Tuft is a UK-built dog grooming platform with a compelling pitch: a free plan, a dedicated customer app, and a two-sided marketplace that helps groomers get discovered by pet owners. On paper, that sounds like a great deal.
But the question every groomer should ask is: do you want a marketplace between you and your customers? That is the real difference between Bookd and Tuft.
Bookd vs Tuft at a glance
| Feature | Bookd | Tuft |
|---|---|---|
| Online booking | Yes — your branded page | Yes — via Tuft app & widget |
| Automated SMS reminders | Growth plan and above (from £39/mo) | Limited (Essential) / Unlimited (Pro) |
| Client & pet records | Yes | Yes |
| Booking approval workflow | Yes — review & confirm | No |
| Deposit protection | Yes — Stripe-powered, Growth and above | Not specified |
| Platform fee per booking | £0 | £1.25 (paid by pet owner) |
| Marketplace / discovery app | No — you own the relationship | Yes — Tuft app for pet owners |
| White-label emails | Yes — your branding | Tuft branding |
| Breed-based pricing | Size-based tiers | Breed-specific overrides |
| Consent forms | Digital agreements | Clip-off & creative consent |
| Free plan | 30-day free trial | Free Essential plan (forever) |
| UK-built | Yes | Yes |
Pricing comparison
Tuft's free plan is genuinely free — no time limit, no card required. That is a real advantage for groomers just starting out. But as you grow, the economics change.
| Plan | Bookd | Tuft |
|---|---|---|
| Free tier | 30-day trial (Growth features) | Essential — free forever (limited features) |
| Entry paid | Starter £19/mo | Pro £27.50/mo (annual) or £32.99/mo |
| Multi / team | Enterprise £99/mo (multi-staff) | Pro Multi £38.50/mo (annual) |
| Platform fee | £0 | £1.25 per Tuft app booking |
| SMS included | Growth and above (from £39/mo) | Limited on Essential / Unlimited on Pro |
On the surface, Tuft looks cheaper because of the free plan. But the moment you need unlimited SMS, recurring bookings, or the mobile groomer app, you are on the Pro plan at £27.50–32.99/mo — 45–73% more than Bookd's Starter at £19/mo, though SMS reminders on Bookd need Growth at £39/mo.
And every booking made through the Tuft customer app costs the pet owner an extra £1.25. That might not sound like much, but clients notice. For a groomer seeing 6 dogs a day, five days a week, that is £37.50/week or £1,950/year in platform fees your clients are paying to a third party.
The marketplace question
This is the strategic decision at the heart of Bookd vs Tuft.
Tuft runs a two-sided marketplace. Groomers get business tools. Pet owners get a discovery app to find, book, and review local groomers. On the surface, this sounds helpful — free exposure, new clients finding you.
But marketplace models have a hidden cost: you do not fully own the customer relationship. Clients book through Tuft, discover you through Tuft, leave reviews on Tuft. If you ever leave the platform, those reviews and that discoverability go with it.
Bookd takes the opposite approach. Your booking page is branded to your business. Your emails come from your business name. Your clients interact with you, not a platform. If you ever switch, your client relationships are yours. It is dog grooming booking software that stays behind your business, not in front of it.
Feature comparison in real grooming terms
1. Booking flow
Tuft allows customers to book directly through the Tuft app or a website widget. It is streamlined and convenient for the client.
Bookd uses a request-and-approve model. Clients request a slot, you review the details (dog, service, any notes), adjust pricing if needed, and confirm. For groomers who want diary control — especially when dealing with matted coats, nervous dogs, or size discrepancies — this is a better workflow.
2. SMS reminders
Tuft limits SMS on the free plan and includes unlimited SMS only on the paid Pro plan. Bookd sends SMS reminders on Growth (£39/mo) and above, 24 hours before each appointment. Starter (£19/mo) sends email confirmations and reminders only.
3. Branding
With Tuft, your clients interact with the Tuft brand — the Tuft app, Tuft booking interface, Tuft notifications. Your business is visible, but Tuft is the platform customers remember.
With Bookd, everything is white-labelled. Your business name, your booking page, your emails. Clients see you, not a platform.
4. Deposit protection
Bookd integrates Stripe-powered deposit collection directly into the booking flow. On Growth and above, clients can be required to pay a deposit upfront when they book. No-show? You keep the deposit.
Tuft's deposit handling is less prominent in their feature set. For groomers who lose money to no-shows, this is a meaningful gap.
Where Tuft is stronger
- Free plan — genuinely useful for groomers just starting out
- Customer discovery app — pet owners can find and book local groomers
- Reviews built in — client reviews visible on the Tuft platform
- Breed-specific pricing overrides — granular pricing per breed
- Consent forms — clip-off and creative grooming consent built in
Where Bookd is stronger
- Price at paid tier — £19/mo vs £27.50–32.99/mo
- No platform fee — your clients pay nothing extra to book
- Booking approval workflow — review and confirm before committing diary time
- White-label branding — your business, not the platform
- Deposit protection — automated Stripe deposits at booking, on Growth and above
- Customer ownership — no marketplace sitting between you and your clients
Which platform should you choose?
Choose Bookd if:
- You want to own your customer relationships completely
- You do not want a marketplace charging your clients £1.25 per booking
- You want online booking and client records from £19/mo
- You care about white-label branding and presenting as your business
- You want deposit protection to reduce no-shows
- You want a booking approval workflow for better diary control
Choose Tuft if:
- You are just starting out and need a genuinely free plan
- You want new clients to discover you through the Tuft app
- You value a built-in review platform
- You are comfortable with the marketplace model and the £1.25 platform fee
- You want breed-specific pricing overrides
Final verdict
Tuft is a well-built UK platform and its free plan is a genuine advantage for new groomers on a tight budget. The marketplace discovery model can help you get initial clients.
But as your business grows, the economics shift. The £1.25 per-booking platform fee adds up fast. The Pro plan costs more than Bookd's Starter. And the marketplace model means your clients are partly Tuft's clients too.
For groomers who want full control, no per-booking fee for their clients, and a platform that puts their business first — not the marketplace — Bookd is the better long-term choice.