What Adfin does

Adfin is a UK-based fintech that operates an agentic money-movement platform designed to automate and accelerate how UK businesses — primarily small and medium-sized enterprises and accounting/bookkeeping practices — collect payments. The company combines multi-method payment infrastructure (direct debit, cards, Apple Pay, Google Pay, open banking, and bank transfers) with AI-driven credit control software, wrapped around deep integrations with Xero, QuickBooks, Engager.app, and Socket. Its underlying technology uses agentic AI (Customer Agents and Autopilot) that autonomously decides and executes optimal collection actions per customer across email, WhatsApp, and SMS, alongside adaptive AI templates for personalised chasing and multi-LLM invoice data extraction from unstructured formats.

The product is organised around three core modules — Capture (invoice creation and data extraction), Control (credit control management and AI-driven chasing), and Collect (payment acceptance and reconciliation) — supplemented by next-generation direct debits with automated mandate migration, fallback mechanisms, and daily gross settlement. The platform rides on FCA-regulated payment infrastructure provided by Adyen, Stripe, and Tink, which allows Adfin to expand payment methods without taking balance-sheet risk.

Adfin operates a transaction-based revenue model: the core credit control platform is free, with fees (1% + 20p capped at £4 on direct debit and bank transfers, plus a 0.3% add-on for enhanced credit control) charged only on successful payment collections. There are no fees on failed payments and no monthly minimums. Distribution is product-led via self-serve SaaS signup, augmented by ABC Club partner referrals from accountants/bookkeepers (paying £200 per referral plus tiered fee discounts to 0%), accounting software marketplace listings, and an annual multi-city UK touring event series (Tea Party). Founded in 2024 by Tom Pope (CEO) and Ciprian Diaconasu (CTO), Adfin has raised over $30 million to date, with Index Ventures as lead investor across multiple rounds.

Name

Adfin

Legal name

Adfin Financial Services Ltd

Website

https://adfin.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Adfin is a UK fintech that provides an agentic AI platform combining payment infrastructure with automated credit control to help small and medium-sized businesses and accounting practices collect payments faster and reduce late invoices.

Ownership category

akta.pro rank

Product category

Accounts Receivable Automation

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Finance Services (6199)

akta.pro primary industry

Merchant-of-Record (MoR) & Payment Facilitation (PayFac) Infrastructure (FSAGABAE)

akta.pro secondary industries

Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management) (FSAMABAF), Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB), Bill Pay, Invoicing & Payables Platforms (BPAMAFAF), A2A Checkout & Merchant Acceptance Solutions (FSAMAFAF)

Keywords

• Accounts receivable automation
• Payment collection software
• Credit control platform
• Direct debit processing
• Agentic AI finance

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Transaction-based payment collection fees: Adfin charges a percentage fee plus a fixed per-transaction fee on successful payment collections. Fees vary by payment method (direct debit, card, bank transfer) and customer tier. No fees are charged for failed payments. This is the primary revenue stream.
2. Enhanced credit control (add-on module): An optional 0.3% fee applies only when enhanced credit control features (AI-driven optimised chasing, late fees) are actively used. This creates a modular upsell on top of the base transaction revenue.
3. Premium services (Adfin Custom, surcharging): Additional optional charges: £36/month for branded bank statement names (Adfin Custom), surcharges for premium card types, and per-incident chargeback fees (£15). These are supplementary revenue streams tied to optional premium features.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Adfin provides an agentic AI accounts-receivable platform that combines payment infrastructure with autonomous AI agents to automate invoice creation, payment chasing, credit control, and reconciliation. Businesses can accept direct debit, cards, Apple Pay, Google Pay, open banking, and bank transfers through a single platform that integrates natively with Xero and QuickBooks. The platform also includes automated direct-debit mandate migration from legacy providers and a partner programme (ABC Club) for accountants and bookkeepers.

Product overview

Adfin offers a unified 'Just Get Paid' platform combining three core modules: Capture (AI-powered invoice creation and data extraction), Control (credit control automation with AI-driven customer agents), and Collect (multi-channel payment acceptance including direct debit, cards, and bank transfers). The platform is built around an 'agentic finance' architecture where AI-powered Customer Agents autonomously optimize collection strategies for each customer. Key features include Autopilot (AI chasing across email, WhatsApp, SMS), next-generation direct debits with automatic migration and fallback mechanisms, and deep integrations with Xero and QuickBooks. The ABC Club partner program extends the offering to accountants managing multiple client accounts.

Differentiator

Problem solved

Functional benefit

Brands

• ABC Club: Accountants & Businesses Club - Adfin's partner programme for accountants and bookkeepers offering referral rewards and discounted direct debit fees.
• Autopilot
• Adfin Bridge

Products and services

• Capture Invoice creation and data-extraction module that pulls data from any format (CSV, Excel, PDF, handwritten notes) using multiple LLM AI models and generates hundreds of invoices in one batch. Connects to existing accounting software such as Xero and QuickBooks via Adfin Bridge.
• Control Credit-control management module providing full visibility into invoices, customers, and past/planned actions, with automated AI-driven chasing that adapts to each customer's behavior and circumstances. Includes tools for query handling, late fees, and instalment plans.
• Collect Unified payment-collection platform accepting direct debit, cards, Apple Pay, Google Pay, open banking, and bank transfers in one place. Includes intelligent payment fallback mechanisms when payments fail and automatic reconciliation to invoices.
• Next-Generation Direct Debits Rebuilt direct debit system with automated mandate migration from existing providers, automatic chasing for unsigned mandates, free retries for failed payments, automatic card-payment fallback, daily gross settlement, and optional own-brand bank statement names.
• Customer Agents Autonomous AI agents that continuously decide optimal collection actions for each customer, adapt communication based on behavior and history, and execute chasing across email, WhatsApp, and SMS with minimal human intervention. Each agent manages rules for reminder timing, customer communication channels, payment options, and collection actions.
• Autopilot End-to-end agentic AI chasing tool that personalizes reminder templates to each customer context and sends automatically from the user's own email domain. Adaptive templates use AI to tailor messages with invoice details and payment links; reported payments are 70% faster than standard reminders.
• ABC Club Partner programme for accountants and bookkeepers to refer clients to Adfin. Rewards include Amazon vouchers (£200 per referral), discounted direct-debit fees (as low as 0% for Gold tier), exclusive merchandise, and co-marketing support. Four tiers based on active referral count.
• Adfin Bridge Universal connector integration layer that pulls invoice and payment data from any software platform, enabling Adfin to work alongside existing tools without requiring customers to change their software stack.

Quantifiable outcome

• 9% late-payment rate for Adfin customers vs 63% UK average
• +9 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• XerocoreTechnology or IntegrationAdfin has a deep, bidirectional integration with Xero. The integration automatically pushes payment links to Xero invoices, reconciles payments in real time, syncs customer data bidirectionally, migrates existing mandates automatically, and supports Xero tracking categories at line-item level. Adfin is also available in the Xero app marketplace.
• QuickBookscoreTechnology or IntegrationAdfin integrates with QuickBooks to automatically import invoices, customers, and payment data. Reconciliation is handled automatically and invoices are marked as paid when payments are received. The QuickBooks integration supports prepayments, overpayments, and credit notes.
• Engager.appsupportingTechnology or IntegrationAdfin integrates with Engager.app, a proposal and engagement letter platform for accountants. When a client signs a proposal in Engager.app, they can simultaneously set up their direct debit mandate via Adfin, creating a seamless proposals-to-payments workflow.
• SocketsupportingTechnology or IntegrationSocket is a proposal and practice management platform for accountants. Adfin integrates with Socket so that when a client accepts a proposal, they can set up direct debit collection through Adfin. Socket and Adfin co-host events (Tea Party tour) in Bristol and at Xerocon.
• AdyensupportingTechnology or IntegrationAdyen N.V. is one of Adfin's FCA-regulated payment services providers, handling the underlying payment infrastructure for card and other payment methods on Adfin's platform. Adyen's name may appear on customer bank statements.
• StripesupportingTechnology or IntegrationStripe Payments Europe, Ltd is one of Adfin's FCA-regulated payment services providers, powering card and digital payment processing on Adfin's platform. Stripe's infrastructure enables Adfin to offer card, Apple Pay, and Google Pay acceptance.
• TinksupportingTechnology or IntegrationTink Financial Services Ltd is one of Adfin's FCA-regulated payment services providers, specifically enabling open banking and pay-by-bank payment capabilities on the Adfin platform.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Stripe: Stripe is both a payments infrastructure partner powering Adfin's card, Apple Pay, and Google Pay acceptance AND a broader incumbent offering Stripe Billing and invoicing tools that compete with Adfin's invoicing/credit-control layer. Overlap on customers and on payment method coverage is significant.
• Sage: Sage is a UK-native accounting and payroll platform with embedded payment and recurring-billing capabilities. Competes with Adfin for the SME finance team's wallet and represents an alternative consolidation point for AR workflows.
• Adyen: Adyen is one of Adfin's FCA-regulated payment services providers powering card and other payment methods. As a global enterprise payment platform, it competes for larger merchants and could move down-market into SME AR automation over time.

Direct peers

• GoCardless: GoCardless is the incumbent UK direct-debit and recurring payments platform. Adfin directly competes on direct-debit mandate migration and recurring collection, with GoCardless named explicitly in the data as the prior provider Adfin customers are switching from (e.g., 300+ mandates migrated at Onpoint Accounting).
• Satago: Satago is a UK fintech offering invoice financing and credit-control tooling to SMEs; explicitly named by customer Gascoynes as one of the four tools consolidated into Adfin. Direct overlap on UK SME credit-control and AR automation.

Others

• Tink: Tink is one of Adfin's open-banking and pay-by-bank infrastructure partners (Visa-owned). Listed here as an enabling technology provider rather than direct competitor, since Tink supplies the bank-connection rails Adfin relies on.

Emerging players

• Float Financial: Float is a UK cash-flow forecasting and AR workflow platform for SMEs and accountants. Adjacent to Adfin's Control module and shares the accountant-channel go-to-market motion Adfin runs through the ABC Club.
• Bill.com: Bill.com is a US-focused AR/AP automation platform serving SMBs and accounting firms. Functionally comparable for the AR/invoice workflow Adfin sells, though operating in a different geography today. Represents the end-state shape of the category.
• Wise (TransferWise): Wise offers multi-currency business accounts and invoice/receivable workflows for SMEs and freelancers. Compares on the cross-border and multi-rail payment side of Adfin's offering, with growing overlap on UK small-business AR.
• Melio: Melio is a B2B payments platform for SMBs focused on accounts payable and receivable. Comparable on the small-business accounts-receivable automation thesis that Adfin is executing in the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/adfin-fs
• Facebookfacebook.com/Adfin-61568560664902

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adfin