You still do the work	— You still do the work	— You still do the work	— You still do the work	— You still do the work	— You still do the work
AI front desk
AI replies on WhatsApp	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
AI replies to Instagram DMs	✓ Included	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
AI replies on Facebook Messenger	✓ Included	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site
AI replies to texts (SMS)	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	£ Paid add-on / higher plan	◐ Partial
AI replies to emails	✓ Included	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
AI answers the phone	✓ Included	£ Paid add-on / higher plan	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	◐ Partial	◐ Partial
Books, moves and cancels inside the conversation	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	◐ Partial	£ Paid add-on / higher plan	◐ Partial
Sends deposit and payment links in the conversation	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site	◐ Partial	— Not listed on their site
Understands voice notes	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Owner assistant
Ask anything about your business	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	✓ Included	— Not listed on their site	✓ Included
Tell her to do it (move, cancel, message, block time)	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial
Growth ideas from your own numbers	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	✓ Included	◐ Partial
Reports and daily brief	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Running the clinic
Online booking	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Diary and staff calendar	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Deposits and no-show protection	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Fills cancelled slots automatically	✓ Included	✓ Included	◐ Partial	✓ Included	◐ Partial	£ Paid add-on / higher plan	£ Paid add-on / higher plan	✓ Included	✓ Included	✓ Included	£ Paid add-on / higher plan
Appointment reminders	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Rebooks clients who went quiet	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	£ Paid add-on / higher plan	✓ Included	£ Paid add-on / higher plan	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan
Aftercare and check-in messages	✓ Included	◐ Partial	✓ Included	✓ Included	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	✓ Included	£ Paid add-on / higher plan	— Not listed on their site
Consent and medical forms	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan	£ Paid add-on / higher plan	£ Paid add-on / higher plan	✓ Included	✓ Included
AI-written treatment notes	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Stock	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	£ Paid add-on / higher plan	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Drafts reorders; reads serial numbers from a photo	✓ Included	✓ Included	✓ Included	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	✓ Included	✓ Included	£ Paid add-on / higher plan
Payments	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included	✓ Included
Marketing and content
Email / SMS / WhatsApp campaigns	✓ Included	✓ Included	✓ Included	◐ Partial	◐ Partial	£ Paid add-on / higher plan	£ Paid add-on / higher plan	✓ Included	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan
AI builds the campaign (audience and messages)	✓ Included	◐ Partial	£ Paid add-on / higher plan	◐ Partial	— Not listed on their site	◐ Partial	— Not listed on their site	◐ Partial	◐ Partial	◐ Partial	◐ Partial
Revenue from each campaign	✓ Included	✓ Included	✓ Included	◐ Partial	◐ Partial	— Not listed on their site	— Not listed on their site	✓ Included	◐ Partial	£ Paid add-on / higher plan	£ Paid add-on / higher plan
AI images and flyers in your brand	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site
Before-and-after assistant	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	◐ Partial	— Not listed on their site	— Not listed on their site
Content research (trends, viral videos, search questions)	✓ Included	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Content planner	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial
Writes posts and captions	✓ Included	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Writes your blog and newsletter	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	£ Paid add-on / higher plan	◐ Partial	◐ Partial
Voiceovers in your own voice	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Review requests	✓ Included	✓ Included	✓ Included	✓ Included	◐ Partial	£ Paid add-on / higher plan	✓ Included	£ Paid add-on / higher plan	✓ Included	£ Paid add-on / higher plan	£ Paid add-on / higher plan
AI-drafted review replies	✓ Included	£ Paid add-on / higher plan	— Not listed on their site	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site
Smart Site
Clinic website	✓ Included	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	✓ Included	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	✓ Included	✓ Included
A page per treatment, with prices and booking	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Courses and upgrades offered at booking	✓ Included	✓ Included	✓ Included	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	£ Paid add-on / higher plan	✓ Included	✓ Included	✓ Included	◐ Partial
AI on the website (chat or voice)	✓ Included	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	£ Paid add-on / higher plan	— Not listed on their site
Built to be found by ChatGPT and AI search	✓ Included	£ Paid add-on / higher plan	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	◐ Partial	✓ Included
Ads and tracking
Traces bookings to the ad that made them	✓ Included	◐ Partial	£ Paid add-on / higher plan	◐ Partial	◐ Partial	◐ Partial	◐ Partial	◐ Partial	◐ Partial	◐ Partial	◐ Partial
Server-side tracking	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site
Sends bookings and revenue back to ad platforms	✓ Included	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site
Syncs client lists as ad audiences	✓ Included	◐ Partial	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
AI ad advisor (what to back, pause, make next)	✓ Included	— Not listed on their site	◐ Partial	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site
Also compared
Consumer marketplace for new clients	— Not offered	✓ Included	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	✓ Included	— Not listed on their site	✓ Included	✓ Included	◐ Partial
Treatment records and photos	✓ Included	◐ Partial	✓ Included	✓ Included	✓ Included	£ Paid add-on / higher plan	✓ Included	£ Paid add-on / higher plan	◐ Partial	◐ Partial	◐ Partial
Two-way WhatsApp inbox	✓ Included	— Not listed on their site	£ Paid add-on / higher plan	£ Paid add-on / higher plan	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	— Not listed on their site	◐ Partial	— Not listed on their site
Instagram DMs in the inbox	✓ Included	◐ Partial	◐ Partial	£ Paid add-on / higher plan	— Not listed on their site	◐ Partial	◐ Partial	◐ Partial	◐ Partial	— Not listed on their site	◐ Partial

✓ Included  ·  £ Paid add-on or higher plan  ·  ◐ Partial  ·  — Not listed on their official site (it may exist; we couldn't find it). Competitors checked 3 November 2026 against each vendor's own website and help centre, with a source on every cell of the one-to-one pages. Spotted something out of date? Email hello@myathenaai.com and we'll correct it.

Fresha, Phorest, Pabau, Cliniko, Timely, Ovatu, Boulevard, Vagaro, Mindbody and Square are trademarks of their respective owners; their names and logos are shown only to identify their products. myAthenaAI isn't affiliated with or endorsed by them.

myAthenaAI notes: answering clients on every channel and the phone is on the Assistant + Reception plan. Tracking and analytics (server-side tracking, conversion feedback, audience sync, per-ad attribution and the AI ad advisor) are included. Automations are switched on per clinic. What myAthenaAI doesn't do (yet): she doesn't make outbound calls or transfer calls; she replies in English; she plans and writes your social posts, but you post them; review replies are drafted for you to post.

One-to-one comparisons

• vs

  Fresha vs myAthenaAI

  Booking software plus consumer marketplace for beauty, wellness and some health businesses.

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• vs

  Phorest vs myAthenaAI

  Salon, spa and aesthetic clinic software for growing businesses, pitched at 3+ staff.

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• vs

  Pabau vs myAthenaAI

  All-in-one practice management and clinical records for medspas, aesthetic and medical clinics.

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• vs

  Cliniko vs myAthenaAI

  Practice management software for allied health and clinical practitioners, such as physiotherapists.

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• vs

  Timely vs myAthenaAI

  Booking and payments software for hair and beauty professionals, solo to multi-location.

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• vs

  Ovatu vs myAthenaAI

  Booking and business software for salons, spas, beauty and wellness businesses.

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• vs

  Boulevard vs myAthenaAI

  Premium booking, payments and client platform for US salons, spas and medspas.

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• vs

  Vagaro vs myAthenaAI

  All-in-one booking, payments and marketplace software for salons, spas, clinics and fitness.

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• vs

  Mindbody vs myAthenaAI

  Business software for fitness studios, wellness and beauty businesses, with a consumer booking app.

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• vs

  Square Appointments vs myAthenaAI

  Low-cost booking and payments for small service businesses, part of Square's POS ecosystem.

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Not comparing software? See receptionist, VA or answering service vs myAthenaAI.