By  on May 31, 2016

Consumer desire for services on demand is at an all-time high, and it’s driving growth at massage service Soothe, which is planning to continue its international expansion after receiving another investment from private equity company, Riverside Co.

Soothe allows users to book massages at their homes with approved massage therapists. The business is adding Toronto to its service area in the next month, and plans to be in about 50 U.S. cities by the end of the year, said founder Merlin Kauffman. Riverside invested $35 million in the business in March, following a $10.5 million investment last August.

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