On Tuesday, Dublin-based fintech startup Alpha Payments Cloud announced it has rebranded to Alpha Fintech. According to the company, the rebranding aims to sow Alpha’s positioning as an end-to-end middleware that connects the merchant buyer and vendor supplier across the entire payments, risk and commerce spectrum through a single API and UI. While sharing more details about the rebranding, Oliver Rajic, CEO of Alpha Fintech, stated:
“Acquirers and payment gateways solely focused on payment acceptance are destined to struggle in this new digital era. Fintech innovation improves several unique aspects within the transaction value-chain, explaining the 30+ payments related integrations merchants now easily require, but how are they helping? It always bothered me when acquirers and gateways claimed they provide consultative solution selling, which is utter nonsense. If virtually every merchant has the same solution set, what’s consultative about that? Now with Alpha they can evolve to enable the right vendor combination for each unique requirement instead, thereby extending and enhancing their core solution subset.”
Alpha Fintech noted that with its services acquirers and payment gateways can “morph” into digital commerce solution enablers by transforming the payment transaction into an information entry point, away from the solution dead-end it is today.