Fincretive

What Fincretive does

Fincretive, LLC is a privately held fintech infrastructure company founded in 2024 and headquartered in Boise, Idaho (legally registered in Sheridan, Wyoming), that enables independent grocers, ethnic grocers, and convenience stores to accept Medicare Advantage and Medicaid Over-the-Counter (OTC) and Healthy Benefit Card (HBC) payments through a single POS integration. The company's core technology is the Universal Processor Gateway, a single POS-integrated API that consolidates connections to multiple OTC/HBC card processors (closed-loop providers such as Solutran and InComm, and open-loop providers such as FIS, Nations Benefit, and SODA/Visa/Mastercard) and supports full PCI compliance. Complementary products include the APL Filter Service for real-time transaction adjudication against health plan Approved Product Lists, Product Trust for automated product data standardization across approximately 2,500 health plans, a Shelf Tag API, a QR-based cashier training system, and PAX A35 card capture devices provided at no cost up to five per store.

Fincretive generates revenue primarily through per-transaction fees on OTC/HBC card swipes routed through its gateway, supplemented by managed services revenue from Product Trust and professional services revenue from POS integration and merchant onboarding. The company operates a channel-first go-to-market model, reaching merchants through POS developers and resellers (RORC/DUMAC, ENCOR POS, LOC SMS, Retail Management Hero, AM/PM, North Country, BEATA POS, MCR POS, EBS POS) and grocery wholesalers, with an enterprise direct-sales motion via Request a Demo CTAs. Pricing is quote-based and not publicly disclosed.

The company was founded by three industry veterans (CEO Tom Bartz, COO William McManus, CTO Travis Merseth) with over 100 years of combined retail technology, payments, and operations experience, and has raised capital through three SEC Form D exempt offerings (approximately $2.55M in July 2024, $449,996 of a $1M target in March 2025, and $600,000 of a $3.8M target in December 2025). Its flagship commercial relationship is a designated Healthy Benefits Partner designation with the National Grocers Association, providing access to NGA's 1,100+ independent grocer member companies representing more than $250 billion in annual sales.

Name

Fincretive

Legal name

Fincretive, LLC

Website

https://fincretive.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Fincretive provides a single POS-integrated payment gateway that lets independent grocers, ethnic grocers, and convenience stores accept Medicare Advantage and Medicaid OTC and Healthy Benefit Cards across multiple processors, with real-time product eligibility adjudication and automated product data standardization across approximately 2,500 health plans.

Ownership category

akta.pro rank

Product category

Healthcare Payment Processing

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)

akta.pro secondary industry

Alternative Payment Methods (APM) Enablement (Wallets, A2A, Local Rails) (FSAGABAJ)

Keywords

• OTC benefit processing
• Healthy benefit cards
• POS payment gateway
• Medicare Advantage payments
• Retail payment integration

Headquarters

HQ city

Sheridan

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Supply Chain, Operations

Revenue model

1. OTC/HBC Transaction Processing: Fincretive earns fees for each OTC and Healthy Benefit Card transaction processed through its Universal Processor Gateway. The gateway consolidates multiple card processors into a single POS integration, charging transaction-based fees per benefit card swipe or tap. This is the primary revenue stream, driven by merchant transaction volume from Medicare Advantage and Medicaid benefit card programs.
2. Product Trust™ Data Services: Fincretive charges for its Product Trust service, which standardizes and aligns merchant product data against ~2,500 health plan Approved Product Lists (APLs). This service is bundled with gateway access and supports both national brand and private label item files for grocers and wholesalers.
3. POS Integration and Onboarding Services: Revenue derived from onboarding merchants via POS providers and resellers, including merchant ID setup, product data feed configuration, and integration activation testing. Supported through reseller and POS integrator channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Fincretive provides a Universal Processor Gateway that consolidates multiple Over-the-Counter (OTC) and Healthy Benefit Card (HBC) processors into a single POS-integrated API connection for independent grocers, ethnic grocers, and convenience stores. The platform processes Medicare Advantage and Medicaid benefit card transactions through both closed-loop (Solutran, InComm) and open-loop (FIS, Nations Benefit, SODA/Visa/Mastercard) networks, with real-time APL adjudication and PCI-compliant card capture hardware. Supporting services include Product Trust™ for product data standardization across approximately 2,500 health plans and QR-based cashier training.

Product overview

Fincretive offers a unified platform architecture for Medicare/Medicaid Over-the-Counter (OTC) and Healthy Benefit Card (HBC) payment processing. The core product is the Universal Processor Gateway, which provides a single POS-integrated API connection across multiple OTC/HBC processors. Supporting modules include the APL Filter Service (real-time transaction adjudication), Product Trust (automated product data alignment via SFTP), and the Cashier Training System (QR code-based video training). The platform is designed for universal compatibility with US POS systems and enables independent grocers and convenience stores to accept most food and OTC benefit cards through a single POS integration.

Differentiator

Problem solved

Functional benefit

Brands

• Product Trust™: Automated product data standardization and alignment service that maps products to health plans' Approved Product List (APL) requirements, improving approval rates and reducing confusion over inconsistent product classifications.
• Universal Processor Gateway
• APL Filter Service

Products and services

• Universal Processor Gateway Central SaaS/API platform providing a single POS-integrated connection that consolidates multiple OTC/HBC card processors (closed-loop and open-loop) into one integration. Enables POS applications to connect to all third-party OTC/HBC program processors through a single unified API call, increasing processor acceptance and reducing stand-beside terminals. Designed for independent grocers, ethnic grocers, convenience stores, and the POS developers/resellers that serve them.
• Product Trust™ Automated product data standardization and alignment service that maps merchant product data (including PLUs, variable weight items, and private label items) to health plan Approved Product List (APL) requirements across approximately 2,500 health plans. Merchants upload daily product feeds via SFTP; Product Trust standardizes items, supporting both national brand and private label item files for grocers and wholesalers.
• Cashier Training System QR code-based on-demand video training system for cashiers covering OTC/HBC card authorization, returns, and refunds specific to each supported POS system. Provides progress tracking for merchants and is accessed via SMS or QR code. Created in partnership with StoryPath.
• Card Capture Device (PAX A35) PCI-compliant card capture hardware device (PAX A35) supplied through resellers. Supports E2E and P2PE PCI functionality and operates alongside existing credit/debit processing without interference.

Quantifiable outcome

• Thousands of independent grocers and local retailers enabled to accept OTC/HBC benefit cards
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

13 partnerships are on record, tiered core, supporting, minor and flagship / core.

• ENCOR POScoreChannel Partner/ Reseller/ Distributor · 1 October 2025ENCOR POS is listed as a key reseller channel through which Fincretive activates OTC/HBC processing at independent grocers. ENCOR POS supports POS activation, merchant ID setup, product data feed configuration, and integration testing. Fincretive's NGA update (October 2025) lists ENCOR among resellers ready to activate stores.
• LOC SMScoreChannel Partner/ Reseller/ Distributor · 1 October 2025LOC SMS is a POS reseller channel for Fincretive's OTC/HBC gateway. Minimum version requirement of LOC SMS 3.5.0.15 is documented for integration. LOC SMS supports merchant onboarding and product data feeds for the APL Filter and Product Trust services.
• Retail Management Hero (RMH)coreChannel Partner/ Reseller/ Distributor · 1 October 2025Retail Management Hero is a POS platform integrated with Fincretive's gateway, requiring minimum version 1.4.25.0. The platform supports cashier training via SMS (text 'RMH Merchant' or 'RMH Cashier' to 72000) and direct onboarding coordination with Fincretive.
• RORC Reseller NetworkcoreChannel Partner/ Reseller/ Distributor · 1 October 2025The RORC reseller network (DUMAC, AFS, C&S, AGBR, In-Store Technologies, SW POS) is ready to activate OTC/HBC at stores. These resellers handle merchant onboarding, provide card capture devices (PAX A35), and coordinate integration with Fincretive.
• ENCOR POS Reseller NetworkcoreChannel Partner/ Reseller/ Distributor · 1 October 2025ENCOR POS resellers (NCBP, SBS, AMPM, Truno, BMC, In-Store, SW POS) are ready to activate OTC/HBC at stores, handling merchant onboarding, device provisioning, and POS integration with Fincretive's gateway.
• WholesalerssupportingChannel Partner/ Reseller/ Distributor · 1 October 2025Fincretive works with wholesalers to provide OTC/HBC-specific national brand and private label product solutions. Wholesalers support product file management for Fincretive's Product Trust™ service and provide in-store marketing collateral.
• AM/PMcoreChannel Partner/ Reseller/ Distributor · 1 June 2025AM/PM, a Point of Sale provider with over 30 years of industry experience, joined as a Fincretive reseller. AM/PM's expertise in software customizations and professional support services empowers Fincretive to deliver its OTC/HBC card processing gateway to independent grocers nationwide.
• DatacapcoreTechnology or Integration · 1 June 2025Fincretive collaborates with Datacap, a payments integration company that provides PCI-compliant and end-to-end encryption of sensitive payment information. Anyone using Fincretive's OTC/HBC gateway and card capture devices benefits from Datacap's security infrastructure.
• MiCampcoreTechnology or Integration · 1 June 2025Fincretive partners with MiCamp, a trusted leader for payment processing solutions in the restaurant, hospitality, and retail industries, to process open-loop OTC/HBC benefit cards in a safe and secure manner. MiCamp brings extensive expertise, strong partnerships, and proven technologies to the collaboration.
• DUMAC / RORC POScoreTechnology or Integration · 1 April 2025DUMAC integrated Fincretive's OTC/HBC gateway directly into its RORC POS solution, enabling independent grocers to accept Medicare and Medicaid benefit cards without additional POS hardware or tech upgrades. The integration is already built into current RORC versions. DUMAC's CEO Howard McManus cited the partnership as enabling stores to serve more of their community while maintaining a familiar checkout experience.
• North CountrycoreChannel Partner/ Reseller/ Distributor · 1 April 2025North Country partnered with Fincretive to empower independent grocers, ethnic markets, convenience stores, and other retailers to accept Medicare Advantage HBC and OTC program payments. North Country coordinates installation and configuration with POS providers and offers low-risk implementations with a streamlined onboarding process.
• StoryPathminorStrategic or Co-development Partner · 1 April 2025Fincretive collaborated with StoryPath to create QR code-accessible, on-demand cashier training videos for OTC/HBC card processing. StoryPath provides the content creation expertise while Fincretive delivers training specific to each supported POS system.
• National Grocers Association (NGA)flagship / coreStrategic or Co-development Partner · 1 February 2025Fincretive was selected as NGA's official Healthy Benefits Partner. The partnership provides NGA's member companies with a seamless, all-in-one solution to integrate HBC and OTC cards into their POS systems through a single gateway. NGA and Fincretive also launched a joint microsite (healthybenefitcard.com) to educate grocers about HBC acceptance. NGA members represent the independent supermarket industry generating $250B+ in annual sales. Fincretive participates in the NGA Show (Las Vegas) with informational sessions and a booth.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• FIS: FIS processes open-loop benefit cards (including OTC/HBC programs) and provides the issuing and network infrastructure Fincretive integrates against. As a payments incumbent, FIS has the scale to disintermediate gateway players for large merchant chains.
• Blackhawk Network: Blackhawk Network operates a major prepaid and benefit-card distribution network used by retailers and health plans for OTC and wellness benefits, overlapping with Fincretive's OTC/HBC enablement use case at the broader-network level.
• InComm Payments: InComm is a large prepaid and closed-loop benefit card processor whose OTC/HBC products sit on the same side of the stack as Fincretive. As a broad incumbent, it also serves as one of Fincretive's underlying processor integrations while competing for end-to-end retailer relationships.
• Edenred USA: Edenred operates benefits and rewards card programs (commuter, wellness, food) for employers and health plans across the US, competing for similar OTC/wellness benefit-card spend at the program and processing level.
• Sodexo Benefits & Rewards: Sodexo's Benefits & Rewards division issues and processes benefit and wellness cards used by employers and health plans, overlapping with Fincretive's OTC/HBC acceptance enablement from the program/processor side.

Direct peers

• PaySign: PaySign builds payment card programs for healthcare, pharmaceutical, and patient-benefits use cases, including OTC-style benefit cards. Its card-program platform overlaps directly with Fincretive's benefit-card payment enablement focus.
• NationsBenefits: NationsBenefits operates one of the largest OTC/HBC and SSBCI benefit card platforms, directly connecting health plans and members to retailers for benefit-card purchases — the same workflow Fincretive enables on the merchant side via its Universal Processor Gateway.
• Solutran: Solutran's S3 platform processes OTC and healthy-food benefit cards for health plans and retailers. It is one of the closed-loop processors Fincretive integrates through, and competes for the same independent-grocer enablement opportunity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fincretive

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors

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 Fincretive