EasyPay
EasyPay is an Armenian electronic payment system operator licensed by the Central Bank of Armenia, serving individual consumers and SMB merchants through 4,000+ self-service kiosks and the easywallet mobile app, processing 1,000+ payment services across utility, mobile, banking, and remittance categories.
- Company typePrivate
- Founded2014
- HeadquartersYerevan, Armenia
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What EasyPay does
EasyPay LLC (legally Իզի Փեյ ՍՊԸ / ООО ИзиПей) is an Armenian electronic payment system operator licensed by the Central Bank of Armenia under License No. 17 since November 4, 2014. The company operates a payment and settlement organization serving individual consumers and merchants across Armenia and Artsakh through two primary channels: a network of 4,000+ self-service payment kiosks (growing at 2+ terminals per day) and the easywallet mobile application available on iOS and Android. The platform processes 1,000+ payment service types including utility bills, mobile top-ups, bank transfers, money transfers, and charitable donations, with 200+ services offered commission-free. Identity verification is handled through integration with the Ekeng authentication system, and card transactions route through the ArCa national card payment system.
EasyPay earns revenue primarily through transaction and commission fees charged to merchants and service providers (typically 1%–5% per transaction, varying by partner) and commissions on mobile carrier top-ups (ranging from 0% to 5% depending on carrier and destination). Distribution is anchored at the physical kiosk level, with supplementary access through branch offices in Yerevan and Gyumri, and a self-serve mobile wallet app. The company has cultivated a merchant partner network of 80+ named retailers, pharmacies, fuel stations, food and beverage outlets, and other SMBs, plus enterprise relationships with Armenian mobile operators (Viva Armenia, Team, Ucom).
The company pursues a low-touch, self-serve go-to-market model with community engagement through social media, blog content, podcast sponsorships, festival participation, and a charitable giving program (EasyDonation) that has raised over AMD 30,000,000 since 2019. Recent strategic moves have focused on cross-border remittance corridors (T-Bank, Sberbank, FORA-BANK for Russia; Moneytun for the US) and ecosystem integrations (ArcaPay, SkyLabs, Fastex). EasyPay is privately held with no disclosed funding rounds, no external institutional investors, and no subsidiary or parent company structure.
EasyPay firmographics
Firmographics- Name
- EasyPay
- Legal name
- «Իզի Փեյ» ՍՊԸ
- Website
- https://easypay.am
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- EasyPay is an Armenian electronic payment system operator licensed by the Central Bank of Armenia, serving individual consumers and SMB merchants through 4,000+ self-service kiosks and the easywallet mobile app, processing 1,000+ payment services across utility, mobile, banking, and remittance categories.
- Ownership category
- akta.pro rank
EasyPay industry classification
Industry- Product category
- Mobile Payment Services
- NAICS
- Activities Related to Credit Intermediation (5223)
- SIC
- Finance Services (6199), Functions Related To Depository Banking, Nec (6099)
- akta.pro primary industry
- POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)
- akta.pro secondary industries
- Integrated Payment Processors (PSP/Acquirer) (FSAMABAA), Recurring Billing & AutoPay Management (FSAMAJAE)
Keywords
Where EasyPay is headquartered
LocationHeadquarters
- HQ city
- Yerevan
- HQ country
- Armenia
- HQ region
- Asia
Offices2 records
Markets served
EasyPay business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Operations, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Transaction and Commission Fees: EasyPay charges merchants and service providers a commission (typically 1% or 5%) for payment transactions conducted through its kiosks. Certain services (200+) are available commission-free. Revenue is generated through per-transaction fees applied to merchants and service providers, as well as commissions on various payment categories such as mobile top-ups and utility bills.
- Mobile Carrier Commissions: Commissions are earned on mobile phone top-ups processed through the platform for carriers including Viva Armenia, Team, Ucom, and others. Fee structures vary by carrier, ranging from 0% to 4-5% depending on the service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-Free Services (200+ types) |
| Transaction based/ take rate | Pay-as-you-go | Standard Merchant Commission (Urartu) |
| Transaction based/ take rate | Pay-as-you-go | Standard Merchant Commission (Gedeon Richter) |
| Transaction based/ take rate | Pay-as-you-go | Mobile Top-Up Commissions |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
EasyPay product offering
Product offeringCore offering
EasyPay operates a Central Bank of Armenia-licensed electronic payment system in Armenia that enables consumers to pay utility bills, top up mobile balances, transfer money between bank accounts, make charity donations, and complete other everyday payments through two main channels: the easywallet mobile application (iOS and Android) and a network of more than 4,000 self-service payment kiosks. It also operates branch offices in Yerevan and Gyumri and provides merchant acceptance so retailers can receive EasyPay payments.
Product overview
EasyPay operates as an Armenian electronic payment platform offering a unified ecosystem of payment solutions. The core offerings consist of the easywallet mobile application (electronic wallet) and EasyPay self-service payment terminals network (4,000+ kiosks), supported by physical branch offices in Yerevan and Gyumri. Users access services through the easywallet app for online payments, money transfers, account management, and bill payments. Payment terminals serve as a physical touchpoint for cash and card-based transactions. The platform processes 1000+ payment types including utilities, mobile services, and bank payments. Additional features include EasyAccount (free bank account opening), EasyGarage (vehicle services), EasyCashback (rewards), EasyDonation (charity), recurring payments, and QR payments. Core operations span two main areas: payments and transfers.
Differentiator
Problem solved
Functional benefit
Products and services
- easywallet (mobile wallet application) Native iOS and Android mobile wallet application that lets individual consumers in Armenia and Artsakh pay utility bills, top up mobile balances, make bank-to-bank transfers, scan QR codes for payments, set up recurring payments, and donate to charities from a smartphone. Targeted at Armenian consumers who want a single cashless channel for everyday payments.
- EasyPay self-service payment terminals (kiosk network) Network of more than 4,000 self-service payment kiosks deployed across Armenia and Artsakh that allow consumers to pay utility bills, mobile top-ups, bank transfers, fines, taxes, and other bills in cash or via linked accounts. Serves individual consumers who prefer or need a physical payment point rather than a smartphone app.
Quantifiable outcome
- Over AMD 30,000,000 donated to the Prof. R.H. Yeolyan Hematology Center since 2019 through customer donations at kiosks.
Companies that use EasyPay
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles1 record
EasyPay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
EasyPay partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship, notable and minor.
- ArcaPaycoreEasyPay and ArcaPay announced a partnership enabling zero-commission transfers directly to easywallet accounts. ArcaPay is an Armenian payment system integration.
- ArCa (Armenian Card Payment System)coreArCa is the Armenian national card payment system. EasyPay operates in integration with the ArCa system, enabling card-based transactions and payments through kiosks.
- Ekeng CJSCcoreEkeng CJSC ('Экенг' / 'Էկենգ') manages the 'EKENG' authentication system used by EasyPay for online identity verification, leveraging Armenian government databases to verify user identity documents.
- Prof. R.H. Yeolyan Hematology CenterflagshipEasyPay launched a charity partnership with the Hematology Center on June 1, 2019, integrating a donation window into its kiosks. Customers can donate 10, 20, or 30 AMD after each transaction. Over AMD 30,000,000 has been raised and donated since 2019. EasyPay matched and donated the full amount to the center.
- Teach for ArmenianotableEasyPay participates in Teach for Armenia's Nation-Builders Program, providing financial support and engaging in community initiatives supporting education.
- International Economics OlympiadminorEasyPay LLC provided financial support to organize the International Economics Olympiad, demonstrating commitment to education and youth development.
- Eurasia International UniversityminorEasyPay LLC signed a Memorandum of Understanding with Eurasia International University, establishing a cooperative relationship for potential future collaboration.
- Charity Organizations (via easywallet platform)notableEasyWallet includes a dedicated donation platform supporting 80+ charity organizations including Tumo ORG, Teach for Armenia, Katil Charitable Foundation, VIVA charitable organization, Dekavva Foundation, St. Camillo Charitable Foundation, Hayastan All Armenian Fund, World Vision Armenia, City of Smile, Armenian Red Cross Society, and others.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
EasyPay competitors and assessment
Company assessmentBroad incumbents
- Ardshinbank: Ardshinbank is a major Armenian bank with a sizable digital payment and mobile banking offering. It is a broad incumbent competing with EasyPay on consumer bill pay and merchant payment services as part of its full-service banking business.
- Unibank: Unibank is an Armenian bank integrated with EasyPay for bill payment through EasyPay terminals. It competes with EasyPay on consumer payments via its own digital channels but as a full-service bank rather than as a fintech specialist.
- Ameriabank: Ameriabank is one of Armenia's largest banks offering its own digital wallet, mobile banking, and merchant acquiring services. It competes with EasyPay on bill pay and merchant payment acceptance but as part of a broader banking portfolio rather than as a specialist fintech.
Emerging players
- Wise (formerly TransferWise): Wise is a global cross-border remittance platform. EasyPay's Russian and US remittance corridors position it as a regional microcosm of what Wise offers globally — comparable technology approach (digital cross-border transfers) but at a smaller geographic scale.
- Kaspi.kz: Kaspi.kz is a Kazakhstan super-app combining payments, marketplace, and fintech services. While geographically distinct, it represents the product trajectory EasyPay could pursue — using payments ubiquity to build a multi-vertical consumer finance super-app in an emerging market.
- ArCa (Armenian Card) Payment System: ArCa is Armenia's national card payment system, integrated with EasyPay for card-based transactions. It is adjacent rather than directly competing — providing the underlying card rails that EasyPay's wallets and kiosks access — but competes in the broader Armenian payment processing stack.
Direct peers
- Idram: Idram is a leading Armenian mobile wallet and payment platform operated by Idram LLC. It directly competes with EasyPay in the Armenian consumer payments market, offering a mobile wallet, bill pay, and merchant payment acceptance — closely aligned in product offering and target market.
- QIWI: QIWI operated a CIS-wide network of payment kiosks and a digital wallet for bill pay, mobile top-ups, and money transfers. It is a structurally comparable kiosk + wallet platform serving Russian-speaking and CIS markets, including cross-border remittances — the same product formula EasyPay operates in Armenia.
- Telcell: Telcell is an Armenian payment kiosk network and electronic payment system that operates self-service terminals across Armenia. It directly competes with EasyPay on physical payment infrastructure and bill-pay services in the same domestic market.
Regional players
- TBC Bank (Georgia): TBC Bank is a major Georgian bank with a digital payments and lifestyle super-app offering (Space). It is a regional peer operating in the Caucasus with a comparable product strategy of digitizing consumer financial services in an emerging market — though primarily in Georgia rather than Armenia.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
EasyPay social profiles
Digital presenceEasyPay compliance and trust
Trust signalCompliance1 record
EasyPay financial estimates
Financial estimateRevenue estimate
Valuation estimate
EasyPay leadership team
Management profileNumber of profiles
EasyPay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EasyPay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EasyPay
What does EasyPay do?
EasyPay operates a Central Bank of Armenia-licensed electronic payment system in Armenia that enables consumers to pay utility bills, top up mobile balances, transfer money between bank accounts, make charity donations, and complete other everyday payments through two main channels: the easywallet mobile application (iOS and Android) and a network of more than 4,000 self-service payment kiosks. It also operates branch offices in Yerevan and Gyumri and provides merchant acceptance so retailers can receive EasyPay payments.
Is EasyPay a public or private company?
EasyPay is a private company. It is classified as unknown and is currently operating.
When was EasyPay founded?
EasyPay was founded in 2014. It employs 51 to 100 people.
Where is EasyPay based?
EasyPay is headquartered in Yerevan, Armenia, in the Asia region.
How does EasyPay make money?
Two revenue lines are on record. Transaction and Commission Fees are the primary driver. The others are mobile Carrier Commissions.
Who are EasyPay's main competitors?
Broad incumbents on record are Ardshinbank, Unibank and Ameriabank. Emerging players are Wise (formerly TransferWise), Kaspi.kz and ArCa (Armenian Card) Payment System. Direct peers are Idram, QIWI and Telcell. TBC Bank (Georgia) is listed as a regional player.
Does EasyPay have an API?
No public API is recorded for EasyPay.
What industry is EasyPay in?
EasyPay's product category is Mobile Payment Services. Its primary akta.pro industry code is FSAGABAO, POS, SoftPOS & In-Person Acceptance Infrastructure, with a secondary code of FSAMABAA, Integrated Payment Processors (PSP/Acquirer). Its NAICS code is 5223 and its SIC code is 6199.