Wpay
Wpay is an Australia and New Zealand payments platform, backed by Woolworths Group, providing unified in-store, online, and mobile payment terminals, fraud management, and analytics through Wpay Connect to retail, fuel, hospitality, and enterprise merchants.
- Company typePrivate
- Founded-
- HeadquartersSydney, Australia
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Wpay does
Wpay is a connected payments platform operating across Australia and New Zealand, headquartered in Sydney with a regional headquarters in Auckland. The platform unifies in-person, online, and in-app payment acceptance through a hardware and software stack that includes the Pulse mobile checkout device, the Roam counter terminal, the Beacon self-service/unattended terminal, an Online Payments orchestration product, Gift Cards, the Wpay Connect data and analytics platform, and a Fraud & Risk Management module using anomaly detection. The platform processes 1.5 billion+ transactions per year (Jan–Dec 2024), 200 million+ of which are digital, and operates 50,000+ terminals at 99.99% uptime.
Wpay firmographics
Firmographics- Name
- Wpay
- Legal name
- Wpay Pty Limited
- Website
- https://wpay.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Wpay is an Australia and New Zealand payments platform, backed by Woolworths Group, providing unified in-store, online, and mobile payment terminals, fraud management, and analytics through Wpay Connect to retail, fuel, hospitality, and enterprise merchants.
- Ownership category
- akta.pro rank
Wpay industry classification
Industry- Product category
- Payment Processing
- akta.pro primary industry
- POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)
- akta.pro secondary industry
- Integrated POS Payments (ISVs & Vertical POS Platforms) (FSAMADAD)
Keywords
Where Wpay is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Wpay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- Payment Processing: Transaction-based fees from processing payments across terminals and online channels. Processes over 1.5 billion transactions annually.
- Terminal Hardware Sales: Sale of payment hardware including Pulse mobile devices, Roam counter terminals, and Beacon self-service solutions. Manages 50,000+ terminals.
- Enterprise Solutions: Customized payment solutions for enterprise customers requiring secure, scalable payment infrastructure with simplified complexity management.
- Partner Program: Services to ISOs and PayFacs including ISO power offerings and payment facilitation capabilities for expanding reach across Australia and New Zealand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise solutions with customized pricing based on transaction volume and service requirements |
| Transaction based/ take rate | Monthly | ISO and PayFac partner pricing for resellers and facilitators |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Wpay product offering
Product offeringCore offering
Wpay is a B2B payment services provider delivering a unified commerce platform for merchants across Australia and New Zealand. The company offers in-person payment terminals (Pulse, Roam and Beacon), online payment processing, fraud and risk management, gift card issuing linked to the Everyday Rewards program, and analytics through Wpay Connect, alongside a Partner Program for ISOs and PayFacs.
Product overview
Wpay is a connected payments platform offering a unified portfolio of in-person, online, and mobile payment solutions. The platform consists of hardware terminals (Pulse mobile device, Roam counter terminal, Beacon self-service kiosk) and software services (Online Payments, Fraud & Risk Management, Gift Cards, Wpay Connect analytics). The core architecture unifies all payment touchpoints—online, in-store, and in-app—while Wpay Connect provides data and analytics capabilities to drive customer insights. The Partner Program enables ISOs and PayFacs to scale across Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Products and services
- Pulse Payment Terminal Countertop payment terminal for in-person card acceptance at the point of sale, used by ANZ retail, fuel and convenience, and hospitality merchants.
- Roam Payment Terminal Mobile and portable payment terminal designed for roaming checkout use cases such as tableside payment in hospitality and floor sales in retail.
- Beacon Payment Terminal Payment terminal offering within the Wpay hardware range for in-person checkout at merchant locations in ANZ.
- Online Payments Online payment processing solution supporting e-commerce checkout and digital payment acceptance for ANZ merchants.
- Wpay Connect Analytics and reporting portal for merchants to access sales, transaction, and payment insights via connect.wpay.io.
- Fraud and Risk Management Risk management service using anomaly detection to identify fraudulent payments and protect merchant transactions across channels.
- Gift Cards Gift card issuing and redemption product linked to the Everyday Rewards program, enabling ANZ merchants to issue and accept branded gift cards.
Quantifiable outcome
- 99.99% uptime on payment transactions
- +2 more outcomes
Companies that use Wpay
Customer profileSegments6 records
Ideal customer profiles5 records
Wpay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability1 record
Feature7 records
Wpay partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Woolworths GroupcoreParent company providing retail heritage and backing. Wpay operates as a subsidiary of Woolworths Group, bringing retail expertise and established enterprise relationships in the Australian and New Zealand markets.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wpay competitors and assessment
Company assessmentDirect peers
- Stripe: Global online payments and orchestration platform widely adopted by Australian enterprises and platforms for online checkout, processing and fraud (Stripe Radar). Competes most directly with Wpay's online payments and fraud & risk management products.
- Zeller: Australian all-in-one payments and business banking platform targeting SMBs with EFTPOS terminals, online payments and integrated banking. Closest direct comparison for Wpay's SMB and mid-market retail vertical in the AU/NZ market.
- Tyro Payments: Australian-listed payments and merchant acquiring provider offering EFTPOS terminals, online payments and business banking tools to SMBs across Australia. Directly comparable to Wpay's terminal, online and enterprise offerings in the same geography with overlapping vertical segments.
- Mint Payments: Australian-listed mobile and integrated payments provider offering EFTPOS, online and unattended payment solutions focused on verticals such as fuel, retail and hospitality — closely comparable to Wpay's vertical specialisation and unattended Beacon offering.
- Square (Block, Inc.): Global merchant payments and POS platform with hardware terminals (Square Reader, Square Terminal), online checkout, software add-ons (loyalty, marketing) and Afterpay BNPL — a direct competitor across Wpay's full product surface, and Afterpay is already integrated into Wpay as a payment method.
Others
- Verifone: Global payment-terminal hardware vendor and commerce platform provider whose devices (as referenced in Wpay's own customer imagery) underpin many merchant environments. Comparable not as a competing acquirer but as the underlying hardware/terminal-management layer Wpay competes with on managed-services offerings.
Emerging players
- Airwallex: Melbourne-headquartered cross-border payments and enterprise fintech serving AU and global merchants with multi-currency acquiring, online checkout and corporate cards. Comparable as ANZ-rooted fintech competing for enterprise payments, though its primary focus is cross-border rather than in-person.
Broad incumbents
- Adyen: Global enterprise-grade payments platform serving large omnichannel merchants with unified online, in-person and platform payments. Competes with Wpay's Enterprise segment for large multi-location AU/NZ merchants and represents the global benchmark for unified commerce.
- Worldline: European-headquartered global payments processor with acquiring, terminal management and digital services across multiple geographies. Relevant as a global incumbent expanding into APAC through partnerships and a benchmark for terminal-fleet operators at scale.
- eftpos Australia (Australian Payments Plus): National debit payments network and acquiring infrastructure operator with ePayments integration across Australian merchants. A key infrastructure incumbent that Wpay interacts with and competes alongside for merchant processing volume.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks4 records
Key highlights5 records
Customer concentration
Wpay social profiles
Digital presenceWpay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wpay leadership team
Management profileNumber of profiles
Wpay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wpay 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 Wpay
What does Wpay do?
Wpay is a B2B payment services provider delivering a unified commerce platform for merchants across Australia and New Zealand. The company offers in-person payment terminals (Pulse, Roam and Beacon), online payment processing, fraud and risk management, gift card issuing linked to the Everyday Rewards program, and analytics through Wpay Connect, alongside a Partner Program for ISOs and PayFacs.
Is Wpay a public or private company?
Wpay is a private company. It is classified as corporate owned and is currently operating.
When was Wpay founded?
Wpay was founded in -1. It employs 251 to 500 people.
Where is Wpay based?
Wpay is headquartered in Sydney, Australia, in the Oceania region.
How does Wpay make money?
Four revenue lines are on record. Payment Processing is the primary driver. The others are terminal Hardware Sales, enterprise Solutions and partner Program.
Who are Wpay's main competitors?
Direct peers on record are Stripe, Zeller, Tyro Payments, Mint Payments and Square (Block, Inc.). Verifone is listed as an others. Airwallex is listed as an emerging player. Broad incumbents are Adyen, Worldline and eftpos Australia (Australian Payments Plus).
Does Wpay have an API?
Yes. Wpay exposes a public API. Developer documentation is at developerhub.wpay.com.au.
What industry is Wpay in?
Wpay's product category is Payment Processing. Its primary akta.pro industry code is FSAGABAO, POS, SoftPOS & In-Person Acceptance Infrastructure, with a secondary code of FSAMADAD, Integrated POS Payments (ISVs & Vertical POS Platforms).