Mas­sage Apps Get A Pat on the Back

Soft Tis­sue ▶ In-home ser­vices Soothe and Zeel are ex­pand­ing with new cash ▶ “It’s just the best thing that ever hap­pened”

Bloomberg Businessweek (North America) - - Technology -

Vic­to­ria Land’s back aches. It’s been a month since the 31-year-old pub­li­cre­la­tions man­ager’s last mas­sage—her sched­ule’s un­pre­dictable. And al­most as bad was the ef­fort she used to have to put into try­ing to book an ap­point­ment at her lo­cal spa. In­stead, she pulls out her iphone and opens Zeel, an app that sum­mons a masseuse to her on de­mand. “It can fit into my timetable,” she says. “The fact that you just do the whole thing in your apart­ment—it’s just the best thing that ever hap­pened.”

In 19 U.S. cities, Zeel can send one of its 5,000-plus li­censed mas­sage ther­a­pists to your home, of­fice, or ho­tel room in as lit­tle as an hour. Mas­sages start at $105 for an hour, with prices vary­ing by lo­ca­tion, du­ra­tion, and whether the cus­tomer needs a mas­sage ta­ble. For devo­tees like Land, who says she uses the ser­vice at least once a

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