Bluu

Point of Sale (POS) Software & Payment Processingebluu.com

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

Payment processing services
Point of sale software
Cloud POS platform
Merchant services solutions
POS hardware systems

Where Bluu is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Bluu technology and API

Technology

Technology 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 signal

Partnerships

Six partnerships are on record, tiered core and minor.

Smart Merchant Solution (SMS)coreStrategic or Co-development Partner · 11 October 2024Smart 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 PaysminorChannel Partner/ Reseller/ DistributorAuthorized 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 WesternminorChannel Partner/ Reseller/ DistributorAuthorized sales partner in Northern California (2060 Walsh Ave. #135, Santa Clara, CA 95050). Distributes BLUU POS and payment solutions in the NorCal region.
Colorado UMSminorChannel Partner/ Reseller/ DistributorAuthorized sales partner in Colorado (3033 S Parker Rd Tower 1 Suite #720, Aurora, CO 80014). Distributes BLUU POS and payment solutions in Colorado.
Philadelphia PartnerminorChannel Partner/ Reseller/ DistributorAuthorized sales partner in Pennsylvania (7320 Old York Rd #223, Elkins Park, PA 19027). Distributes BLUU POS and payment solutions in the Philadelphia region.
Merrick BankcoreOthersBLUU 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 assessment

Broad 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 compliance and trust

Trust signal

Compliance1 record

Bluu financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Bluu leadership team

Management profile

Number of profiles

Profiles2 records

Bluu subsidiaries and ownership

Company hierarchy

Subsidiaries4 records

Bluu funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Bluu M&A and investment

M&A and investment

M&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?

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.