What SelfPay does

SelfPay S.A. is Romania's largest self-service payment station operator, running a network of over 13,000 payment kiosks deployed across more than 3,000 localities and headquartered in Bucharest. The company combines physical self-service kiosks — installed at major Romanian retail chains including Carrefour, Kaufland, Penny, Profi, Mega Image, and Lidl — with the SelfPay Now mobile super-app to deliver more than 300 services spanning bill payment, local taxes, mobile top-up, lottery, event and travel ticketing, vignettes, and donations. Retailers hosting stations earn monthly transaction commissions with no upfront investment under the company's Rapid Transition Program.

The proprietary technology stack centers on the self-service kiosk infrastructure integrated with the SelfPay Now mobile app, which offers what the company describes as unique-in-Europe real-time Cash Deposit functionality (QR pairing between stations and the app to fund any bank card), instant card-to-card money transfers, open banking integration for balance and transaction history, and identity verification for higher-value government payments. The platform aggregated approximately 900,000 app users and processed 49 million transactions totaling 7.94 billion lei in 2025, supported by integrations with 150+ utility providers, telcos (Vodafone, Orange, Telekom), transport (STB), road infrastructure (rovinieta via CNADR/CNAIR), ticketing (FlixBus, iabilet, bilet.ro, eventbook), and an expanding set of public-sector tax partnerships (Brașov, Sector 3 Bucharest, and 30+ municipalities).

SelfPay monetizes through per-transaction fees and commissions across B2C, B2B2C (retailer-hosted), and B2B (PaaS) channels. Reported revenue grew from 236.1 million lei in 2024 to 309.8 million lei in 2025 (+21.4% YoY), with net profit reaching 39.5 million lei (+22.5%) and EBITDA up 27.1% YoY. The company is listed on the Bucharest Stock Exchange via the PAY26E corporate bond issued in 2021 (3 million euro), which was fully repaid at maturity in June 2026, leaving the balance sheet unencumbered by listed debt.

Name

SelfPay

Legal name

SelfPay S.A.

Website

https://selfpay.ro

Company type

Public

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

SelfPay S.A. operates Romania's largest self-service payment station network (13,000+ kiosks) paired with the SelfPay Now mobile super-app, serving Romanian consumers, retailers, and public institutions with 300+ bill payment, tax, and cash deposit services.

Ownership category

akta.pro rank

Product category

Payment Processing & Financial Services

akta.pro primary industry

Unattended & Self-Service Payments (Kiosks, Vending, Parking, EV Charging) (FSAMADAE)

akta.pro secondary industries

Bill Pay, Invoicing & Payables Platforms (BPAMAFAF), Bank-to-Bank Transfers & Pay-by-Bank (Consumer & Merchant) (FSAMAFAC)

Keywords

• Self-service payments
• Bill payment kiosks
• Cash deposit services
• Mobile payment app
• Payment infrastructure

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Transaction and Commission Fees: SelfPay earns transaction fees and commissions from processing payments across its network. Each service category (utility bills, mobile top-ups, taxes, lottery, event tickets, road tolls) generates per-transaction revenue. The company shares a portion of commissions with retail partners who host stations.
2. Bill Payment Services: Processing payments for utility providers (electricity, gas, water, internet, telephony), representing one of the largest transaction volume categories with 62% year-over-year growth in H1 2024.
3. Financial Services: Includes loan installment collection, banking service intermediation, and electronic currency sales (paysafecard) with 58% growth in H1 2024.
4. Bond Issuance (Historical): SelfPay raised 3 million euro through corporate bond issuance PAY26E listed on the Bucharest Stock Exchange in 2021, fully repaid at maturity in 2026. This was a financing instrument rather than an ongoing revenue stream.
5. Cash Deposit Fees: Revenue generated from cash deposit transactions at SelfPay stations, where users fund cards with physical cash using the SelfPay Now app pairing mechanism.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

SelfPay operates Romania's largest self-service payment station network with 13,000+ kiosks across 3,000+ localities, combined with the SelfPay Now mobile super-app. Consumers pay 200+ services (utility bills, taxes, mobile top-ups, road vignettes, event tickets, lottery, donations), deposit cash onto any bank card in real-time via QR pairing, and transfer money between cards instantly. Retailers earn commissions by hosting stations, while municipalities and utility providers leverage the network for tax collection and bill payment.

Product overview

SelfPay operates a dual-channel fintech infrastructure in Romania comprising a national network of over 13,000 self-service Payment Stations (Stații de Plată) and the SelfPay Now mobile super-app. The Payment Stations are kiosks deployed in retail, fuel, and commercial locations offering over 300 services including bill payments, cash deposit onto bank cards (via QR code pairing with the app), mobile top-up, tax and local fee payments, event/travel ticket purchases, lottery, road vignettes, tolls, and donations. The SelfPay Now app extends this ecosystem to mobile devices, enabling bill payment, instant cash deposit via QR code at stations, real-time card-to-card transfers, open banking, tax payments to over 30 local authorities, and vehicle management features like the 'My Garage' dashboard. The business segment (SelfPay pentru Companii / PaaS) offers payment infrastructure as a service to retail chains, banks, utilities, and public sector institutions. A new Rapid Transition Program enables retailers to install stations with no upfront investment. Together, the physical station network and the digital app form an integrated financial services ecosystem bridging cash and digital payments.

Differentiator

Problem solved

Functional benefit

Products and services

• SelfPay Payment Stations (Stația de Plată SelfPay) Self-service payment terminal (kiosk) deployed across Romania in retail, fuel, and commercial locations. Enables cash, card, and voucher payments for over 300 services including bill payment, cash deposit onto bank cards via QR code pairing with the SelfPay Now app, mobile top-up, tax and fee payment, ticket purchases, lottery, vignettes, and donations.
• SelfPay Now Mobile Application Mobile super-app for iOS, Android, and AppGallery enabling bill payment, instant cash deposit onto any bank card via QR code at SelfPay Payment Stations, real-time money transfers between users and own cards, open banking for balance and transaction history, tax and fee payments to over 30 local authorities, vehicle vignettes and tolls, and a 'My Garage' feature. Reached approximately 900,000 users by end of 2025.
• SelfPay pentru Companii (SelfPay Business / PaaS) Business-oriented services including Payment Station as a Service (PaaS) offering for companies, financial institutions, public sector entities, and utility providers. Provides payment infrastructure for cash collection, cashier services for private companies and public administrations, and partnership programs for retail chain integration.

Quantifiable outcome

• 49 million transactions processed in 2025, up 12.3% year-over-year
• +5 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Municipiul Brașov (Brașov Municipality)coreStrategic or Co-development Partner · 4 May 2026Brașov Municipality partnership enabling local tax and imposition payments at 150+ SelfPay stations within the city and 380+ in the county. This is one of SelfPay's flagship public sector partnerships, demonstrating the company's role in public service digitalization. Citizens can pay taxes and municipal fees without visiting city hall offices.
• Primăria Sector 3 București (Sector 3 Bucharest City Hall)coreStrategic or Co-development Partner · 19 December 2025Sector 3 Bucharest city hall partnership enabling local tax and imposition payments at SelfPay stations nationwide. Sector 3 is one of Bucharest's most populous districts, and this partnership extends SelfPay's public service offerings to a large urban population.
• FlixBuscoreGTM or Marketing Partner · 19 August 2024Strategic partnership enabling FlixBus ticket sales through SelfPay's station network. FlixBus, a travel-tech company operating the largest intercity coach network in Europe, uses SelfPay's 11,000+ stations as a physical ticketing channel. The partnership covers both domestic Romanian routes (50+ destinations) and international routes (15 European countries). The collaboration extends FlixBus's reach into smaller localities and provides SelfPay with a high-demand travel service.
• Own.SolutionscoreTechnology or Integration · 19 August 2024Technology partner enabling digital ticket reservation integration between FlixBus and SelfPay stations. Own.Solutions provides the backend integration that allows SelfPay terminals to process FlixBus ticket purchases, ensuring seamless transaction processing.
• SMURD Foundation (Fundația pentru SMURD)minorGTM or Marketing PartnerHumanitarian organization accepting donations through SelfPay's station network. Users can contribute cash or card donations starting from 1 leu at any SelfPay station via the 'Other Services > Donations' menu. The partnership enables citizens to easily support emergency medical services development.
• Dăruiește Viață AssociationminorGTM or Marketing PartnerHealthcare NGO known for building Romania's first pediatric oncology hospital. Accepts donations through SelfPay's station network. The partnership enables spontaneous and recurring charitable giving via cash or card payments.
• Filantropia Ortodoxă Huși AssociationminorGTM or Marketing PartnerCommunity social services organization operating in territorial communities. Accepts donations through SelfPay's station network, enabling citizens to support local social causes.
• Major Romanian Retail ChainscoreChannel Partner/ Reseller/ DistributorSelfPay stations are installed at partner retail locations including Carrefour, Kaufland, Penny, Profi, Mega Image, Lidl, and other chains. These partnerships provide physical distribution for SelfPay's stations, foot traffic for retailers, and convenient service access for consumers. No upfront investment is required from retailers, who earn commissions on transactions.

Scale indicators20 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Paymentus: US-based electronic bill payment platform serving utility providers and consumers through integrated digital channels. Comparable in bill pay orchestration and B2B2C distribution to utility and municipal clients.
• QIWI: Operated one of the largest self-service payment terminal networks in Russia/CIS with multi-service kiosks for bill pay and money transfers. Closely mirrors SelfPay's physical-network-plus-wallet hybrid model, though geographically distant.
• PayPoint plc: UK-listed operator of multi-service payment terminals in retail locations across the UK and Romania, offering bill pay, top-ups, and cash services. Closest comparable in business model: retail-hosted self-service terminals with multi-vertical services.
• Payzone: Ireland-based operator of self-service payment terminals at retail locations across Ireland and the UK. Comparable business model of retailer-hosted payment kiosks offering bill pay, mobile top-ups, and government services.

Regional players

• CEC Bank: Romanian state-owned commercial bank with broad branch network in rural and small-town Romania. Competes with SelfPay for cash-preferring customers in underserved localities with similar geographic coverage.
• Banca Transilvania: Largest Romanian bank by assets, offering bill pay, mobile top-ups, and card services through its digital channels. Competes with SelfPay for utility payment transactions but operates inside the banking vertical.
• Poșta Română: Romanian national postal service offering bill payment services at post offices nationwide. Provides an alternative offline payment channel with deep rural reach, comparable to SelfPay's physical network strategy.

Broad incumbents

• Worldline: European payment processor and merchant services provider, now combined with Ingenico terminals. Overlaps in payment acceptance, merchant acquiring, and terminal infrastructure, though at much broader enterprise scale.
• Euronet Worldwide: Global ATM operator and electronic payment processor offering money transfer, POS, and card services across 170+ countries. Larger incumbent with overlapping payment infrastructure and money transfer services.

Others

• Paysafe: Global payments platform operating paysafecard (prepaid voucher) and Skrill digital wallets, already integrated with SelfPay stations. Acts as a complementary ecosystem partner and adjacent payment-services provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/zebrapay

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SelfPay