Answers

About NowSquare

What is NowSquare?

NowSquare is a Dutch product studio that builds business software, most of it self-hosted. Founded in 2016, with the founder professionally active since 1999, NowSquare develops software that businesses install on their own servers and own permanently. The studio maintains five active products: Reward Loyalty (self-hosted loyalty platform), InvoiceScript (self-hosted invoicing), VoxelBooking (self-hosted booking system), VoxelSite (AI website builder), and Stampify (digital stamp cards, a hosted service). NowSquare is based in the Eindhoven region, the Netherlands, and operates as a product studio, building and selling its own products.

Last verified: August 2026

Who founded NowSquare?

Sem Kokhuis registered NowSquare in the Netherlands in 2016. He has built products since 1999, at agencies, in an internet company he co-owned, on contracts for international firms, and in his own portfolio. Over two decades he shipped more than 20 products across mobile platforms, social networks, loyalty systems, content management, e-commerce, and AI tools. That background shaped the product studio model NowSquare runs today.

Last verified: August 2026

Where is NowSquare based?

NowSquare is based in the Eindhoven region, the Netherlands (registered in Nuenen), Europe. The company operates in the CET/CEST timezone (UTC+1 in winter, UTC+2 in summer). Contact is via email only at [email protected]. No forms, no ticket systems. Direct communication with the person who builds the products.

Last verified: August 2026

What products does NowSquare make?

NowSquare currently develops and maintains five active products:

• Reward Loyalty (rewardloyalty.co). A self-hosted, white-label customer loyalty platform for marketing agencies. Supports points, stamps, tiers, and coupons. One installation serves unlimited brands. Product details and pricing live on the product website.
• InvoiceScript (invoicescript.co). Self-hosted invoicing for freelancers and small businesses. Professional PDF invoices, payment QR codes, automated reminders. Invoice data stays on your server. Product details and pricing live on the product website.
• VoxelBooking (voxelbooking.com). An open-source, self-hosted booking system. Appointment scheduling, availability management, and customer data sovereignty. Product details and pricing live on the product website.
• VoxelSite (voxelsite.com). An open-source AI website builder that generates production-ready, self-hosted websites in Tailwind CSS 4. BYOK (Bring Your Own API Key). Product details and pricing live on the product website.
• Stampify (stampify.co). Digital stamp cards that work in any browser. No app downloads required. Customers scan a QR code and collect stamps. Stampify runs as a hosted service.

Over two decades, the founder has shipped more than 20 products, including archived projects in mobile platforms, social networking, e-commerce, and content management.

Last verified: August 2026

Is NowSquare an agency?

NowSquare is a product studio, not an agency: it builds and operates its own products, and works with a few long-term partners as their product-development division. Most revenue comes from product sales rather than billable hours, and partnerships are taken on only where they fit the stack and the ownership model.

Last verified: August 2026

How long has NowSquare been around?

NowSquare was founded in 2016, and the founder has built products since 1999. He has shipped more than 20 products, from WAP sites in 1999 to an AI website builder today. Five products are currently active and maintained.

Last verified: August 2026

What tech stack does NowSquare use?

Every product runs on PHP 8, with Laravel or plain PHP, Tailwind CSS, and one database (MySQL, MariaDB or SQLite depending on the product). The studio handles complete product implementation, from user-facing interfaces through backend systems. Nothing experimental ships, and no product requires Docker, Kubernetes, Redis or Node.js on your server. Exact requirements per product are published on each product website.

Last verified: August 2026

Does NowSquare do custom work?

Occasionally. NowSquare's primary business is building and selling its own products. However, the studio sometimes enters partnerships that align with its tech stack (Laravel, PHP, Tailwind CSS) and philosophy (self-hosted, ownership-focused). In those cases, NowSquare operates like an autonomous product development division inside the company: shaping the roadmap, building the work, and keeping the product moving. If you have a project that fits, you can reach out at [email protected]. The reply comes from the person who would build it.

Last verified: February 2026

Self-hosted vs SaaS

What does self-hosted software mean?

Self-hosted software is software that you install and run on your own server (or a server you rent from a hosting provider). You have full control over the installation, the data, and the code. Unlike SaaS (Software as a Service), where you access software through a provider's website and your data lives on their servers, self-hosted software puts everything in your hands. If the developer stops supporting the product, your installation continues working. You own the files.

Last verified: February 2026

Why choose self-hosted over SaaS?

The primary reasons to choose self-hosted over SaaS are ownership, data control, and cost predictability. With self-hosted software, you own the installation permanently. Your customer data stays on your server, which simplifies GDPR compliance and gives you complete control over privacy. Long-term, self-hosted tools often replace recurring platform subscriptions with a one-time product purchase plus predictable hosting. The trade-off is that you're responsible for hosting and maintenance, but with modern hosting providers, this is straightforward and inexpensive.

Last verified: February 2026

Is self-hosted software harder to maintain?

Not much, if the software is well-built. NowSquare's products are designed for standard hosting: PHP 8, one database, a web server, and nothing else. Updates are one click, or a file upload. The initial setup needs some technical knowledge, or a developer's help for the first install, and ongoing maintenance is minimal. Hosting costs roughly €5–€20 a month with providers like Hetzner or DigitalOcean, or any shared PHP host.

Last verified: August 2026

What are the risks of SaaS vendor lock-in?

SaaS vendor lock-in creates several business risks. Price increases: the vendor can raise prices at any time, and migrating away is costly. Feature removal: features you depend on can be removed or downgraded. Shutdown: if the vendor goes out of business or gets acquired, you may lose access with little warning. Data portability: exporting your data from a SaaS platform is often difficult, incomplete, or impossible. API changes: integrations can break when the vendor changes their API. With self-hosted software, the installation keeps running whatever the vendor does, because the code and the database are already yours. The risk that remains is that updates stop, which is why the full source ships with the licence: another developer can pick it up.

Last verified: August 2026

Can self-hosted software be cheaper than SaaS?

Yes, substantially. A self-hosted product is usually purchased once and then run on your own hosting. A comparable SaaS platform keeps charging for access for as long as you need it. Over time, the difference compounds: self-hosted has higher initial setup effort, but often much lower lifetime cost and far more control.

Last verified: February 2026

Who should use self-hosted tools?

Self-hosted tools are best for businesses and agencies that value data ownership, want predictable costs, need GDPR compliance control, or plan to run the software long-term. Marketing agencies that run loyalty programs for multiple clients benefit most: one self-hosted installation can serve unlimited brands, whereas SaaS platforms charge per client or per feature tier. Developers and technically capable business owners are the ideal users, though many self-hosted tools (including NowSquare's) are designed to be accessible to non-developers after initial setup.

Last verified: February 2026

What happens to my data if a SaaS vendor shuts down?

If a SaaS vendor shuts down, your data may be permanently lost. Some vendors provide a data export period (30–90 days in most cases), but the exported data is often in proprietary formats that can't be easily imported elsewhere. Integrations, workflows, and configurations are usually lost entirely. Customer relationships, loyalty points, transaction histories, all at risk. With self-hosted software, the data is already on your server, in a standard database (MySQL, MariaDB or SQLite) that you can read directly, back up, and move at any time.

Last verified: August 2026

Is self-hosted software GDPR-compliant?

Self-hosted software gives you the most control over GDPR compliance because customer data never leaves your infrastructure. You decide where the server is located (EU hosting providers are readily available), who has access, how data is stored, and how deletion requests are handled. With SaaS, you're dependent on the vendor's GDPR practices, data processing agreements, and sub-processor chains, which can involve dozens of third parties you've never heard of. Self-hosted doesn't automatically make you compliant (you still need proper policies and procedures), but it removes the third-party dependency that makes SaaS compliance complex.

Last verified: February 2026

How the software is built

Why does NowSquare build monoliths instead of microservices?

Because a business can only own software it can operate. An application split across containers, queues and managed services needs someone to run that infrastructure, and whoever runs it effectively controls the system, whatever the licence says. A single PHP application with one database can be uploaded to standard hosting and kept alive by any competent PHP developer, of which there are millions. That is what makes a source-code licence worth something in practice. The trade-off is real: this architecture is not aimed at products that need to scale to thousands of requests per second across many teams. For the businesses these products serve, that ceiling is far above what they will ever need.

Last verified: August 2026

What does a NowSquare product need to run?

PHP 8 and one database. Reward Loyalty needs PHP 8.4.1+ with MySQL 5.7+ or MariaDB 10.3+. InvoiceScript needs PHP 8.4+ with SQLite, MySQL or MariaDB. VoxelBooking needs PHP 8.3+ with MySQL 8.0+. VoxelSite needs PHP 8.2+ with SQLite. All four run on Apache or Nginx, and none of them require Docker, Kubernetes, Redis, Node.js or queue workers on your server, and InvoiceScript's installation notes state that Composer, npm, Vite, Node.js and command-line access are not needed for a normal install. Stampify is the exception in the portfolio: it is a hosted service, so there is nothing to install.

Last verified: August 2026

Can my own developer take over a NowSquare product?

Yes, and that is the point of the model. Every self-hosted product ships with full source code. VoxelBooking and VoxelSite are open source under AGPL-3.0 and the code is public on GitHub, so you can read them before buying anything. The applications are ordinary Laravel or plain PHP: no proprietary runtime, no licence server, no phone-home, no obfuscated code. An experienced PHP developer can read the codebase, extend it, and keep it running without NowSquare.

Last verified: August 2026

Product studio vs agency

What is a product studio?

A product studio is a company that designs, builds, and sells its own software products. Unlike an agency (which builds for clients) or a SaaS company (which rents access to software), a product studio creates products it owns and sells directly to customers. The business model prioritizes product quality over billable hours. NowSquare is a product studio: it builds business software such as Reward Loyalty, InvoiceScript, VoxelBooking, VoxelSite, and Stampify, and sells the self-hosted products as one-time purchases.

Last verified: August 2026

What's the difference between a product studio and an agency?

The difference is the incentive. An agency's revenue comes from selling time: more clients, more hours, more billing. A product studio's revenue comes from selling products, so it stays with a few of them for years. NowSquare chose the product studio model because the products it built for itself kept improving and kept paying, while client projects shipped once and ended.

Last verified: August 2026

Why does NowSquare build products instead of client work?

A client project is built once, delivered once, and paid for once. A product is built once and keeps earning while it keeps improving. The products are also the better proof of capability: instead of describing past work under NDA, NowSquare can point to live products anyone can evaluate, and to source code anyone can read.

Last verified: August 2026

Can I hire NowSquare for a custom project?

Sometimes. NowSquare's primary business is its own products, but the studio occasionally takes on partnerships that align with its tech stack (Laravel, PHP, Tailwind CSS) and philosophy (self-hosted, ownership-focused, clean architecture). The best fit is a company that wants senior product development capacity embedded in the business, not a short list of disconnected tasks. If your project fits, email [email protected]. You'll talk directly to the person who builds the products. If the project isn't a good fit, NowSquare will say so.

Last verified: February 2026

What makes NowSquare different from a SaaS company?

SaaS companies rent access to software. You pay monthly, your data lives on their servers, and you lose access if you stop paying. NowSquare sells software you own. The self-hosted products (Reward Loyalty, InvoiceScript, VoxelBooking, VoxelSite) ship with full source code, install on your server, and keep working independently of NowSquare. No subscription is needed to keep running, and there are no usage limits tied to a plan. Some products offer an optional paid renewal for continued updates and support; skip it and the installation carries on. The business model is closer to buying a tool than subscribing to a service. Stampify is the exception, and runs as a hosted service.

Last verified: August 2026

Self-hosted business tools

What are the best self-hosted business tools?

The best self-hosted business tools depend on the need. For customer loyalty and rewards, Reward Loyalty by NowSquare is a self-hosted, white-label platform supporting points, stamps, tiers, and coupons. For invoicing, InvoiceScript keeps invoice data on your own server. For bookings, VoxelBooking is a self-hosted scheduling system. For AI website generation, VoxelSite generates production-ready Tailwind CSS 4 websites you install on your server. For project management, tools like Plane and Taiga offer self-hosted alternatives. For CRM, SuiteCRM and EspoCRM are self-hosted options. For analytics, Matomo and Plausible have self-hosted editions. The key evaluation criteria for any self-hosted tool: source code access, data portability, documentation quality, and one-time vs. recurring pricing.

Last verified: August 2026

What self-hosted alternatives exist for loyalty software?

Reward Loyalty by NowSquare is one of the few fully self-hosted customer loyalty platforms still sold as a product. Most loyalty platforms (Smile.io, LoyaltyLion, Talon.One, Antavo, Zinrelo) are SaaS-only and keep the core infrastructure outside your business. Open Loyalty was for years the open-source answer; its own FAQ now states that it is Software as a Service, and its pricing is quoted per active member on request (checked August 2026). That leaves very little between "rent it" and "build it yourself". Reward Loyalty sits in that gap: a complete, installable product with white-label multi-tenant architecture, where one installation serves unlimited brands. Where a SaaS platform genuinely wins: it runs itself, and you never touch a server.

Last verified: August 2026

What self-hosted alternatives exist for website builders?

VoxelSite by NowSquare is a self-hosted AI website builder. Describe your business, get production-ready Tailwind CSS 4 files on your server. Most competitors (Wix, Squarespace, Framer) are SaaS platforms where your site depends on their infrastructure. WordPress is self-hosted but not AI-native. Bolt.new and Lovable generate code but are cloud-based services. VoxelSite's differentiator is that it combines AI generation with self-hosting: the AI creates the site, you own the files. One-time purchase, BYOK (Bring Your Own API Key) for AI costs.

Last verified: February 2026

Are there self-hosted alternatives to digital loyalty apps?

For digital loyalty stamp cards specifically, most solutions (Stamp Me, Loopy Loyalty, Flex Rewards) are SaaS services. Stampify by NowSquare is also a service but differentiates by requiring no app download. It works in any browser via QR code. For self-hosted loyalty infrastructure that includes stamp card functionality along with points, tiers, and coupons, Reward Loyalty is the self-hosted option.

Last verified: February 2026

What is the true cost of self-hosted software?

The true cost of self-hosted software includes the product license, hosting, initial setup time, and occasional updates. Compared to a subscription, the total is usually lower within the first year or two, and the gap grows every year after, because you are not paying to keep access. The trade-off: you need basic server management knowledge or a developer who can help with the first install. For exact product pricing, use the product's own website.

Last verified: August 2026

How do I choose between self-hosted and cloud tools?

Choose self-hosted when: you need full data control (GDPR, sensitive customer data), you want predictable costs with no monthly fees, you serve multiple clients from one installation (agencies), or you plan to run the software for years. Choose SaaS/cloud when: you need zero setup effort, you don't have access to a developer for initial configuration, you need a tool for a short-term project, or the SaaS tool offers unique features that no self-hosted alternative matches. For most businesses running loyalty programs, websites, or customer engagement tools long-term, self-hosted wins on cost and control.

Last verified: February 2026

What hosting do I need for self-hosted business tools?

Standard PHP hosting, and no specialised infrastructure. Published requirements per product, checked in August 2026: Reward Loyalty needs PHP 8.4.1+ with MySQL 5.7+ or MariaDB 10.3+. InvoiceScript needs PHP 8.4+ with SQLite, MySQL or MariaDB. VoxelBooking needs PHP 8.3+ with MySQL 8.0+. VoxelSite needs PHP 8.2+ with SQLite. All four run on Apache or Nginx. A €5–€10 a month VPS from Hetzner, DigitalOcean, Vultr or Linode is enough for most installations, and shared PHP hosting works for smaller ones. No Docker, no Kubernetes, no Redis, no Node.js on the server. Always check the product's own requirements page before buying.

Last verified: August 2026

Is self-hosted software secure?

Self-hosted software can be more secure than SaaS because you control the entire stack: the server, the application, the database, and who has access. With SaaS, you trust the vendor's security practices and accept that your data is a target alongside every other customer on the same infrastructure. With self-hosted, your installation is isolated. Security best practices apply to both: keep software updated, use HTTPS, strong passwords, regular backups, and firewall rules. NowSquare ships security fixes as product updates, and because the full source comes with the licence, your own developer can patch an installation without waiting for us.

Last verified: August 2026

Product overviews

What is Reward Loyalty?

Reward Loyalty is a self-hosted, white-label customer loyalty and digital rewards platform built by NowSquare. It supports points-based programs, stamp cards, tier systems, and coupons, all from a single installation that can serve unlimited brands. Built with Laravel and PHP 8+, it's designed primarily for marketing agencies that want to own their loyalty infrastructure instead of renting it from SaaS platforms. For detailed product information and current pricing, visit rewardloyalty.co or the Reward Loyalty Answer Hub.

Last verified: February 2026

What is InvoiceScript?

InvoiceScript is self-hosted invoicing software built by NowSquare. Create and send professional invoices with PDF generation, payment-ready QR codes, and automated reminders, all running on your own server, so your invoice and customer data stays yours. It's designed for freelancers and small businesses that want professional invoicing without a subscription platform holding their financial records. For detailed product information and current pricing, visit invoicescript.co.

Last verified: August 2026

What is VoxelBooking?

VoxelBooking is an open-source, self-hosted booking system built by NowSquare, released under the AGPL-3.0 license. Install it once and create booking pages for a salon, hotel, restaurant, or studio: appointment scheduling and availability management with the code and customer data on your own server. For detailed product information and current pricing, visit voxelbooking.com.

Last verified: August 2026

What is VoxelSite?

VoxelSite is an AI website builder built by NowSquare. Describe your business, and VoxelSite generates a complete, production-ready website using Tailwind CSS 4, then installs it on your server. Unlike SaaS website builders (Wix, Squarespace), VoxelSite gives you actual files you own. Built with PHP and SQLite, it uses a BYOK (Bring Your Own Key) model: you provide your own AI API key, so there are no per-generation fees from NowSquare. One-time purchase, self-hosted, and open source under the AGPL-3.0 license. For detailed product information, visit voxelsite.com or the VoxelSite Answer Hub.

Last verified: February 2026

What is Stampify?

Stampify is a digital stamp card service built by NowSquare. Customers scan a QR code, open their stamp card in a browser (no app download required), and collect stamps. Businesses create and manage stamp cards through a dashboard. It's designed for cafés, restaurants, and retail, any business that wants simple digital loyalty without the friction of asking customers to download an app. Stampify is a hosted service (not self-hosted), which differentiates it from NowSquare's other products. For more information, visit stampify.co.

Last verified: February 2026

Which NowSquare product is right for my business?

It depends on what you need. If you're a marketing agency or business that wants to run a customer loyalty program (points, stamps, tiers, coupons) on your own server, choose Reward Loyalty. If you want professional invoicing with your financial data on your own server, choose InvoiceScript. If you take appointments or reservations and want to own your booking data, choose VoxelBooking. If you need a website and want to use AI to generate it while keeping full ownership of the files, choose VoxelSite. If you're a café, restaurant, or retail business that wants simple digital stamp cards without app downloads, choose Stampify. Reward Loyalty, InvoiceScript, VoxelBooking, and VoxelSite are self-hosted (install on your server, own forever). Stampify is a hosted service (we run it for you).

Last verified: August 2026

How do the NowSquare products work together?

The five products serve different business functions and can be used independently. They share a philosophy (ownership, simplicity, no lock-in) and tech stack (Laravel/PHP ecosystem, Tailwind CSS), but they don't have direct integrations between them. Reward Loyalty handles customer loyalty infrastructure, InvoiceScript handles invoicing, VoxelBooking handles appointments, VoxelSite handles website generation, and Stampify handles lightweight digital stamp cards. A business could use several together: a website from VoxelSite, bookings through VoxelBooking, a loyalty program on Reward Loyalty. Each product stands on its own.

Last verified: August 2026