Urban (formerly Urban Massage) is a UK-based on-demand wellness marketplace app that lets consumers book at-home and at-work treatments including massage, beauty, osteopathy, physiotherapy and fitness from a network of vetted self-employed practitioners. Founded in 2014 by Jack Tang and Giles Williams in London, the company rebranded from Urban Massage to Urban in November 2018 to reflect its expansion beyond massage into a broader wellness platform. Urban operates across London and the South East, Manchester, Birmingham, Coventry, Liverpool, Edinburgh, Glasgow and Paris, with thousands of freelance practitioners on its platform who receive a higher share of booking value than the typical high-street salon. In 2023 the company launched a platform-as-a-service offering allowing third-party wellness providers to deliver mobile versions of their services through Urban's tech.
Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Founded
2014
Employees
51–200
Total Funding
$35.9M
7 rounds
Total raised $35.9M across 7 rounds
Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Last updated 05-19-2026
Latest Round
Type
Seed
Date
June 2, 2015
Amount
Undisclosed
Valuation
$0.01B
Lead Investors
| Date | Round | Amount Raised | Valuation | Lead Investors |
|---|---|---|---|---|
| September 23, 2020 | Equity Crowdfunding (Series B Follow-On) | £5.9M (~$7.5M) | — | BNF Capital |
| May 14, 2019 | Series B | $10M (~£8.45M / ~€9M) | — | Accelerated Digital Ventures (ADV) |
| June 2018 | Equity Crowdfunding | £3.5M (~$4.5M) | — |
Competitor list is illustrative and may be incomplete, stale, or erroneous.
Soothe
US-headquartered marketplace for on-demand at-home massage, skincare, hair and beauty services, with operations in the US, UK and Australia.
Zeel
US on-demand massage marketplace that pioneered the 'massage on demand' category, founded in 2012.
Blys
Australian on-demand at-home massage and beauty marketplace connecting consumers with mobile therapists.
Ruuby
UK on-demand beauty and wellness booking platform delivering at-home treatments in London.
Urban Company
India-based at-home services marketplace (massage, beauty, home repairs) with international operations in UAE, Saudi Arabia and Singapore; IPO'd on NSE/BSE in September 2025.
Treatwell
European online booking platform for hair and beauty salons, headquartered in London and operating across multiple European countries.
No. Urban Massage is a private company and does not have a public stock ticker or trade on a public stock exchange. Its shares are generally held by founders, employees, investors, and other private shareholders. Buyers and sellers may be able to transact in Urban Massage shares through private secondary transactions, but any transaction depends on share availability, buyer and seller agreement, transfer restrictions, company approval rights, and any applicable right of first refusal. There is no guarantee that Urban Massage will complete an IPO or other liquidity event.
Yes, it is sometimes possible to buy Urban Massage shares pre-IPO through private secondary transactions. This depends on finding a willing seller, company approval, and satisfying any transfer restrictions or rights of first refusal.
Buyers interested in buying Urban Massage shares on the secondary market typically do so through SetterVC and other secondary-market platforms, subject to eligibility requirements, share availability, transfer restrictions, and issuer approval. Buyers may need to satisfy sophistication, accreditation, institutional, platform, regulatory, or other eligibility requirements before participating. Once eligible, buyers may be able to view listings, make bids, and work with a licensed broker through the transaction process. Buyers should ensure they have appropriate legal and financial advisors guiding them before completing any transaction.
SetterVC currently shows one valuation mark for Urban Massage based on funding rounds, tender offers, secondary-market indications, and other reported or collected valuation marks. Urban Massage's valuation was approximately $12M as of June 2, 2015. Secondary-market prices may differ from this valuation based on share class, transaction size, transfer restrictions, supply and demand, company performance, and broader market conditions. SetterVC and Setter Capital does not verify the accuracy or completeness of valuation data, and buyers and sellers should confirm current information before relying on it.
Urban Massage's latest disclosed funding round was a Equity Crowdfunding (Series B Follow-On) round in September 23, 2020. The round raised approximately £5.9M (~$7.5M), with BNF Capital listed as disclosed lead or major investors. Primary funding rounds are different from secondary transactions: in a primary round, capital goes to the company, while in a secondary transaction, investors buy existing shares from current shareholders. Funding-round data reflects publicly reported or collected information and may be incomplete.
Urban Massage has raised approximately $35.9M in disclosed funding across 7 rounds. These figures reflect primary capital raised by the company and do not include every possible secondary transaction, undisclosed round, debt facility, or private transfer. Reported funding totals can change as new rounds are announced or older round details are corrected. Eligible users can use SetterVC to track Urban Massage's funding history alongside private-market activity where available.
Urban Massage's disclosed investors include BNF Capital, Accelerated Digital Ventures (ADV), Felix Capital, Firestartr and Passion Capital. Investor lists are based on public reporting, company announcements, and collected funding-round data, and may be incomplete. Participation in a prior funding round does not mean those investors are currently buying or selling shares. On SetterVC, eligible users can review Urban Massage's funding history, valuation history, and private-market activity alongside other venture-backed companies.
Urban Massage's most-cited competitors include Soothe, Zeel, Blys, Ruuby, Urban Company and Treatwell. Investors often compare these companies by sector, product focus, valuation, funding raised, growth signals, investor base, and private-market activity.
Secondary-market demand for Urban Massage shares can be affected by company performance, revenue growth, profitability, funding history, valuation, investor interest, sector momentum, public-market conditions, expected timing of a liquidity event, and the availability of shares for sale. Demand can also be affected by transfer restrictions, company approval rights, right of first refusal processes, limited information, and the price expectations of buyers and sellers. Strong demand does not guarantee strong pricing, liquidity, or investment returns. Weak demand does not necessarily reflect the company's long-term prospects. Demand signals should not be treated as a recommendation or prediction of investment performance. Buyers and sellers should treat demand signals as informational and conduct their own diligence before transacting.
Sellers often rely on intermediaries and platforms, such as SetterVC and other secondary-market platforms, to identify potential buyers. The exact process varies by company and transaction, but sellers often begin by confirming their ownership, desired price, transferability, and any company approval or notice requirements. If the seller agrees with a buyer on acceptable price and terms, the company may need to be notified through a share transfer notice or similar process. If a right of first refusal, company approval right, or other transfer restriction applies, the seller may need to wait until that process is completed. The parties may then execute a purchase and sale agreement, complete required transfer documentation, and close if all required conditions are satisfied. Sellers should always seek proper legal and financial advice before completing the transaction.
Yes, current and former Urban Massage employees, early investors, and other existing shareholders may be able to sell vested shares before an IPO through a private secondary sale. This is not automatic; it depends on whether the shareholder has transferable shares, whether there is buyer demand, and whether the company's governing documents permit the transfer. Many companies require prior notice, company approval, or a right of first refusal before shares can be sold. Sellers should also seek proper legal and financial advice before proceeding.
A Urban Massage secondary transaction usually involves an existing shareholder selling shares to a buyer before a public listing. The buyer and seller typically agree on price, number of shares, share class, and closing conditions. The seller may then need to notify Urban Massage through a share transfer notice or similar process. If Urban Massage or existing investors have approval rights, transfer restrictions, or a right of first refusal, those steps may need to be completed before the transfer can close. The parties typically enter into a purchase and sale agreement, complete any required transfer documentation, and close only if the necessary conditions are satisfied. Timing and certainty can vary by company and transaction.
In most private secondary transactions, parties commonly use a purchase and sale agreement that outlines price, terms, and conditions. They may also use share transfer documentation, often a stock transfer notice, share transfer notice, transfer instruction, or similar document, along with any required company approval or right of first refusal materials. Proof of ownership, such as a cap table entry, share certificate, brokerage statement, issuer confirmation, or administrator confirmation, may also be important. Buyers often request recent company financials, but private companies may limit disclosure. Since every deal varies, buyers and sellers should consult legal and financial advisors to understand which documents are needed.
Buying Urban Massage shares pre-IPO is risky. Shares are illiquid, no IPO or liquidity event is guaranteed, valuations can change, transfers may require company approval, and private companies may provide limited financial disclosure. Be prepared for total loss. SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, verify information, and seek independent legal and investment advice before proceeding.
Private secondary shares are typically illiquid. Unlike public stocks, there is no active public market, so selling them can be difficult and time-consuming. Sales depend on finding a willing buyer and often require company approval. Investors should be prepared to hold the shares for an extended period, with no guarantee of a future sale. Always assess your need for liquidity before investing.
SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, including verifying ownership, transferability, legal structure, company approval, and assessing the company's prospects. SetterVC and Setter Capital do not provide advice on whether an investment is good, what price to pay, or what the best bid or ask is. SetterVC and Setter Capital may share documents in some circumstances, but it does not guarantee their accuracy or completeness. Due diligence is essential. Seek legal and investment advice as needed.
Before buying Urban Massage shares, a buyer should try to review the share class, price per share, implied valuation, transfer restrictions, ROFR process, company approval rights, seller ownership evidence, recent financing or tender-offer information, available financial information, information rights, resale restrictions, tax considerations, and expected liquidity paths. Not all information may be available for a private company. Buyers should confirm available diligence, process details, and information needs with their own legal, tax, and investment advisers.
SPVs carry risks. Examples include the need to confirm the company allows SPV-based transfers, verify that the SPV truly owns the shares or interests it claims to own, and ensure it has not sold more interests than it holds. Due diligence is essential. Seek legal and investment advice as needed.
Forward contracts carry risks. Examples include the seller refusing to transfer the shares at the future date, even if the seller owns them, the seller going bankrupt with creditors claiming the shares, or the seller committing the same shares to multiple parties. Due diligence is essential. Seek legal and investment advice as needed.
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