Epay, a bambora company

What Epay, a bambora company does

ePay (legal entity ePay ApS) is a Danish payment gateway founded in 2001 and headquartered in Svenstrup J, near Aalborg. The company provides online payment processing infrastructure to Danish webshops, subscription businesses, gambling operators, and merchants of age-restricted goods, processing card and alternative payment method transactions through multiple acquiring partners including Nets/Nexi, Worldline, Shift4, Swedbank, Clearhaus, and Elavon. Its product portfolio comprises a customizable hosted Checkout, embedded Blocks components, Subscription with tokenization and card updater, email-based Link payment requests, a transaction Backoffice with a no-code Rule Engine, integrated age verification (Verify), intelligent 3D Secure (Secure), unified Settlement reconciliation, and a Unified Commerce platform spanning webshop, payment links, POS, and MPOS. The platform supports 15+ payment methods including Dankort, Visa, Mastercard, MobilePay, Apple Pay, Google Pay, Klarna, Swish, and Vipps.

The technology is built as a self-developed REST API with Bearer-token authentication, JavaScript SDK, webhooks, and a visual Playground for checkout design without code. Compliance posture includes PCI-DSS certification (200+ security points), GDPR compliance, PSD2/SCA-compliant subscriptions, and MitID-based identity verification through a partnership with Digitaliseringsstyrelsen. The company maintains nine self-developed e-commerce platform integrations (Shopify, WooCommerce, Magento, PrestaShop, Shopware, Shoporama, HikaShop, OpenCart) plus an e-conomic accounting integration, with hosting on AWS and support operations through Zendesk.

ePay operates as a privately held, founder-owned Danish company. In December 2023, original founders Morten Lanng (CEO) and Thomas Knudsen (CTO) repurchased the business from Worldline, re-establishing independent ownership without external capital. The company earns revenue primarily through per-transaction fees (varying by card type, customer segment, and acquirer), supplemented by monthly subscription fees, one-time setup/onboarding fees, and usage-based MitID verification fees (0.50 DKK per completed validation). Go-to-market combines product-led self-serve sign-up for SMBs, direct sales for enterprise customers, and a commissioned partner/reseller channel, with a Danish-only operating geography and 24/7 Danish-language support.

Name

Epay, a bambora company

Legal name

ePay ApS

Website

https://epay.dk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

ePay is a Danish payment gateway providing online card and alternative payment processing, subscriptions, age verification, and unified commerce tools to Danish webshops, subscription businesses, gambling operators, and age-restricted merchants. Founded in 2001 and founder-owned since the 2023 buyback from Worldline.

Ownership category

akta.pro rank

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Payment Processing Fees: Transaction fees charged per payment processed, typically as a percentage of transaction value plus fixed fee. Rates vary by card type, customer type (consumer vs business), and acquiring agreement.
2. Subscription/Monthly Fees: Monthly subscription for access to the payment platform. Subscription periods typically run for 12 months with automatic renewal.
3. Setup/Onboarding Fees: One-time setup fee charged at account creation. Additional fees for additional domains beyond the first.
4. MitID Verification Fees: Fee charged per completed MitID age verification (0.50 DKK). MobilePay-based verification is free.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

ePay operates a Danish online payment gateway that enables businesses to accept payments on webshops and across channels through a hosted checkout, embedded payment blocks, subscription billing, and payment links. The platform supports 15+ payment methods including Dankort, Visa, Mastercard, MobilePay, Apple Pay, Google Pay, Klarna, Swish, and Vipps, and is delivered through a REST API, JavaScript SDK, webhooks, and pre-built integrations with major e-commerce platforms. It also includes a transaction backoffice with a rule engine, intelligent 3D Secure, age verification via MitID, and multi-acquirer routing for transaction cost optimization.

Product overview

ePay is a Danish payment gateway platform (bambora company) offering a comprehensive suite of payment solutions organized as a modular platform. The core products include Checkout (flexible hosted payment window), Blocks (embedded payment components), Subscription (recurring payments), Link (payment links), Backoffice (transaction management), Verify (age verification), Secure (3D Secure), and Settlement (reconciliation). These products are designed to work independently or as an integrated unified commerce platform, supporting merchants from simple webshops to complex subscription businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Checkout Flexible hosted payment window that matches the merchant's brand and needs, with customizable design (colors, border radius, font, layout) configured without code through the visual Playground tool. Supports 15+ payment methods and is targeted at Danish webshops and online retailers.
• Blocks Embedded payment components that integrate payment methods directly on the merchant's own website for a seamless checkout experience, with modular card fields integration. Targeted at merchants who want full control over the checkout flow within their own site.
• Subscription Recurring payment solution for subscription-based businesses, enabling automatic charge collection on cards at monthly, quarterly, or annual intervals using tokenization and automatic card updates. Fully compliant with PSD2 and Strong Customer Authentication.
• Link Payment links sent to customers via email for invoicing and payment collection without requiring a full webshop setup. Included in Grow and Enterprise subscription packages at no extra cost.
• Backoffice Transaction management dashboard providing a centralized view of all transactions, intelligent fee rules configuration, and the Rule Engine for transaction management. Used by merchants to control surcharging, configure fee rules, and manage transactions.
• Verify Automatic age verification for online sales of alcohol and tobacco, validating customer age through MobilePay (free) or MitID (0.50 DKK per completed validation) directly in the payment flow. Targeted at Danish merchants needing age verification compliance.
• Secure Intelligent 3D Secure solution that balances fraud protection and conversion by automatically applying the right authentication level with configurable scaMode and exemptions. Targeted at merchants handling card-not-present payments.
• Settlement Payout reconciliation tool providing a consolidated overview of settlements with breakdown of transactions, adjustments, fees, and refunds, with support for custom references to ease reconciliation. Targeted at merchants needing unified settlement reporting across acquirers.
• Unified Commerce Platform approach that unifies webshop, payment links, POS, and MPOS under a single technical setup with common backoffice and webhooks. Targeted at merchants operating across multiple sales channels needing consolidated payment management.

Quantifiable outcome

• Approximately 99.9% uptime
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature13 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• WorldlinecoreOthersOne of multiple acquiring partners available to ePay merchants. Worldline processes card payments and settlements. Also mentioned as the previous owner from whom ePay founders repurchased the company in December 2023.
• Nets / NexicoreOthersPrimary acquirer for Dankort payments. Nets is the only acquirer that can process Dankort transactions. Also offers international card processing.
• Shift4minorOthersAcquiring partner available for ePay merchants to process card payments.
• SwedbankminorOthersAcquiring partner available for ePay merchants to process card payments.
• ClearhausminorOthersAcquiring partner available for ePay merchants to process card payments.
• ElavonminorOthersAcquiring partner available for ePay merchants to process card payments.
• ShopifycoreTechnology or IntegrationNative integration available for Shopify merchants to quickly add ePay as payment provider.
• WooCommercecoreTechnology or IntegrationOfficial payment module available for WooCommerce with built-in age verification support for alcohol/tobacco sales.
• MagentocoreTechnology or IntegrationPayment module developed and maintained by ePay for Magento merchants.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud hosting provider for ePay's infrastructure and systems.
• Digitaliseringsstyrelsen (MitID)coreTechnology or IntegrationDanish digital identity service used for MitID verification in payment flows and age verification.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Nets (Nexi Group): The dominant Danish and Nordic payment processor, acquirer, and gateway provider, and the only acquirer of Dankort transactions. Directly comparable in serving Danish e-commerce merchants across cards, online checkout, and recurring billing.
• Mollie: European payment gateway focused on SMBs and mid-market merchants with multi-method checkout, subscriptions, and developer-friendly APIs. Comparable in PLG self-serve onboarding and target segment.
• Bambora: Historical Nordic payment gateway brand that ePay itself references ('a bambora company'); Bambora was absorbed into Worldline after Worldline's acquisition of Ingenico. Closely comparable in Nordic merchant focus and product scope.
• Stripe: Global API-first payment gateway and developer platform offering hosted checkout, subscriptions, and webhooks. Comparable in technology orientation, PLG GTM, and merchant target (online businesses), though serving a vastly broader geography.
• MobilePay (Danske Bank): Dominant Danish mobile payment app owned by Danske Bank; also a payment method integrated into ePay's checkout. Directly comparable in serving Danish consumer-to-merchant payment flows, though operates as a consumer wallet rather than a gateway.
• Payer: Swedish payment gateway serving Nordic and European merchants with B2B/B2C checkout, subscriptions, and invoicing. Comparable in Nordic focus, multi-method support, and SMB-to-mid-market positioning.
• QuickPay: Danish payment gateway headquartered in Aarhus offering card acceptance, subscriptions, MobilePay, and e-commerce platform integrations. Direct head-to-head competitor for Danish SMB and enterprise e-commerce merchants.

Broad incumbents

• Adyen: Global unified payments platform serving enterprises with a single API for online, mobile, and in-store payments. Comparable in technology and acquiring model, with far broader geographic reach and enterprise focus.
• Worldline: Pan-European payment processor and former owner of ePay. Overlaps broadly as a payment gateway, acquirer, and merchant services provider, but operates at far greater scale across many verticals and geographies.

Others

• Klarna: Nordic-rooted payments and BNPL provider integrated into ePay's checkout as a payment method. Adjacent rather than directly competitive, but shapes Danish and Nordic consumer payment expectations that ePay must support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/epaydk

Compliance2 records

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 Epay, a bambora company