Totilpay

What Totilpay does

TotilPay is an all-in-one mobile point-of-sale (POS) system purpose-built to accept Electronic Benefit Transfer (EBT) payments — specifically SNAP and WIC/eWIC — alongside conventional tenders including credit, debit, and loyalty cards on a single device. Originally developed as "Mobile Market+" by Novo Dia Group (NDG), an Austin, Texas company, the product was rebranded to TotilPay in March 2020 and is delivered in two variants: TotilPay Go, a smartphone/tablet mPOS app for farmers markets, route sellers, and mobile vendors; and TotilPay Register, a tablet-based multi-tender cash register for convenience stores, bodegas, and grocery stores. The core technology is a cloud-based iOS/Android POS that connects directly to the FIS EBT gateway, carries USDA/FNS certification (the only mPOS certified for SNAP and WIC acceptance), Level 3 EMV certification, and eWIC certifications through Conduent, CDP, and FIS, and supports device-camera barcode scanning, multi-APL file handling for benefit eligibility, and automatic matching of program-eligible items to the appropriate payment method.

The company serves small and mid-sized merchants participating in federal nutrition benefit programs: farmers markets and direct-marketing farmers (its primary and dominant segment), grocery/convenience stores and bodegas, state-authorized EBT program merchants, and health-plan benefit-card merchants participating in OTC Network incentive programs. Distribution is a hybrid of product-led self-service (app-store download and sign-up), a direct field sales force built after NDG became an EBT third-party processor in 2019, and — most importantly — a community-/channel-led motion through the NAFMNP MarketLink program, which under a USDA cooperative agreement provides free card readers and a complimentary first-year TotilPay Go subscription to eligible farmers and markets, supplemented by state-agency referrals.

Revenue mechanics are mixed: recurring subscription (~$191.40/year or $19.95/month for TotilPay Go after the free first year) plus transaction take-rates that vary by rail — SNAP/EBT processing via WorldPay at $0.15 + 1.79% (zero per-transaction SNAP fees for MarketLink participants), credit/debit via Square at $0.10 + 2.6%, and 2.5% on approved OTC Healthy Card settlements. The business scaled through a network of ecosystem partnerships (Square, WorldPay/FIS, Inmar Intelligence, InComm Healthcare, NAFMNP) and, in November 2024, was assumed by the Farmers Food Assistance Bureau (FFAB), a Texas nonprofit created to absorb both the MarketLink program and NDG operations and continue the service without interruption. TotilPay is used by merchants across all 50 states.

Name

Totilpay

Legal name

TotilPay by Farmers Food Assistance Bureau

Website

https://totilpay.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

TotilPay is an all-in-one mobile POS system that accepts EBT payments (SNAP, WIC/eWIC) alongside credit, debit, and loyalty cards on one device, serving farmers markets, mobile vendors, bodegas, and small grocery/convenience stores nationwide.

Ownership category

akta.pro rank

Product category

Mobile Payment Processing

NAICS

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

akta.pro primary industry

POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)

Keywords

• Mobile point of sale
• Electronic benefit transfer
• SNAP EBT processing
• WIC payment processing
• USDA certified POS

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SNAP/EBT Transaction Processing: Zero per-transaction fees for SNAP/EBT processing through MarketLink program. Standard processing through WorldPay incurs $0.15 per transaction plus 1.79% plus $120 annual maintenance.
2. Subscription Revenue: Annual subscription at $191.40/year ($19.95/month) for TotilPay Go after free first year through MarketLink program
3. OTC Network Transaction Fees: 2.5% fee deducted from settlement on approved OTC Healthy Card transactions
4. Square Integration Processing: Credit/debit processing through Square integration at $0.10 per transaction plus 2.6% of sale

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

TotilPay provides a mobile point-of-sale (POS) system that accepts Electronic Benefit Transfer (EBT) payments including SNAP and WIC alongside credit, debit, and loyalty cards on a single device. The portfolio includes TotilPay Register (tablet-based register for convenience stores, bodegas and grocery stores) and TotilPay Go (mobile app for farmers markets and mobile vendors), and is distributed through the NAFMNP MarketLink program that offers free equipment to eligible merchants.

Product overview

TotilPay is a unified all-in-one POS system portfolio that accepts Electronic Benefit Transfer (EBT) payments including SNAP and WIC alongside traditional payment types (credit, debit, loyalty). The portfolio consists of TotilPay Register (tablet-based cash register for convenience stores, bodegas, and grocery stores), TotilPay Go (mobile app for farmers markets and mobile vendors), and is available through the MarketLink program for free equipment to eligible farmers markets. The system operates on smartphones or tablets, replacing multiple terminals with a single device. Previously known as Mobile Market+ (rebranded February/March 2020). The company is now under Farmers Food Assistance Bureau (FFAB) leadership.

Differentiator

Problem solved

Functional benefit

Brands

• TotilPay Register: Cash register system designed for convenience stores, bodegas, and grocery stores to replace legacy terminals with one affordable multi-tender POS system.
• TotilPay Go

Products and services

• TotilPay Register Tablet-based cash register system designed for convenience stores, bodegas, and grocery stores. Replaces legacy terminals on the counter with one affordable, multi-tender POS system that accepts SNAP, WIC, eWIC, credit, debit, and loyalty cards on a single iPad-based device, with full product management, image support, split-tender, mixed-basket, and WIC coupon features.
• TotilPay Go Mobile point-of-sale application for farmers markets, mobile vendors, and route vendors who need a simple intuitive app to accept payments on the go. Works on smartphone or tablet (iOS and Android) over WiFi or cellular, accepts SNAP, WIC, eWIC, credit, debit, and loyalty payments, and integrates with Square for credit processing.
• MarketLink Program Program administered in partnership with NAFMNP under a USDA cooperative agreement that provides free TotilPay Go card readers and one-year complimentary subscriptions to eligible farmers markets and direct marketing farmers, with zero per-transaction SNAP/EBT processing fees and discounted Square credit/debit processing rates.

Quantifiable outcome

• 40%+ of SNAP redemptions at farmers markets processed through TotilPay/Mobile Market+
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and major.

• Farmers Food Assistance Bureau (FFAB)coreStrategic or Co-development Partner · 4 November 2024In 2024, FFAB was created to assume both MarketLink program and Novo Dia Group operations. FFAB is a nonprofit organization working with ALL federal nutrition benefits programs to simplify acceptance for farmers.
• InComm Healthcare / InComm PaymentsmajorTechnology or Integration · 1 December 2020Partnership enables Healthy Foods Benefits Cards to be accepted at 1,500 farmers markets nationwide through OTC Network integration. TotilPay Go app facilitates acceptance of health plan incentive cards alongside other payment types.
• Inmar IntelligencemajorTechnology or Integration · 27 March 2020Inmar selected TotilPay Go POS for Louisiana's Inmar-supported SNAP-exempt merchants. TotilPay provides iPad equipped with software, training, payments, app support and customer service for state EBT program merchants.
• FIS (Fidelity National Information Services)coreTechnology or Integration · 1 September 2019FIS provides EBT gateway connection. TotilPay certified through FIS to process California eWIC payments and connect directly to FIS EBT gateway.
• NAFMNP (National Association of Farmers Market Nutrition Programs)coreStrategic or Co-development Partner · 1 June 2019NAFMNP partners with NDG through MarketLink program to provide free SNAP-processing equipment and TotilPay Go subscriptions to farmers and farmers markets nationwide through USDA cooperative agreement.
• Square, Inc. (MarketLink)coreGTM or Marketing Partner · 1 June 2019Square partnered with NAFMNP and NDG to offer discounted credit/debit processing rates for farmers markets and direct marketing farmers through MarketLink program.
• ConduentmajorTechnology or Integration · 30 May 2018Conduent eWIC certification enables NDG Mobile Market+ Select and Register products to add eWIC support for WorldPay merchants.
• Custom Data Processing (CDP)majorTechnology or Integration · 6 February 2018CDP eWIC certification enables MM+ Select and Register products to add eWIC support for WorldPay merchants.
• ApplemajorTechnology or Integration · 25 January 2016NDG joined Apple's Business Solution Provider (ABSP) program, recognizing quality applications. Approved Apple Reseller status enables better integration of Apple products in current and upcoming solutions.
• WorldPay (FIS)majorTechnology or Integration · 5 November 2012WorldPay partnership enables Mobile Market+/TotilPay to offer complete payment solution for farmers markets. Combined offering processes credit, debit, and all EBT transactions on single device.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Clover (Fiserv): Clover is a broad SMB POS incumbent from Fiserv with deep payment processing rails. Comparable as a multi-tender POS competing for TotilPay's convenience store and grocery merchant targets, though it does not specialize in EBT/SNAP.
• Worldpay (FIS): Worldpay, now part of FIS, is both a processing partner and a broad payments incumbent. Comparable because it controls the FIS EBT gateway TotilPay relies on, and could in principle bundle a competing EBT-capable POS offering to merchants.
• Toast: Toast is a large, well-capitalized restaurant and food-retail POS platform. Comparable as an SMB POS competitor with omnichannel acceptance, although its focus skews more toward restaurants than farmers markets or bodegas.
• Heartland Payment Systems (Global Payments): Heartland, part of Global Payments, is a broad SMB payments and POS provider. Comparable as a multi-tender payments incumbent that could extend into EBT-enabled POS offerings for convenience and grocery stores.

Direct peers

• SumUp: SumUp is a mobile-first POS and card reader provider for micro and SMB merchants in the U.S. and Europe. Comparable because it competes for the same low-volume, mobile-vendor merchants with affordable mPOS hardware and processing.
• Conduent: Conduent is an EBT/WIC processor and existing TotilPay integration partner for eWIC. Directly comparable because it operates the same federal benefits rails TotilPay connects to, and any merchant-side WIC acceptance depends on Conduent's processing infrastructure.
• Block (Square): Square is both a strategic investor and direct competitor — its mobile POS serves the same SMB merchants, and it has partnered with TotilPay to add EBT acceptance. Comparable because it competes for the same farmers market and convenience store merchants with a general-purpose mPOS.
• Apriva: Apriva is a payments and EBT processing provider that previously combined with Mobile Market+ to offer complete payment coverage for farmers markets. Comparable as a direct EBT/mPOS counterpart serving similar unattended and mobile merchant use cases.
• Zettle (PayPal): PayPal's Zettle is a mobile POS and card reader targeted at SMBs and small-format retailers. Comparable because it directly competes for farmers market and small-merchant POS adoption with low-cost, mobile-first hardware and software bundles.
• Inmar Intelligence: Inmar is a benefits and EBT solutions provider that selected TotilPay for Louisiana's SNAP-exempt merchants. Comparable because it operates adjacent EBT/state benefits programs and could substitute its own merchant-facing tooling for TotilPay's POS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TotilPay
• Facebookfacebook.com/TotilPay
• LinkedInlinkedin.com/company/the-novo-dia-group/?viewAsMember=true

Compliance7 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 Totilpay