Gratify Pay
Gratify Pay is a Vancouver-based B2B SaaS company selling an AI-powered merchant onboarding automation platform with six integrated modules to ISOs, PayFacs, acquirers, and BNPL providers across North America and Oceania.
- Company typePrivate
- Founded2020
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Gratify Pay does
Gratify Payments Inc. is a Vancouver-based B2B SaaS company that sells an AI-powered merchant onboarding automation platform to payment companies, including Independent Sales Organizations (ISOs), Payment Facilitators (PayFacs), acquirers, and Buy Now Pay Later (BNPL) providers. The platform is delivered as six integrated modules covering the full merchant lifecycle: Merchant Statement Analyser, Smart Forms (SmartMPA), KYC & KYB identity verification, Underwriting Automation, Onboarding Automation with one-click processor boarding, and post-boarding Revenue Assurance, plus a White Label BNPL add-on. Underlying the product is a proprietary five-pillar risk assessment framework (Entity Verification, Financial Assessment, People Risk Analysis, Business Model Validation, Compliance Readiness) backed by explainable AI with human oversight, integrating with 30+ third-party data sources (Equifax, TransUnion, LexisNexis, LSEG/Giact, Mastercard, Credit Safe, Plaid, OpenCorporates, OpenSanctions) and processor-agnostic direct API boarding to TSYS, Dejavoo, Repay, and Fiserv.
The company sells exclusively through an enterprise field-sales motion with a 'Get a Demo' CTA, quote-based annual pricing, and a stated value proposition of 80% reduction in manual underwriting time, $200 savings in human labor per merchant, and 90% fewer pended applications. Gratify operates in Canada, the United States, Australia, and New Zealand, holds 11-50 employees, and was founded in 2020 by Ryan Brough (CEO), originally as internal BNPL tooling for a PayFac before being commercialized as a standalone SaaS platform. The company is privately held with one disclosed seed funding event from C2 Ventures in 2022.
Gratify Pay firmographics
Firmographics- Name
- Gratify Pay
- Legal name
- Gratify Payments Inc.
- Website
- https://gratifypay.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gratify Pay is a Vancouver-based B2B SaaS company selling an AI-powered merchant onboarding automation platform with six integrated modules to ISOs, PayFacs, acquirers, and BNPL providers across North America and Oceania.
- Ownership category
- akta.pro rank
Gratify Pay industry classification
Industry- Product category
- Merchant Onboarding Software
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Sales Financing (52222)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)
- akta.pro secondary industries
- Integrated Payment Processors (PSP/Acquirer) (FSAMABAA), Alternative Payment Methods (APMs) Enablement (BNPL, wallets, local methods) (FSAMACAE), Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)
Keywords
Where Gratify Pay is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Gratify Pay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Platform Subscription: Gratify operates as a B2B SaaS platform providing merchant onboarding automation to payment companies. The platform is sold as an all-in-one solution with multiple modules including statement analysis, smart forms, KYC/KYB, underwriting automation, onboarding automation, and revenue assurance. Revenue appears to be generated through subscription licensing, though specific pricing tiers are not publicly disclosed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform pricing for payment companies |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Gratify Pay product offering
Product offeringCore offering
Gratify Pay provides an AI-powered merchant onboarding automation platform for payment companies including ISOs, PayFacs, acquirers, and BNPL providers. The platform spans six integrated modules—Merchant Statement Analyser, Smart Forms, KYC/KYB, Underwriting Automation, Onboarding Automation, and Revenue Assurance—covering the full merchant lifecycle from pre-application analysis through post-onboarding portfolio monitoring. It also offers a White Label BNPL solution for payment companies to offer installment payments at point of sale.
Product overview
Gratify Pay is an AI-powered merchant onboarding platform designed for ISOs (Independent Sales Organizations), PayFacs, wholesale ISOs, and acquirers. The platform uses a unified architecture with six integrated modules covering the complete merchant lifecycle: (1) Merchant Statement Analyser for pre-application statement analysis, (2) Smart Forms for intelligent application collection, (3) KYC & KYB for identity and business verification with daily rescreening, (4) Underwriting Automation for AI-powered credit decisioning, (5) Onboarding Automation for processor boarding, and (6) Revenue Assurance for portfolio monitoring and repricing. All modules share a single merchant record with explainable AI and human oversight, enabling automation that scales operations without adding headcount.
Differentiator
Problem solved
Functional benefit
Products and services
- Merchant Statement Analyser AI-powered analysis tool that processes merchant processing statements in 60 seconds and returns margin analysis with branded quotes. Reduces manual review time from 20-45 minutes to near-instant analysis with consistent results, competitor intelligence, and branded proposals for payment companies and ISOs.
- Smart Forms (SmartMPA) AI-powered merchant application forms with auto-population from trusted sources for low-risk merchants. Applies underwriting requirements early to reduce incomplete applications and uses intelligent friction to improve completion rates for payment companies processing merchant applications.
- KYC & KYB (Identity Verification) Automated Know Your Customer and Know Your Business verification including PEP and sanctions screening, OFAC checks, BBB complaint lookup, prohibited MCC validation, and eSignature. Compliance runs as a continuous process with daily PEP and sanctions rescreening rather than a one-time application gate.
- Underwriting Automation AI-powered underwriting engine with 62+ configurable data points across three risk categories, letter-grade scoring (A/B/C/D) with reserve recommendations, 1,627 MCC codes with chargeback ratios, and ISO-configurable rules. Provides instant approval recommendations with complete evidence documentation to reduce pends for payment company underwriters.
- Onboarding Automation End-to-end merchant onboarding platform enabling one-click processor boarding via direct API to TSYS, Dejavoo, Repay, and Fiserv. Collates evidence automatically, scores and grades consistently, and generates 1-click evidence packs without re-keying or gateway lock-in for payment companies and acquirers.
- Revenue Assurance Portfolio monitoring and intelligent repricing tool providing daily monitoring of total volume, active merchant count, average markup BPS, and average effective rate with before/after comparison on every reprice to protect portfolio margin for ISOs and payment companies.
- White Label BNPL Buy Now Pay Later solution for PayFacs, ISOs, and acquirers to offer installment payment options at point of sale with flexible repayment terms, instant credit approval, and seamless integration with existing payment systems under their own brand.
Quantifiable outcome
- 80% reduction in manual underwriting time
- +8 more outcomes
Companies that use Gratify Pay
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles4 records
Gratify Pay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability7 records
Feature8 records
Gratify Pay partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- EquifaxcoreEquifax provides credit and identity data services integrated into Gratify's platform for merchant verification and risk assessment. The integration enables automated credit checks and identity validation as part of the merchant onboarding workflow.
- LSEG (Giact)coreLSEG/Giact provides account validation and bank account verification services integrated with Gratify's platform for merchant identity confirmation and fraud prevention.
- TransUnioncoreTransUnion provides credit data integration for financial assessment and risk scoring within Gratify's underwriting automation module, enabling real-time credit evaluations.
- LexisNexiscoreLexisNexis provides identity verification and sanctions screening services through their Risk Solutions platform, integrated into Gratify's KYB/KYC module for people risk analysis.
- MastercardcoreMastercard provides payment network integration and merchant verification data services, enabling seamless merchant processing setup and compliance verification.
- Credit SafesupportingCredit Safe provides business credit reporting and data services integrated into Gratify's platform for financial assessment and risk monitoring.
- SalesforcesupportingSalesforce integration enables CRM connectivity for payment companies using Gratify, allowing merchant data synchronization and workflow automation within Salesforce environments.
- HubSpotsupportingHubSpot integration provides marketing automation and sales connectivity for payment companies, enabling pipeline management and customer engagement tracking alongside Gratify's onboarding platform.
- IRIS CRMsupportingIRIS CRM integration provides CRM functionality specifically designed for payment companies, with data synchronization to Gratify's merchant onboarding platform.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Gratify Pay competitors and assessment
Company assessmentDirect peers
- Ballerine: Ballerine provides AI-driven KYC/KYB orchestration and merchant onboarding tooling for fintechs and payment companies. Gratify publishes direct comparison pages against Ballerine, indicating overlapping buyer segments and product scope in merchant risk decisioning.
- LegitScript: LegitScript offers merchant monitoring and content compliance certification (including Mastercard MMP) and acquired Kompliant in 2025 to add underwriting. Gratify positions its full lifecycle coverage as an alternative to the combined LegitScript + Kompliant stack.
- NMI ScanX: NMI ScanX provides merchant onboarding automation tightly coupled with the NMI payment gateway. Gratify explicitly differentiates against ScanX by offering processor-agnostic direct API boarding to TSYS, Dejavoo, Repay, and Fiserv.
- Kompliant: Kompliant built merchant underwriting automation for ISOs and PayFacs before being acquired by LegitScript in 2025. Its feature set directly overlapped with Gratify's Underwriting and Onboarding Automation modules.
Emerging players
- Under: Under offers AI-powered merchant underwriting and onboarding for acquirers and PayFacs, overlapping with Gratify's core underwriting automation and risk scoring modules but with a narrower product footprint.
- Persona: Persona provides a configurable identity verification platform covering KYC/KYB, sanctions screening, and risk decisioning. It overlaps with Gratify's KYC/KYB module but does not address downstream boarding or revenue assurance.
- Alloy: Alloy offers an identity decisioning platform that orchestrates KYC, KYB, and fraud checks for financial institutions. It is comparable to the KYC/KYB and risk-pillar components of Gratify's stack for fintech-adjacent buyers.
- Sardine: Sardine provides fraud, AML, and compliance automation for fintechs and digital banks. Its anomaly detection and behavioral analytics are comparable to the predictive analytics and fraud capabilities Gratify markets for payment companies.
- Unit21: Unit21 provides a risk and compliance operations platform with case management, transaction monitoring, and KYC/KYB. It is comparable to Gratify's continuous rescreening, alerts, and evidence-pack generation for payment-company buyers.
Broad incumbents
- Verifi (Visa): Verifi, a Visa-owned subsidiary, delivers chargeback and dispute management alongside merchant risk and underwriting solutions. It overlaps with Gratify's underwriting and revenue assurance modules at a much larger, network-backed scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Gratify Pay social profiles
Digital presenceGratify Pay compliance and trust
Trust signalCompliance2 records
Gratify Pay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gratify Pay leadership team
Management profileNumber of profiles
Profiles1 record
Gratify Pay funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gratify Pay 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 Gratify Pay
What does Gratify Pay do?
Gratify Pay provides an AI-powered merchant onboarding automation platform for payment companies including ISOs, PayFacs, acquirers, and BNPL providers. The platform spans six integrated modules—Merchant Statement Analyser, Smart Forms, KYC/KYB, Underwriting Automation, Onboarding Automation, and Revenue Assurance—covering the full merchant lifecycle from pre-application analysis through post-onboarding portfolio monitoring. It also offers a White Label BNPL solution for payment companies to offer installment payments at point of sale.
Is Gratify Pay a public or private company?
Gratify Pay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gratify Pay founded?
Gratify Pay was founded in 2020. It employs 11 to 50 people.
Where is Gratify Pay based?
Gratify Pay is headquartered in Vancouver, Canada, in the North America region.
How does Gratify Pay make money?
One revenue line is on record: saaS Platform Subscription.
Who are Gratify Pay's main competitors?
Direct peers on record are Ballerine, LegitScript, NMI ScanX and Kompliant. Emerging players are Under, Persona, Alloy, Sardine and Unit21. Verifi (Visa) is listed as a broad incumbent.
Does Gratify Pay have an API?
Yes. REST API for BNPL consumer management. Endpoint: GET https://api.gratifypay.com/bnpl/2.0/consumers - Fetches a list of Gratify consumers or end users, filterable by optional email parameter. Returns consumer data or empty list if none found. Authentication via Basic auth (base64-encoded credentials). Supports query parameters for email filtering. Available for AI agents at https://docs.gratifypay.com/llms.txt with OpenAPI-formatted endpoint documentation. Developer documentation is at docs.gratifypay.com.
What industry is Gratify Pay in?
Gratify Pay's product category is Merchant Onboarding Software. Its primary akta.pro industry code is FSAGALAB, Embedded Payments (Pay-ins, Pay-outs, Wallets), with a secondary code of FSAMABAA, Integrated Payment Processors (PSP/Acquirer). Its NAICS code is 522320 and its SIC code is 7372.