Rollfi
Rollfi is an API-first embedded payroll and benefits platform enabling banks, vertical SaaS companies, accounting firms, and fintechs to white-label payroll infrastructure with nationwide U.S. tax compliance, operating as a division of Priority Technology Holdings (NASDAQ: PRTH).
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Rollfi does
Rollfi is an API-first embedded payroll and benefits infrastructure provider that enables banks, vertical SaaS platforms, accounting firms, and fintechs to white-label or deeply integrate payroll capabilities under their own brand. Founded in 2021 by Kirubha Perumalsamy and Hakim Isa, the company originally focused on crypto payroll services before pivoting to embedded payroll after launching its initial product during the 2023 crypto bear market. In January 2025, Rollfi was acquired by Priority Tech Ventures, a unit of Priority Technology Holdings (NASDAQ: PRTH), and now operates as a division of Priority under the legal entity Priority Rollfi, LLC, headquartered in Alpharetta, Georgia (2001 Westside Parkway, Suite 155).
The company's technology stack centers on a comprehensive suite of REST APIs covering the entire payroll lifecycle: company onboarding, employee onboarding, employer/employee portals, payroll processing, and webhooks (signed RS256 and unsigned) for real-time event transmission. Plaid integration handles employee bank account verification, while the underlying money movement infrastructure — Priority's Commerce Engine and Passport platform — provides connections to 20+ Tier 1 and Super Regional banks backed by nationwide Money Transmitter Licenses. Rollfi offers three deployment models (White Label with zero developer resources, Walk embedded UI, and Run full API) and handles federal, state, and local payroll tax compliance across all 50 states for W-2 and 1099 workers, plus benefits administration as a broker for medical, dental, vision, and life insurance through in-house advisors.
Rollfi's revenue model combines subscription-based platform fees with per-employee charges, with industry-standard pricing in the $35-70 per customer per month plus $6-10 per employee per month range. Named customers span vertical SaaS platforms (TaaSPak/ERPsy in construction, Ease Practice in healthcare serving 500+ practices), accounting firms (FiveTax, Fiat Finance), and startup benefits clients (GAIL, Commenda, Ducky AI). With a team of approximately 10 people pre-acquisition and $3.25M raised in seed funding from On Deck and Fiat Ventures, Rollfi now operates within Priority's institutional infrastructure, positioning itself in the embedded payroll market that research indicates can lift platform ARPU by 40-50% and reduce payback from 5.7 to 2.4 months.
Rollfi firmographics
Firmographics- Name
- Rollfi
- Legal name
- Priority Rollfi, LLC
- Website
- https://rollfi.xyz
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rollfi is an API-first embedded payroll and benefits platform enabling banks, vertical SaaS companies, accounting firms, and fintechs to white-label payroll infrastructure with nationwide U.S. tax compliance, operating as a division of Priority Technology Holdings (NASDAQ: PRTH).
- Ownership category
- akta.pro rank
Rollfi industry classification
Industry- Product category
- Embedded Payroll Infrastructure
- NAICS
- Payroll Services (541214)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Rollover & Distribution Advisory (IRA/401(k) Rollovers) (FSAEABAG)
Keywords
Where Rollfi is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rollfi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Embedded Payroll Platform Fees: Rollfi generates revenue through subscription-based platform fees combined with per-employee charges. Platforms pay a monthly base fee plus per-employee costs to access the embedded payroll infrastructure. The pricing structure enables platforms to unlock new revenue streams by reselling or bundling payroll services under their own brand.
- Benefits Administration Services: Rollfi acts as a broker for insurance benefits (medical, dental, vision, life) providing advisors for quoting, open enrollment, and ongoing employee support. Revenue likely includes commissions from insurance carriers and service fees for benefits administration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | Platform fee plus per-employee monthly billing |
| Hybrid | Monthly | SaaS plus embedded payroll attach model |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Rollfi product offering
Product offeringCore offering
Rollfi provides API-first embedded payroll and benefits infrastructure that enables banks, vertical SaaS platforms, accounting firms, and fintechs to offer nationwide payroll and benefits services under their own brand. The platform supports three deployment models (White Label, Walk, Run), covers all 50 U.S. states for W-2 and 1099 payroll with federal/state/local tax compliance, and includes benefits administration (medical, dental, vision, life). It is built on Priority Technology Holdings' Commerce Engine and money movement rails (NASDAQ: PRTH).
Product overview
Rollfi offers a modular embedded payroll and benefits platform with three deployment pathways: White Label (zero developer resources), Walk (embedded UI), and Run (full API integration). The core platform provides nationwide payroll processing with W-2 and 1099 coverage, federal/state/local tax compliance, and direct deposit. Benefits Administration operates as a separate module offering medical, dental, vision, and life insurance through in-house advisors. The company also offers a standalone Benefits Broker service. All modules are accessible via a comprehensive Payroll API. Rollfi operates as a division of Priority Technology Holdings (NASDAQ: PRTH), leveraging Priority's Commerce Engine infrastructure for money movement and payment rails.
Differentiator
Problem solved
Functional benefit
Products and services
- Embedded Payroll + Benefits Platform Core embedded payroll and benefits platform enabling banks, vertical SaaS companies, accounting firms, and fintechs to offer payroll and benefits under their own brand. Provides nationwide payroll tax compliance (W-2 and 1099) across all 50 U.S. states, federal/state/local tax filings, direct deposit, and benefits administration with full regulatory coverage. Accessible via three deployment models: White Label (no-code), Walk (embedded UI), and Run (full API).
- Benefits Administration Comprehensive benefits brokerage and administration service covering medical, dental, vision, and life insurance. Rollfi acts as a broker providing tailored plan selection, enrollment support, and ongoing employee assistance through dedicated in-house benefits advisors for quoting, open enrollment, and employee support.
- Payroll API Developer-facing REST API suite for payroll processing including company onboarding, employee onboarding, payroll processing, employee portal access, employer portal management, federal/state/local tax filing, multi-state compliance (including miscellaneous state taxes like Washington L&I), and webhook notifications. Supports basic authentication, JSON payloads, and Plaid-powered bank account linking via email invitation or embedded URL flows.
Quantifiable outcome
- ARPU lift of 40-50% through embedded payroll attach
- +3 more outcomes
Companies that use Rollfi
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles4 records
Rollfi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
Rollfi partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PlaidcorePlaid provides bank account linking and verification services integrated into Rollfi's employee onboarding flow. Rollfi uses Plaid to enable employees to securely link bank accounts for direct deposit, with options for email invitation or embedded URL-based linking. Plaid verification ensures accounts are fully verified before payroll is credited, preventing delays and returns.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Rollfi competitors and assessment
Company assessmentDirect peers
- Finch: Finch provides a developer-first unified employment API for payroll, benefits, and HR systems, competing head-to-head with Rollfi's API-first positioning for platforms and fintechs embedding payroll.
- Gusto: Gusto is the leading US payroll, benefits, and HR platform, and through Gusto Embedded offers white-label and API-based payroll infrastructure to platforms and accountants — the closest direct comparable to Rollfi's core offering.
- Pinwheel: Pinwheel provides payroll-linked APIs for income verification, pay switching, and embedded pay experiences, overlapping with Rollfi's developer-led API strategy for banking and fintech partners.
- Atomic: Atomic offers payroll connectivity and embedded payroll infrastructure through APIs, serving fintechs and banks that want to embed pay-related services — directly comparable to Rollfi's bank and fintech GTM motion.
Broad incumbents
- Rippling: Rippling is a broad incumbent in HR, payroll, benefits, and IT, increasingly competing for embedded and platform-deployed payroll use cases similar to those Rollfi targets.
- Workday: Workday offers enterprise HCM and payroll at scale and is increasingly investing in platform extensibility, making it a broad incumbent against which Rollfi's embedded payroll positioning must differentiate.
- ADP: ADP is the dominant US payroll incumbent with RUN Powered, Workforce Now, and API/partner products; it competes with Rollfi on the platform-embedded payroll motion alongside traditional large employers.
- Justworks: Justworks is a PEO offering payroll plus benefits to SMBs and increasingly a technology platform; it overlaps with Rollfi on payroll/benefits administration and benefits-broker revenue.
Emerging players
- CloudPay: CloudPay delivers global and embedded payroll technology through APIs and managed services, comparable to Rollfi's API-first approach for platforms and mid-market customers.
- Deel: Deel began in global payroll/EOR and has been expanding into US payroll and embedded/partner payroll offerings, intersecting with Rollfi's platform-embedded roadmap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Rollfi social profiles
Digital presenceRollfi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rollfi leadership team
Management profileNumber of profiles
Profiles5 records
Rollfi funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rollfi 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 Rollfi
What does Rollfi do?
Rollfi provides API-first embedded payroll and benefits infrastructure that enables banks, vertical SaaS platforms, accounting firms, and fintechs to offer nationwide payroll and benefits services under their own brand. The platform supports three deployment models (White Label, Walk, Run), covers all 50 U.S. states for W-2 and 1099 payroll with federal/state/local tax compliance, and includes benefits administration (medical, dental, vision, life). It is built on Priority Technology Holdings' Commerce Engine and money movement rails (NASDAQ: PRTH).
Is Rollfi a public or private company?
Rollfi is a private company. It is classified as corporate owned and is currently operating.
When was Rollfi founded?
Rollfi was founded in 2021. It employs 1 to 10 people.
Where is Rollfi based?
Rollfi is headquartered in New York, United States, in the North America region.
How does Rollfi make money?
Two revenue lines are on record. Embedded Payroll Platform Fees are the primary driver. The others are benefits Administration Services.
Who are Rollfi's main competitors?
Direct peers on record are Finch, Gusto, Pinwheel and Atomic. Broad incumbents are Rippling, Workday, ADP and Justworks. Emerging players are CloudPay and Deel.
Does Rollfi have an API?
Yes. Comprehensive suite of Payroll APIs enabling developers to manage all aspects of a company's payroll system. Covers company onboarding, employee onboarding, employer portal, employee portal, payroll processing, and webhooks. Supports REST API with JSON payloads, basic authentication (username:password encoded in base64), and real-time webhook notifications for events including company KYB status changes, employee status changes, employee bank account updates, company bank account updates, and pay period updates. Includes Plaid integration for employee bank account linking with both email invitation and URL-based flows. Webhooks support signed (RS256) and unsigned delivery with retry mechanisms. Available via developer.rollfi.xyz with documentation organized around the payroll lifecycle. Developer documentation is at developer.rollfi.xyz/docs/PayrollAPIDocumentation.
What industry is Rollfi in?
Rollfi's product category is Embedded Payroll Infrastructure. Its primary akta.pro industry code is FSAEABAG, Rollover & Distribution Advisory (IRA/401(k) Rollovers). Its NAICS code is 541214 and its SIC code is 7372.