What GOAT Payments does

GOAT Payments Alliance Inc., operating as GOAT Payments, is a private merchant-acquiring and payment-processing company headquartered in Westlake Village, California, founded by payments industry veterans with prior tenure at Paymentech, Chase Payment Solutions, Paysafe, and iPayment. The company operates as an Independent Sales Organization (ISO) and Payfac, routing merchant transactions across a network of 35+ strategic bank sponsors (including First Data, WorldPay, TSYS, Elavon, and Global Payments) and offering a proprietary PCI Level 1 compliant payment gateway with multilevel interchange optimization, Level III data processing, and 3D Secure authentication.

The product portfolio spans credit card terminals (Dejavoo, Valor Paytech, PAX, and Clover lines), POS systems including the sub-branded DejaPayPro, QUANTIC, and GiveHub platforms, payment gateways, subscription and recurring billing, PCI compliance services, and specialized high-risk merchant services. GOAT reports 6,161+ merchant clients, 49 million+ annual transactions, and $2 billion+ in annual processing volume.

The business model is transaction-fee based on a customized per-merchant pricing structure anchored by a $1,000 rate-beat guarantee, with free equipment supplied in most cases and a $1,000-per-merchant referral program. Go-to-market combines direct sales for enterprise and complex high-risk accounts with a Certified Partner Program for ISOs, Payfacs, SaaS providers, and Fintechs, plus inside-sales quote forms. Customer segments span 12+ verticals, with stated specialization in high-risk industries (travel, CBD, crypto, nutraceuticals, supplements, debt collection, tech support) that are commonly de-platformed by larger acquirers.

Name

GOAT Payments

Legal name

GOAT Payments Alliance Inc.

Website

https://goatpayments.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

GOAT Payments is a private merchant-acquiring ISO and Payfac that processes $2B+ annually across 6,161+ SMB and high-risk merchants via 35+ sponsor bank partners, offering terminals, POS, gateways, and high-risk merchant services.

Ownership category

akta.pro rank

Product category

Payment Processing Services

NAICS

Sales Financing (52222)

SIC

Finance Services (6199)

akta.pro primary industry

Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)

Keywords

• Payment processing services
• Merchant card processing
• High-risk merchant services
• Payment gateway solutions
• Point of sale systems

Headquarters

HQ city

Westlake Village

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Payment Processing Fees: Transaction-based revenue model charging merchants fees for processing credit card, debit card, ACH payments, and gift cards. Fees vary by merchant category, transaction type, and risk profile. Competitive pricing with discounted processing fees compared to industry standards.
2. Equipment and Hardware: Provides credit card terminals, POS systems, and payment gateways. In most cases, equipment is supplied at no charge to merchants.
3. PCI Compliance Services: Through PCI compliance vendors, provides compliance support and services to help merchants maintain PCI DSS standards.
4. Subscription/Recurring Billing Solutions: Enables automated billing and recurring payments for subscription-based businesses, charging transaction fees for each processed payment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

GOAT Payments is a merchant services provider that processes credit, debit, ACH, and gift card transactions for businesses across retail, restaurant, e-commerce, travel, and high-risk verticals. It also sells credit card terminals, POS systems, payment gateways (including its proprietary GOAT Payments Gateway), subscription recurring billing solutions, and PCI compliance services. The company differentiates through a 35+ sponsor bank partner network that allows it to underwrite merchants—including those in high-risk industries frequently declined by mainstream processors—while offering competitive processing fees and a $1,000 rate-beat guarantee.

Product overview

GOAT Payments is an all-in-one payment processing platform founded by industry veterans with experience at Paymentech, Chase Payment Solutions, Paysafe, and iPayment. The platform operates through a modular architecture centered on core payment acceptance products: Credit Card Terminals (supporting Dejavoo, Valor Paytech, PAX, and Clover brands), Point of Sale Systems (including DejaPayPro, QUANTIC, and GiveHub), Payment Gateways (proprietary GOAT Gateway plus integrations with Authorize.net, NMI, USAePay, Valor PayTech, Biller Genie, and accept.blue), Subscription Recurring Billing, PCI Compliance Providers, and High Risk Merchant Services. The platform processes on all major networks including First Data, WorldPay, TSYS, Elavon, and Global Payments, serving 6,161+ satisfied clients with 49 million+ annual transactions totaling $2 billion+. A High Risk as a Service Program offers ISOs, Payfacs, SaaS, and Fintech partners dedicated advisory and access to 35+ sponsor banks for scaling high-risk merchant channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Credit Card Terminals State-of-the-art credit card terminals supporting chip, swipe, and contactless transactions across all major networks. Includes models from Dejavoo, Valor Paytech, Clover, and PAX brands, ranging from simple secure options to advanced units with inventory management capabilities. Equipment is supplied at no charge to merchants in most cases.
• Point of Sale (POS) Systems All-in-one digital POS solutions combining hardware and software for inventory management, sales tracking, customer data analysis, and payment processing. Compatible with approximately 85% of all POS and PMS systems across the United States, supporting Clover, DejaPayPro, QUANTIC, and GiveHub platforms.
• Payment Gateways Virtual terminals and payment gateway solutions for online and remote transactions, including phone orders. Includes the proprietary GOAT Payments Gateway (PCI Level 1 compliant) with rapid integrations, multilevel interchange optimization, Level III data optimization, and 3D Secure authentication, plus integrations with Authorize.net, NMI, USAePay, Valor PayTech, Biller Genie, and accept.blue gateways.
• Subscription Recurring Billing Automated billing and recurring payment platform enabling subscription management for customer retention. Supports flexible billing models including automated billing streams, revenue optimization, customer experience enhancement, and comprehensive reporting with security prioritization. Charges transaction fees for each processed recurring payment.
• PCI Compliance Provider Services PCI DSS compliance guidance and data security services delivered through trusted partners (Encrytro, SecurityMetrics, Trustwave). Includes risk assessments, security audits, penetration testing, expert counsel on security measures, and continuous 24/7 monitoring to protect sensitive payment information.
• High-Risk Merchant Services Specialized payment processing for high-risk industries including travel, nutraceuticals, multilevel marketing, pharmaceuticals, CBD, hemp, cryptocurrency, blockchain, debt collection, and tech support. Features 35+ sponsor bank network, streamlined underwriting, expert advisory, compliance guidance, and dedicated support for merchants often rejected by traditional processors.
• High Risk as a Service Partner Program Partner program for ISOs, Payfacs, SaaS providers, and Fintechs to scale high-risk merchant channels. Includes dedicated advisory, streamlined underwriting, expert compliance guidance, portfolio health monitoring, gateway integration support, and access to 35+ sponsor banks. Led by Chief Growth Officer Jenna L. Padilla.
• Mobile Processing Solutions Smartphone and tablet-based credit card processing that turns mobile devices into terminals with real-time payment access at the point of sale.
• Merchant Financing Business and equipment financing facilitated through strategic partners (Select Funding, Cutter Financial), providing up to $1 million within 24 hours for expanding operations or managing cash flow. Supports both low-risk and high-risk merchant accounts.

Quantifiable outcome

• $2 Billion+ processed annually across 49 Million+ transactions
• +3 more outcomes

Named customers8 records

Segments13 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature3 records

Partnerships

24 partnerships are on record, tiered support and core.

• National PositionssupportStrategic or Co-development PartnerDigital marketing agency based in Los Angeles specializing in SEO, PPC, social media marketing, and web design. Helps GOAT Payments maintain strong online presence and achieve measurable marketing results.
• Ad BeaconsupportTechnology or IntegrationAd tracking and marketing attribution software provider. Helps measure advertising impact across channels and delivers insights for campaign optimization.
• West Coast InsurancesupportStrategic or Co-development PartnerInsurance provider offering home, auto, commercial, and life insurance solutions. Provides bundled service offerings for GOAT Payments merchants.
• Magnify PayrollsupportStrategic or Co-development PartnerHR and PEO service provider offering payroll processing, benefits administration, and compliance management through a user-friendly platform.
• Authorize.netcoreTechnology or IntegrationLeading payment gateway provider since 1996, managing billions of transactions annually. Supports card and electronic check payments through websites, POS terminals, and mobile devices.
• NMIcoreTechnology or IntegrationComprehensive payment gateway system offering single-platform payment management across multiple channels. Known for ease of integration and flexibility.
• USAePaycoreTechnology or IntegrationEstablished payment gateway known for secure transaction processing with fraud tools, data encryption, reporting, and recurring billing capabilities.
• Valor PayTechcoreTechnology or IntegrationPayment technology provider offering reliable payment gateways, e-commerce solutions, and hardware for unified commerce experience.
• Biller GeniesupportTechnology or IntegrationBilling automation company that integrates seamlessly with accounting software, handling invoice management and payment collection.
• accept.bluecoreTechnology or IntegrationNext-gen payment gateway with fast processing, built-in interchange optimization, Level III data, 3D Secure, Amex smart routing, and white-label capabilities.
• DejavoocoreTechnology or IntegrationTerminal provider offering advanced POS terminals including P1, P3, P5, QD2, and QD4 models with EMV, NFC, and wireless capabilities.
• Valor Paytech (Terminals)coreTechnology or IntegrationTerminal provider offering VL100, VL110, VP100, and VP500 devices with dual MID support, cash discounting, and wireless connectivity.
• ClovercoreTechnology or IntegrationSmart POS solutions provider offering Clover Flex Gen 3, Mini Gen 3, DUO Bundle, Solo Bundle, and MINI Gen LTE with inventory management and reporting.
• PAXcoreTechnology or IntegrationPOS terminal provider offering A80, A920, and A35 devices powered by Android with PCI PTS 6.x compliance.
• QUANTICcoreTechnology or IntegrationPOS system provider offering vendor management, real-time reporting, customer management, and dual pricing support.
• GiveHubsupportTechnology or IntegrationGiving and donation platform provider offering online giving, text giving, card save, kiosk, mobile apps, and silent auction features for non-profits.
• EncrytrocoreTechnology or IntegrationPCI compliance partner providing data security solutions and services.
• Security MetricscoreTechnology or IntegrationPCI compliance partner offering security audits, penetration testing, and security consulting services.
• TrustwavecoreTechnology or IntegrationPCI compliance partner providing security assessments and compliance solutions.
• First DatacoreTechnology or IntegrationMajor payment network processor enabling transaction processing across their network infrastructure.
• WorldPaycoreTechnology or IntegrationMajor payment network processor enabling transaction processing across their network infrastructure.
• TSYScoreTechnology or IntegrationMajor payment network processor enabling transaction processing across their network infrastructure.
• ElavoncoreTechnology or IntegrationMajor payment network processor enabling transaction processing across their network infrastructure.
• Global PaymentscoreTechnology or IntegrationMajor payment network processor enabling transaction processing across their network infrastructure.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PaymentCloud: High-risk specialist ISO offering merchant accounts across CBD, adult, travel, and nutraceutical verticals through a multi-bank sponsor model — directly comparable niche and GTM to GOAT Payments.
• Durango Merchant Services: High-risk merchant services provider focused on hard-to-place verticals with a similar sponsor-bank diversification strategy, competing head-to-head with GOAT for the same merchant profiles.
• High Risk Pay: Specialized high-risk ISO providing credit card processing, chargeback mitigation, and multi-bank placement — directly comparable business model and target customer base to GOAT Payments.
• Host Merchant Services: Mid-market/SMB-focused ISO offering interchange-plus pricing, gateway services, and POS hardware; comparable in scale, vertical breadth, and partner-channel distribution to GOAT.
• National Processing: National ISO offering merchant services, high-risk processing, and partner programs to ISOs and agents — comparable in product breadth and target verticals to GOAT Payments.
• Stax by Fattmerchant: Subscription-based ISO/Payfac alternative targeting SMBs with interchange-plus pricing, POS, and partner programs — overlapping SMB and ISV GTM with GOAT.

Emerging players

• PayArc: Emerging high-risk-focused payments provider with multi-bank sponsorship and a partner program, competing for the same ISOs and high-risk merchants that GOAT targets.

Broad incumbents

• Square (Block): Large incumbent payment processor/POS provider serving SMBs and retail/restaurant verticals — comparable end markets but with stricter underwriting that has historically left high-risk merchants to specialists like GOAT.
• Stripe: Dominant online payment processor with strong developer APIs; competes in e-commerce SMB with GOAT but explicitly offboards many high-risk verticals that GOAT serves.
• Fiserv (Clover): Major acquirer/fintech providing Clover POS hardware and processing — comparable in serving SMB merchants with POS and gateway products, but at much larger scale and without GOAT's high-risk specialty.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 GOAT Payments