list. Its software, designed specifically for independently run beauty businesses, includes appointment bookings, expense management and financial reporting tools, along with payment processing done with handheld readers boasting stylish designs suited to the industry. The buzz around merging payments with that sort of customer assistance, also called embedded finance, has helped GlossGenius secure $44 million in total funding and a $360 million valuation.
Meanwhile, Mudflap, another first timer on the list, is also focused on expanding its services within a particular industry segment. First it created an app that hooks up owner-operators and small truck fleets with truck stops offering fuel discounts through the platform; then it launched the Mudflap Fleet Card ; and now its rolling out tools to help business owners manage their fuel costs.