What Cellfie does

Cellfie is a software-based mobile payment platform developed by ANB Korea Co., Ltd. (Ant & Bee Corporation), founded in 2018 and headquartered in Bellevue, WA with a regional office in Seoul, South Korea. The company's core product, Cellfie APP, is a Java card technology-based application that converts any NFC-enabled Android smartphone or tablet into an EMV-compliant contactless point-of-sale (softPOS) terminal, eliminating the need for additional card reader hardware. Cellfie's broader product portfolio includes a Trusted Service Manager (TSM) solution for managing secure elements across UICC, embedded SE, micro SD, and IC Card form factors; an EMV-compatible Payment Platform supporting full card lifecycle from issuance to settlement; and an IOC-IT Fingerprint Card integrating biometrics, circuitry, battery, and e-paper into a single smart card.

The company operates a B2B distribution model, delivering its Tap to Phone solution through acquirers, banks, processors, payment gateways, and independent software vendors (ISVs) via white-label integration. Cellfie is Visa-approved both as a standalone payment app and for white-label embedding, and participates in the Visa Ready for Tap to Phone program across 15+ markets globally. Revenue is generated through transaction fees on contactless payments processed via the platform and white-label licensing arrangements with payment ecosystem partners; pricing is not publicly disclosed and is negotiated through acquirer relationships. The company holds Korea Financial Supervisory Service CAT terminal certification and has been designated an Innovative Financial Service by Korea's Financial Services Commission. Target customers are small and micro merchants globally — particularly in emerging markets where fewer than 10% currently accept digital payments — as well as financial institutions seeking cost-effective, hardware-free payment acceptance for their merchant bases. Cellfie is privately held, employs 1-10 people, and has completed a single disclosed Series A round of ₩4.5 billion KRW (~$4M USD) in October 2020 from ICK, IBKS Job Dream Fund, and LMK-Ebest.

Name

Cellfie

Legal name

ANB Korea Co., Ltd. (에이엔비코리아)

Website

https://antnbee.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Cellfie, operated by ANB Korea Co., Ltd., provides a Java card-based softPOS platform that converts NFC-enabled Android devices into EMV-compliant contactless payment terminals, distributed via acquirers, banks, and ISVs under white-label and Visa Ready certification for global small and micro merchants.

Ownership category

akta.pro rank

Product category

Mobile Payment Software

NAICS

All Other Telecommunications (517810)

SIC

Communications Services, Nec (4899)

akta.pro primary industry

mPOS & SoftPOS (Tap-to-Phone) Solutions (FSAMADAB)

akta.pro secondary industry

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

Keywords

• Tap to phone payments
• Mobile payment software
• SoftPOS solutions
• Contactless payment platform
• EMV mobile acceptance

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Mobile Payment Processing: Cellfie generates revenue by enabling merchants to accept contactless credit/debit card payments through its Tap to Phone app on NFC-enabled Android devices, functioning as a software-based point-of-sale (softPOS) solution for acquirers and financial institutions.
2. White-Label Licensing: Cellfie offers its payment solution for white-label integration into merchant mobile applications, working with acquirers, banks, processors, payment gateways, and ISVs to embed or rebrand its technology.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Cellfie is a software-based mobile payment platform that converts any NFC-enabled Android smartphone or tablet into an EMV-compliant contactless point-of-sale terminal, eliminating the need for additional card-reader hardware. The company distributes this Tap to Phone (softPOS) solution through acquirers, banks, processors, payment gateways, and ISVs via white-label or standalone deployment, enabling small and micro merchants to accept contactless card payments in minutes.

Product overview

Cellfie is a mobile payment platform developed by ANB Korea Co., Ltd., comprising the Cellfie APP as its core smartcard application, the Cellfie TSM Solution for secure element management, and the Cellfie Payment Platform built on EMV standards. The platform enables merchants to accept contactless payments through Android NFC-enabled devices and supports instant issuance of prepaid mobile and IC smart cards. The offering also includes an innovative fingerprint biometric card (IOC-IT on Card) that integrates electronics and sensors into a standard-sized payment card.

Differentiator

Problem solved

Functional benefit

Brands

• Cellfie APP: Software-based POS acceptance solution through Tap to Phone application enabling merchants to accept contactless payments on commercial Android devices. Turns NFC-enabled Android devices into EMV POS terminals without additional card reader dongles.
• Cellfie TSM Solution

Products and services

• Cellfie APP (Tap to Phone SoftPOS) A software-based point-of-sale application that turns any commercial NFC-enabled Android device into an EMV-compliant contactless payment terminal, enabling merchants to accept tap-to-pay credit and debit card transactions without separate card-reader dongles or attachments.
• Cellfie TSM Solution A Trusted Service Manager solution implemented in accordance with global standards to establish NFC service provisioning systems, enabling mobile network operators and service providers to manage services across all Secure Elements including UICC, embedded SE, micro SD, and IC Card.
• Cellfie Payment Platform An EMV-compatible payment platform that enables business owners to issue digital currency safely and independently, providing end-to-end card payment services from card issuance to transaction approval and settlement, including instant issuance of prepaid mobile and IC smart cards.
• Cellfie Fingerprint Card (IOC-IT on Card) A biometric smart card integrating electronic circuitry, battery, support modules, and e-paper display onto a single card, authenticating cardholders via fingerprint biometric data through an embedded sensor for use in access control, banking, payment, and government ID applications.

Quantifiable outcome

• Enables merchants to accept contactless payments in minutes via smartphone — no hardware purchase required
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core and major.

• VisacoreTechnology or Integration · 21 October 2020Cellfie is an initial participant in Visa's Ready for Tap to Phone program. Visa approved Cellfie as both a standalone payment app and for white-label uses, enabling Cellfie's Tap to Phone technology to be distributed across Visa's global merchant network. Cellfie was featured in Visa's global press release announcing Tap to Phone availability in more than 15 markets.
• Acquirers, Banks, Processors, Payment Gateways, and ISVs (White-label)majorChannel Partner/ Reseller/ Distributor · 21 October 2020Cellfie plans to work with various players in the payments ecosystem including acquirers, banks, processors, payment gateways, and independent software vendors (ISVs) for white-label integration of its Tap to Phone technology.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Worldline: Worldline (formerly SIX Payment Services) is a global payments acquirer and processor listed as a Visa-approved technology and acquirer partner for Tap to Phone. It competes with Cellfie by offering in-house softPOS directly to its merchant base.
• Stripe: Stripe provides a broad payments platform including Stripe Terminal, with growing Tap to Phone / softPOS capabilities for acquirer and platform integrations. It competes with Cellfie in the developer- and acquirer-facing acceptance infrastructure layer.
• Verifone: Verifone is a long-standing global POS hardware and software provider that has expanded into software-defined and Tap to Phone acceptance. As a broad incumbent it competes with Cellfie for acquirer and merchant payment-acceptance mandates.
• SumUp: SumUp is a global mobile POS provider that has expanded into softPOS / Tap to Phone acceptance for SMBs. Although best known for its hardware readers, its Tap to Phone offering puts it in direct product overlap with Cellfie.
• Block (Square): Block operates Square, a broad incumbent in mobile payments and POS. While Square's core strength is hardware readers, its Card on Phone / softPOS ambitions place it in the same category as Cellfie's Tap to Phone product for SMBs.

Direct peers

• Soft Space: Soft Space (Soft Space Sdn Bhd) is a Tap to Phone and mobile payments enabler featured alongside Cellfie in Visa's launch partner list, focused on white-label softPOS for banks across APAC. It is a directly comparable SoftPOS peer.
• GeoPagos: GeoPagos is a Latin American mobile payments and Tap to Phone provider named alongside Cellfie in Visa's initial partner roster, with a comparable focus on softPOS distribution through acquirers and processors.
• Rubean: Rubean is a SoftPOS provider co-listed with Cellfie in the Visa Ready for Tap to Phone program, offering mobile point-of-sale software to banks and acquirers across Europe. It directly competes in white-label Tap to Phone distribution.
• MYPINPAD: MYPINPAD provides software-based PIN entry and Tap to Phone solutions for acquirers and was co-listed with Cellfie in Visa's global Tap to Phone announcement. It is a directly comparable SoftPOS/Tap to Phone infrastructure provider.
• Phos: Phos is a direct competitor in Tap to Phone / softPOS, named alongside Cellfie as an initial Visa Ready for Tap to Phone partner. Its core product converts NFC-enabled smartphones into payment terminals for acquirers and merchants.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance3 records

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 Cellfie