DNA Payments
DNA Payments is a UK-based FCA-authorized omnichannel payment solutions provider offering proprietary axept® PRO payment software, terminals, and Zash ePOS to more than 65,000 merchants across the UK and Europe, processing roughly £11 billion in annual transaction volume.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What DNA Payments does
DNA Payments is a UK-based, FCA-authorized omnichannel payment solutions provider serving more than 65,000 merchants across the UK and Europe with annual transaction volumes of approximately £11 billion. The company operates an integrated platform-plus-modules architecture built around its proprietary axept® PRO payment software, which runs across its own terminal hardware range (mobile, countertop, and unattended), the Zash Android-based ePOS system, and a cloud-based Merchant Portal for real-time transaction monitoring and reporting. Supporting infrastructure includes an omnichannel Payment Gateway with support for major card networks (Visa, Mastercard, Amex, UnionPay, Diners/Discover, Maestro) and alternative payment methods (Klarna, PayPal, Apple Pay, Google Pay, Alipay, Samsung Pay), with security delivered through PCI DSS, 3DS v2, P2PE v3, and an integrated Signifyd fraud management layer.
The company generates revenue through transaction fees on payment processing, recurring monthly subscriptions for axept® services, payment terminal hardware sales or rentals, Zash ePOS software licensing, and merchant cash advance financing via third-party providers. Pricing is quote-based and not publicly disclosed, with billing on monthly cycles via direct debit. DNA Payments distributes through direct enterprise sales, inside sales for SMBs, a technology partner channel (ETABS, MWC Partners, Aero Commerce, OnePlusTwo), and developer self-serve APIs. The company is privately held, backed by Alchemy Partners following a £100M investment in June 2021, and has executed a roll-up strategy with acquisitions including CR7 Services, Zash, Active Payments, Kwalitas, Card Cutters, and First Payment Merchant Services, alongside organic expansion through ERP/POS integrations and a growing European footprint.
DNA Payments firmographics
Firmographics- Name
- DNA Payments
- Legal name
- DNA Payments Limited
- Website
- https://dnapayments.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- DNA Payments is a UK-based FCA-authorized omnichannel payment solutions provider offering proprietary axept® PRO payment software, terminals, and Zash ePOS to more than 65,000 merchants across the UK and Europe, processing roughly £11 billion in annual transaction volume.
- Ownership category
- akta.pro rank
DNA Payments industry classification
Industry- Product category
- Payment Processing Services
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Activities Related to Credit Intermediation (5223), Consumer Lending (522291)
- SIC
- Finance Services (6199), Personal Credit Institutions (6141)
- akta.pro primary industry
- Omnichannel Acquirers (Unified In-store + Online) (FSAMABAH)
- akta.pro secondary industries
- POS-to-Online Unified Payments (Omnichannel Payments) (CRAFALAL), Alternative Payment Methods (APMs) Enablement (BNPL, wallets, local methods) (FSAMACAE), EMV Chip, Magstripe & PIN Debit Acceptance (FSAMADAG)
Keywords
Where DNA Payments is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
DNA Payments business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- Payment Processing & Transaction Fees: DNA Payments earns revenue primarily through transaction fees charged on payment processing across all channels (in-person, online, mobile, unattended). The company acts as a payment acquirer, providing merchants with the ability to accept card payments and handling the settlement process.
- Subscription Services (axept®): Monthly subscription fees for axept® cloud-based payment services, billed in advance. Subscription tiers are defined in merchant application forms with associated subscription fees.
- Payment Terminal Hardware Sales: Sale of payment terminals (mobile, countertop, unattended) and related accessories. Terms include delivery, warranty periods (basic 12-month warranty with optional extended warranty up to 9 months), and return policies for defective goods.
- ePOS Software Licensing (Zash): Licensing fees for Zash ePOS solution, an all-in-one Android-based point-of-sale system with integrated payment processing capabilities.
- Cash Advance / Business Financing: DNA Payments provides business financing through partnerships with leading cash advance providers, offering merchants access to working capital based on transaction history.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Custom enterprise and mid-market pricing based on transaction volume and service requirements |
| Subscription | Monthly | SMB pricing for standard payment terminal packages |
| One time/ perpetual license | Monthly | One-time purchase or rental of payment terminals with associated service fees |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
DNA Payments product offering
Product offeringCore offering
DNA Payments provides omnichannel payment processing solutions for merchants across the UK and Europe, combining its proprietary axept® PRO cloud-based payment software, a range of POS terminals (mobile, countertop, unattended), the Zash Android ePOS system, and an omnichannel Payment Gateway. The company acts as a payment acquirer and merchant services provider, processing card and alternative payments (Apple Pay, PayPal, Klarna, Google Pay, Alipay, Samsung Pay) across in-person, online, mobile, and unattended environments.
Product overview
DNA Payments is a unified omnichannel payment solutions provider offering a platform-plus-modules architecture. The core platform consists of the axept PRO software and Merchant Portal, which power a comprehensive suite of payment terminals (mobile, countertop, and unattended), online payment solutions (website payments, virtual terminal, payment links, recurring payments), and ePOS systems (Oracle ePOS and Zash ePOS). Additional services include the Payment Gateway for omnichannel connectivity, loyalty programs, smart receipts, dynamic currency conversion, and cash advance financing. Security is ensured through 3DS v2, PCI DSS, P2PE v3, and Signifyd fraud management integrations. The company serves diverse sectors including retail, hospitality, food & beverage, eCommerce, builders merchants, gaming, and automotive.
Differentiator
Problem solved
Functional benefit
Brands
- axept PRO: Cloud-based payment software platform and POS terminal solution
- Zash
- Zapp
- Pennies
Products and services
- axept® PRO Payment Software Proprietary cloud-based payment software platform that runs on DNA Payments' POS terminals, providing unified omnichannel payment processing across in-person, online, and unattended environments for merchants in retail, hospitality, food & beverage, and eCommerce.
- axept® PRO Terminals Range (Mobile, Countertop, Unattended) Hardware range of POS terminals including portable mobile card machines, fixed countertop terminals, and unattended self-checkout terminals, all running the axept® PRO software platform, sold or rented to merchants across the UK and Europe.
- PAX A6650 Handheld Mini-POS UK-first handheld mini-POS terminal launched by DNA Payments for hospitality, restaurant, and retail merchants, combining portability with full payment acceptance on the axept® PRO platform.
- Zash ePOS System All-in-one Android-based electronic point-of-sale solution with integrated payment processing, inventory management, and sales tracking, targeted at retail and hospitality merchants needing a unified POS + payments platform.
- Oracle ePOS Integration ePOS solution for hospitality and restaurant businesses providing integrated payment and operations management through DNA Payments' integration with Oracle ePOS.
- Payment Gateway Omnichannel payment gateway that connects online and in-store transactions, supporting cards and alternative payment methods (Apple Pay, PayPal, Klarna, Google Pay, Alipay, Samsung Pay), for merchants needing a single integration across channels.
- Merchant Portal Cloud-based payments management platform providing real-time transaction monitoring, reporting, and business insights, accessible via desktop, iOS, and Android, targeted at merchants needing unified visibility over their payment data.
Quantifiable outcome
- £11 billion annual transaction volumes processed
- +1 more outcomes
Companies that use DNA Payments
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles3 records
DNA Payments technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
DNA Payments partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- ETABS (E-Trading and Business Services Ltd)coreStrategic partnership to deliver integrated payment solutions for UK retail, trade, and warehousing businesses. The collaboration combines DNA Payments' £11 billion annual transaction volumes and 65,000 customers with ETABS's AI-enhanced TABS platform widely used in the UK's tool and hardware merchant sector. The partnership aims to address operational fragmentation by providing merchants with unified systems for stock control, sales, and payments across all touchpoints.
- OnePlusTwocorePartnership to deliver all-in-one self-service kiosk and payment solution for UK hospitality and retail SMEs. Combines DNA Payments' secure, vertically integrated payment infrastructure with OnePlusTwo's POS and kitchen display screen software. Enables businesses to automate the order-to-fulfillment pipeline without manual re-keying bottleneck. Joint offering democratizes professional-grade automation technology previously accessible only to large chains.
- Aero CommercecorePartnership with Aero, a leading European eCommerce platform, to deliver unified in-person and online retail experience. The integration allows merchants to manage transactions, refunds, and operations seamlessly across channels, reducing costs and streamlining processes. Provides a single unified sales and payment platform across website and in-person purchases.
- MWC PartnerscoreStrategic partnership with MWC Partners, a provider of omnichannel Retail POS technology, to deliver in-store payment integrations starting with Microsoft Dynamics 365 Commerce. The integration connects DNA Payments' payment gateway with Microsoft Dynamics 365 POS, marking a step in DNA Payments' growing suite of POS integrations within the retail sector. Provides retailers with enhanced transaction capabilities, faster checkout experiences, and seamless customer journey across physical retail environments.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
DNA Payments competitors and assessment
Company assessmentOthers
Broad incumbents
- Checkout.com: Global payments processor headquartered in London with strong enterprise and digital commerce focus. Competes with DNA on online acquiring and payment gateway for larger merchants.
- Square (Block): Integrated payments and POS provider serving SMBs with hardware, software, and acquiring. Has UK presence and competes with DNA across retail, F&B, and hospitality verticals.
- Adyen: Global unified payments platform serving enterprise merchants with omnichannel acquiring. Competes with DNA for enterprise and larger mid-market merchants across in-person and online channels.
- Stripe: Global payments platform with strong online acquiring presence that has expanded into in-person payments (Stripe Terminal). A much larger, broader incumbent that competes with DNA on online gateway and increasingly on omnichannel.
Direct peers
- SumUp: European-headquartered mobile payment terminal and acquiring provider targeting micro and SMB merchants. Directly competes with DNA in UK card-present acceptance and has expanded into ePOS and online gateway.
- Dojo: UK-focused payment acquirer serving SMBs in hospitality, retail, and F&B with card terminals and integrated software. The closest direct comparable to DNA Payments by vertical focus, geographic footprint, and product bundling strategy.
- Zettle by PayPal: Mobile POS and payment terminal provider owned by PayPal, serving SMBs across the UK and Europe. Overlaps with DNA's mobile and countertop terminal products and SMB acquiring motion.
Emerging players
- Revolut Business: UK-founded fintech expanding into merchant acquiring and POS services. Represents a fast-moving emerging player that overlaps with DNA on SMB payment acceptance in the UK and Europe.
Regional players
- Tyl by NatWest: UK-focused payment solutions provider (formerly known as Cardnet) tied to NatWest, serving SMB and mid-market merchants with card terminals and integrated services. A UK regional competitor with similar vertical and geographic focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DNA Payments social profiles
Digital presenceDNA Payments compliance and trust
Trust signalCompliance3 records
DNA Payments financial estimates
Financial estimateRevenue estimate
Valuation estimate
DNA Payments leadership team
Management profileNumber of profiles
Profiles6 records
DNA Payments subsidiaries and ownership
Company hierarchySubsidiaries11 records
DNA Payments funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DNA Payments M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DNA Payments
What does DNA Payments do?
DNA Payments provides omnichannel payment processing solutions for merchants across the UK and Europe, combining its proprietary axept® PRO cloud-based payment software, a range of POS terminals (mobile, countertop, unattended), the Zash Android ePOS system, and an omnichannel Payment Gateway. The company acts as a payment acquirer and merchant services provider, processing card and alternative payments (Apple Pay, PayPal, Klarna, Google Pay, Alipay, Samsung Pay) across in-person, online, mobile, and unattended environments.
Is DNA Payments a public or private company?
DNA Payments is a private company. It is classified as private equity controlled and is currently operating.
When was DNA Payments founded?
DNA Payments was founded in 2019. It employs 251 to 500 people.
Where is DNA Payments based?
DNA Payments is headquartered in London, United Kingdom, in the Europe region.
How does DNA Payments make money?
Five revenue lines are on record. Payment Processing & Transaction Fees are the primary driver. The others are subscription Services (axept®), payment Terminal Hardware Sales, ePOS Software Licensing (Zash) and cash Advance / Business Financing.
Who are DNA Payments's main competitors?
Worldpay (FIS) is listed as an others. Broad incumbents are Checkout.com, Square (Block), Adyen and Stripe. Direct peers are SumUp, Dojo and Zettle by PayPal. Revolut Business is listed as an emerging player. Tyl by NatWest is listed as a regional player.
Does DNA Payments have an API?
Yes. DNA Payments offers a Partner API for seamless, real-time integration capabilities. The developer portal at developer.dnapayments.com provides integration documents for partners and developers to connect with DNA Payments' payment infrastructure. Developer documentation is at developer.dnapayments.com.
What industry is DNA Payments in?
DNA Payments's product category is Payment Processing Services. Its primary akta.pro industry code is FSAMABAH, Omnichannel Acquirers (Unified In-store + Online), with a secondary code of CRAFALAL, POS-to-Online Unified Payments (Omnichannel Payments). Its NAICS code is 52232 and its SIC code is 6199.