What Roiward does

Roiward is a Spanish fintech headquartered in Bilbao that builds embedded payment infrastructure for the employee benefits and welfare credit ecosystem. The company provides the underlying rails that allow platforms to issue, distribute, and settle welfare credit payments with merchants, including functionality such as payment splitting, automated eligibility and tax compliance validation, and cashback rewards denominated in Qoins or Bitcoin with wallet transfer capability. Its technology is white-labeled and embedded into partner platforms — most notably SeQura's smart shopping app, where it powers the travel booking integration with lastminute.com — and is positioned as a single integration layer replacing bespoke point-to-point connections across the fragmented European welfare market.

Roiward operates a transaction-fee revenue model, earning on payment volumes routed through its infrastructure; in 2025 the company reported €11 million in transaction volume with a stated target of €55 million by year-end. The company is privately held, employs 1–10 people, and was founded around 2021–2023 (sources conflict between the firmographics profile and the company timeline). In December 2025 Roiward closed a €1.8 million investment from Banco Santander to fund European expansion beyond its initial Spain footprint, with planned rollout across additional European markets in 2026 through the SeQura partnership.

The go-to-market is B2B infrastructure rather than direct-to-consumer: Roiward sells to and embeds within welfare platforms, HR platforms, and merchants, and gains end-user reach through partner distribution rather than its own consumer brand. Core customer segments are employee benefits platforms (primary) and travel merchants enabled via smart-shopping integrations (secondary). The company has no public app, no disclosed pricing, no certifications, and no visible AI/ML capabilities; competitive differentiation rests on the novelty of crypto-denominated rewards and the breadth of its embedded distribution rather than on proprietary AI or scale economics.

Name

Roiward

Legal name

Roiward

Website

https://roiward.io

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Roiward is a Spanish fintech building embedded payment infrastructure for employee benefits and welfare credits, white-labeling its rails inside partner platforms such as SeQura to process welfare-funded travel bookings with Bitcoin cashback and payment splitting across Europe.

Ownership category

akta.pro rank

Product category

Payment Infrastructure

NAICS

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

SIC

Finance Services (6199)

akta.pro primary industry

Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)

akta.pro secondary industries

Payment Gateways & API Connectivity (FSAGABAB), Payouts, Disbursements & Mass Payments Infrastructure (FSAGABAN)

Keywords

• Embedded payment infrastructure
• Welfare benefits payments
• Employee benefits platform
• Payment orchestration software
• Travel payment processing

Headquarters

HQ city

Bilbao

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Transaction-based payments: Roiward generates revenue through transaction fees on payment volumes processed through its infrastructure. The company achieved €11 million in transaction volume in 2025 with a target of €55 million by year-end.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

Roiward operates WelPay, a B2B embedded payment infrastructure that acts as the single payment and distribution layer connecting welfare providers, HR platforms, and merchants. The platform replaces fragmented, bespoke integrations with one unified connectivity point, delivering automated eligibility and compliance validation, real-time transaction processing, and clean financial reconciliation for welfare-funded spending across European markets.

Differentiator

Problem solved

Functional benefit

Products and services

• WelPay Embedded payment and distribution layer for the European welfare ecosystem, connecting welfare providers, HR platforms, and merchants through a single integration. WelPay offers automated governance over eligibility, spending limits, and tax compliance, with real-time transaction processing and automated financial reconciliation. The platform is sold to enterprise welfare platforms, HR platforms, and merchants seeking to reduce bespoke integration costs and unlock welfare credit spending.

Quantifiable outcome

• Transaction volume of €11 million in 2025, targeting €55 million by year-end

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• SeQuracoreTechnology or Integration · 4 December 2025Roiward powers SeQura's expansion into smart travel, enabling travel booking integration with Bitcoin cashback and payment splitting options. The partnership integrates Roiward's infrastructure into SeQura's smart shopping app, initially available in Spain with expansion plans across Europe in 2026.
• lastminute.comflagshipTechnology or Integration · 4 December 2025lastminute.com is integrated into SeQura's smart shopping app via Roiward's infrastructure, enabling users to book travel experiences with Bitcoin cashback rewards. This represents a flagship implementation of Roiward's payment technology in the travel sector.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Plaid: Plaid is a connectivity/API layer that links bank accounts to fintech applications, analogous to how Roiward links welfare platforms to merchants and HR systems. Both sell embedded infrastructure that replaces bespoke integrations with a single integration point.
• TrueLayer: TrueLayer provides open-banking-based payment and data APIs across Europe, including payouts and disbursements. Like Roiward, it monetizes via transaction fees on infrastructure that sits between accounts/benefits and merchants.
• Token.io: Token.io offers open-banking payment initiation and account-to-account disbursement APIs in Europe. Its A2A payout capabilities overlap directly with Roiward's employee benefits distribution use case.
• Trustly: Trustly provides account-to-account payments and disbursements across Europe, particularly strong in the Nordics and increasingly elsewhere. Its payout infrastructure competes with Roiward's welfare and merchant disbursement flows.

Emerging players

• Volt: Volt offers an open-bayments network built on A2A rails with strong European coverage. It targets similar use cases (instant payouts, embedded payments) and competes for the same enterprise platform customers.
• Yapily: Yapily is a European open-banking API platform that enables payments initiation and data access for fintechs and enterprises. It is comparable to Roiward as embedded infrastructure for European payment flows.

Broad incumbents

• Marqeta: Marqeta provides modern card issuing and payment processing infrastructure at scale. While card-centric rather than welfare-centric, it competes for the same 'embedded payment infrastructure for platforms' mindshare and customer wallet.
• Stripe: Stripe is the dominant global payment infrastructure provider with APIs for payments, payouts, and embedded financial products. It is the ultimate broad incumbent against which Roiward must differentiate on welfare-specific features and crypto rewards.
• Adyen: Adyen is a global payment processor serving large enterprise merchants and platforms with unified online/in-store/in-app processing. It competes for enterprise platform customers like SeQura and lastminute.com.

Regional players

• Eudaimon: Eudaimon is an Italian employee welfare and benefits platform that connects employers, employees, and merchants — directly adjacent to Roiward's welfare distribution value proposition in the Italian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

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 Roiward