As of today, Minted has officially launched the first ever on-demand, in-home portrait photography service, called Photo-Op.

They have made it easier than ever to hire a photographer to come to you at the place and time of your choosing, meaning any event can be captured and shared with quality images. The starting price for one of these sessions is $100 for a 30-minute in-person shoot with an independent portrait photographer hired through the Minted system. There has been a recent surge in the on-demand lifestyle, with people wanting instant service with the least amount of hassle— Photo-Op marks a step in this direction, completely revamping the traditional booking of a photo studio service. On this matter, Minted CEO and Founder, Mariam Naficy says, “Today’s connected generation expects to be able to have services delivered in the convenience of their own home and as easy as calling a ride or delivering a meal.”

Minted screens the photographers who want to join the service before they become an official part of the system, to ensure that they are able to deliver high-quality results upon shooting. The main thing here is that the photographer is able to work with what the customer wants, while still maintaining some creative freedom to get the best possible shots. Before hiring, users will be prompted to take a quiz or survey to gauge what it is they are looking for, like certain poses or effects, and they use this to match the customer with a compatible photographer. Additionally, users who want to choose their photographer based off of their work can browse a specific list of established photographers in their area. Following the photoshoot, after about three days, customers will receive 10 expertly retouched photos which can then be reviewed and loaded into the customer’s cart for purchase.

On the appeal of Photo-Op to potential clients, CEO Mariam Naficy says, “What’s surprising is there are all these ancillary wedding events, like bridesmaids going out. There are all things like, ‘we went to the salon together.’ There are all these mini-events under the wedding umbrella. They wanted to use photo-op because it wasn’t expensive. They trusted our brand. What we found, in general, was that there are lots of events in peoples’ lives that they’d like to have documented that they would use this service for.”

Because the service is so new, Naficy says the $100 price point isn’t necessarily set in stone, because Minted is still figuring out a balance between charging enough to pay their photographers without it being too expensive that it turns people away. She says, “I think, the price point in general though is one where we can fairly pay the photographer and attract enough people.”

Photo-Op is sure to change the standards of the hired professional photographer, as it mixes society’s thirst for instant satisfaction with quality, reliable service providers. The next time you have an event, be it a big party or small, cozy get-together, Minted’s Photo-Op grants you the freedom of capturing these beautiful moments at your easiest convenience.

The pilot has launched in San Francisco, New York, and Los Angeles.