Rhodium is a Seattle-area startup launched by former Petabyte executives to help medical spas and beauty brands connect customer data with marketing. Its unusual model pairs a planned software platform with three direct-to-consumer beauty businesses—Rootine, SiO Beauty and Solomomo—giving the company an internal setting to use the technology it hopes to sell. GeekWire reported in March 2025 that Rhodium had raised $2 million in initial funding; the announcement described an ambitious strategy, not proof of customer growth or product results.
What Rhodium is building
Rhodium describes a software business for medical spas, beauty businesses and direct-to-consumer (DTC) brands. Its proposition goes beyond appointment booking: bring together operational, commerce, advertising and customer-history data, then use that view to help businesses coordinate marketing and customer interactions.
The company’s public site identifies Rhodium with medspa software, but provides limited detail about product availability or features: Rhodium. GeekWire’s March 11, 2025 launch coverage is the clearest public account of the company’s plans and founding team: GeekWire’s report on Rhodium.
That positioning puts Rhodium at the intersection of vertical software, customer-data tools and marketing automation. Whether it is primarily a data layer that works alongside existing systems or a broader platform intended to replace them remains unclear from the launch announcement.
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Who founded Rhodium, and why their experience matters
CEO Michael Hyman and COO Alex Krooglik came from Petabyte, a company that built software for veterinary clinics. GeekWire reported that Chewy acquired Petabyte in 2022 for $43.4 million. That history gives Rhodium’s leaders experience with software tailored to a specific service industry, where customer records and daily operations need to work together.
Krooglik also co-founded Embrace Pet Insurance. Hyman previously held roles at Oath, Amazon, Microsoft and other startups, according to GeekWire. The team also brings consumer-brand experience: Cindy Engstrom, founder of Solomomo, is Rhodium’s chief marketing officer; Rachel Sanders leads Rootine; and Audrey Leibovich leads SiO Beauty.
The mix matters because Rhodium’s challenge is not only to build software. It must make the product useful to businesses with different workflows, earn operators’ trust and show that its marketing tools improve on what those businesses already use.
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The problem Rhodium says it wants to solve
Rhodium’s thesis is that spas and beauty companies collect substantial customer and business data but often struggle to turn it into timely, effective action. Hyman described the opportunity to GeekWire as a market with “a lot of data and a lot of money” where the data is not being used effectively. That is the company’s diagnosis, not evidence that every spa has the same problem.
In the scenarios Rhodium is targeting, appointment and treatment records may sit apart from online purchases, advertising performance and customer communications. That can make it harder for an operator to see the whole relationship: what a customer bought or received, whether they returned, and which outreach preceded a booking or sale.
- A clinic may want to remind a customer to rebook after a treatment.
- A beauty brand may want to send a replenishment prompt or suggest a complementary product after a purchase.
- A spa may want to coordinate pre-appointment information and post-visit follow-up.
- A marketing team may want to connect advertising activity with bookings, repeat visits or online sales.
These are illustrative use cases for the type of system Rhodium described. The launch coverage did not provide a product demonstration or measured results showing that Rhodium had delivered them.
How the platform is intended to work
GeekWire reported that Rhodium’s platform was intended to take in information from electronic medical records (EMRs), Amazon, Shopify, Meta and Google, then use machine learning and AI to help automate marketing campaigns and customer touchpoints. Naming those sources does not establish that every integration was live, bidirectional or available to customers at launch.
- Bring records together: Combine relevant data from a clinic’s or brand’s existing systems, if supported integrations can connect them.
- Build a customer view: Use purchase, appointment or treatment history to identify customer segments and possible next actions.
- Trigger communications: Help operators send or automate messages around appointments, purchases and follow-up.
- Assess the outcome: Ideally, connect those communications to bookings, repeat visits or sales—but Rhodium had not publicly demonstrated attribution or incremental lift in the cited launch coverage.
For example, a customer who has not rebooked might receive a reminder, or a product buyer might receive a replenishment message. Those examples explain the intended workflow; they are not verified Rhodium campaigns or performance claims.
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Why combine software with three beauty brands?
At launch, Rhodium brought together three DTC businesses: Rootine, which sells drink-powder wellness blends; SiO Beauty, which sells skincare patches; and Solomomo, which makes a device intended to measure skin condition. GeekWire described the businesses as merging with Rhodium but did not specify their legal structure.
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The strategic idea is to use the company’s own brands as a practical test bed. Rhodium could apply its software to real commerce and customer-engagement workflows, learn from that use, and then offer the platform to outside operators. DTC brands and medspas differ, but both may need to organize customer data, encourage repeat business and coordinate communications across the customer lifecycle.
That arrangement has limits. An internally operated brand is not an independent paying customer, and its needs may not match a clinic’s. Running several consumer brands could also pull attention and resources away from software development. The strategy will be more persuasive if Rhodium can show that lessons from its portfolio transfer to outside businesses with different systems and economics.
How Rhodium fits into the software market
Rhodium’s proposed data-and-marketing layer enters a market where established platforms already combine many operating tools. GeekWire identified Seattle-area company Zenoti as a competitor, though the available launch coverage did not offer a feature-by-feature comparison.
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| Platform | What its cited materials describe | Published pricing signal |
|---|---|---|
| Rhodium | Intended to connect EMR, commerce and advertising data and automate marketing for beauty businesses; integration depth and availability were not established in the launch coverage. | Not stated in the cited launch coverage. |
| Zenoti | Markets a broad operating platform for salons, spas, medspas and other service businesses, including scheduling, POS, marketing, analytics and other functions. Its specific capabilities are vendor claims. | Quote-based; Zenoti says pricing is tailored to business needs. Communication usage may be consumption-based. |
| Mindbody | Markets beauty-business booking, payments, marketing, staff management, scheduling, reporting and integrations, including access to its consumer marketplace. | Mindbody’s U.S. materials say pricing starts at $79 per month per location for small fitness and wellness businesses; that is not a confirmed price for every beauty or medspa package. See its spa pricing explanation. |
| Boulevard | Markets salon, spa and medspa plans with operational and marketing features. | The page displayed promotional monthly prices of $140, $234 and $328 per location, with regular prices of $176, $293 and $410, when observed August 18, 2026. Annual billing was shown as saving 10%; prices and promotions can change. |
The alternatives illustrate different buying approaches, not a verdict on which product is best. Zenoti emphasizes breadth and quote-based purchasing; Mindbody combines business software with marketplace reach; Boulevard displays location-based tiers. Rhodium’s proposed distinction is its effort to join customer data across systems and use that data for marketing, but its actual differentiation cannot be judged without product and customer evidence.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What operators should verify before considering a platform like Rhodium
For an operator evaluating Rhodium or any data-driven marketing product, the key question is not simply whether it uses AI. It is whether it connects reliably to the systems already in use and leads to actions that are safe, useful and measurable.
- Integration depth: Which systems are supported today, and are connections native, API-based, export-based or manual? Can duplicate customer records be reconciled?
- Operational fit: Can staff build and adjust workflows without technical help? Can the product coexist with the clinic’s booking, POS and EMR tools?
- Clinical data and privacy: For medspas, ask what data is collected, how clinical information is separated from marketing use, whether the vendor will sign a business associate agreement where appropriate, and what privacy and security controls apply. No cited source establishes that Rhodium is HIPAA compliant.
- Consent and customer ownership: Clarify how marketing consent is recorded, who owns customer lists, and what export, retention and deletion rights apply if the business leaves.
- Proof of impact: Look for references and evidence linking campaigns to incremental bookings, repeat visits or sales—not just activity attributed to the platform.
- Implementation cost: Ask about migration, staff training, campaign setup and ongoing integration maintenance, as well as subscription fees.
A single-location business with little marketing volume may not need a sophisticated data platform. Multi-location groups may care more about centralized reporting and permissions, while a DTC brand with established commerce and marketing tools may prefer to add a focused layer rather than replace its stack. Poor source data, intrusive automation or recommendations that conflict with clinical judgment can undermine the value of any such system.
What is known—and what remains unproven
GeekWire reported that Rhodium raised $2 million in initial funding, had about 25 employees at launch, and counted Relevance Ventures and Loeb Ventures among its investors. Those figures describe the March 2025 launch announcement; they do not establish Rhodium’s current headcount, total funding, customer base or commercial scale.
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That distinction is central to assessing the company. Rhodium has a clear strategic experiment: apply vertical-software experience to beauty businesses while operating brands that could use the same tools. Whether that becomes a durable software advantage depends on evidence from independent customers, reliable integrations and measurable outcomes—not the strength of the launch thesis alone.
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