What Paylink Solutions does

Paylink Solutions is a UK-based B2B financial technology company that provides digital affordability assessment and income & expenditure (I&E) analytics to lenders, utilities, energy suppliers, and collections firms. Operating as a trading name of NYHAVN Ltd within the Totemic Holdings group, the company serves major UK enterprise customers including NatWest, Santander, Virgin Money, PayPal, Tesco, three named building societies, E.ON Next, Octopus Energy, Zopa, and debt advice provider PayPlan, and has supported over one million UK customers in affordability assessments. Leadership comprises CEO Susan Rann, COO Navdeep Sethi, CTO Manish Hiran, and Compliance Director Dale Stringer.

The company's core product is Embark, a cloud-based platform hosted on AWS that conducts customer affordability assessments by combining Open Banking data, Credit Reference Agency data, and electronic signatures into a configurable self-service workflow. Embark is delivered through four vertical modules — Collections, Lending, Utilities, and Arrears Prevention — with white-label customization and API integrations into client CRM and case management systems. A secondary product, ReFi, leverages the company's regulatory permissions and payment infrastructure to refinance qualifying borrowers. The platform incorporates UserWay accessibility tooling (WCAG 2.1/2.2 compliance) and benefits-checking integrations to support vulnerable customers within FCA and Ofgem-regulated journeys.

Paylink operates an enterprise field sales and consultative demo-based motion, with multi-year subscription contracts and attached implementation and training services. Pricing is not publicly disclosed and is structured on a quote basis. The company is headquartered in Grantham, Lincolnshire, with an additional office in Lisbon, Portugal, and operates primarily within the UK market. No external venture capital or private equity backing is disclosed in source materials.

Name

Paylink Solutions

Legal name

NYHAVN Ltd

Website

https://paylinksolutions.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Paylink Solutions is a UK-based B2B fintech that provides the Embark cloud-based affordability assessment platform and ReFi refinancing product to banks, building societies, energy suppliers, and collections firms via multi-year enterprise SaaS contracts.

Ownership category

akta.pro rank

Product category

Affordability Assessment Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Activities Related to Credit Intermediation (5223), Sales Financing (52222)

SIC

Services-Prepackaged Software (7372), Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD)

akta.pro secondary industry

Payouts, Disbursements & Mass Payments Infrastructure (FSAGABAN)

Keywords

• Affordability assessment software
• Open banking integration
• Debt management platform
• Collections technology
• Income expenditure tools

Headquarters

HQ city

Grantham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Platform Licensing: Embark platform is offered as a tailored software solution to businesses. The platform is described as 'Software tailored to fit your business, from branding to compatibility' suggesting a B2B licensing model where clients pay for access to the platform with customization options.
2. Implementation and Training Services: The company provides implementation support with in-house specialists handling integration, as well as expert training services. 'Expert trainers ensure you and your agents get the most out of our products.'

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Paylink Solutions sells the Embark platform, a cloud-based income and expenditure (I&E) digital affordability assessment tool that helps UK financial institutions, utilities, building societies, and debt advisory organizations assess customer affordability through tailored questionnaires with Open Banking, Credit Reference Agency and e-signature integrations. The company also offers the ReFi debt-refinancing product and provides implementation, integration, and expert training services to enterprise clients.

Product overview

Paylink Solutions offers a unified platform centered around two main products: Embark and ReFi. Embark is the core income and expenditure (I&E) digital platform for customer affordability assessment, while ReFi focuses on debt refinancing for qualified borrowers. Embark serves multiple industry sectors including collections, lending, utilities, and arrears prevention through modular add-ons. The Embark platform integrates Open Banking, Credit Reference Agency data, and electronic signature capabilities. The company also provides expert training services and offers hosting solutions including Amazon Web Services for secure data management.

Differentiator

Problem solved

Functional benefit

Brands

• Embark: Digital income and expenditure (I&E) platform for customer affordability assessments, used by collections, lending, utilities, and arrears prevention industries. Features Open Banking integration, Credit Reference Agency integration, e-sign capabilities, and configurable branding and communication tools.
• ReFi

Products and services

• Embark Cloud-based income and expenditure (I&E) digital affordability assessment platform that generates tailored questionnaires to capture customer financial circumstances, integrating Open Banking, Credit Reference Agency data, e-signature and Benefits Checker. Sold to financial institutions, building societies, utilities and collections organizations to underpin lending, collections, utility affordability and arrears-prevention decisions. Hosted on AWS and offered with white-label customization and modular plug-ins.
• ReFi Debt refinancing product that leverages Paylink's payment technologies, banking systems and regulatory permissions to help borrowers who have passed creditworthiness and income sufficiency checks refinance existing debts. Used in conjunction with Paylink's affordability assessment expertise to support borrowers consolidating or restructuring debt.

Quantifiable outcome

• Over 1 million UK customers helped
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature8 records

Partnerships

One partnership is on record.

• PayPlancoreStrategic or Co-development PartnerPayPlan is a free debt advice partner integrated into Embark's platform. The partnership enables customers to be connected to PayPlan for free debt advice within the same customer journey, providing a seamless referral pathway for customers needing additional support beyond affordability assessment.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Aire: UK-based credit assessment innovator using alternative data for thin-file and unscored consumers. Partial overlap with Paylink's lending module, focused on a specific niche within affordability underwriting.

Direct peers

• TrueLayer: UK-based Open Banking API infrastructure provider whose connectivity layer is also a component of Embark's stack. Could be both partner and competitor as Open Banking data pipes become more abstracted.
• Credit Kudos (TransUnion): UK Open Banking-based credit and affordability assessment platform acquired by TransUnion in 2022. Most direct functional overlap with Embark in serving UK lenders and fintechs with consumer affordability data.
• Wiserfunding: UK credit assessment and risk analytics platform using Open Banking and bureau data for lending decisions. Closely comparable SaaS-style product model and UK enterprise positioning.
• LendingMetrics: UK lending decisioning and affordability platform serving specialist lenders, brokers and banks with credit risk and I&E assessment tools. Closest UK-headquartered peer in target customer and use case.
• Haystack (Credit Haystack): UK Open Banking data and analytics platform used by lenders for credit decisions and affordability. Similar enterprise GTM and target customer base to Paylink.

Broad incumbents

• Plaid: Global Open Banking and financial data connectivity platform. Provides the underlying pipes that Embark integrates and could increasingly compete in higher-value affordability workflows.
• Experian: Global credit bureau with deep UK presence, offering CRA data, analytics, and affordability solutions to lenders and utilities. Larger incumbent with broader portfolio competing for the same procurement budgets.
• Equifax: Global CRA providing consumer and commercial credit information to UK lenders and utilities. Same enterprise buyer profile as Paylink's clients; competes at the data layer that Embark integrates.
• TransUnion UK: One of the three major UK CRAs, now including the acquired Credit Kudos affordability engine. Direct overlap with Paylink in serving lenders with affordability/credit decisioning data.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/paylink-solutions-limited/?lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BP9yoFnIwTSedhrsQ5ikPCQ%3D%3D
• Xx.com/PaylinkSolution

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Paylink Solutions