EasyPay

What EasyPay does

EasyPay is a Bulgaria-headquartered, privately held non-bank payment services provider founded in 2004 and licensed by the Bulgarian National Bank as an electronic money institution under Decision No. 258 (25 October 2018). The legal entity is Изипей АД (Izipey AD). The company operates a hybrid physical-digital distribution model anchored by 3,921 office locations across Bulgaria — including in-store presence at Kaufland, Billa, Fantastico, and CBA branches — combined with 130+ proprietary ATMs, the ePay.bg online platform, iOS/Android/Huawei apps, a Viber chatbot for bill management, and the EPAYGO event-ticketing platform. International operations are conducted under the wholly-owned FexoPay brand in Austria, Greece, Cyprus, and Spain, serving the Bulgarian diaspora. Reported customers include Billa, Prisma Lux, City Invest Group AD, and Fidutcia AD (meal voucher program), and total reach is 500,000+ monthly households and 500,000+ card users as of June 2026.

The product portfolio is built on four pillars: (1) utility and tax bill payment processing covering 400+ services from 6,000+ merchants and 200+ municipalities; (2) money transfers — domestic (instant) and international to 170+ countries via Ria, MoneyGram, UPT, and proprietary FexoPay; (3) prepaid payment cards under the proprietary Bcard scheme and co-branded Mastercard from EasyPay, issued instantly at any office free of charge; and (4) IBAN payment accounts supporting SEPA transfers and salary receipt. Adjacent products include the mass-payments service for SMB payroll and supplier disbursement, meal-voucher issuance certified under Bulgarian Regulation 7, the Prepiska Finance e-invoicing joint venture with Infonotary, and 10-digit code payments. The platform is operated under BNB supervision, CRC licensing, PCI DSS, TUV certification, and PSD2 alignment.

Revenue is generated through transaction fees on money transfers (EUR 0.64–13.19 by amount tier) and bank transfers (EUR 1.07–8.13), commissions on utility and tax payment processing, card-related interchange and reload economics, merchant payment services, mass-payment and meal-voucher program fees, ticket-sale commissions via EPAYGO, and advertising inventory sold on millions of monthly receipts. Most consumer-facing utility bill payments carry no fee, and card issuance and maintenance are free — positioning transaction-based take rates, B2B service revenue, and enterprise meal-voucher programs as the primary monetization layer. Customer acquisition runs through channel-partner office recruitment, retail-store co-location, and digital self-service via ePay.bg, with co-branded card-network promotional campaigns (Mastercard, Visa) supporting card adoption.

Name

EasyPay

Legal name

Изипей АД

Website

https://easypay.bg

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

EasyPay is a Bulgaria-based non-bank payment services provider offering utility bill payments, domestic and international money transfers, prepaid cards, and IBAN payment accounts through 3,921 offices and digital channels, serving Bulgarian consumers, SMBs, and the Bulgarian diaspora across four EU countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Money Transfer Fees: Transaction fees for domestic and international cash money transfers. Fees vary by transfer amount, with tiered pricing from 0.64 EUR for smallest amounts up to 13.19 EUR for transfers up to 5000 EUR.
2. Bank Transfer Fees: Fees for bank account transfers within Bulgaria and internationally, ranging from 1.07 EUR for smallest amounts to 8.13 EUR for transfers up to 5000 EUR.
3. Business Services: Revenue from mass payment services, ticket sales platform (EPAYGO), meal voucher issuance, and merchant payment collection services.
4. Utility and Tax Payment Processing: Commission from processing bill payments and tax payments for utility companies, municipalities, and other service providers.
5. Merchant Payment Services: Fees for payments to various merchants including credit institutions, insurance companies, and retail partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

EasyPay (Изипей АД) operates a non-bank payment services platform in Bulgaria, enabling consumers and businesses to pay utility bills, taxes, and merchant invoices across 6,000+ merchants and 400+ services through 3,921 physical offices, an ePay.bg online portal, mobile apps, and a 130-location ATM network. The company issues proprietary prepaid cards (Bcard and Mastercard), provides domestic and international money transfers to 170+ countries, and offers IBAN payment accounts.

Product overview

EasyPay operates as a comprehensive non-bank payment services platform with over 3,921 physical office locations across Bulgaria. The core offering centers on utility bill payments (covering 400+ services from 6,000+ merchants) and money transfers (domestic instant and international to 170+ countries). The product portfolio is anchored by proprietary prepaid card brands (Bcard and Mastercard) issued immediately at EasyPay offices, paired with an online ePay.bg platform for account management and online payments. Key modules include Viber chatbot for bill management, mass payments for businesses, fee calculator, ATM network (130+ locations), EPAYGO ticketing platform, meal voucher issuance, and FexoPay international network (operating in Austria, Greece, Cyprus, and Spain). The platform is licensed by the Bulgarian National Bank and regulated under PSD2.

Differentiator

Problem solved

Functional benefit

Brands

• FexoPay: International operations brand serving Bulgarians abroad with EasyPay services in Austria, Greece, Cyprus, and Spain
• ePay.bg
• EPAYGO
• Bcard
• Mastercard от EasyPay

Products and services

• Utility Bill Payment Service Enables payment of utility bills (electricity, water, heating, telephone, internet, cable TV) at 3,921 EasyPay offices or via ePay.bg online. Supports 400+ services across 6,000 merchants. Free registration and free bill payments via EasyPay account. Targeted at Bulgarian consumers.
• Money Transfer Service Enables cash money transfers within Bulgaria (instant, up to 5 minutes) and internationally to 170+ countries via Ria, MoneyGram, UPT, and FexoPay networks. Transfers can be received at any of the 3,921 EasyPay offices. Targeted at individuals and diaspora.
• Bank Transfer Service Enables bank account transfers within Bulgaria or abroad. Supports transfers to any bank or payment institution in Bulgaria and to 100+ countries internationally. Recipients can be individuals or businesses. Fees range from 1.07 EUR to 8.13 EUR.
• Bcard (EasyPay Prepaid Card) Proprietary prepaid debit card issued instantly at EasyPay offices. Free issuance, no maintenance fees, free withdrawals at EasyPay ATMs, and Viber/ePay.bg account integration for balance monitoring and bill payments. Targeted at individual consumers.
• Mastercard from EasyPay Mastercard-branded prepaid card issued immediately at EasyPay offices. Accepted at POS terminals worldwide and online. Features include free maintenance, Viber notifications, and promotional cashback campaigns. Targeted at individual consumers.
• Bcard Business Card Business prepaid card allowing companies to issue employee cards linked to a corporate account. Enables fee-free withdrawals at EasyPay ATMs and deposits up to 1,535 EUR monthly without fees. Targeted at businesses.
• Mastercard Business Card
• Payment Account with IBAN Payment account with IBAN opened by EasyPay for individuals and legal entities. No opening or maintenance fees. Includes SEPA transfers in EUR, salary/pension receipt, and integration with EasyPay cards. Targeted at individuals and businesses.
• ePay.bg Platform Online payment platform partnered with EasyPay. Enables online utility bill payments, fund transfers, and shopping at registered e-commerce merchants. Every registered user receives a free payment account (micro-account). Targeted at consumers and online merchants.
• Local Taxes and Fees Payment Enables payment of local taxes and vehicle taxes at EasyPay offices across 200+ municipalities in Bulgaria. Only EGK/EIK required for automatic settlement. Targeted at Bulgarian consumers and businesses.
• Mass Payments Service Enables bulk transfers from a single EasyPay account to unlimited recipients via ePay.bg. Used for payroll, supplier payments, and dividends. Recipients can receive funds on EasyPay account or in cash at EasyPay offices. Targeted at businesses.
• International Money Transfer (FexoPay) EasyPay's proprietary international network operating in Austria, Greece, Cyprus, and Spain. Allows Bulgarians abroad to access EasyPay services including bill payments, money transfers, and card operations. Targeted at Bulgarian diaspora.
• Postal Money Transfer Postal money transfer service available at select EasyPay offices, OMV, Central Cooperative Bank, and Texim Bank locations. Subject to specific tariff schedule. Targeted at individuals.
• 10-Digit Code Payment Enables payments using a 10-digit code received from merchants via SMS, email, Viber, or phone. Code can be redeemed at EasyPay offices, EasyPay ATMs, or via ePay.bg with card. Targeted at individuals and merchants.
• EasyPay ATM Service 130+ ATM locations across Bulgaria, installed at EasyPay offices and major retail chains. Supports cash withdrawals (free for EasyPay cards), cash deposits, utility bill payments, and 10-digit code payments. Accepts 10, 20, 50, 100, 200 EUR banknotes. Targeted at individuals.
• EPAYGO Tickets and Events Ticketing platform for event organizers and attendees. Enables ticket creation, pricing management, real-time sales statistics, and live streaming. Tickets can be purchased at 3,921 EasyPay offices or online via epaygo.bg. Targeted at event organizers and consumers.
• Meal Voucher Issuance Service Certified system for issuing meal and gift vouchers compliant with Bulgarian Regulation 7. EasyPay is the only payment services provider offering vouchers on two card schemes (Bcard and Mastercard). Includes reporting, quota management, and card issuance. Targeted at employers.
• EasyPay Viber Service Viber chatbot enabling bill checking, notifications, and bill payment directly within the Viber app. Activated at EasyPay office or by entering subscriber numbers. Free bill checking; payment with EasyPay cards has no fees. Targeted at Bulgarian consumers.

Quantifiable outcome

• 500,000 Bulgarians use EasyPay payment cards
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• ePay.bgcoreTechnology or IntegrationePay.bg is the online payment platform partner of EasyPay. The companies share founders and operate as integrated systems - ePay.bg handles online payments while EasyPay provides physical office network. Every EasyPay customer can access ePay.bg services.
• MastercardcoreStrategic or Co-development PartnerEasyPay issues Mastercard prepaid cards and runs joint promotional campaigns including 10% cashback on fuel purchases. Cards are accepted globally through Mastercard network.
• VisamajorGTM or Marketing PartnerJoint promotional campaigns where EasyPay customers paying bills with Visa cards could win refunds. Campaign ran July-September 2025.
• Ria Money TransfermajorChannel Partner/ Reseller/ DistributorInternational money transfer service allowing EasyPay customers to send/receive money to/from over 170 countries through Ria's global network.
• MoneyGrammajorChannel Partner/ Reseller/ DistributorInternational money transfer partner enabling global money transfers through MoneyGram's worldwide network.
• UPT Money TransferminorChannel Partner/ Reseller/ DistributorInternational money transfer service partner for specific corridors.
• FexoPaycoreChannel Partner/ Reseller/ DistributorEasyPay's own international brand operating in Austria, Greece, Cyprus, and Spain. Provides same services as EasyPay for Bulgarian diaspora - money transfers, bill payments, card services.
• BillamajorChannel Partner/ Reseller/ DistributorMajor retail chain partner hosting EasyPay offices in their stores across Bulgaria. Also partner for meal voucher program.
• Kaufland BulgariamajorChannel Partner/ Reseller/ DistributorMajor retail chain hosting EasyPay offices in their stores across Bulgaria with extended operating hours.
• FantasticomajorChannel Partner/ Reseller/ DistributorRetail chain partner hosting EasyPay offices in their stores across Bulgaria.
• CBA (Centralna Banka)minorChannel Partner/ Reseller/ DistributorBanking partner hosting EasyPay services in selected locations.
• InfonotarymajorTechnology or IntegrationJoint venture partner for Prepiska Finance - electronic invoice and payment tracking system operated with EasyPay infrastructure.
• EPAYGOcoreTechnology or IntegrationEvent ticketing platform operated by EasyPay for selling tickets to cultural and sports events. Integrates with 3921 EasyPay offices for physical ticket purchases.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Paysera: Lithuanian-origin fintech operating across CEE/EU, offering payment accounts (IBAN), money transfers, and merchant acquiring. Comparable to EasyPay in payment account, multi-currency, and cross-border remittance services, but more digital-first.
• Green Dot Corporation: US fintech specializing in prepaid debit cards, cash deposit networks, and money processing. Comparable to EasyPay in instant-issuance prepaid cards (Bcard/Mastercard) and retail partner distribution model.

Broad incumbents

• Euronet Worldwide: Global ATM operator and payment processor (parent of epay and REN) with money transfer and prepaid card businesses. Comparable to EasyPay in transaction processing, ATM network, and prepaid card issuing, but at global scale.
• Western Union: Global money transfer incumbent. EasyPay uses Western Union's key competitors (Ria, MoneyGram) for international transfers, but Western Union represents the dominant cross-border benchmark and direct competitive threat in Bulgaria.
• Phyre (TBC Bank Bulgaria ecosystem): TBC Bank Bulgaria operates a leading mobile-first banking super-app with integrated bill pay, card, and P2P services. Comparable to EasyPay's bill payment and prepaid card offerings, but bank-led with deposit advantages.

Direct peers

• PayPoint: UK-listed retail bill payment and ATM network with 28,000+ partner locations. Closest comparable to EasyPay in business model (multi-service retail payment network with prepaid cards via PayPoint One), though operating at much larger UK scale.
• Bulgarian Posts (Bulgarian Post EAD): State-owned postal operator in Bulgaria with the largest physical bill payment footprint in the country. Direct competitor to EasyPay for utility and tax bill payments, leveraging nationwide post office network.
• MoneyGram: Global money transfer operator directly integrated into EasyPay's network for transfers to 170+ countries. Comparable as a remittance partner/competitor and reflects EasyPay's dependence on MTO rails for international services.
• Payzone (Aevi): Pan-European retail payment network offering bill payments, mobile top-ups, and prepaid services through convenience stores. Directly comparable to EasyPay in multi-tenant retail payment point model and SMB partnership program.

Regional players

• iCard: Bulgarian-licensed electronic money institution offering IBAN accounts, prepaid Mastercard/Visa cards, and merchant acquiring across the EU. Comparable to EasyPay's EMI-licensed payment account and prepaid card business, with broader EU footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/easypay.bg
• Instagraminstagram.com/epaygo.bg

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 EasyPay