We are IT SmartFlex, a product company of the Vodafone Ukraine group. We have been working since 2019, we have the status of a resident of "Diya.City", and our team includes about 400 specialists. Development, support and data remain in Ukraine. Our main experience is in high-load telecom solutions, where a failure is measured by the number of subscribers who noticed it.
We are IT SmartFlex, a product company of the Vodafone Ukraine group. We have been working since 2019, we have the status of a resident of "Diya.City", and our team includes about 400 specialists. Development, support and data remain in Ukraine. Our main experience is in high-load telecom solutions, where a failure is measured by the number of subscribers who noticed it.
On November 11, 2026, we launched BeFlex — an all-in-one platform that brings together booking, scheduling, and a customer base for service businesses into one workspace. The product is designed for beauty salons, spas, barbershops, cosmetology offices, pet salons, studios, consultations, and hourly rentals. And for the first 180 days, businesses can use the full range of BeFlex features absolutely free of charge.
Before starting development, we looked at the gap between how a client wants to make an appointment and how a business actually accepts appointments. A person who is used to calling a taxi and ordering delivery in an app is not ready to write to a direct message and wait half a day for a response for a manicure.
Before we started, we collected data: 85% of customers look at social media reviews when choosing a new service business, and 78% use mobile apps to make a reservation. At the same time, about 30% of incoming calls to small businesses go unanswered, and 85% of people don't call back after an unsuccessful attempt.
According to our calculations, 15 lost records per week means about UAH 44,000 in lost profit per month (approximately UAH 528,000 per year). The actual amount of losses depends on the average check and workload of a particular business.
As a telecom team, we are used to building systems where resources are distributed between thousands of simultaneous sessions. In the service business, the principle is the same, only instead of sessions, the hour of the master's work is used. We have also taken into account the needs of specialists who work for themselves: corporate solutions are usually expensive and complicated for them.
The main problem we sought to solve was operational desynchronization. The foreman's schedule lives in one place, customer records in another, and the contact database in a third. The owner does not physically see his business holistically and assembles it manually each time. We made engineering and product decisions based on real market pain points.
The request came from the salons themselves. The master often works in two or three locations, and each one keeps its own schedule. The result is overbooking: a person is booked into a place where they physically won't be.
Busy time at one point closes the corresponding window at another, and the system takes into account the time spent moving between them. For the network, this eliminates a whole class of errors that were previously caught manually.
The BeFlex tariff counts users working in the system simultaneously, and you can create as many masters and locations as you want. The market habit of paying for each employee you hire punishes businesses for growth: adding a master to the database means getting a bigger bill, even if he works twice a week. For a network where administrators work in shifts, the difference in the bill is significant.
A typical service business puts its day together manually: the master's schedule in a personal calendar, entries in notes, client contacts in messengers. We have collected this into a single office - locations, masters, services, schedule and clients in one system, with different rights for the owner, administrator and master.
We have moved the history of visits to the client's profile instead of correspondence. You can add a comment to each entry, and the next time the master sees the context without asking questions. We transfer the database from another service via XLS/CSV from day one: a business that has already accumulated customers will not start from scratch.
Together with the business platform, we created a free application for end customers that brings together the services of all BeFlex businesses. A person opens it to sign up for their master and sees other establishments nearby.
The app is only valuable when it has enough businesses with live schedules.
A standard 14-day trial proves nothing to the owner of a service business. In two weeks, he doesn't even have time to transfer the database, not to mention the effect on repeat entries. Decisions to change the system here are made slowly: seasonality, workload, and the team's habit of working in the old way interfere.
Half a year is a real cycle during which a business goes through both a high season and a recession, and has time to compare the numbers. That's why our trial is complete: it works the same as on the paid plan, because the version with blocked features only shows the product shell. The plan can be changed or canceled at any time during the trial period.
IT SmartFlex takes the risk consciously — the product must prove its worth before the business starts paying. After the trial period, a line of three tariffs operates: Essential for self-employed craftsmen, Standard for teams, and Pro for networks.
The main indicator for us is the share of businesses that continue to schedule in BeFlex every day a month after launch. The second is how many entries come through the application and web form without the participation of an administrator.
The immediate plans are to expand beyond Kyiv and beyond the beauty segment: massage studios, grooming, hourly rental of sports grounds. The logic of signing up for a slot is the same there.
You can see the convenience of automation on the website beflex.com.ua — the first 180 days of use are free.
