myAthenaAI

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Ovatu vs myAthenaAI

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

Ovatu 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 Ovatu's 20 (counting its paid add-ons and partial versions). Included as standard: myAthenaAI 53, Ovatu 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

FeaturemyAthenaAIOvatu
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. Not listed on their siteNo client-facing AI found on official pages; site stresses 'real people, never bots' support. 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 or AI messaging found; shared inbox covers email, SMS and booking messages. source
AI replies to Instagram DMs IncludedAnswers DMs (and the story they replied to) and books from the chat. Not listed on their siteInstagram 'Book now' button on both plans; no DM handling or AI replies found. source
AI replies on Facebook Messenger IncludedSame brain and booking power on Facebook Messenger. Not listed on their siteFacebook 'Book now' button on both plans; no Messenger handling or AI replies found. source
AI replies to texts (SMS) IncludedReplies to texts and books. Not listed on their siteSMS replies land in a staff-operated shared inbox; no AI replies found. source
AI replies to emails IncludedAnswers client emails and can book. Not listed on their siteEmail replies land in a staff-operated shared inbox; no AI replies found. source
AI answers the phone IncludedAnswers in a natural voice, knows returning callers, books during the call. Not listed on their siteNo AI or automated call answering found on official pages. source
Books, moves and cancels inside the conversation IncludedBooks, moves, cancels, adds or swaps treatments in the real diary. Not listed on their siteNo AI found; clients self-book via minisite, widgets or Book.app. source
Sends deposit and payment links in the conversation IncludedSends deposit, balance or payment links; the amount comes from the system. Not listed on their sitePayment request emails and online deposits exist; no AI sending them in conversations found. source
Understands voice notes IncludedUnderstands WhatsApp and Instagram voice notes. Not listed on their siteNo voice-note handling found; inbox covers email, SMS and booking 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 siteStandard reports (sales, retention, business summary); no AI question answering 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-facing AI assistant found on official pages. source
Growth ideas from your own numbers IncludedOffer and campaign ideas from your margins, quiet days and lapsed clients. Not listed on their siteRetention reports and customer filters; no AI growth suggestions found. source
Reports and daily brief IncludedReports, spoken day and client briefs, optional daily and weekly digests. IncludedReports for sales, appointments, retention and a business summary; no AI insights found. source
Running the clinic
Online booking IncludedOn your Smart Site, or straight from the conversation. IncludedOnline booking of appointments and classes, website widgets and a hosted booking site on both plans. source
Diary and staff calendar IncludedYour real diary: rooms, practitioners, treatment times, rota. IncludedAppointment diary with drag-and-drop rescheduling, buffer times and staff rosters on both plans. source
Deposits and no-show protection IncludedDeposits at booking, chased automatically; saved-card charges; trusted-client exemptions. IncludedDeposits or full prepayment at booking on both plans; 2022 notice says stored cards can't be charged in UK/EEA. source
Fills cancelled slots automatically IncludedA freed slot is offered to waitlisted clients and booked when one says yes. Paid add-on / higher planSimple waitlist on both plans; automated waitlist on the Loaded plan only. source
Appointment reminders IncludedWhatsApp, SMS or email reminders, plus confirmations and change notices. IncludedAutomated email and SMS appointment reminders on both plans; SMS charged per message. source
Rebooks clients who went quiet IncludedSpots who's due back and reaches out in your voice. IncludedAutomated rebooking reminders by SMS or email at a set interval, on both plans. source
Aftercare and check-in messages IncludedAftercare, day-3 and day-7 check-ins, progress-photo requests. Paid add-on / higher planAutomated aftercare emails and SMS are Loaded plan only. source
Consent and medical forms IncludedSent before the visit, signed in the client's members area. Paid add-on / higher planConsultation forms with builder, automation and online completion are Loaded plan only. source
AI-written treatment notes IncludedDictate or type; Athena tidies the treatment note. Not listed on their siteSOAP notes and formulas typed by staff; no AI dictation or summaries found. source
Stock IncludedLevels, orders, suppliers, usage forecast, margin per treatment. IncludedProduct sales and stock calculation on both plans; stocktakes and purchase orders on Loaded. 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 on the Loaded plan; no automatic or suggested reorders found. source
Payments IncludedStripe and Square: payment links, deposits, saved cards, refunds. IncludedBuilt-in POS; Stripe, Square, PayPal; card terminals including Square and SumUp. source
Marketing and content
Email / SMS / WhatsApp campaigns IncludedEmail, SMS and WhatsApp campaigns and sequences. Paid add-on / higher planMass email and SMS campaigns and customer segments are Loaded plan only. source
AI builds the campaign (audience and messages) IncludedAthena picks the audience and offer and writes the drafts; you approve. Not listed on their siteTargeted campaigns filtered manually (Loaded plan); no AI audience picking or message writing found. source
Revenue from each campaign IncludedBookings and revenue from each campaign. Not listed on their siteReports cover sales, appointments and retention; no per-campaign booking or revenue report found. source
AI images and flyers in your brand IncludedTreatment images and promo flyers, with your real logo and colours. Not listed on their siteNo AI image generation found; asset library and photo gallery only. source
Before-and-after assistant IncludedAuto-aligns, checks and brands side-by-sides; won't send without consent. Not listed on their siteBefore-and-after photos attach to customer profiles; no pairing, aligning or branded comparison tools 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 research tools found on the marketing features page. source
Content planner IncludedPlans the week and reminds you on the day; you post. Not listed on their siteNo social planner or post scheduler; Meta integration is for Facebook and Instagram booking. source
Writes posts and captions IncludedPost ideas, captions and shot-by-shot storyboards. Not listed on their siteNo social post or caption creation found on marketing feature page. source
Writes your blog and newsletter IncludedWrites and publishes SEO blog posts and a newsletter. Not listed on their siteNo blog or newsletter writing found; customisable email templates only. source
Voiceovers in your own voice IncludedVoice Studio: scripts and voiceovers, even WhatsApp voice notes, in your voice. Not listed on their siteNo voice cloning or AI voice features found on official pages. source
Review requests IncludedAsks for a Google review after the visit. IncludedAutomated review requests after appointments on both plans. source
AI-drafted review replies IncludedDrafts on-brand replies for you to post; turns good reviews into images. Not listed on their siteAutomated review requests and reviews shown on booking site; no AI review replies found. source
Smart Site
Clinic website IncludedThe Smart Site: your clinic's website, built for you. IncludedHosted mini-website on both plans; custom pages and own domain on Loaded. source
A page per treatment, with prices and booking IncludedEvery treatment gets its own page with prices, aftercare and booking. PartialLoaded plan adds custom pages (e.g. team, policies, pricing); dedicated per-treatment pages not described. source
Courses and upgrades offered at booking IncludedRecommends a multi-session course at the booking step, with the per-session price. Paid add-on / higher planAdd-ons at online checkout and online pass purchases are Loaded plan only (first employee £30 / $38). 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 siteNo AI chat on the booking minisite found; Ovatu stresses human support. 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 siteReserve with Google for local visibility; no schema, llms.txt or SEO tools for the minisite 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. PartialGoogle Analytics integration listed; no per-ad or per-campaign booking attribution described. source
Server-side tracking IncludedFirst-party, server-side tracking through your own site address. Not listed on their siteGoogle Analytics on the minisite is the only tracking integration listed. source
Sends bookings and revenue back to ad platforms IncludedBookings and payments, with value, sent to Meta, Google, TikTok, ChatGPT and Microsoft. Not listed on their siteNo Conversions API or offline conversions found; Meta integration covers booking via Facebook and Instagram. 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 siteCustomer sync to Mailchimp and SendPulse mailing lists; no ad-platform audience sync found. 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 ad recommendations or AI ad analysis found on official pages. source
Also compared
Consumer marketplace for new clients Not offeredNot a marketplace: Athena works your own channels and clients. IncludedBookApp customer app includes business search, booking and chat with Ovatu businesses. source
Treatment records and photos IncludedClient history, notes, photos and serial numbers on every appointment. IncludedSOAP notes plus photo and document uploads on customer profiles; form annotations on Loaded. source
Two-way WhatsApp inbox IncludedOne inbox per client across every channel; staff can take over any time. Not listed on their siteShared inbox covers email and SMS; WhatsApp not found on official pages. source
Instagram DMs in the inbox IncludedInstagram DMs in the same inbox. Partial'Book now' button for Facebook and Instagram on both plans; no Instagram DM handling found. 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.

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 Ovatu's own site:

Where Ovatu may be the better fit

Switching from Ovatu

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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