The short answer
GoHighLevel vs Boulevard comes down to what you need to run. Boulevard is the better fit for upscale salons, spas and medspas that want a premium booking experience, built-in texting and card payments in one platform. HighLevel is the better fit for owners and agencies that need landing pages, ad lead follow-up, review requests and AI calling across several businesses at a lower fixed cost. Boulevard's Essentials plan is $143/mo on annual billing; HighLevel starts at $97 a month with usage billed on top.
Boulevard is software for salons, spas, barbers and medspas, aimed at higher-end appointment businesses. It covers self-booking, client profiles, scheduling, payments through its Duo point-of-sale terminal, loyalty, memberships, reporting and marketing tools such as email blasts, automated campaigns and two-way texting. Boulevard also sells an AI Receptionist that its site says answers every call, helps clients book and captures leads 24/7. Plans are priced per location, and Boulevard says it is HIPAA, SOC 2 and PCI Level 1 compliant, which matters to medspas.
Independent comparison. We are a HighLevel affiliate, not HighLevel or Boulevard, and we do not speak for either company. Prices come from each vendor's own website, checked 2026-09-29.
At a glance
| Feature | HighLevel | Boulevard |
|---|---|---|
| Starting price | $97/mo (Starter) | $143/mo on annual billing (Essentials) |
| Pricing model | Flat plan plus usage for texts, calls, email and AI | Boulevard prices each location monthly with 10% off for annual billing (the figures above are the page's Annually view, and Premier and Prestige carry a fall offer for new customers), while texts beyond the included amount are billed by volume and extra email blasts cost $0.01 each. |
| CRM and pipelines | Yes | Limited |
| Funnels | Yes | Not listed |
| Websites | Yes | Not listed |
| Email marketing | Yes | Yes |
| Two-way texting | Yes | Yes |
| Calling | Yes | Not listed |
| AI voice agent | Yes, billed by use | Yes |
| Review requests | Yes | Not listed |
| Courses and memberships | Yes | Not listed |
| White label for agencies | Yes, from Unlimited | Not listed |
Boulevard pricing
| Plan | Price | Notes |
|---|---|---|
| Essentials | $143/mo on annual billing | Up to 5 providers, 250 free texts, 1,000 free email blasts |
| Premier | $234/mo per location on annual billing (limited-time offer, normally $293) | Unlimited professionals, 250 free texts, 1,000 free email blasts |
| Prestige | $328/mo per location on annual billing (limited-time offer, normally $410) | Forms add-on, 2,500 free texts, 10,000 free email blasts |
| Enterprise | Contact sales | Custom plan for large operations |
Where Boulevard is stronger
Boulevard advantages
- Polished booking and client profiles designed for premium salons, spas and medspas.
- Texting, email blasts and automated campaigns are built in, with free texts and emails included on every plan.
- The AI Receptionist answers calls and books clients inside the same system that holds the calendar.
- States HIPAA, SOC 2 and PCI Level 1 compliance and offers ePrescribe for clinical customers.
Where Boulevard falls short
- Costs more than most booking tools: Premier is $234 a month per location on annual billing even at the fall offer price.
- The pricing page does not show what the AI Receptionist costs.
- No website or funnel builder is listed, so lead capture pages have to live somewhere else.
- Forms start at $65 a month per location unless you are on Prestige.
Where HighLevel is stronger
HighLevel puts CRM, funnels, websites, two-way texting, calling, review requests, courses and an AI phone agent in one login, and agencies can put their own brand on it from the Unlimited plan. The trade-off is a steeper learning curve and usage charges on top of the plan, which our cost calculator adds up. For the full picture read our GoHighLevel review.
Who should pick which
| Choose Boulevard | Upscale salons, spas and medspas that want a premium booking experience, built-in texting and card payments in one platform. |
|---|---|
| Choose HighLevel | Owners and agencies that need landing pages, ad lead follow-up, review requests and AI calling across several businesses at a lower fixed cost. |
Switching
Boulevard's own FAQ notes that what you can export depends on the system you are leaving, and the same caution applies in reverse. Ask for a client list export before you give notice, import it into HighLevel and rebuild services as calendars. Medspas should confirm HIPAA coverage first, since HighLevel's HIPAA compliance is a $297 a month add-on. You can also keep Boulevard for checkout and use HighLevel only for marketing.
Verdict
Boulevard is one of the more complete platforms for premium beauty and medspa businesses, with booking, payments, messaging, campaigns and an AI Receptionist under one roof. It is priced to match: $143 a month for up to five providers, and $234 to $328 a month per location for larger teams on annual billing. HighLevel costs less per business, especially for an agency, and is far stronger at the top of the funnel with websites, funnels, ad reporting, review requests and workflows. It lacks Boulevard's point-of-sale hardware and treatment tools. A medspa that wants one polished system may pick Boulevard; one that lives on paid ads and lead follow-up will get more from HighLevel.
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