TMGvets

What TMGvets does

TMGvets (operating under parent Trinity Merchant Group; President Clay Farrell) is a Fort Worth, Texas-based payment processing services provider that exclusively serves the veterinary industry in the United States. Its unified platform spans core payment processing, a Payment Hub (text/email invoicing, click-to-pay links, live reporting, recurring billing, encrypted card vault), a 3% Surcharge Program to offset processing fees, the Practice Management Bridge middleware that posts payments directly into any veterinary practice management system, free EMV chip card and mobile terminals, a virtual terminal, mobile POS for curbside/farm/house-call checkouts, and an IT Services add-on covering managed IT, cybersecurity, and business continuity. Certification posture is anchored on PCI-DSS compliance.

The company earns revenue primarily via transaction fees on credit, debit, and digital-wallet payments (claiming up to 25% savings versus competitors), supplemented by residuals on the Surcharge Program, and working-capital/cash-advance fees. Pricing is quote-based and not publicly disclosed; engagement is "no contract," with the company covering competitors' early-termination fees and providing free equipment and receipt paper for life.

Distribution is sales-led: dedicated "Veterinary Payment Specialists" consult practices, analyze statements, and quote custom rates; an inside-sales inbound funnel (800 number, website form) is supplemented by 11 state Veterinary Medical Association (VMA) affinity/business-alliance partnerships that drive exclusive member rates and referrals, plus participation in major veterinary conferences (VMX, WVC, TVMA, Music City, etc.). The customer base consists entirely of small and mid-market veterinary clinics and animal hospitals, with 593 veterinary customers reported and a parent-level footprint of 150,000+ small businesses across adjacent verticals.

Name

TMGvets

Legal name

TMGvets

Website

https://tmgvets.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

TMGvets (Trinity Merchant Group) is a Fort Worth, Texas-based payment processing services provider exclusively serving small and mid-market veterinary practices in the United States, offering processing, invoicing, practice-management software integration, surcharge programs, and payment hardware via direct sales and 11 state veterinary medical association partnerships.

Ownership category

akta.pro rank

Product category

Veterinary Payment Processing Services

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

akta.pro primary industry

Revenue Cycle, Payments & Financing (Payments, Subscriptions, BNPL, Claims Support) (HLAMAGAE)

akta.pro secondary industry

Veterinary Billing, Payments & Insurance Claims Software (HLAMAMAD)

Keywords

• Veterinary payment processing
• Merchant services
• Practice management integration
• EMV card terminals
• Mobile payment processing

Headquarters

HQ city

Keller

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Payment Processing Transaction Fees: TMGvets earns revenue through transaction fees charged to veterinary practices for processing credit card, debit card, and digital wallet payments. Rates are negotiated through VMA partnerships and vary by practice. The company claims vets save up to 25% on fees compared to competitors.
2. Surcharge Program: The Surcharge Program allows practices to apply a 3% transaction fee to credit card payments, which can offset or eliminate processing fees entirely. This creates a value-added service where TMGvets likely earns a portion of the surcharge.
3. Working Capital/Cash Advances: TMGvets offers cash advances to provide businesses with working capital, suggesting an additional revenue stream from interest or fees on short-term financing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

TMGvets provides payment processing services exclusively for veterinary practices, accepting credit, debit, and contactless/digital wallet payments in-practice, via mobile devices, and through e-commerce. Offerings span EMV terminals, a Virtual Terminal, mobile POS, the Payment Hub for invoicing and reporting, the Surcharge Program to offset processing fees, and the proprietary Practice Management Bridge that integrates payments with any veterinary practice management system. Veterinary Payment Specialists deliver consultative selling, statement reviews, and 24/7 support, with distribution primarily through 11 state VMA partnerships.

Product overview

TMGvets is a payment processing company exclusively serving the veterinary industry, offering a unified platform of payment solutions alongside practice management software integration. The core portfolio centers on Payment Processing (in-practice, mobile, and e-commerce), the Payment Hub (for billing and payment link management), the Surcharge Program for fee elimination, and Practice Management Bridge for seamless integration with any practice management system. Additional offerings include a free EMV chip card terminal (multiple hardware models available), a virtual terminal, mobile payments, and IT Services. All offerings are tied together by guaranteed savings, 24-hour customer support, and Veterinary Payment Specialists.

Differentiator

Problem solved

Functional benefit

Brands

• Practice Management Bridge: A turnkey technology that interfaces seamlessly with any practice management system, allowing vet practices to track, manage, and reconcile client payment information.
• Payment Hub
• Surcharge Program
• 1stPay POS

Products and services

• Payment Processing Core payment processing service for veterinary practices supporting in-practice payments, mobile payments for farm/house calls, recurring billing for wellness plans, contactless/digital wallet acceptance, and online store / e-commerce integration with up to 25% fee savings.
• Payment Hub Billing and payments control platform enabling veterinary practices to send text and email invoices, create click-to-pay payment links, run live and batch reporting, store encrypted cards in Customer Vault, set up recurring payments, and automatically apply surcharges for enrolled practices.
• Surcharge Program (Non-Cash Adjustment) Program allowing veterinary practices to apply a 3% transaction fee to all credit card transactions so that cash and check paying customers do not incur fees, with some customers offsetting 100% of their processing fees through this program.
• Practice Management Bridge Turnkey integration technology that interfaces seamlessly with any veterinary practice management system, allowing practices to automatically track, manage, report, and reconcile client payment information without manual data entry, with contactless acceptance (Apple Pay, Google Pay, Samsung Pay) and custom text messaging.
• IT Services Managed IT services for veterinary practices including 24/7 support, cybersecurity, infrastructure and systems deployment, access control, business continuity and disaster recovery, and video surveillance.
• EMV Chip Card Terminal Free EMV chip card credit card terminals provided to veterinary practices, available in multiple models (Ingenico Move 5000, Ingenico Lane 7000, Ingenico Desk 3500, PAX A920, Dejavoo QD4, Dejavoo QD2 Mobile, Dejavoo QD3 Pin Pad, Swipe Simple) with contactless/NFC, mobile pay readiness, PCI PED 2.0 approval, and gift/loyalty program support.
• Virtual Terminal Online-based credit card processing solution allowing veterinarians to manually enter credit card sales, set up recurring billing, store patient info, and track client payments without additional hardware; fully PCI-DSS compliant with fraud prevention tools.
• Mobile Payments Mobile payment solution compatible with Android and iOS operating systems that turns any mobile device into a credit card processor for curbside checkout, exam room checkout, farm calls, and house visits, supporting contactless tap, EMV Quick Chip, and magnetic stripe cards.
• Working Capital / Cash Advances Short-term cash advances provided to businesses through TMGvets (Trinity Merchant Group) as working capital, representing an additional revenue stream likely from interest or fees on short-term financing for veterinary practices.

Quantifiable outcome

• Save up to 25% on payment processing fees (up to 40% in some cases)
• +5 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and flagship.

• Texas Veterinary Medical Association (TVMA)coreGTM or Marketing PartnerBusiness Alliance Member/Affinity Partner providing exclusive member rates to TVMA members for payment processing services. TVMA members receive guaranteed savings on fees and special signup benefits.
• New York State Veterinary Medical Society (NYSVMS)coreGTM or Marketing PartnerBusiness Alliance Member/Affinity Partner. NYSVMS stated they 'carefully selected TMGvets for their value, service, and dedication to the veterinary industry.' Partnership provides access to nearly 2,000 animal clinics in New York.
• Oklahoma Veterinary Medical Association (OVMA)coreGTM or Marketing PartnerBusiness Alliance Member providing exclusive member rates to Oklahoma veterinary practices.
• Colorado Veterinary Medical Association (CVMA)coreGTM or Marketing PartnerBusiness Alliance Member providing exclusive member rates to Colorado veterinary practices.
• Louisiana Veterinary Medical Association (LVMA)coreGTM or Marketing PartnerBusiness Alliance Member providing exclusive member rates to Louisiana veterinary practices.
• Nevada Veterinary Medical Association (NVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to Nevada veterinary practices.
• Arizona Veterinary Medical Association (AZVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to Arizona veterinary practices.
• Tennessee Veterinary Medical Association (TVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to Tennessee veterinary practices.
• Minnesota Veterinary Medical Association (MNVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to Minnesota veterinary practices.
• New Mexico Veterinary Medical Association (NMVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to New Mexico veterinary practices.
• Massachusetts Veterinary Medical Association (MVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to Massachusetts veterinary practices.
• Maryland Veterinary Medical Association (MDVMA)flagshipGTM or Marketing PartnerSupporting/Allied Member providing exclusive member rates to Maryland veterinary practices.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Payment Depot: Payment Depot pioneered interchange-plus pricing for SMBs, undercutting legacy processors on rate — a near-direct analog to TMGvets's value proposition of guaranteed fee savings for vet practices.
• Helcim: Helcim is an SMB payment processor that combines interchange-plus pricing, modern POS hardware, and an all-in-one platform — competing head-to-head with TMGvets for vet practices that want transparent pricing and modern UX over legacy ISO relationships.
• Stax: Stax is a subscription-based, flat-fee payment processor targeting SMBs and verticals — a comparable business model to TMGvets with a focus on cost-savings messaging that overlaps directly with TMGvets's 'save up to 25%' positioning.
• Dharma Merchant Services: Dharma is a transparent, SMB-focused payment processor with interchange-plus pricing and strong customer-service messaging — a similar flat-fee/relationship-driven pitch that competes with TMGvets in the smaller-venued vet segment.
• PayJunction: PayJunction offers flat-rate payment processing with no-contract terms and no hidden fees — virtually identical in terms of contractual posture and customer-base size to TMGvets, but serving multiple verticals rather than exclusively veterinary.

Broad incumbents

• Stripe: Stripe processes payments for online and in-person SMBs, including online vet stores and bill pay via Payment Hub-style workflows. It competes for the e-commerce and text-to-pay use cases TMGvets serves, but at very different scale and pricing transparency.
• Square (Block): Block's Square serves SMBs across verticals including veterinary practices with payment processing, POS hardware, and software — directly competing for the same vet-practice accounts TMGvets targets, though as a horizontal generalist rather than a vet specialist.
• Heartland Payment Systems (Global Payments): Heartland is one of the most established vertical-payment processors and explicitly markets to veterinary and dental practices with statement-analysis switching programs very similar to TMGvets's GTM — making it the most directly analogous broad incumbent peer.
• Clover (Fiserv): Fiserv's Clover is an SMB POS and payments platform with widely distributed hardware — comparable to TMGvets's hardware-plus-software bundle for vet practices, though with broader horizontal reach.

Emerging players

• Vetcove: Vetcove is a vet-specific product marketplace and platform with vet-practice workflow integrations — it intersects with TMGvets's payment/PMS-integration thesis in the same vertical, providing a peer comparison for vertical-specific tech platforms serving vet practices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tmgvets
• YouTubeyoutube.com/user/TrinityMerchantGroup
• Facebookfacebook.com/TMGvets
• LinkedInlinkedin.com/company/tmgvets
• Instagraminstagram.com/tmgvets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 TMGvets