People are living increasingly busy lives. So when it comes to hitting up barbershops, most people don’t have time to wait around. The barbershop scheduling app, Squire, aims to make the entire experience easier for both barbers and customers.

Recently, Squire raised $8 million in a round of Series A funding led by Trinity Ventures. The app — which launched in 2016 — has raised $12.2 million to date.

In the United States, men’s grooming has grown to be a $20 billion market. So, it’s a smart move for investors to get in on this. Schwark Satyavolu, General Partner at Trinity Ventures and member of Squire’s Board of Directors, said:

“Squire has done a phenomenal job of creating a delightful user experience for both small business owners and their customers. They are making payments disappear on both sides of a complex, multi-step transaction, and they are bringing innovative Silicon Valley technology to the SMB ecosystem.”

Currently, Squire operates across 28 cities. The company told TechCrunch that it sees the most traction in cities like New York, San Francisco, Miami, Atlanta, Los Angeles, and Toronto.

The app offers features that are designed specifically for barbershops, including appointments, payroll, inventory, and more. Clients can use the app to find barbershops in their area, book appointments, process payments, and even leave a tip.

Since no two barbershops are the same, Squire offers a tiered payment model for their services. Barbershops can choose from plans ranging from $30 to $250 a month.

“Squire enables our team to streamline operations in a way that wouldn’t be possible with other software,” Nicky Prosseda, owner of the Modern Male barbershop, said. “Thanks to Squire’s focus on the unique needs of barbershop owners, I am able to make data-driven decisions to take my business to the next level.”

With this round of funding, Squire plans to recruit more engineers, accelerate investment in research and development, and expand the company’s market presence.