Fortis
Fortis is a Dubai-based fintech providing all-in-one POS, payment, loyalty, and CRM software for SMBs in food and beverage, retail, and service sectors. Its SmartPOS platform converts existing card machines into full point-of-sale systems, with embedded payments and ERP integrations.
- Company typePrivate
- Founded2022
- HeadquartersDubai, United Arab Emirates
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Fortis does
Fortis MENA Digital Solutions LLC is a Dubai-based fintech founded in 2022 that provides an all-in-one POS and payment platform targeted at small and medium businesses in the UAE and broader MENA region. The company's flagship SmartPOS product is differentiated by its ability to convert existing Network International card machines into complete point-of-sale systems with sales tracking, inventory management, and built-in loyalty, avoiding the hardware-replacement cost that typically gates SMB POS adoption. Complementary products include Table Pay (QR/NFC contactless payments with QR Menu and bill-splitting), Fortis Loyalty (automated points/stamps at checkout), Inventory Management (real-time stock visibility), and AI Agents (analytics over operational data). A newer FortisPay extension, certified under the Adobe Commerce App Assurance Program, extends the platform into embedded B2B payments with eCheck, ACH, card, and digital wallet support and native ERP connectors to NetSuite, Microsoft, Sage, and Acumatica.
The platform is built on a cloud-based architecture with integrations into the regional payment and restaurant-tech ecosystems (Network International, Foodics, Syrve) plus an API accessible via my.fortis.world. Fortis operates a product-led growth motion with self-serve website onboarding, alongside channel partnerships for indirect distribution into Network International's terminal base and restaurant management platforms.
Revenue is generated through two primary streams: a publicly disclosed SmartPOS subscription priced at AED 990 per year, and transaction-based fees on payment processing. The company sells primarily into four SMB verticals — food and beverage, retail, service businesses, and pop-up stores — and claims 90,000+ merchants, 10M+ transacting customers, and 5M+ processed transactions globally. The company has raised a $20M Series A led by Opportunity Venture (April 2024), received a strategic investment from Audax Private Equity and Lovell Minnick Partners (March 2025), and acquired Serve First Solutions (July 2025) to extend into B2B payments.
Fortis firmographics
Firmographics- Name
- Fortis
- Legal name
- Fortis MENA Digital Solutions LLC
- Website
- https://fortis.world
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fortis is a Dubai-based fintech providing all-in-one POS, payment, loyalty, and CRM software for SMBs in food and beverage, retail, and service sectors. Its SmartPOS platform converts existing card machines into full point-of-sale systems, with embedded payments and ERP integrations.
- Ownership category
- akta.pro rank
Fortis industry classification
Industry- Product category
- Point-of-Sale and Embedded Payments Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)
- akta.pro secondary industries
- EMV Chip, Magstripe & PIN Debit Acceptance (FSAMADAG), POS Terminal Hardware (Countertop, Mobile, PIN Pads) (FSAMADAA)
Keywords
Where Fortis is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Fortis business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- SmartPOS Subscription: Annual subscription model for SmartPOS device and platform access. The platform is priced at AED 990/year based on published pricing.
- Payment Processing: Transaction-based revenue from processing card payments through the SmartPOS and Table Pay systems. The company processes billions of dollars in payments annually.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | SmartPOS Annual Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Fortis product offering
Product offeringCore offering
Fortis provides an all-in-one cloud-based point-of-sale and embedded payments platform for small and medium businesses in the UAE/MENA region. Its flagship SmartPOS product converts existing card machines into full POS systems with sales tracking, inventory management, and loyalty tools, complemented by Table Pay for contactless QR/NFC payments, Fortis Loyalty, AI-driven analytics, and the FortisPay Adobe Commerce extension for B2B embedded payments.
Product overview
Fortis is a UAE-based all-in-one software platform providing point-of-sale and payment solutions for SMBs. The unified platform architecture centers on SmartPOS as the core product, transforming existing card machines into complete POS systems with sales tracking, inventory, and loyalty capabilities. Additional products include Table Pay for contactless QR/NFC payments, Fortis Loyalty for customer retention, QR Menu for digital restaurant ordering, and AI Agents for intelligent business insights. Fortis targets restaurants, retailers, service businesses, and pop-up stores across the UAE and MENA region, processing billions of dollars in payments annually through its embedded payments infrastructure.
Differentiator
Problem solved
Functional benefit
Brands
- Fortis Loyalty: Loyalty program platform that rewards customers with points or stamps automatically when they tap on the card machine
- SmartPOS
- Table Pay
Products and services
- SmartPOS All-in-one point-of-sale system that converts existing card machines into a full POS with order acceptance, payment processing, inventory management, and loyalty tools, designed for restaurants, retailers, and service SMBs.
- Table Pay Contactless payment solution that lets customers scan a QR code to view the menu, split bills, add tips, and pay instantly via QR or NFC from a mobile device; targeted at restaurants and food-service merchants.
- Fortis Loyalty Customer retention and loyalty program that automatically rewards shoppers with points or stamps on every transaction, designed for SMB merchants seeking to convert one-time buyers into repeat customers.
- Inventory Management Inventory tracking and management module integrated with SmartPOS, providing real-time visibility into stock levels and automatic stock updates across locations and sales channels.
- AI Agents AI-powered analytics module that provides intelligent insights into daily business operations, enabling smarter decisions based on real-time sales and performance data.
- FortisPay Extension for Adobe Commerce Embedded payments extension for Adobe Commerce providing eCheck, ACH, credit card, and digital wallet payment processing with automated reconciliation into NetSuite, Microsoft, Sage, and Acumatica ERPs; targeted at B2B and services merchants on Adobe Commerce.
Quantifiable outcome
- 90,000+ merchants globally using the platform
- +2 more outcomes
Companies that use Fortis
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Fortis technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability5 records
Feature5 records
Fortis partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and strategic.
- Serve First SolutionscoreFortis acquired Serve First Solutions to expand its B2B capabilities, strengthening the company's offerings for business payment processing and services sector.
- Network InternationalcoreFortis SmartPOS runs on existing Network International card machines, enabling seamless conversion of their customer base to full POS functionality. Integration partnership enabling payment processing.
- FoodicsstrategicIntegration partnership with Foodics (restaurant management platform) enabling interoperability between Fortis POS and Foodics restaurant systems.
- SyrvestrategicIntegration partnership with Syrve (restaurant management system) enabling data sync and operational coordination between Fortis POS and Syrve restaurant management.
- Adobe CommercecoreFortisPay extension for Adobe Commerce achieved App Assurance Program Certification, expanding embedded payments capabilities for B2B and services businesses. Provides flexible payment options including eCheck, ACH, credit cards, and digital wallets with ERP integrations.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Fortis competitors and assessment
Company assessmentDirect peers
- Foodics: Saudi-headquartered restaurant POS and management platform serving F&B businesses across MENA. Directly overlaps with Fortis's primary F&B vertical and restaurant integrations, and is also a Fortis integration partner — making it the closest comparable in product, geography, and target customer.
- Sapaad: UAE-based restaurant POS and management software serving F&B businesses in the Middle East. Comparable as a regional SMB POS player focused on the same restaurant vertical and operating in the same UAE/MENA geography as Fortis.
- Loystar: MENA-based customer loyalty and POS platform for SMB retailers and F&B operators. Overlaps with Fortis Loyalty and SmartPOS, targeting the same SMB segments with a similar bundled software-plus-loyalty approach.
- Telr: UAE-headquartered payment gateway and SMB payment-acquiring platform serving merchants across MENA. Comparable as a regional SMB payments provider competing for the same merchant wallet share as Fortis's payment-processing revenue stream.
- PayTabs: MENA-based online payment gateway and SMB payments processor headquartered in Saudi Arabia. Comparable as a regional SMB payments competitor with overlapping merchant segments and embedded payments ambitions similar to Fortis's FortisPay extension.
- Syrve (iiko): Restaurant management and POS platform serving F&B operators with back-of-house, front-of-house, and payments capabilities. Comparable as a Fortis integration partner that also directly competes in the same restaurant management/POS category in overlapping geographies.
Broad incumbents
- Square (Block): Global SMB payments and POS platform serving small merchants with integrated hardware, software, and payment processing. Comparable as a broader incumbent in the SMB POS/payments category; while not focused on MENA, it represents the global benchmark that Fortis's value proposition is implicitly benchmarked against.
- Toast: US-based restaurant-specific POS and payments platform serving SMB and enterprise F&B operators. Highly relevant comparable for Fortis's primary F&B vertical, especially given Fortis's restaurant POS features (Table Pay, QR Menu, loyalty).
- TouchBistro: Restaurant-focused POS platform for SMBs with integrated payments and add-on modules (loyalty, inventory, reservations). Comparable to Fortis's SmartPOS in scope, vertical specialization, and SMB target customer, though primarily North American.
Others
- Network International: Major UAE/MENA payment processor whose card machines Fortis SmartPOS runs on. Listed as a peer because Network is both a critical infrastructure partner and a potential competitor if it extends into POS software on top of its acquiring rails.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fortis social profiles
Digital presenceFortis compliance and trust
Trust signalCompliance1 record
Fortis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fortis leadership team
Management profileNumber of profiles
Profiles3 records
Fortis funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fortis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fortis
What does Fortis do?
Fortis provides an all-in-one cloud-based point-of-sale and embedded payments platform for small and medium businesses in the UAE/MENA region. Its flagship SmartPOS product converts existing card machines into full POS systems with sales tracking, inventory management, and loyalty tools, complemented by Table Pay for contactless QR/NFC payments, Fortis Loyalty, AI-driven analytics, and the FortisPay Adobe Commerce extension for B2B embedded payments.
Is Fortis a public or private company?
Fortis is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fortis founded?
Fortis was founded in 2022. It employs 101 to 250 people.
Where is Fortis based?
Fortis is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Fortis make money?
Two revenue lines are on record. SmartPOS Subscription is the primary driver. The others are payment Processing.
Who are Fortis's main competitors?
Direct peers on record are Foodics, Sapaad, Loystar, Telr, PayTabs and Syrve (iiko). Broad incumbents are Square (Block), Toast and TouchBistro. Network International is listed as an others.
Does Fortis have an API?
Yes. Fortis offers an API accessible via https://my.fortis.world/ for developers and partners. The platform provides embedded payments capabilities including eCheck, ACH, credit cards, and digital wallets with ERP integrations to NetSuite, Microsoft, Sage, and Acumatica. Specific API protocol (REST/GraphQL), authentication method, rate limits, and versioning details are not publicly documented in the available sources. Developer documentation is at my.fortis.world.
What industry is Fortis in?
Fortis's product category is Point-of-Sale and Embedded Payments Software. Its primary akta.pro industry code is FSAGABAO, POS, SoftPOS & In-Person Acceptance Infrastructure, with a secondary code of FSAMADAG, EMV Chip, Magstripe & PIN Debit Acceptance. Its NAICS code is 518210 and its SIC code is 7373.