PayU
- Company typePrivate
- Founded2011
- HeadquartersGurugram, India
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
PayU firmographics
Firmographics- Name
- PayU
- Legal name
- PayU Payments Private Limited
- Website
- https://www.payu.in
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
PayU industry classification
Industry- Product category
- Payment Processing
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Sales Financing (52222), Credit Card Issuing (522210)
- SIC
- Finance Services (6199), Personal Credit Institutions (6141)
- akta.pro primary industry
- Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)
- akta.pro secondary industries
- Digital Payments & Money Movement (ACH/SEPA/FPS, Bill Pay, P2P) (FSAGAAAF), Payouts, Disbursements & Mass Payments Infrastructure (FSAGABAN)
Keywords
Where PayU is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
PayU business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Merchant Discount Rate (MDR) / Transaction Fees: Primary revenue stream; charges 2% on domestic (Visa, Mastercard, Net Banking, BNPL, Wallets) and 3% on Diners, Amex, EMI, and international transactions, plus 18% GST. T+2 standard settlement with optional priority settlements.
- Enterprise Custom Pricing: Negotiated transaction pricing and platform fees for large enterprise merchants in e-commerce, OTT, BFSI, travel, SaaS and D2C verticals.
- PayU Finance (Lending): Credit and lending products including LazyPay (BNPL) and co-lending partnerships (IDFC FIRST Bank), generating interest income and fees.
- Cross-Border Payments: International payment processing including 8B partnership enabling UPI in Central Asia and outbound remittance use cases.
- Recurring Payments / Subscription Billing: Native subscription and one-click payment (Native OTP) infrastructure for SaaS, OTT, edtech and other recurring-revenue merchants.
- Value-Added Platform Services: Token Hub, Push Provisioning, ARIA risk intelligence (Wibmo), AI Voice Assistant, biometric authentication — offered as platform services to merchants and partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Domestic standard — 2% transaction fee for Visa, Mastercard, Net Banking, BNPL, Wallets |
| Transaction based/ take rate | Pay-as-you-go | Premium / International — 3% for Diners, Amex, EMI, International |
| Hybrid | Multi-year contract | Enterprise — Custom pricing |
Go-to-market motion6 records
Distribution channels8 records
Marketing channels10 records
PayU product offering
Product offeringCore offering
PayU provides a unified digital payment gateway and processing platform for Indian merchants, supporting 150+ payment methods including cards, UPI, Net Banking, BNPL, wallets, EMI, Diners/Amex and international cards. The platform combines proprietary risk/fraud AI (Brighterion AI and ARIA), developer tooling (APIs, SDKs, PayU Builder MCP, CLI), recurring billing, tokenization, and an agentic commerce stack, alongside consumer credit via LazyPay and fraud services for banks through Wibmo.
Differentiator
Problem solved
Functional benefit
Brands
- Wibmo: Payment security, 3D Secure authentication, fraud management and digital payment solutions; collaborates with 200 banks across 30 countries
- PayU Vista
- PayU Connect
- PayU Transact
- PayU Finance
- inFINity
- UPI NXT
- ARIA (Agentic Risk Intelligence Assistant)
Products and services
- PayU Payment Gateway
- LazyPay
- Wibmo (Fraud and Risk Platform)
- ARIA (Agentic Risk Intelligence Assistant)
- PayU Builder MCP
- PayU CLI
- Token Hub
- UPI NXT Stack
- AI Voice Assistant for Merchant Onboarding
- PayU Finance
- PayU Vista
- 3D Secure 2.0 SDK Authentication
- inFINity Fintech Accelerator
Quantifiable outcome
- 80% reduction in fraud and chargeback losses
- +7 more outcomes
Companies that use PayU
Customer profileNamed customers17 records
Segments13 records
Ideal customer profiles4 records
PayU technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature11 records
PayU partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered flagship, core and minor.
- CoRover.ai (BharatGPT)flagshipStrategic partnership to enable agentic payments via CoRover's BharatGPT — India's Indic-language conversational AI platform. Demonstrated first-of-its-kind conversational AI-to-payments flow with Kanhaji.ai (devotional platform) and Afterlife (succession planning platform), showcasing the agentic commerce stack.
- 8BcorePartnership to extend UPI payments into Central Asia, with Zesta LLP as local partner. Expands PayU's cross-border UPI footprint beyond India.
- GoKwikcoreIntegrated D2C conversion-to-completion stack combining PayU's payment gateway with GoKwik's checkout and returns optimization. Covers 15,000+ D2C brands and 200M+ users; Frido is a featured joint customer.
- Axis BankflagshipCo-developed biometric authentication for card payments with Flipkart and Axis Bank; Axis Bank is also a card-issuing partner for PayU's agentic commerce stack, and a key banking partner for the PayU Startup Program.
- RBL BankcoreCard issuing partner for PayU's agentic commerce initiative; supports tokenization and card-based agentic payment flows.
- MastercardflagshipBrighterion AI integration for fraud detection; co-developed agentic commerce demonstrations; PayU is part of Mastercard's partner ecosystem alongside Pine Labs, Cashfree, Visa, Razorpay and Juspay.
- VisacoreCard network partner integrated into PayU's payment stack; part of agentic commerce ecosystem alongside Mastercard, Pine Labs, Cashfree, Juspay.
- Mindgate SolutionscorePayU acquired a 70% stake in Mindgate Solutions, a UPI infrastructure provider — strengthening PayU's UPI NXT stack and direct access to UPI processing rails.
- Meta (WhatsApp)flagshipIntegration enabling WhatsApp-based mobile recharge for Vi (Vodafone Idea), showcasing conversational payments flow on WhatsApp Business platform.
- FlipkartflagshipCo-developed biometric card payment authentication with Axis Bank and Flipkart, an early industry-first deployment for biometric e-commerce payments.
- Pine LabscorePartner in PayU's agentic commerce ecosystem alongside Cashfree, Juspay, Visa, Mastercard and Razorpay; collaboration on AI-agent initiated payments infrastructure.
- Cashfree PaymentscorePartner in PayU's agentic commerce ecosystem alongside Pine Labs, Juspay, Visa, Mastercard and Razorpay.
- JuspaycorePartner in PayU's agentic commerce ecosystem alongside Pine Labs, Cashfree, Visa, Mastercard and Razorpay.
- Zesta LLPminorLocal channel / regulatory partner for PayU's 8B-led UPI expansion into Central Asia markets.
- Startup Policy ForumminorCommunity partnership supporting India's startup ecosystem; complements PayU Startup Program targeting 1000+ startups.
- Fintech Premier League (FPL)minorCricket / sports sponsorship partnership as a community engagement and brand-building initiative across India's fintech ecosystem.
- Wibmo (PayU Subsidiary)flagshipWholly-owned PayU subsidiary providing fraud risk management, ARIA agentic risk intelligence, and payment security services to 200+ banks across 30 countries; integrated into PayU's offering.
- LazyPay (PayU Subsidiary)flagshipPayU-owned BNPL/credit product embedded into PayU's payment stack for merchants and consumers; part of PayU Finance.
Scale indicators16 records
Recent moves10 records
Expansion highlights9 records
PayU competitors and assessment
Company assessmentDirect peers
- Razorpay: India's leading payment gateway and aggregator; competes head-to-head with PayU across online merchants, UPI, cards, BNPL and developer APIs. Razorpay has directly sued PayU over an advertising campaign, confirming direct overlap.
- Cashfree Payments: Indian payment aggregator covering P2P, P2M, payouts, recurring and international payments; listed alongside PayU in Mastercard's agentic commerce ecosystem and serves overlapping merchant verticals.
- Juspay: Indian payment orchestration and checkout platform serving large enterprises (Airline, e-commerce, BFSI). Overlaps with PayU in merchant payments and is named alongside PayU in the agentic commerce partner ecosystem.
- Pine Labs: India and SEA merchant commerce and payments platform spanning in-store, online and agentic commerce. Listed in the same agentic commerce partnership group as PayU and serves similar enterprise merchants.
- PhonePe: India's largest UPI-led consumer payments platform with expanding merchant and gateway offerings. Overlaps with PayU on UPI processing, merchant acquiring and consumer payments.
- CCAvenue: Long-standing Indian online payment gateway supporting 200+ payment modes across cards, netbanking, wallets and UPI; competes directly with PayU for SMB and enterprise merchants in India.
- BillDesk: Indian online payment gateway and EBPP platform owned by PayU's Prosus affiliate; competes with PayU on merchant processing and recurring/bill payments in India.
Broad incumbents
- Stripe: Global online payment processor with developer-first APIs comparable to PayU's PayU Builder MCP. While India presence is lighter than peers, Stripe is the global benchmark PayU positions against on agentic commerce and developer experience.
- Adyen: Global unified payments platform serving large enterprises with cards, digital and APM processing. Comparable to PayU's enterprise motion and to the multi-rail ambitions PayU articulates post-RBI unified authorization.
- PayPal: Global consumer and merchant payments incumbent with BNPL (Pay Later) and cross-border capabilities. Comparable on broad payment mode coverage and is referenced by PayU as a benchmark in the agentic commerce narrative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat8 records
Key risks6 records
Key highlights7 records
Customer concentration
PayU social profiles
Digital presencePayU financial estimates
Financial estimateRevenue estimate
Valuation estimate
PayU leadership team
Management profileNumber of profiles
Profiles5 records
PayU subsidiaries and ownership
Company hierarchySubsidiaries5 records
PayU funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PayU M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PayU
What does PayU do?
PayU provides a unified digital payment gateway and processing platform for Indian merchants, supporting 150+ payment methods including cards, UPI, Net Banking, BNPL, wallets, EMI, Diners/Amex and international cards. The platform combines proprietary risk/fraud AI (Brighterion AI and ARIA), developer tooling (APIs, SDKs, PayU Builder MCP, CLI), recurring billing, tokenization, and an agentic commerce stack, alongside consumer credit via LazyPay and fraud services for banks through Wibmo.
Is PayU a public or private company?
PayU is a private company. It is classified as corporate owned and is currently operating.
When was PayU founded?
PayU was founded in 2011. It employs 1,001 to 5,000 people.
Where is PayU based?
PayU is headquartered in Gurugram, India, in the Asia region.
How does PayU make money?
Six revenue lines are on record. Merchant Discount Rate (MDR) / Transaction Fees are the primary driver. The others are enterprise Custom Pricing, payU Finance (Lending), cross-Border Payments, recurring Payments / Subscription Billing and value-Added Platform Services.
Who are PayU's main competitors?
Direct peers on record are Razorpay, Cashfree Payments, Juspay, Pine Labs, PhonePe, CCAvenue and BillDesk. Broad incumbents are Stripe, Adyen and PayPal.
Does PayU have an API?
No public API is recorded for PayU.
What industry is PayU in?
PayU's product category is Payment Processing. Its primary akta.pro industry code is FSAMACAA, Merchant Payment Gateways (API/Hosted Checkout), with a secondary code of FSAGAAAF, Digital Payments & Money Movement (ACH/SEPA/FPS, Bill Pay, P2P). Its NAICS code is 52232 and its SIC code is 6199.