Novopay

What Novopay does

Novopay is a UK-based card payment solutions provider targeting small and medium enterprises and independent local businesses. The company sells Android-based smart payment terminals (including the PAX A920 Pro and Saturn 1000 F2 models) that accept contactless, chip and PIN, and triple-track magstripe payments over 4G LTE, 3G, GPRS, WiFi, and Bluetooth, and complements the hardware with a Partner Portal for resellers and a Customer Portal (hosted by EVO Payments) for merchant self-service. Novopay positions itself on transparent pricing — no PCI management fees, PCI penalties, or dashboard charges — and operational speed, with terminals delivered within two days and funds settled to merchants the next business day.

The business model is built on two revenue streams: transaction-based processing fees on card payments and hardware sales of terminals and accessories (e.g., 57mm card machine rolls). Go-to-market is sales-led, combining direct website quote capture with a partner channel; the company operates exclusively in the UK, distributing through its novopay.uk site and a partner network of ISOs. Novopay is an authorised ISO of EVO Payments and a registered partner of Visa and Mastercard, meaning core acquiring infrastructure is provided by partners (EVO, Fiserv, Paytek, Cardstream, Doc2) rather than built in-house. The company is the trading name of Oomla Ltd, registered in England (Company No. 13902189), is privately held and founder-controlled under CEO Minhaj Ahmed, and reports a headcount of 51-100 across Luton, Bedfordshire, and London offices.

Name

Novopay

Legal name

Oomla Ltd

Website

https://novopay.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Merchant Payment Processing

NAICS

Credit Card Issuing (522210), Credit Card Issuing (52221)

SIC

Finance Services (6199)

akta.pro industry

PRIMARYFSAMABAB

Merchant Acquiring Banks & ISO/MSP Acquirers

Financial & Insurance/Payments & Transaction Processing/Payment Processors & Merchant Acquirers

SECONDARYFSAGABAO

POS, SoftPOS & In-Person Acceptance Infrastructure

Financial & Insurance/Financial Technology (Fintech)/Payment Orchestration & Fintech Infrastructure (APIs, Issuing, Processing)

Keywords

• Card payment processing
• Payment terminal solutions
• Merchant services
• Contactless payment solutions
• POS terminal hardware

Headquarters

HQ city

Luton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Card Payment Processing: Transaction-based fees charged to merchants for card payment processing services. The company emphasises transparent pricing without hidden fees.
2. Payment Terminal Sales: Sale of payment hardware including smart terminals, card machine rolls, and accessories through the online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Novopay provides card payment processing services and Android-based payment terminals to UK small and medium-sized businesses. Operating as an authorized ISO of EVO Payments, the company supplies smart terminals that accept contactless, chip and PIN, and magstripe card payments, supported by next-day merchant settlement, transparent transaction-based pricing, and dedicated customer support.

Product overview

Novopay is a UK-based card payment solutions provider offering a unified portfolio of payment processing products and services. The core offering consists of smart Android-based payment terminals (including the PAX A920 Pro and Saturn 1000 F2 models) that accept contactless, chip and PIN, and magstripe payments. These terminals connect via 4G LTE, 3G, GPRS, WIFI, and Bluetooth. Novopay complements its hardware with a Customer Portal for merchants to manage accounts and a Partner Portal for resellers to onboard and manage merchant relationships. The company also offers peripheral accessories such as card machine rolls. Novopay operates as an authorized ISO of EVO Payments, providing next-day settlement and transparent pricing to merchants.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Terminal (PAX A920 Pro)

Quantifiable outcome

• Terminal delivered within 2 days
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• EVO PaymentscoreStrategic or Co-development PartnerNovopay is an authorised ISO (Independent Sales Organisation) of EVO Payments, providing card processing infrastructure and services.
• VisacoreTechnology or IntegrationRegistered partner with Visa for payment processing services.
• MastercardcoreTechnology or IntegrationRegistered partner with Mastercard for payment processing services.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SumUp: London-headquartered mobile card acceptance and smart-terminal provider targeting UK and European SMEs. Closest direct competitor to Novopay on product, customer, and pricing positioning.
• Dojo: UK SMB card payment provider (acquired by Paymentsense) offering terminals and next-day settlement. Competitor in the UK SME market with overlapping value proposition.
• Zettle (Block, Inc.): Block-owned mobile POS and smart-terminal brand serving UK SMBs with contactless/chip-and-PIN acceptance. Overlaps directly with Novopay's merchant segment and terminal offering.
• Stripe: Global payments platform with Stripe Terminal offering smart-card-reader hardware for in-person acceptance. Increasingly competing for the same UK SMB merchant relationships.
• Handepay: UK merchant services provider offering card terminals and processing to small businesses. Direct competitor in the UK SME acquiring space with similar hardware-led GTM.
• Takepayments: UK-focused card payment solutions provider and ISO targeting SMEs with terminals and processing. Closest like-for-like UK SMB acquirer/ISO competitor.
• Square (Block, Inc.): Block's SMB payments brand offering POS hardware and card processing. Targets the same UK independent-merchant segment with comparable transparent-pricing messaging.

Broad incumbents

• Worldpay: Large UK-headquartered global merchant acquirer and payment processor. Competes with Novopay across SMB and mid-market segments but at vastly greater scale and product breadth.
• Tyl by NatWest: NatWest-owned card payment acceptance business serving UK merchants of all sizes. Adjacent incumbent with bank-distribution advantage in the same SMB acquiring category.

Others

• Cardstream: UK payment gateway and white-label processing platform that is both a Novopay partner and a potential competitor/alternative route for ISOs. Comparable in the UK payments stack but infrastructure-layer rather than direct merchant-facing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/novopayuk
• Facebookfacebook.com/NovopayUK
• LinkedInlinkedin.com/company/novopayuk
• Instagraminstagram.com/novopay.uk

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 Novopay