Valued Merchant Services

What Valued Merchant Services does

Valued Merchant Services (VMS) is a privately held merchant services provider founded in 2006 and headquartered in Idaho Falls, Idaho. The company operates as a registered Independent Sales Organization of PNC Bank, N.A., leveraging PNC's sponsor bank charter and processing rails to underwrite merchant accounts and process electronic payments across all 50 U.S. states. VMS targets small and mid-sized merchants in retail, restaurant, mobile service, eCommerce, and B2B verticals, with no enterprise or large-anchor customers evidenced in the data.

The core offering is credit and debit card processing, complemented by a multi-vendor POS stack (Clover, Square, SkyTab, Dejavoo), EMV and contactless/mobile wallet acceptance (Apple Pay, Google Pay, Samsung Pay), ACH and check processing, eCommerce gateways and APIs, gift and loyalty programs, and a recently added AI-powered fraud detection layer. VMS monetizes through residual transaction fees (primary), recurring monthly account fees, equipment rental and sales, business financing (working capital, lines of credit, cash advances), dual-pricing/cash-discount programs, and PCI compliance fees. Pricing is opaque and quote-based, anchored by a free statement-analysis funnel and a "beat your rate or $500" guarantee.

Distribution is sales-led and channel-driven: a nationwide network of local independent agents and ISOs performs consultative selling and statement reviews, supported by an inside sales team (800-531-8575), web lead capture, and a published ISO/agent recruitment and affiliate program. VMS employs 251-500 people, has been twice honored on the Inc. 500/5000 (Top 1000) list (2014, 2016), holds an A+ BBB accreditation, and has received CardRates.com Editor's Choice recognition. No venture or institutional funding is disclosed; growth has historically been bootstrapped and funded through residual processing economics.

Name

Valued Merchant Services

Legal name

Valued Merchant Services

Website

https://valuedmerchants.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Valued Merchant Services is a privately held U.S. merchant services ISO (registered with PNC Bank) founded in 2006 that provides credit card processing, multi-vendor POS systems, ACH, eCommerce, and business financing to small and mid-sized merchants across all 50 states via a nationwide local-agent sales network.

Ownership category

akta.pro rank

Product category

Payment Processing Services

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Sales Financing (52222)

SIC

Short-Term Business Credit Institutions (6153)

akta.pro primary industry

Integrated Payment Processors (PSP/Acquirer) (FSAMABAA)

akta.pro secondary industries

Marketplace / Platform Acquiring (PayFac & Sub-Merchant Management) (FSAMABAF), Merchant Acquiring & Processing Platforms (BPAMAFAB)

Keywords

• Credit card processing
• Merchant services
• Payment processing
• POS systems
• Electronic payments

Headquarters

HQ city

Ammon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Credit Card Processing Fees: Transaction-based fees charged to merchants for processing credit and debit card payments. Fees vary based on card type (credit vs debit), transaction method, and merchant category. This is the primary revenue stream.
2. Monthly Service Fees: Flat monthly fees charged to merchant accounts for account maintenance, statement delivery, and access to online account management tools.
3. Equipment Rental and Sales: Revenue from renting or selling payment terminals, POS hardware, card readers, and related equipment to merchants.
4. Business Financing Products: Revenue generated from offering working capital loans, lines of credit, and cash advance options to existing merchant customers.
5. Dual Pricing and Cash Discounting Programs: Programs that help offset card acceptance costs by offering discounted prices for cash or check payments.
6. PCI Compliance Fees: Fees charged for Payment Card Industry compliance support and security services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Valued Merchant Services provides electronic payment processing for U.S. small and mid-sized businesses, including credit and debit card processing across major networks (Visa, Mastercard, American Express, Discover, UnionPay), POS systems and terminals (Clover, Square, SkyTab, Dejavoo), mobile and contactless payments, EMV security, ACH and check services, ecommerce gateways, business loans and cash advances, and gift/loyalty programs. The company operates as a registered Independent Sales Organization (ISO) of PNC Bank, N.A., pricing services via custom quotes built from free merchant statement analysis, with month-to-month contracts and a rate-beat guarantee.

Product overview

Valued Merchant Services is a merchant services provider offering a comprehensive payment processing platform alongside complementary POS systems and business solutions. The core offering is credit card and electronic payment processing, supported by multiple POS hardware/software options including Clover POS, Square POS, SkyTab POS, and Dejavoo terminals. The product portfolio includes credit card terminals, mobile payments, EMV solutions, business loans and funding options, gift/loyalty cards, check/ACH services, ecommerce solutions, and digital marketing services. The company operates as an Independent Sales Organization of PNC Bank, serving retail, restaurant, service, ecommerce, and mobile businesses across all 50 states since 2006.

Differentiator

Problem solved

Functional benefit

Products and services

• Credit Card Processing Core electronic payment processing enabling merchants to accept major credit cards, debit cards, contactless payments, and modern checkout options including Visa, Mastercard, American Express, Discover, and UnionPay.
• Clover POS Resold Clover point-of-sale hardware and software for retail, restaurant, and service businesses, integrated with VMS payment processing.
• Square POS Resold Square POS hardware and software, connected to VMS payment processing infrastructure for various business types.
• SkyTab POS Resold SkyTab POS for restaurants, retail, and service businesses with tableside and mobile payment capabilities.
• Credit Card Terminals Hardware terminals for card-present transactions, including EMV-enabled devices and Dejavoo terminals that connect into VMS payment processing.
• Mobile Payments Mobile payment solutions including mPOS (mobile point-of-sale) devices, wireless terminals, and mobile wallet acceptance (Apple Pay, Google Pay, Samsung Pay) for businesses that need to accept payments on the go.
• EMV Solutions Chip card technology and security solutions including EMV readers, encryption, and fraud prevention tools for secure card-present payment processing.
• Business Loans and Cash Advances Working capital loans, business loans, lines of credit, and cash advance options for merchants needing financing to grow their business.
• Gift and Loyalty Cards Gift card programs, loyalty card systems, and mobile rewards programs designed to help merchants build customer retention and increase sales.
• Check and ACH Services Electronic check processing and ACH payment services enabling merchants to accept bank-to-bank transfers safely and efficiently, including recurring billing.
• Ecommerce Solutions Online payment processing for ecommerce merchants, including secure payment gateways, website integrations, APIs, and online checkout solutions.

Quantifiable outcome

• Next-day funding options available for faster access to funds
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stax by Fiserv: Subscription-based payment processor targeting SMBs with transparent pricing and POS integrations, acquired by Fiserv. Closely mirrors VMS's SMB ISO/PSP positioning and multi-POS strategy.
• National Processing: US ISO/merchant services provider serving SMBs across retail, restaurant, and ecommerce with comparable processing, POS, and cash advance offerings and similar agent-channel distribution.
• Payment Depot: Membership-style SMB payment processor offering interchange-plus pricing and POS system reselling, competing head-to-head with VMS in the SMB merchant services segment.
• Helcim: SMB-focused payment processor and ISO model offering interchange-plus transparent pricing, POS tools, and ecommerce solutions to small and mid-sized merchants across the US and Canada — directly comparable to VMS's SMB acquisition and pricing model.
• Dharma Merchant Services: Independent sales organization targeting SMB merchants with transparent pricing and multi-POS support, operating a business model and customer profile that closely overlap with VMS.
• Gravity Payments: SMB-focused payment processor known for transparent pricing and a relationship-driven sales model, serving a similar small-business merchant base across retail and service verticals.

Broad incumbents

• Heartland Payment Systems (Global Payments): Large-scale payment processor owned by Global Payments, serving SMB through enterprise merchants. Competes with VMS in SMB acquiring while operating a much broader processing portfolio.
• Square (Block): Dominant SMB payments platform offering integrated POS, hardware, software, and processing. VMS both resells Square POS and competes against Square's direct merchant onboarding — making it a partner-competitor.
• Clover (Fiserv): Fiserv's SMB POS platform with bundled processing, resold by VMS but also offered directly to merchants via ISOs and bank partners, placing it in direct competition with VMS's aggregated offering.
• Chase Payment Solutions: Bank-owned merchant acquiring arm of JPMorgan Chase serving SMBs and mid-market merchants. Competes with VMS on processing rates and credibility, while offering the backing of a national commercial bank similar to VMS's PNC partnership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/valuedmerchants
• YouTubeyoutube.com/user/valuedmerchant
• Facebookfacebook.com/valuedmerchants
• LinkedInlinkedin.com/company/valued-merchant-services

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Valued Merchant Services