What Visma Pay (Visma Payments Oy) does

Visma Pay, operated by Visma Payments Oy, is a Finanssivalvonta-licensed Finnish online payment institution headquartered in Lappeenranta with a secondary office in Pori. The company was founded in 2012 as Paybyway Oy (launching the Maksukaista payment service in 2013), was acquired by Bambora AB in 2015 and rebranded to Bambora Payform, and was subsequently acquired by Visma Group from Bambora AB in 2020, with the legal entity renamed Visma Payments Oy in 2021. It operates as a wholly-owned subsidiary within Visma Group's portfolio of approximately 200 companies. Visma Pay aggregates roughly 15 payment methods — Finnish bank payments (Nordea, OP, Danske Bank, Säästöpankki, S-Pankki, etc.), Visa/Mastercard, mobile wallets (MobilePay, Siirto, Apple Pay, Google Pay), Klarna, and OP Lasku invoice/installment — into a single contract and a REST API, with PCI DSS-compliant tokenization for card storage, 3D Secure and SCA/PSD2 compliance, and multi-currency support for 115 billing currencies (EUR settlement only).

The core product surface comprises three subscription tiers (Express at €9.90/month, Power at €49/month, Power Plus at €79/month under a 24-month contract) plus a custom Enterprise tier for merchants with online revenue exceeding €2M/year. Revenue is generated through a mix of recurring monthly subscription fees, per-transaction processing fees (typically €0.35–0.49 plus 1.50%–2.99% depending on tier and payment method), and add-on services such as advanced refund management (€10/month), gross settlement (€20/month), and optional direct Wordline card settlement. The platform supports native free plugins for WooCommerce, Magento 2, PrestaShop, Johku, and DigitalBooker, plus deep accounting/ERP integration with Visma's Netvisor, Passeli Merit, Verkkolaskut.fi, OWS, and Fikuro stack.

Visma Pay's go-to-market is hybrid: a self-serve website ordering motion with inside sales support (phone + email) targets Finnish SMB e-commerce merchants, while direct field sales serve the Enterprise segment. A Partner Portal supports channel/reseller relationships, and the shop-in-shop multi-merchant marketplace solution enables platform operators to aggregate sub-merchant settlements without acquiring a separate payment institution license. The customer base spans thousands of Finnish merchants including SMBs, micro-businesses, marketplaces (Rowly, Johku, Campwire), nonprofits (World Vision Finland), and public-sector entities (City of Helsinki), with a few cross-border merchants (Happy Olive, Retkelle.com) exporting to Sweden and the Baltic states. The shift in payment mix — mobile wallets growing from 1.93% (2018) to 28% (2025) of transactions while bank transfers dropped from 75.5% to 45% — illustrates Visma Pay's adaptation to evolving Finnish consumer payment preferences. Headcount is reported as 11 in firmographic data but 50+ in primary source material, a discrepancy that limits revenue-confidence calibration.

Name

Visma Pay (Visma Payments Oy)

Legal name

Visma Payments Oy

Website

https://vismapay.fi

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Visma Pay (Visma Payments Oy) is a Finland-based, Finanssivalvonta-licensed online payment gateway serving thousands of Finnish SMBs, e-commerce merchants, marketplaces, and select enterprises with a single-contract, API-first aggregation of bank, card, mobile wallet (MobilePay, Siirto, Apple Pay, Google Pay), and BNPL (Klarna) payment methods, plus tokenization, payment links, shop-in-shop, and omnichannel POS capabilities.

Ownership category

akta.pro rank

Product category

Online Payment Gateway

NAICS

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

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)

akta.pro secondary industries

Recurring Billing, Subscriptions & Tokenized Payments (CRAFALAH), Alternative Payment Methods (APMs) Enablement (BNPL, wallets, local methods) (FSAMACAE), Integrated Payment Processors (PSP/Acquirer) (FSAMABAA), Bill Pay, Invoicing & Payables Platforms (BPAMAFAF), POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)

Keywords

• Online payment gateway
• Payment processing platform
• E-commerce payment services
• Mobile wallet payments
• Payment institution services

Headquarters

HQ city

Lappeenranta

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Monthly subscription fees: Merchants pay a fixed monthly fee based on selected package (Express, Power, or Power Plus). The subscription covers platform access, merchant portal, reporting, and settlement features.
2. Transaction / payment processing fees: Per-transaction fees charged per payment method used (bank, card, mobile wallet, invoice). Rates vary by package tier and payment type (e.g., bank transfer: €0.35–0.49 + percentage; card: €0.35–0.44 + 1.50–1.99%). This is the primary variable revenue stream based on transaction volume.
3. Additional services (add-ons): Optional paid services including advanced refund management (€10/month), gross settlement (€20/month), separate card settlement agreement with Wordline (€40/month + €0.35/transaction), and daily settlement (included in Power/Power Plus).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Visma Pay is a Finnish licensed payment institution (Visma Payments Oy) that provides an online payment gateway aggregating bank payments, card payments, mobile wallets (MobilePay, Siirto, Apple Pay, Google Pay), buy-now-pay-later (Klarna), and invoice/installment options (OP Lasku) into a single contract and REST API. The service supports PCI DSS-certified card tokenization for recurring billing and one-click checkout, multi-currency card payments in 115 currencies, and integrates with e-commerce platforms (WooCommerce, Magento 2, PrestaShop, Johku, DigitalBooker) via free plugins. Add-on solutions include Shop-in-Shop multi-merchant settlement, an Omnichannel package combining online payments with POS terminals, and Payment Links for remote invoicing.

Product overview

Visma Pay is a Finnish online payment gateway (PSD2-licensed payment institution, Visma Payments Oy) that aggregates approximately 15 payment methods — including bank payments, card payments, mobile wallets (MobilePay, Siirto, Apple Pay, Google Pay), buy-now-pay-later (Klarna), and invoice/installment (OP Lasku) — under a single contract and API. The service is offered through three pricing tiers (Express at 9.90 €/month, Power at 49 €/month, Power Plus at 79 €/month) plus a custom Enterprise tier for large merchants. It integrates natively with e-commerce platforms (WooCommerce, Magento 2, PrestaShop, Johku, DigitalBooker) via free plugins and a REST API, and connects to accounting/ERP systems (Netvisor, Passeli Merit, Verkkolaskut.fi, OWS, Fikuro). Add-on capabilities include card tokenization for recurring billing and one-click checkout, payment links for remote invoicing, a shop-in-shop multi-vendor marketplace solution, an omnichannel package combining online payments with POS terminals, and a Merchant Portal for settlement reporting and transaction management.

Differentiator

Problem solved

Functional benefit

Products and services

• Visma Pay Online Payment Gateway API-first online payment gateway that aggregates bank transfers, card payments, mobile wallets, buy-now-pay-later (Klarna), and invoice/installment options under a single contract and REST API for Finnish e-commerce merchants and online service providers.
• Visma Pay Omnichannel
• Card Tokenization Service
• Payment Links
• Shop-in-Shop (Multi-Merchant Marketplace)
• Visma Pay API

Quantifiable outcome

• In 2025, mobile wallet payments (MobilePay, Siirto, Klarna, Apple Pay, Google Pay) accounted for 28% of all Visma Pay transactions, up from 1.93% in 2018
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Visma GroupflagshipStrategic or Co-development Partner · 1 January 2020Visma Group acquired Visma Pay (then Bambora Payform) from Bambora AB in 2020 and rebranded the service as Visma Pay. Visma Payments Oy became the company name in 2021. Visma Group (200+ companies) provides international backing, shared values, and cross-sell opportunities with other Visma products (Netvisor, Passeli Merit, DigitalBooker, etc.).
• NetvisorcoreTechnology or IntegrationVisma Pay has a deep integration with Netvisor (Visma's accounting software). Merchants can automate bookkeeping by connecting Visma Pay settlement data directly to Netvisor, eliminating manual reconciliation. Joint webinars and customer stories promote the combined solution.
• DigitalBookercoreTechnology or IntegrationDigitalBooker (Visma's appointment scheduling software) integrates with Visma Pay for online booking payment processing. The partnership began in 2017 when Visma and Paybyway first introduced online payments into DigitalBooker. Joint customer stories (e.g., Marixir) demonstrate combined booking + payment solutions.
• JohkucoreTechnology or IntegrationJohku is a Finnish SaaS e-commerce platform that has a ready-made integration with Visma Pay. Johku operates a non-traditional shop-in-shop model where all vendors are at the same level — Visma Pay was the only payment provider that could support this specific structure. Johku describes the relationship as a strategic partnership.
• WooCommercecoreTechnology or IntegrationVisma Pay offers a free official WooCommerce plugin (Visma Pay for WooCommerce). Additionally, 'Visma Pay (Embedded Card) for WooCommerce' enables tokenized card storage for recurring billing. WooCommerce is the most-used platform among Visma Pay's shop-in-shop merchants.

Scale indicators4 records

Recent moves11 records

Expansion highlights5 records

Regional players

• Bambora: Bambora is the historical acquirer of Paybyway Oy (now Visma Pay) before Visma acquired the entity in 2020. It remains a regional Nordic/European payment provider and the predecessor of Visma Pay's current incarnation.

Direct peers

• Adyen: Adyen is a global unified payments processor offering online, in-store, and marketplace settlement through a single API. Its omnichannel and multi-merchant capabilities overlap with Visma Pay's shop-in-shop and omnichannel products.
• Stripe: Stripe is the leading global API-first payment gateway serving SMBs, marketplaces, and platforms. Visma Pay competes head-on with Stripe in the Finnish e-commerce segment on hosted checkout, tokenization, and developer integrations.
• Mollie: Mollie is a European SMB-focused payment gateway offering multiple payment methods via a single integration. It is comparable to Visma Pay in its SMB-first, multi-method, low-friction approach and competes for similar small-merchant segments.
• Paytrail: Paytrail is a Finnish online payment gateway serving SMB e-commerce, acquired by Klarna. It is the most direct domestic competitor to Visma Pay, with deep integration into Finnish platforms and similar payment-method coverage including mobile wallets and bank transfers.
• Checkout.com: Checkout.com is a global payment gateway and processor competing for digital-first merchants and marketplaces. Its API-first orchestration and multi-method coverage directly mirrors Visma Pay's product positioning.

Broad incumbents

• Worldline: Worldline is Europe's largest payment processor and a strategic partner of Visma Pay (handling separate card settlements for some merchants). It competes broadly in European acquiring and PSP services, overlapping with Visma Pay's enterprise tier.
• Nexi Group: Nexi (including Nets) is a large European payment processor with strong Nordic presence. It competes in payment processing and gateway services across the region, offering Visma Pay broader incumbents pressure at the enterprise end.

Emerging players

• SumUp: SumUp is a European SMB-focused payment provider offering card readers and online checkout. It overlaps with Visma Pay in serving small merchants needing accessible multi-method acceptance, particularly in physical and omnichannel contexts.

Others

• Klarna: Klarna is both a payment method integrated into Visma Pay and the acquirer of direct competitor Paytrail. Klarna's BNPL reach (over 2M Finnish consumers) is a strategic dependency for Visma Pay and a competing gateway via Paytrail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@vismapay
• Facebookfacebook.com/vismapay
• LinkedInlinkedin.com/company/vismapay
• Instagraminstagram.com/vismapay

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Visma Pay (Visma Payments Oy)