ZalaPay
ZalaPay is a Latvian payment solutions provider offering SoftPOS, POS terminals, and a VID-certified digital cash register (ZalaPay Kase) for SMB merchants in Latvia and the Baltic region. Revenue comes from transaction fees and terminal subscriptions.
- Company typePrivate
- Founded-
- HeadquartersMārupe, Latvia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What ZalaPay does
ZalaPay is a Latvian payment solutions provider operating as a commercial brand of maxaa SIA (Reg. No. 40203263318), headquartered in Mārupe, Latvia, with a secondary office in Riga. Founded in 2020, the company targets SMBs and mid-market merchants in Latvia with a portfolio of card payment acceptance products: SoftPOS (a software-only solution that converts Android 9+ smartphones into contactless payment terminals), POS Light (a compact card reader at €10/month), POS Pro (a full-featured terminal with receipt printer and scanner at €15/month), and ZalaPay Kase (a VID/SRS-certified digital cash register at €250/year). The underlying technology stack combines payment terminal functionality with fiscal cash register compliance in a single mobile application, eliminating separate cash register hardware, POS terminals, and receipt tapes. Digital receipts are delivered via QR, email, SMS, or WhatsApp, and merchants can link any European bank account without opening a new one.
The business model is a hybrid of transaction fees (1.05% + €0.02 per transaction, applied uniformly across all tiers) and recurring subscriptions (monthly terminal fees and annual Kase fees), with additional hardware sales for ZalaPay Kase devices channeled through partner AMRO BALTIC SIA. Distribution is primarily digital and self-serve: merchants register through the zalapay.com website, download the maxaa.pos Android app from Google Play, or are onboarded via the AMRO BALTIC partner channel for the certified Kase product. Marketing relies on the company website, app store presence, a TargetCircle-powered affiliate program offering 0.25% lifetime commissions, and organic social media. Named customers are exclusively small Latvian merchants spanning retail, food & beverage, e-commerce, services, and non-profits. In 2021, maxaa was recognized as 'Best company in the Baltic region' in the Lighthouse FinTech development program by SEB Latvia and secured EU Regional Development Fund co-financing under the 'Promotion of International Competitiveness' program. The company has no disclosed external venture funding and approximately 5 employees.
ZalaPay firmographics
Firmographics- Name
- ZalaPay
- Legal name
- SIA ZalaPay
- Website
- https://zalapay.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ZalaPay is a Latvian payment solutions provider offering SoftPOS, POS terminals, and a VID-certified digital cash register (ZalaPay Kase) for SMB merchants in Latvia and the Baltic region. Revenue comes from transaction fees and terminal subscriptions.
- Ownership category
- akta.pro rank
ZalaPay industry classification
Industry- Product category
- Mobile Payment Processing
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232)
- akta.pro primary industry
- POS Terminal Hardware (Countertop, Mobile, PIN Pads) (FSAMADAA)
Keywords
Where ZalaPay is headquartered
LocationHeadquarters
- HQ city
- Mārupe
- HQ country
- Latvia
- HQ region
- Europe
Offices2 records
Markets served
ZalaPay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations
Revenue model
- Transaction Fees: Primary revenue stream from payment processing. Transaction fee of 1.05% + €0.02 per transaction across all POS solutions. This is a usage-based revenue model where revenue scales with merchant transaction volume.
- Subscription Fees: Monthly recurring fees from POS terminal solutions: POS Pro at €15/month, POS Light at €10/month. ZalaPay Kase annual fee of €250/year. Provides predictable recurring revenue stream.
- Hardware Sales: Sale of POS hardware terminals and smartphones through partner AMRO BALTIC for ZalaPay Kase solution. One-time revenue from hardware procurement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | softPOS - Free mobile payment app with smartphone-only acceptance |
| Subscription | Monthly | POS Light - Compact card reader terminal with monthly subscription |
| Subscription | Monthly | POS Pro - Full-featured payment terminal with printer and scanner |
| Subscription | Annual | ZalaPay Kase - VID-certified digital cash register with built-in POS |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
ZalaPay product offering
Product offeringCore offering
ZalaPay provides merchants with payment acceptance solutions spanning its proprietary SoftPOS software (turning Android 9+ smartphones into contactless payment terminals), compact POS Light and full-featured POS Pro hardware terminals, and a VID/SRS-certified ZalaPay Kase digital cash register that combines POS and receipt functionality on a smartphone. All solutions are linked to any European bank account and priced via per-transaction fees (1.05% + €0.02) with optional monthly or annual subscriptions.
Product overview
ZalaPay is a payment solutions provider offering a unified portfolio of POS products designed for merchants of all sizes. The core offering centers on ZalaPay POS as the primary virtual payment terminal brand, with three distinct terminal tiers: SoftPOS (software-only solution using Android phones), POS Light (compact card reader hardware), and POS Pro (advanced terminal with receipt printer and scanner). ZalaPay Kase extends the portfolio as a VID/SRS-certified digital cash register that integrates POS functionality into a smartphone, replacing traditional cash registers and eliminating receipt tapes. The maxaa.pos Android app powers the SoftPOS solution. All POS solutions allow linking to any European bank account without requiring a new account opening.
Differentiator
Problem solved
Functional benefit
Brands
- ZalaPay POS: Point of sale terminal solution for accepting card payments
- softPOS
- POS Light
- POS Pro
- ZalaPay Kase
Products and services
- SoftPOS
Quantifiable outcome
- Digital payments market growth of nearly 50% in 2021 compared to 2020, driven by pandemic acceleration
- +1 more outcomes
Companies that use ZalaPay
Customer profileNamed customers9 records
Segments7 records
Ideal customer profiles2 records
ZalaPay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability1 record
Feature4 records
ZalaPay partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AMRO BALTIC, SIAcoreAMRO BALTIC SIA (40103627507) is the exclusive service provider for ZalaPay Kase. They prepare the cash register for operation and handle device delivery to merchants. They also supply smartphones required for the ZalaPay Kase solution. This is a critical channel partnership for hardware provisioning and customer onboarding for the VID-certified cash register product.
Scale indicators2 records
Expansion highlights5 records
ZalaPay competitors and assessment
Company assessmentBroad incumbents
- Stripe Terminal: Global online payment platform with integrated POS terminal hardware and software. Adjacent competitor serving internet-first and omnichannel merchants with a similar developer-friendly approach.
- Worldline: Large European payment processor and merchant acquirer serving SMB and enterprise segments. Overlaps with ZalaPay on payment acceptance but operates at vastly larger scale across multiple EU countries.
- Adyen: Global payment platform offering unified online, in-store, and platform payment processing including POS terminals. Overlaps with ZalaPay on enterprise-grade in-person payment acceptance.
- Verifone: Established global POS terminal manufacturer and payment solutions provider. Direct competitor on POS Pro and POS Light hardware equivalents, with much broader product portfolio and geographic reach.
Direct peers
- SumUp: European mobile payment provider offering SoftPOS (SumUp Air) and card-reader hardware directly competing with ZalaPay's full product portfolio. Targets the same micro-merchant and SMB segment across EU markets with similar zero-hardware value proposition.
- myPOS: European all-in-one POS solution provider offering card terminals, softPOS, and cash register functionality for SMBs. Direct overlap with ZalaPay across POS Light/Pro equivalents and EU bank account interoperability.
- Block (Square): Global mobile POS and payments leader with Square Reader, Square Register, and software POS. Directly competes on the software-based POS value proposition that anchors ZalaPay's offering.
- Viva Wallet: European payment processor offering SoftPOS, POS terminals, and merchant acquiring services across EU. Closely comparable to ZalaPay's product mix and SMB target market, with deeper geographic reach.
- iZettle (PayPal): European mobile payment pioneer (now owned by PayPal) offering compact card readers and POS software. Direct competitor in the SMB card-acceptance segment with similar transaction-fee pricing model.
Regional players
- Nexi (Nets): Nordic and Baltic payment infrastructure provider offering acquiring, POS, and payment processing. Particularly relevant as a regional incumbent in the Baltic geography ZalaPay targets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
ZalaPay social profiles
Digital presenceZalaPay financial estimates
Financial estimateRevenue estimate
Valuation estimate
ZalaPay leadership team
Management profileNumber of profiles
ZalaPay subsidiaries and ownership
Company hierarchySubsidiaries1 record
ZalaPay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ZalaPay 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 ZalaPay
What does ZalaPay do?
ZalaPay provides merchants with payment acceptance solutions spanning its proprietary SoftPOS software (turning Android 9+ smartphones into contactless payment terminals), compact POS Light and full-featured POS Pro hardware terminals, and a VID/SRS-certified ZalaPay Kase digital cash register that combines POS and receipt functionality on a smartphone. All solutions are linked to any European bank account and priced via per-transaction fees (1.05% + €0.02) with optional monthly or annual subscriptions.
Is ZalaPay a public or private company?
ZalaPay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ZalaPay founded?
ZalaPay was founded in -1. It employs 1 to 10 people.
Where is ZalaPay based?
ZalaPay is headquartered in Mārupe, Latvia, in the Europe region.
How does ZalaPay make money?
Three revenue lines are on record. Transaction Fees are the primary driver. The others are subscription Fees and hardware Sales.
Who are ZalaPay's main competitors?
Broad incumbents on record are Stripe Terminal, Worldline, Adyen and Verifone. Direct peers are SumUp, myPOS, Block (Square), Viva Wallet and iZettle (PayPal). Nexi (Nets) is listed as a regional player.
Does ZalaPay have an API?
No public API is recorded for ZalaPay.
What industry is ZalaPay in?
ZalaPay's product category is Mobile Payment Processing. Its primary akta.pro industry code is FSAMADAA, POS Terminal Hardware (Countertop, Mobile, PIN Pads). Its NAICS code is 52232.