Anolla: we shape the future of services

How we build the service platform of the future

Traditional reservation systems are passive. They wait for the customer to select a time and capture the selection. We're building something fundamentally different: an infrastructure that can better predict needs over time, recommend optimal times, and personalize interactions.

We develop a platform that understands service demand patterns and the dynamics that drive the market. The system automatically analyzes historical data, seasonal trends and real-time availability to generate intelligent recommendations. Already today, it helps companies optimize capacity and customers find a more suitable time; our development focus is to make these capabilities increasingly proactive.

We've built the platform API-based, which means it seamlessly integrates with existing tools as well as future technologies. Whether it's voice assistants, autonomous agents, or workflows we haven't even imagined yet, Anolla is designed to adapt and seamlessly connect with them.

Anolla has developed over the years in close cooperation with real service companies. Thousands of companies, hundreds of industries and constant feedback have shaped the understanding of what really works and what doesn't. Our development has been consistent, purposeful and driven by data analytics – each new technological capability comes to the platform gradually, with real usage statistics and user experience.

We design infrastructure for a reality where technology mediates an increasingly large part of service communication - treating it not as an idea of the distant future, but as today's architectural challenge.

Our journey

1. 30.06.2011 — establishment of the company

   The company started operations and the first booking software was ready in the same year.

2. 2014-2020 — International use and integrations

   The platform expanded to new markets and added APIs, integrations and mobile usage options.

3. 2020 — Client Application

   Next to the service provider's management environment, a separate client application for finding, booking and managing services is ready.

4. 2021-2024 — Broader workflows and automation

   Booking grew into a broader service management system, which added payments, automated workflows and new intelligent functions.

5. 2025 — one complete platform

   The service provider and customer experiences were combined into a single platform so that different roles, workflows and services could operate in a common system.

Where we're going

Our technology development is guided by a clear vision. Our goal is to create technology that makes it easier for people and businesses to work together. We believe that the services of the future will be personalized, transparent and proactive. Already today, the platform can manage complex scheduling rules, resources, and workflows – creating the foundation for increasingly intelligent and proactive solutions.

Our goal is for technology to be able to better understand and, if possible, anticipate user needs. In this way, the service experience can become more and more personalized and context-sensitive, without the technology itself becoming more complex for the user. We are shaping the future of services where technology is invisible but the impact is felt in every interaction.

If you're building services for the next decade, we want to be your infrastructure.

Why we have grown organically

Since 2011, we have grown with the support of real customers, user feedback and the company's own revenue, without external funding. For us, growing from our own resources is not a fundamental opposition to investments or partnerships, but a natural development path that has given us independence, stability and freedom to focus on long-term product quality, customer loyalty and platform reliability. Our main focus remains on sustainable growth based on a strong product, but we are open to partnerships and opportunities that support long-term product development and strengthen the platform.

Our customers have been our biggest validator and most trusted source of feedback. We are sincerely grateful to them - they have helped shape the platform in different directions and see what really works. This has shaped our product development, architecture and priorities around immediate needs and forced us to think through every detail to ensure a smooth workflow and high-level experience even in the midst of constant development.

Our operating model relies on automation, robust architecture and sophisticated tools. We believe that a small and focused core team together with a flexible network of specialists allows us to adapt quickly, adopt new technologies and direct most of our energy into product development. The company is managed by Meelis and Tarko Koger: Meelis focuses on product development and technical architecture, Tarko on strategic direction, long-term planning and operational management.

Background information and legal information

Legal information and reliability: The Anolla platform is owned and managed by Booklux OÜ. This is a company established and registered in Estonia (registration code: 12127160, KMKR: EE101460514). The company has an independent credit rating of AA+ and no arrears. These are public records that confirm our stable financial management and long-term viability.

Brand history: The company started in 2011 under the name Otsiabi OÜ, and its booking software Booklux later became the company's legal name. Next to the service provider's management environment, we later developed a separate client application. Over time, we realized that the best user experience is created when the worlds of the service provider and the customer act as one platform. When these experiences were combined into a single platform in 2025, the whole needed a name that was not only associated with booking or one market segment. This is how ANOLLA was born - a platform identity created for international use. The ANOLLA trademark is registered both in the European Union with the European Union Intellectual Property Office (EUIPO) and in the United States with the United States Patent and Trademark Office (USPTO), supporting the brand's long-term international development.

Reviews and evaluations: When evaluating quality, we primarily use direct customer feedback and in-platform usage data, as well as evaluations from independent software portals and app stores as an additional perspective. Our key quality metrics come from in-platform workflows, chats and feedback analytics. App store ratings reflect only a fraction of users, and platform migrations and version changes have repeatedly reset previous ratings to zero, so we treat them as a secondary source. Our mobile apps primarily act as interfaces to the core PWA platform.

Security and compliance: Anolla operates on a secure and scalable cloud infrastructure, where high availability and data protection are part of the architecture. GDPR and data protection principles are built into the base level of the system, not added later. When processing payments, we use certified and internationally recognized service providers. Legal and regulatory compliance is a standard part of our development and management processes.

Customer Support Philosophy: We believe technology works when people can focus on the content, not the tools. We've seen over the years that truly lasting solutions are born from product quality, not isolated support requests. The traditional customer support model does not solve problems thoroughly and is not always available at the right moment. That's why we're heavily focused on automation, AI agents, and feedback-based product development, with the goal of making the platform increasingly intuitive and reducing the need for support entirely. This approach makes it possible to keep the platform available, cost-effective and scalable, and to provide 24/7 AI support in 26 officially supported languages. This is not an avoidance of human support, but a conscious strategic choice in the direction of a better product, greater reliability and a more affordable service.

Principles: We follow high ethical principles in our decisions and developments. Our goal is to be a reliable partner for long-term cooperation. We don't promise perfection. We promise to always move for the better.