NjiaPay
NjiaPay is a Johannesburg-based payment orchestration platform that provides African merchants a single API to route transactions across 14 payment service providers, reducing failed payments for subscription and e-commerce businesses across South Africa, Kenya, and Nigeria.
- Company typePrivate
- Founded2024
- HeadquartersJohannesburg, South Africa
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What NjiaPay does
NjiaPay is a payment orchestration platform headquartered in Johannesburg, South Africa, that operates as a provider-agnostic control layer between merchants and multiple payment service providers (PSPs) across Africa. The company was founded in 2024 as a spin-out from Talk360, the international calling platform whose co-founders — Jonatan Allback (CEO, ex-Adyen/Amazon/Netflix/Uber) and Roderick Simons (CPTO, ex-Yolt) — built the routing tool internally after consolidating six PSP integrations into one. NjiaPay's platform exposes a single API that connects merchants to 14 integrated PSPs spanning card payments, instant EFT, mobile money, and bank transfers, including Payfast, Peach Payments, Ozow, Paystack, M-Pesa, Capitec Pay, Visa, and Mastercard. Core features include Intelligent Routing, Smart Retries (recovering failed payments in under 100ms), Smart Dunning for subscription billing, Card Account Updater (launched in South Africa in March 2026), a branded Custom Checkout, One-Click Payments for returning customers, an Analytics Dashboard, and Redundancy/Failover across providers.
NjiaPay targets two primary customer segments: subscription-based businesses facing involuntary churn from failed recurring payments, and e-commerce merchants seeking higher checkout conversion. Named customers include Talk360 (the founding parent, which reported a 25% conversion uplift), Anytime Fitness South Africa, Melon Mobile, Avory Shlain, Ziwani, Conservio, and Proudly. Geographic operations cover South Africa, Kenya, and Nigeria.
The business model combines transaction fees with subscription plans. The Starter tier is priced at R99/month plus R2 per successful transaction (up to 10,000 monthly transactions, two PSP connections), while the Enterprise tier offers custom volume-based pricing for merchants processing more than 10,000 transactions/month, with up to four PSP connections, reconciliation tooling, and a dedicated payment optimization manager. Distribution is hybrid: product-led self-serve onboarding via Shopify and WooCommerce plugins for smaller merchants, and direct enterprise sales for larger accounts. The company is venture-backed, having raised a $1 million pre-seed round in January 2025 and a $2.1 million seed round led by Newion in March 2026.
NjiaPay firmographics
Firmographics- Name
- NjiaPay
- Legal name
- NjiaPay
- Website
- https://njiapay.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- NjiaPay is a Johannesburg-based payment orchestration platform that provides African merchants a single API to route transactions across 14 payment service providers, reducing failed payments for subscription and e-commerce businesses across South Africa, Kenya, and Nigeria.
- Ownership category
- akta.pro rank
NjiaPay industry classification
Industry- Product category
- Payment Orchestration
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Payment Orchestration Platforms (Multi-PSP Routing) (FSAMACAB)
- akta.pro secondary industries
- Payment Orchestration Platforms (FSAGABAA), Payment Gateways & Orchestration (CRAFALAA)
Keywords
Where NjiaPay is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
NjiaPay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction Fees: Charges only on successful payments. R2 per successful transaction for Starter plan. No setup fees, no monthly minimums, no penalties for traffic spikes.
- Subscription Plans: Monthly subscription tier (Starter: R99/month) with included transaction allowance of up to 10,000 monthly transactions. Enterprise tier offers custom volume-based pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Starter plan at R99/month with R2 per successful transaction |
| Subscription | Monthly | Enterprise tier with custom volume-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
NjiaPay product offering
Product offeringCore offering
NjiaPay is a payment orchestration platform that acts as a control tower layer between merchant checkout and up to 14 Payment Service Providers, routing transactions intelligently in real-time through a single API integration. The platform serves African businesses with features including Intelligent Routing, Smart Retries, Smart Dunning, Card Account Updater, Custom Checkout, One-Click Payments, and an Analytics Dashboard, targeting both subscription businesses and e-commerce merchants operating in fragmented African payment markets.
Product overview
NjiaPay is a payment performance platform (payments-as-a-service) that operates as a central orchestration layer between merchants and multiple payment service providers. The platform provides a single API integration that connects businesses to up to 14 payment providers simultaneously, routing transactions in real-time to maximize approval rates. The product portfolio centers on the core orchestration platform with integrated features including Intelligent Routing, Smart Retries, Smart Dunning, Card Account Updater, Custom Checkout, One-Click Payments, and Analytics Dashboard. The platform targets both subscription businesses and e-commerce merchants, offering two pricing tiers: Starter (R99/month) and Enterprise (custom pricing). NjiaPay's architecture addresses Africa's fragmented payment ecosystem by consolidating multiple PSP integrations into one, reducing operational overhead while improving transaction success rates by up to 25%.
Differentiator
Problem solved
Functional benefit
Products and services
- NjiaPay Payment Orchestration Platform Provider-agnostic payment orchestration platform that connects merchants to up to 14 payment service providers through a single API, routing transactions intelligently in real-time to maximize approval rates and reduce failed payments. Serves African e-commerce, subscription, and cross-border businesses.
- Card Account Updater for South Africa Automated card credential refresh service that retrieves updated card details directly from banks when cards expire or are reissued, recovering approximately 3% of transactions that would otherwise fail. Launched as a new product capability for the South African market to address the one-in-five transaction failure rate in subscription and recurring payments.
Quantifiable outcome
- 25% increase in checkout conversion
- +5 more outcomes
Companies that use NjiaPay
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles4 records
NjiaPay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature8 records
NjiaPay partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Talk360coreInternational calling app and original parent company from which NjiaPay spun out in December 2024. Talk360 is a key reference customer that reduced 6 PSP integrations to 1 and achieved 25% conversion uplift using NjiaPay.
- PayfastcoreSouth African payment gateway integrated into NjiaPay's PSP network for card payment processing.
- Peach PaymentscoreAfrican payment platform integrated into NjiaPay's PSP network.
- OzowcoreSouth African instant EFT payment provider integrated for bank transfer functionality.
- PaystackcoreAfrican payment processing platform integrated for card and alternative payment methods across Nigeria and Ghana.
- M-PesacoreEast Africa's most widely used mobile money platform integrated for mobile payment acceptance.
- Capitec PaycoreSouth African bank's direct payment app integrated for Capitec banking customers to pay directly from their app.
- ShopifycoreE-commerce platform partnership providing NjiaPay plugin for Shopify merchants to easily integrate payment orchestration.
- WooCommercecoreWordPress e-commerce platform partnership providing NjiaPay plugin for WooCommerce merchants.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
NjiaPay competitors and assessment
Company assessmentDirect peers
- Paystack: African payment gateway acquired by Stripe, providing card and alternative payment processing across Nigeria, Ghana and South Africa. Direct PSP peer integrated into NjiaPay's orchestration network and competing for the same African merchant wallet.
- Flutterwave: Pan-African payments infrastructure provider enabling merchants to accept and disburse payments across 30+ African countries. Closest direct competitor offering multi-country payment acceptance with similar target customer profile.
- Peach Payments: African payment service provider integrated into NjiaPay's PSP network. Operates its own checkout and recurring billing products, competing for the same African eCommerce and subscription merchants.
- Cellulant: Pan-African digital payments platform providing payment aggregation across 35+ countries. Competes with NjiaPay for cross-border African merchants needing unified payment infrastructure.
- DPO Group: African payment service provider (now part of Network International) operating across multiple African markets. Comparable multi-country payment acceptance offering for African merchants.
- Onafriq (formerly MFS Africa): African mobile money interoperability and digital payments hub connecting 500+ mobile wallets across the continent. Competes in the cross-border African payment infrastructure layer where NjiaPay operates.
Regional players
- Payfast: South African payment gateway also integrated into NjiaPay's network. Directly competes in the South African SMB eCommerce segment and could expand into orchestration features over time.
- Ozow: South African instant EFT payment provider integrated into NjiaPay's network. Regional direct competitor in South Africa for online bank transfer payment acceptance.
Broad incumbents
- Stripe: Global payments infrastructure leader with African expansion through Paystack. Offers multi-method payment routing and orchestration capabilities globally, representing both a partner (integrated PSP) and potential competitive threat.
- Adyen: Global unified commerce payment platform where NjiaPay CEO Jonatan Allback spent 15 years. Offers intelligent routing and multi-PSP functionality for enterprise merchants globally, including selective African coverage.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NjiaPay social profiles
Digital presenceNjiaPay financial estimates
Financial estimateRevenue estimate
Valuation estimate
NjiaPay leadership team
Management profileNumber of profiles
Profiles8 records
NjiaPay funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NjiaPay 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 NjiaPay
What does NjiaPay do?
NjiaPay is a payment orchestration platform that acts as a control tower layer between merchant checkout and up to 14 Payment Service Providers, routing transactions intelligently in real-time through a single API integration. The platform serves African businesses with features including Intelligent Routing, Smart Retries, Smart Dunning, Card Account Updater, Custom Checkout, One-Click Payments, and an Analytics Dashboard, targeting both subscription businesses and e-commerce merchants operating in fragmented African payment markets.
Is NjiaPay a public or private company?
NjiaPay is a private company. It is classified as venture growth investor backed and is currently operating.
When was NjiaPay founded?
NjiaPay was founded in 2024. It employs 1 to 10 people.
Where is NjiaPay based?
NjiaPay is headquartered in Johannesburg, South Africa, in the Africa region.
How does NjiaPay make money?
Two revenue lines are on record. Transaction Fees are the primary driver. The others are subscription Plans.
Who are NjiaPay's main competitors?
Direct peers on record are Paystack, Flutterwave, Peach Payments, Cellulant, DPO Group and Onafriq (formerly MFS Africa). Regional players are Payfast and Ozow. Broad incumbents are Stripe and Adyen.
Does NjiaPay have an API?
Yes. NjiaPay exposes a public API. Developer documentation is at docs.njiapay.com.
What industry is NjiaPay in?
NjiaPay's product category is Payment Orchestration. Its primary akta.pro industry code is FSAMACAB, Payment Orchestration Platforms (Multi-PSP Routing), with a secondary code of FSAGABAA, Payment Orchestration Platforms. Its NAICS code is 522320 and its SIC code is 6199.