myAthenaAI

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Boulevard vs myAthenaAI

Boulevard: Premium booking, payments and client platform for US salons, spas and medspas. myAthenaAI: the AI-native clinic management system for aesthetic and beauty clinics — booking, clinic management, stock and marketing in one system, with Athena, the AI built in, doing the work.

The short answer

Boulevard is clinic software your team operates. It keeps the diary and the records; you still do the answering, chasing, booking and marketing.

myAthenaAI does the work for you. It's a full clinic management system (booking, client records, stock, payments, staff) with Athena built in. She knows the clinic, and she answers every WhatsApp, Instagram DM, Messenger message, text, email and phone call, and books, moves and takes deposits inside the diary. She runs the reminders, follow-ups and rebooking, answers anything you ask about the business, and makes the marketing: campaigns, images, before-and-afters, content and your website.

Why myAthenaAI

  • It covers more of a clinic's work: 53 of the 54 features we compared, against Boulevard's 27 (counting its paid add-ons and partial versions). Included as standard: myAthenaAI 53, Boulevard 12.
  • It gives you time back. Other systems keep the diary while you do the work. Athena does the answering, booking, chasing, follow-ups and marketing herself, on every channel and the phone, 24/7. See your own hours back.
  • It has every angle covered. Front desk, owner assistant, the clinic's running, marketing and content, your website and your ad tracking, in one clinic management system with one login, instead of booking software plus add-ons plus five other tools.
  • It's built for appointment businesses, by people who've run them. Made specifically for aesthetic clinics, med spas, salons and practitioner-led clinics, by people who have built and run clinics.
  • It's AI-native, not bolted on. Athena runs inside the system, so she knows the clinic: the same Athena who answers your clients works from your diary, client history, treatments, prices and policies, and she's the one you ask about takings and stock. Other systems add an AI receptionist on top; in myAthenaAI the receptionist is one of the jobs she does.
  • It's built for where clinic software is going. The whole system was built around Athena, and new capabilities ship every week.

Feature counts are from this page's comparison, checked 3 November 2026 against each vendor's own website.

How many hours a day would she give you back?

With other clinic software, the software keeps the diary and you still do the work: replying, chasing, booking, following up and posting. With myAthenaAI, Athena does that work, so the hours come back to you and the bookings that slip through missed calls and no-shows come back too.

Every clinic is different, so we don't print a made-up number. Answer eleven quick questions and see your hours a day back and bookings won back a month, with every assumption shown.

Get my estimate

Feature by feature

FeaturemyAthenaAIBoulevard
Who does the work
Who answers, books, chases and markets Athena does itAthena answers, books, chases, follows up and makes the marketing. You approve and treat. You and your teamThe software gives you tools; you or your staff operate them.
AI built in, not sold as an add-on IncludedThe AI is the product: one employee across every job, not an add-on. Paid add-on / higher planAI receptionist Beau (beta, phone only): $125/mo per location for 200 minutes, then $0.60/min; free Aug–Nov 2026. source
Hours given back and bookings won back Get your estimateHours a day back and bookings won back, worked out from your own week. You still do the workBooking software saves some admin; the answering, chasing, booking and marketing are still yours.
AI front desk
AI replies on WhatsApp IncludedReplies by herself, 24/7, and books from the chat. Not listed on their siteNo WhatsApp channel found; the AI receptionist handles phone calls only. source
AI replies to Instagram DMs IncludedAnswers DMs (and the story they replied to) and books from the chat. Not listed on their siteNo Instagram DM handling found; the Instagram integration is a Book Now button. source
AI replies on Facebook Messenger IncludedSame brain and booking power on Facebook Messenger. Not listed on their siteNo Facebook Messenger handling found; the Facebook integration is a Book Now button. source
AI replies to texts (SMS) IncludedReplies to texts and books. Not listed on their siteHelp centre says the AI receptionist doesn't respond to incoming texts; it only sends booking links. source
AI replies to emails IncludedAnswers client emails and can book. Not listed on their siteNo AI email replies found; replies to email blasts go to the location's email address. source
AI answers the phone IncludedAnswers in a natural voice, knows returning callers, books during the call. Paid add-on / higher planAI receptionist 'Beau' (beta) answers calls, texts a booking link rather than booking; $125/mo/location. source
Books, moves and cancels inside the conversation IncludedBooks, moves, cancels, adds or swaps treatments in the real diary. PartialOn calls, Beau texts a booking or client-portal link; help centre says it never books on its own. source
Sends deposit and payment links in the conversation IncludedSends deposit, balance or payment links; the amount comes from the system. PartialThe booking link Beau texts collects a card on file; separate deposit or payment links not described. source
Understands voice notes IncludedUnderstands WhatsApp and Instagram voice notes. Not listed on their siteNo voice-note handling found; messaging is SMS plus secure client-portal messages. source
Owner assistant
Ask anything about your business IncludedAsk by chat or voice: takings, gaps, no-shows, top clients, stock. 50+ instant answers. Not listed on their siteBillie chat assistant answers product-support questions; plain-language questions about business data not found. source
Tell her to do it (move, cancel, message, block time) Included"Move Sarah to 3pm", "block Friday", "text her": hundreds of actions, by role. Not listed on their siteNo owner AI that moves bookings, messages clients or blocks time found. source
Growth ideas from your own numbers IncludedOffer and campaign ideas from your margins, quiet days and lapsed clients. Not listed on their siteNo AI growth suggestions found; Precision Scheduling optimises slots and automated campaigns pick recipients algorithmically. source
Reports and daily brief IncludedReports, spoken day and client briefs, optional daily and weekly digests. IncludedReal-time reports and dashboards by provider, service and location; no AI owner summary described. source
Running the clinic
Online booking IncludedOn your Smart Site, or straight from the conversation. IncludedClient self-booking online on all plans, plus Instagram, Facebook and Google booking buttons. source
Diary and staff calendar IncludedYour real diary: rooms, practitioners, treatment times, rota. IncludedScheduling across providers, rooms and devices with treatment and transition times. source
Deposits and no-show protection IncludedDeposits at booking, chased automatically; saved-card charges; trusted-client exemptions. IncludedDeposits, prepayments, card on file and late-cancel/no-show fees charged at checkout. source
Fills cancelled slots automatically IncludedA freed slot is offered to waitlisted clients and booked when one says yes. IncludedOnline booking waitlist managed by staff; separate automated 'Last-Minute Openings' campaign messages clients about gaps. source
Appointment reminders IncludedWhatsApp, SMS or email reminders, plus confirmations and change notices. IncludedAutomatic confirmations plus email and text reminders; texts need dedicated number and incur usage fees. source
Rebooks clients who went quiet IncludedSpots who's due back and reaches out in your voice. Paid add-on / higher planAutomated 'Reminder to Book' and 'Rescue Lost Clients' campaigns; $2 per resulting completed appointment. source
Aftercare and check-in messages IncludedAftercare, day-3 and day-7 check-ins, progress-photo requests. Not listed on their sitePost-visit notifications listed are receipts and rating requests; no aftercare follow-up type found. source
Consent and medical forms IncludedSent before the visit, signed in the client's members area. Paid add-on / higher planDigital intake/consent forms; Forms add-on from $65/mo per location, included in Prestige. source
AI-written treatment notes IncludedDictate or type; Athena tidies the treatment note. Not listed on their siteCharting uses saved text shortcuts (Phrases); AI note writing not found. Beau writes call summaries only. source
Stock IncludedLevels, orders, suppliers, usage forecast, margin per treatment. IncludedProduct stock tracking, adjustments, suppliers and on-hand reports; injectable usage tracking for medspas. source
Drafts reorders; reads serial numbers from a photo IncludedDrafts reorders of what's low for your approval; reads serials from a label photo. Not listed on their sitePurchase orders are built by staff; bulk add can filter by stock level. Automated reorder drafting not found. source
Payments IncludedStripe and Square: payment links, deposits, saved cards, refunds. IncludedIntegrated payments and Duo POS hardware; standard processing rates not published. source
Marketing and content
Email / SMS / WhatsApp campaigns IncludedEmail, SMS and WhatsApp campaigns and sequences. IncludedEmail and text campaigns; email allowance per plan, texts charged on usage. source
AI builds the campaign (audience and messages) IncludedAthena picks the audience and offer and writes the drafts; you approve. PartialBuilt-in AI helps with email copy and design; automated campaigns pick recipients algorithmically ($2 per completed appointment). source
Revenue from each campaign IncludedBookings and revenue from each campaign. IncludedReports bookings, completed appointments and revenue per campaign, counted within 7 days of sending. source
AI images and flyers in your brand IncludedTreatment images and promo flyers, with your real logo and colours. IncludedBoulevard AI can generate custom imagery for marketing emails, alongside subject lines and copy. source
Before-and-after assistant IncludedAuto-aligns, checks and brands side-by-sides; won't send without consent. PartialGallery shows two client photos side by side for download; alignment or branded layouts not found. source
Content research (trends, viral videos, search questions) IncludedViral aesthetics videos and competitor ads analysed; the questions people search. Not listed on their siteNo content or trend research tools found. source
Content planner IncludedPlans the week and reminds you on the day; you post. Not listed on their siteNo social post planner found; social media support is adding booking links and buttons. source
Writes posts and captions IncludedPost ideas, captions and shot-by-shot storyboards. Not listed on their siteAI helps draft email copy; no social post or caption creation found. source
Writes your blog and newsletter IncludedWrites and publishes SEO blog posts and a newsletter. PartialAI helps write marketing email copy; no blog writer found. source
Voiceovers in your own voice IncludedVoice Studio: scripts and voiceovers, even WhatsApp voice notes, in your voice. Not listed on their siteAI receptionist speaks as Boulevard's voice 'Beau'; owner voice cloning not found. source
Review requests IncludedAsks for a Google review after the visit. Paid add-on / higher planAutomatic rating requests by email/text; 4-5 star raters prompted to Google/Yelp/Facebook. Premier plan and above. source
AI-drafted review replies IncludedDrafts on-brand replies for you to post; turns good reviews into images. Not listed on their siteNo AI review reply drafting found. source
Smart Site
Clinic website IncludedThe Smart Site: your clinic's website, built for you. Not listed on their siteBooking overlay and client portal only; no website builder found. source
A page per treatment, with prices and booking IncludedEvery treatment gets its own page with prices, aftercare and booking. Not listed on their siteNo website builder found; the booking overlay embeds on your own site. source
Courses and upgrades offered at booking IncludedRecommends a multi-session course at the booking step, with the per-session price. IncludedSelf-booking suggests recommended services, add-ons, memberships and gift cards while clients book. source
AI on the website (chat or voice) IncludedVisitors chat or talk to Athena; she answers and sends them to book. Not listed on their siteBeau answers phone calls only; AI chat for website visitors not found. source
Built to be found by ChatGPT and AI search IncludedStructured pages, llms.txt and IndexNow so ChatGPT and Google can read and quote you. Not listed on their siteNo website builder or AI-search site features found. source
Ads and tracking
Traces bookings to the ad that made them IncludedWhich source and which Meta ad brought each lead, booking and pound. PartialCounts bookings from its own automated campaigns for billing; ad-level tracking only via Klaviyo on Enterprise. source
Server-side tracking IncludedFirst-party, server-side tracking through your own site address. Paid add-on / higher planBoulevard sends booking-flow events to Meta using your Conversions API token; not on Essentials plans. source
Sends bookings and revenue back to ad platforms IncludedBookings and payments, with value, sent to Meta, Google, TikTok, ChatGPT and Microsoft. Paid add-on / higher planBooking and purchase events, with values, sent to Meta Conversions API; not on Essentials. Google offline conversions not found. source
Syncs client lists as ad audiences IncludedClient and lead lists kept in sync as ad audiences; opt-outs left out. Not listed on their siteNo ad audience sync found; the Klaviyo integration (Enterprise plan) connects onward to Meta and Google Ads. source
AI ad advisor (what to back, pause, make next) IncludedTells you which ads to back or pause and briefs the next one. Not listed on their siteNo AI ad recommendations found. source
Also compared
Consumer marketplace for new clients Not offeredNot a marketplace: Athena works your own channels and clients. Not listed on their siteNo consumer marketplace found; offers Reserve with Google booking integration. source
Treatment records and photos IncludedClient history, notes, photos and serial numbers on every appointment. Paid add-on / higher planCharts, notes and photo upload via Forms & Charts; photo markup and sign-off need Medspa add-on. source
Two-way WhatsApp inbox IncludedOne inbox per client across every channel; staff can take over any time. Not listed on their siteNative messaging is SMS only; WhatsApp appears only via Klaviyo integration on Enterprise plan. source
Instagram DMs in the inbox IncludedInstagram DMs in the same inbox. PartialInstagram Book Now button opens booking overlay; no Instagram DM handling listed. source

✓ 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.

Boulevard's AI receptionist (Beau) is in beta. No UK availability is stated on its site.

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.

Where myAthenaAI goes further

What myAthenaAI does that we couldn't find on Boulevard's own site:

Where Boulevard may be the better fit

Switching from Boulevard

When you apply, we ask which system you book clients in with today so we know what we'd move your clients and diary over from. Every clinic is installed by hand, and Athena is trained on your treatments, prices, policies and tone before she answers anyone. Before you move, read what to check before switching booking software.

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