With an IPO reportedly in the works for 2014, every move at Square is under the microscope this year.
But the San Francisco-headquartered company's latest purchase -- as well as the quiet testing of another new app -- demonstrate that the mobile payments provider is thinking outside of the box.
Square has bought BookFresh, a private software company that makes apps for scheduling and managing appointments with the intent of growing businesses.
CEO Evan Ginsberg went over more details in a blog post on Wednesday morning, suggesting that BookFresh will remain autonomous -- for now -- as BookFresh data and Square data will be kept separate.
Ginsberg also assured that BookFresh will continue to run as normal, so existing users do not need to take any steps at this time.
Financial terms of the deal have not been disclosed.
The acquisition is an interesting, if not curious, choice for the mobile payments provider. The additional line of service suggests that Square is interested in providing a more well-rounded platform for small businesses and merchants far beyond just facilitating the digital exchange of money.
Earlier this week, Square quietly started testing a new app called "Pickup."
Before you started drawing, the service actually refers to picking up lunch, slightly distinguishing it from the plethora of delivery services popping up via smartphones.
Of course, that doesn't mean delivery won't be ruled out in the future. Other reports suggest Square could be branching out to the food world, lining itself for a competition against the likes of Wall Street-bound Seamless/GrubHub to smaller companies like Munchery, Caviar, and Sprig.
So far, Square Pickup is only available in San Francisco with an invite code.