Bluu
- Company typePrivate
- Founded2008
- HeadquartersHackensack, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
Bluu firmographics
Firmographics- Name
- Bluu
- Legal name
- Bluu, Inc.
- Website
- https://ebluu.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Bluu industry classification
Industry- Product category
- Point of Sale (POS) Software & Payment Processing
- NAICS
- Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)
- SIC
- Miscellaneous Business Credit Institution (6159)
- akta.pro primary industry
- Merchant Services Aggregators & SMB Acquirers (FSAMABAK)
- akta.pro secondary industry
- Merchant Acquiring Banks & ISO/MSP Acquirers (FSAMABAB)
Keywords
Where Bluu is headquartered
LocationHeadquarters
- HQ city
- Hackensack
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Bluu business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Payment Processing Services: Bluu operates as a registered ISO/MSP of Merrick Bank and provides merchant card processing services, facilitating electronic payment transactions for merchants. Revenue is generated through transaction processing fees charged to merchants.
- POS Hardware Sales: Bluu sells POS hardware including bluu™ Station series (630, 500, 400), bluu™ Point, bluu™ Point+, bluu™ Kiosk, bluu™ Edge, and bluu™ Nova. These are sold as one-time purchases or potentially leased arrangements.
- bluu™ Cloud Monthly Fee: Merchants pay a monthly subscription fee for access to bluu™ Cloud Services, which includes cloud hosting, data storage (up to 2GB per merchant), basic settings, managerial functionality, and reporting. Full access includes basic settings, managerial, and reporting features.
- U CHARGE® Gateway Services: Gateway services for transmission of merchant card transaction data, with associated U CHARGE® Fees charged per the agreement cover page.
- bluu™ Extended Protection Plan: Optional extended protection plan for POS hardware, priced at $14.99 per unit per month with a $100 deductible per replacement claim, covering normal wear, ADH, power surges, and defects for a 2-year term.
- Value-Added Software Subscriptions: Additional revenue from value-added products including online ordering (epipay®), appointment booking (epiday™), delivery management (epiway™), and gift/loyalty programs (FlexGift®).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | bluu™ Cloud Services - Full Access |
| Subscription | Monthly | bluu™ Cloud Services - Limited Access |
| Subscription | Monthly | bluu™ Extended Protection Plan |
| Subscription | Monthly | FlexGift® Gift & Loyalty Program |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Bluu product offering
Product offeringCore offering
Bluu is an integrated merchant-services provider that bundles payment processing (as a registered ISO/MSP of Merrick Bank), multi-vertical cloud-based point-of-sale software (restaurants, retail, salons, dry cleaners), branded POS hardware, and value-added modules (online ordering, delivery management, appointment booking, gift/loyalty, AI reporting) into a single ecosystem for SMB merchants in the United States. Revenue is generated through monthly cloud subscriptions, payment transaction fees, hardware sales, extended protection plans, and value-added module subscriptions. The company distributes primarily through a direct sales force, a nationwide reseller and partner showroom network, and trade show presence.
Product overview
Bluu offers a multi-vertical POS platform plus modular add-ons and hardware portfolio. The core consists of industry-specific POS software solutions—bluu™ Restaurant Pro, bluu™ Restaurant, bluu™ Retail Pro, bluu™ Retail, bluu™ Salon, and bluu™ Dry Cleaner—all running on the bluu™ Cloud Services platform. This is complemented by a suite of value-added products including epipay® and epipay® smarter (online ordering), epiway™ (delivery management), epiday™ (online appointments), bluu™ Order and bluu™ Tab Order (table/self-ordering), bluu™ Queue (order display), and FlexGift® (gift card/loyalty). Bluu also provides U CHARGE® gateway services, the bluu™ Extended Protection Plan, and a full hardware lineup (bluu™ Point+, bluu™ Edge, bluu™ Kiosk, bluu™ Station series, and Nova/Point 3 devices). The group includes subsidiaries Allup Finance (business capital), Allup.com (direct-to-merchant POS), One Merchant Solution, and acquired entity Bluu SMS, Inc. (formerly Smart Merchant Solution). Integration with QuickBooks, 7shifts, Uber Eats, and Google Maps API extends platform functionality.
Differentiator
Problem solved
Functional benefit
Brands
- bluu™ Cloud: Cloud-based services enabling merchants to manage business operations remotely including employee management, sales reporting, and inventory management.
- bluu™ Restaurant Pro
- bluu™ Retail Pro
- bluu™ Salon
- bluu™ Point
- bluu™ Point+
- bluu™ Edge
- bluu™ Kiosk
- bluu™ Tab Order
- bluu™ Queue
- epipay®
- epipay® smarter
- epiway™
- epiday™
- FlexGift®
- U CHARGE®
- bluu™ Order
Products and services
- bluu™ Restaurant Pro Comprehensive Windows-based POS solution for fine dining, dine-in, fast casual, and quick-serve restaurants with customizable interface, customer management, business analytics, and back-office features.
- bluu™ Restaurant POS solution for restaurants offering floor plan management, menu management, reporting tools, order and bar tab management, loyalty program, and reservation handling.
- bluu™ Retail Pro Comprehensive Windows-based POS solution for high-volume apparel, supermarket, convenience, beauty supply, and liquor stores with inventory tracking, customer management, and back-office features.
- bluu™ Retail POS solution for retail stores with inventory management, customer purchase history, and business reporting capabilities.
- bluu™ Salon POS solution for salons and personal-care businesses with appointment management and service tracking.
- bluu™ Dry Cleaner POS solution for dry cleaning businesses with order management and service tracking.
- bluu™ Cloud Services Cloud-based management platform enabling merchants to run their business remotely with employee clock-in/out, sales reporting, inventory management, customer management, digital marketing, and menu management via any internet-connected device; offered in Full Access and Limited Access monthly subscription tiers.
- Payment Processing Services Merchant card processing services provided by Bluu as a registered ISO/MSP of Merrick Bank, generating transaction-fee revenue by facilitating electronic payment transactions for merchants.
- U CHARGE® Gateway Services Pass-through gateway services for transmission and reporting of merchant card transaction data between merchants and payment processors, enabling secure and reliable payment processing across the platform.
- epipay® Online ordering module for restaurants enabling online order acceptance for pickup or delivery, online payment processing, and custom branded webpage creation.
- epipay® smarter Contactless food ordering and payment solution using QR codes and online links, with voice notifications to POS and kitchen printer integration.
- epiday™ Online appointment booking solution for salons and personal-care businesses with listing on epiday.com and Android app integration; includes no-show fee management.
- epiway™ Delivery management Android app for restaurant drivers with integrated GPS routing, delivery order reception, and mobile payment acceptance via U PAYm™.
- FlexGift® Closed-loop gift card and loyalty program enabling merchants to issue branded gift/loyalty cards, manage e-gifts via email, and provide a mobile app for customers to carry and manage all cards on their smartphone.
- bluu™ Tab Order
Quantifiable outcome
- bluu™ Tab Order can increase sales per check by 2.91% and sales productivity by 10.77%, while reducing meal duration by about 9.74% (per Wharton School study cited by the company)
- +1 more outcomes
Companies that use Bluu
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Bluu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature9 records
Bluu partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Smart Merchant Solution (SMS)coreSmart Merchant Solution (SMS), a Dallas-area provider of POS solutions and payment processing, joined the BLUU group to form Bluu SMS, Inc. This acquisition/merger expands BLUU's geographic reach into the Texas market and provides SMS access to BLUU's broader product portfolio, including five decades of combined experience in merchant-focused services. SMS was founded in 2002 and serves merchants in the greater Dallas area.
- New PaysminorAuthorized sales partner and showroom in New York City (330 W 58th St #405, New York, NY 10019). Operates as a channel partner distributing BLUU POS and payment solutions in the New York metro area.
- Royal WesternminorAuthorized sales partner in Northern California (2060 Walsh Ave. #135, Santa Clara, CA 95050). Distributes BLUU POS and payment solutions in the NorCal region.
- Colorado UMSminorAuthorized sales partner in Colorado (3033 S Parker Rd Tower 1 Suite #720, Aurora, CO 80014). Distributes BLUU POS and payment solutions in Colorado.
- Philadelphia PartnerminorAuthorized sales partner in Pennsylvania (7320 Old York Rd #223, Elkins Park, PA 19027). Distributes BLUU POS and payment solutions in the Philadelphia region.
- Merrick BankcoreBLUU is a registered ISO/MSP (Independent Sales Organization/Member Service Provider) of Merrick Bank, South Jordan, UT. This partnership enables BLUU to provide merchant card processing services and process electronic payments for its merchant clients.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Bluu competitors and assessment
Company assessmentBroad incumbents
- Clover (Fiserv): SMB POS and payments platform from a large incumbent payments processor (Fiserv), distributed through banks and ISOs. Comparable to Bluu's ISO-distributed SMB model but at vastly greater scale.
- Shift4 Payments: Payments and commerce technology provider serving restaurants, hotels and SMBs with processing, POS software, and online ordering. Comparable merchant-acquirer plus POS position to BLUU.
- Heartland Payment Systems (Global Payments): Large SMB-focused merchant acquirer and POS provider serving restaurants and retail with processing and software. Comparable ISO-style distribution plus integrated POS approach to Bluu's model.
- NCR Voyix: Enterprise and SMB restaurant/retail POS and payments provider with hardware, software, and processing. Overlaps with Bluu at the multi-location restaurant and retail tiers.
Direct peers
- SpotOn: SMB-focused POS and payments company combining software, hardware, and processing for restaurants and retail. Closely comparable to Bluu in customer profile (independent SMB merchants) and integrated business model.
- Toast: Cloud-based POS platform purpose-built for restaurants with integrated payments and a software-plus-processing model. Directly comparable to Bluu's restaurant vertical on product, business model, and SMB target customer.
- Block (Square): All-in-one POS and payments solution for restaurants, retail and service businesses with hardware, software, and processing under one brand. Closest direct competitor to Bluu's multi-vertical SMB ecosystem.
- Lightspeed Commerce: Cloud POS platform serving restaurants and retail SMBs with payment processing and value-added modules. Direct overlap with Bluu's retail and restaurant verticals.
- TouchBistro: Restaurant-focused POS system with integrated payments, online ordering, and reservations. Directly comparable to Bluu's bluu™ Restaurant Pro and new Reservations/Waitlist features.
- Revel Systems: Cloud-native iPad-based POS for restaurants and retail with integrated payments and value-added modules. Comparable to Bluu on SMB restaurant/retail verticals and integrated payment processing model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bluu social profiles
Digital presenceBluu compliance and trust
Trust signalCompliance1 record
Bluu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bluu leadership team
Management profileNumber of profiles
Profiles2 records
Bluu subsidiaries and ownership
Company hierarchySubsidiaries4 records
Bluu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bluu 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 Bluu
What does Bluu do?
Bluu is an integrated merchant-services provider that bundles payment processing (as a registered ISO/MSP of Merrick Bank), multi-vertical cloud-based point-of-sale software (restaurants, retail, salons, dry cleaners), branded POS hardware, and value-added modules (online ordering, delivery management, appointment booking, gift/loyalty, AI reporting) into a single ecosystem for SMB merchants in the United States. Revenue is generated through monthly cloud subscriptions, payment transaction fees, hardware sales, extended protection plans, and value-added module subscriptions. The company distributes primarily through a direct sales force, a nationwide reseller and partner showroom network, and trade show presence.
Is Bluu a public or private company?
Bluu is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bluu founded?
Bluu was founded in 2008. It employs 101 to 250 people.
Where is Bluu based?
Bluu is headquartered in Hackensack, United States, in the North America region.
How does Bluu make money?
Six revenue lines are on record. Payment Processing Services are the primary driver. The others are POS Hardware Sales, bluu™ Cloud Monthly Fee, U CHARGE® Gateway Services, bluu™ Extended Protection Plan and value-Added Software Subscriptions.
Who are Bluu's main competitors?
Broad incumbents on record are Clover (Fiserv), Shift4 Payments, Heartland Payment Systems (Global Payments) and NCR Voyix. Direct peers are SpotOn, Toast, Block (Square), Lightspeed Commerce, TouchBistro and Revel Systems.
Does Bluu have an API?
No public API is recorded for Bluu.
What industry is Bluu in?
Bluu's product category is Point of Sale (POS) Software & Payment Processing. Its primary akta.pro industry code is FSAMABAK, Merchant Services Aggregators & SMB Acquirers, with a secondary code of FSAMABAB, Merchant Acquiring Banks & ISO/MSP Acquirers. Its NAICS code is 423430 and its SIC code is 6159.