Try JENA, the alternative to Ovatu for hair & beauty pros
Switch from Ovatu to a simpler, solo-first setup with clear VAT-inclusive UK pricing, your own branded website and AI support when you want it. JENA starts at £9/month and takes zero booking commission.
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100% Successful Migrations
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No Commission Fees
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Your Brand
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Setup in 30 minutes
1000+ Beauty Pros in 11 Countries Trust JENA 🌍
At a glance
JENA costs £9, £29 or £49 a month, VAT included. Ovatu's UK pricing selector lists Neat at £20 and Loaded at £30 a month for the first bookable employee, then £6 or £9 for each additional bookable employee. Ovatu charges 7p per SMS, and its agreement says prices exclude applicable taxes unless inclusion is stated. Ovatu offers deeper POS, class, stock, roster and integration tools. JENA is the simpler solo-first option with an owned website in Pro and Max and an AI suite in Max.
Is This Happening To You?
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Paying £20 for Neat or £30 for Loaded before SMS and any applicable tax
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Adding £6 or £9 each month for every extra bookable employee
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Paying 7p for every SMS reminder or campaign message
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Managing salon-level POS, stock, roster and reporting tools when your solo setup needs something simpler
JENA vs. Ovatu
Ovatu
Monthly Cost
From £9/month, VAT included.
The UK selector lists Neat at £20/month or Loaded at £30/month for the first bookable employee. VAT inclusion is not stated. Ovatu's agreement says amounts exclude applicable taxes unless inclusion is stated.
Team membership
£15 per person/month, VAT included.
Neat costs £6/month for each additional bookable employee. Loaded costs £9/month. Unlimited non-bookable user logins are included.
Commission on Bookings
Always 0% commission on all bookings.
No booking or marketplace commission is listed on the current official pricing and product pages reviewed.
Minimum Fee Per Booking
Never.
No per-booking minimum fee is listed on the current official pages reviewed.
Email Confirmations
Included.
Appointment confirmations and email appointment reminders are included in Neat and Loaded.
SMS Reminders
SMS confirmations and reminders are included in Pro and Max. Starter includes email confirmations and reminders.
Available in Neat and Loaded at 7p per message, in addition to the monthly plan. No included SMS allowance is listed.
Marketing Emails
Included in Pro and Max.
Mass email campaigns are available in Loaded, not Neat. No public email allowance is listed.
SMS Campaigns
5p per message.
Available in Loaded at 7p per message. No included SMS allowance is listed.
Payment processing
Card payments through Stripe, from 1.5% + 30p per transaction.
Payments run through integrations including Stripe, Square, PayPal and SumUp. Ovatu does not publish one platform-wide UK processing rate on the official pages reviewed.
AI tools
Max at £49/month, VAT included, includes AI Setter, AI Coach and AI Receptionist.
No proprietary Ovatu AI assistant is listed on the official pricing, feature and help pages reviewed.
Smart Scheduling & Gap Elimination
Included in Pro and Max.
Gap minimisation is included in Neat and Loaded, with global and per-employee controls.
Website Presence
Branded website with custom domain included in Pro and Max.
A branded Ovatu mini-site, website widgets and a custom book.app URL are included in Neat and Loaded.
Competitors Shown
Never. Your website shows only your business and brand.
Ovatu provides a business-specific mini-site. No shared consumer marketplace is listed on the official pages reviewed.
Domain Name
Use your own custom domain with Pro and Max.
A custom book.app URL is included in both plans. Using your own website domain is included in Loaded, not Neat.
Support
Real human support via phone & chat included.
Free phone, email and live-chat support is included in Neat and Loaded.
Ovatu's UK prices and plan mapping were checked against its browser-rendered pricing selector, help guides and SaaS agreement on 24 August 2026. JENA facts were checked against JENA's live pricing page on the same date. See the sources below.
Which platform suits your business?
The better choice depends on how much operational depth you need and how simple you want your day-to-day setup to feel.
JENA may suit you if...
- You are a UK solo professional who wants clear VAT-inclusive monthly pricing.
- You want a branded website on your own domain with Pro or Max.
- You want consultation forms, marketing, SMS reminders, Smart Scheduling and Gap Elimination in Pro and Max.
- You want Max's AI Setter, AI Coach and AI Receptionist.
Ovatu may suit you if...
- You run classes or need POS, stock, rosters, reporting and several payment integrations.
- You want a simple waitlist, inventory, calendar feeds and Reserve with Google in Neat.
- You need Loaded's forms, automated waitlist, gift cards, passes, loyalty, campaigns or deeper stock tools.
- You are comfortable with per-bookable-employee pricing and paying separately for SMS.
The JENA Difference
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Look Professional & Build Trust
Get your own branded website that feels premium. Show off your work. Your brand, your style, with a professional look.
"I always try to market myself like a premium brand... JENA lets me do that. My website finally looks how I want my brand to feel."
- Becky
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Get Your Evenings Back
Let clients book themselves, send confirmations and reminders automatically, and take deposits without late-night admin.
"I was constantly on my phone in the evening... now I'm not. My husband said 'You're not on your phone as much anymore.'"
- Andrea
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Your Business, Your Rules
Give clients one direct route to your business. Build your own brand, keep control of the experience and choose only the tools you need.
"I don't want to compete. I want something that takes them directly to me, and JENA lets me do just that."
- Lucy
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Clear UK Pricing
Choose Starter at £9, Pro at £29 or Max at £49 a month, VAT included. JENA takes zero commission on bookings. SMS marketing costs 5p per message and card-processing fees start at 1.5% + 30p.
"JENA works out better for me because I know where I stand with money."
- Lauren
Features That Matter to Solo Business Owners
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Your Own Booking Website
Show your services, work and personality on a branded website. Pro and Max include your own custom domain.
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Deposits & Card Payments
Take deposits, capture cards and accept payments through Stripe. Reduce no-shows without chasing clients.
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Smart Booking System
Let clients book online 24/7. Pro and Max add SMS reminders, Smart Scheduling and Gap Elimination.
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Digital Consultation Forms
Collect the information and consent you need before or after appointments. Included in Pro and Max.
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Portfolio & Client Reviews
Show your work and client feedback on your JENA website. Included in Pro and Max.
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Business Management
Keep bookings, client records, payments and day-to-day admin together in one solo-first system.
Switching is Simple (and Risk-Free)
We handle the migration
Our team imports your clients, bookings and available history into JENA at no extra cost.
1.
Set up your branded website
We help you create your JENA website and connect your own domain on Pro or Max.
2.
Share your new booking link
Update your website, Instagram and regular clients so bookings continue through your new setup.
3.
Choose the plan that fits
Start on Starter, Pro or Max based on the tools you need. JENA takes zero booking commission.
4.
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100% migration success rate
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Keep your Google ranking
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Zero booking disruption
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Full data ownership
BUILT FOR
SOLO BUSINESS OWNERS
BUILT FOR
HOME SALONS
BUILT FOR
CHAIR RENTERS
BUILT FOR
SOLO BUSINESS OWNERS
BUILT FOR
HOME SALONS
BUILT FOR
CHAIR RENTERS
BUILT FOR
SOLO BUSINESS OWNERS
BUILT FOR
HOME SALONS
BUILT FOR
CHAIR RENTERS
Simple pricing. No commission. No contracts.
Transparent pricing. All prices include VAT.
Starter
£9 /month
or £6.58/month paid yearly (£79/year)
- Booking link
- Unlimited bookings (no client fees)
- Email confirmations and reminders
- Card payments + Tap to pay
- Deposits + card capture
- Free migration support
- Real human support
Try JENA free →
MOST POPULAR
Pro
£29 /month
or £20.75/month paid yearly (£249/year)
- Everything in the Starter plan
- Branded booking site
- Consultation forms
- Email marketing
- SMS confirmations and reminders
- Multiple locations
- Portfolio gallery & client reviews
- Client self-management portal
- Discount codes
- Smart scheduling and gap elimination
Try JENA free →
NEW
Max Plan
£49 /month
or £33.25/month paid yearly (£399/year)
- Everything in the Pro plan
- AI Setter - books your clients 24/7
- AI Coach - business insights on demand
- AI Receptionist - helps you run your business
Try JENA free →
All prices include VAT. Start with a 14-day free trial. No payment required. Cancel anytime. JENA charges zero commission on bookings. Card payments use Stripe from 1.5% + 30p per transaction. SMS marketing costs 5p per message. Team membership costs £15 per person per month, VAT included.
Solo Beauty Pros love JENA
The Numbers Don't Lie
Download our free Booking System Comparison Calculator and enter your real subscription, team, SMS and payment costs to compare your current setup with JENA.
Last Few Questions?
How much does Ovatu cost for a UK business?
What is the difference between Ovatu Neat and Loaded?
Does Ovatu support a custom domain and gap minimisation?
Does Ovatu charge commission on bookings?
Which platform may suit a UK solo hair or beauty professional?
What is included in JENA's plans?
Can JENA help with migration from another booking system?
Ready to Take Back Control?
A booking system should make solo business feel simpler. Move with free migration support, choose the JENA plan that fits, and give clients one direct place to book with you.
Try the app for free
14-day free trial. No payment required. Cancel anytime.
Try the app for free
14-day free trial. No payment required. Cancel anytime.
Start with the tools you need today. Upgrade only when your business needs more.
BUILT FOR
SOLO BUSINESS OWNERS
BUILT FOR
HOME SALONS
BUILT FOR
CHAIR RENTERS
BUILT FOR
SOLO BUSINESS OWNERS
BUILT FOR
HOME SALONS
BUILT FOR
CHAIR RENTERS
BUILT FOR
SOLO BUSINESS OWNERS
BUILT FOR
HOME SALONS
BUILT FOR
CHAIR RENTERS
Disclaimer & Sources
Ovatu prices, plan contents and terms were checked against official pages on 24 August 2026 and can change. The browser-rendered United Kingdom pricing selector lists Neat at £20 and Loaded at £30 for the first bookable employee, additional bookable employees at £6 or £9, and SMS at 7p per message. Ovatu's pricing page does not state that VAT is included, and its SaaS agreement says amounts exclude applicable taxes unless inclusion is stated. No booking or marketplace commission, minimum booking fee, platform-wide UK payment rate or fast-payout fee was listed on the official pages reviewed, so we have not invented those values. JENA pricing and features were checked against JENA's live pricing page on the same date, and JENA prices include VAT. Check both companies' current terms before deciding.
Disclosure: JENA is our product. Ovatu is a separate company and was not involved in this comparison. JENA created this page because Ovatu appears in our UK customer and switching conversations. That is customer evidence, not an independent market-share statistic.
Sources checked 24 August 2026:
