Bluu, Inc.
Bluu, Inc. is a privately held provider of payment processing and point-of-sale (POS) hardware, software, and cloud services targeting SMB merchants across the restaurant, retail, salon/spa, and dry cleaning verticals in the United States, distributed via direct sales and a nationwide reseller network.
- Company typePrivate
- Founded2008
- HeadquartersHackensack, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Bluu, Inc. does
Bluu, Inc. is a privately held payment processing and point-of-sale (POS) solutions provider headquartered in Hackensack, New Jersey, operating as part of the BLUU group of companies formed through a 2022 joint branding arrangement with United Merchant Services, Inc. (UMSI). The company serves SMB merchants across four verticals — restaurant, retail, salon and spa, and dry cleaning — and offers a bundled stack of vertical-specific POS software (bluu Restaurant Pro, bluu Retail Pro, bluu Salon, bluu Dry Cleaner), Android and Windows-based POS hardware (bluu Station 400/500/630, bluu Point, bluu Point+, bluu Edge, bluu Kiosk lines), cloud-based remote management (bluu Cloud Services), and a suite of value-added modules including online ordering (epipay, epipay smarter, bluu Order), tableside ordering (bluu Tab Order), delivery management (epiway), appointment booking (epiday), order display (bluu Queue), and closed-loop gift/loyalty (FlexGift). Payment processing is delivered as a registered ISO/MSP of Merrick Bank, with the UCHARGE gateway handling card transaction transmission.
The company generates revenue through one-time POS hardware sales, recurring monthly subscriptions for cloud services, extended protection plans ($14.99/unit/month), and FlexGift program fees, plus transaction-based residuals from payment processing and UCHARGE gateway services. Go-to-market combines a direct sales force in eight major U.S. states with a nationwide network of authorized reseller showrooms and nine corporate branch offices spanning NJ, NY, CA, TX, GA, IL, VA, WA, and NV. Distribution and demand generation are reinforced by sustained participation in industry trade shows (NRA, ETA Transact, NEAA, NRF, WSAA, MWAA, SEAA, Fancy Food Show, NFBS) and multilingual support capabilities. The BLUU group expanded in October 2024 with the acquisition of Smart Merchant Solution (rebranded Bluu SMS, Inc.), and Bluu operates subsidiaries including Allup Finance, Allup.com, and One Merchant Solution. UMSI ranks 48th-50th on the Nilson Report U.S. Merchant Acquirer list and is positioned as one of the largest privately held merchant acquirers in the ethnic payment processing market.
Bluu, Inc. firmographics
Firmographics- Name
- Bluu, Inc.
- Legal name
- Bluu, Inc.
- Website
- https://ebluu.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Short description
- Bluu, Inc. is a privately held provider of payment processing and point-of-sale (POS) hardware, software, and cloud services targeting SMB merchants across the restaurant, retail, salon/spa, and dry cleaning verticals in the United States, distributed via direct sales and a nationwide reseller network.
- Ownership category
- akta.pro rank
Bluu, Inc. industry classification
Industry- Product category
- POS and Payment Processing Solutions
- SIC
- Miscellaneous Business Credit Institution (6159)
- akta.pro primary industry
- POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)
- akta.pro secondary industries
- POS Terminal Hardware (Countertop, Mobile, PIN Pads) (FSAMADAA), Point-of-Sale (POS) & On-Property Commerce (THALACAI), Retail ERP (Merchandising, POS Back Office) (HDAEAEAD), POS Accessories & Spares (Cables, Stands, Cases, Replacement Parts) (HDACAKAL), POS Installation, Maintenance & Field Services (FSAMADAJ)
Keywords
Where Bluu, Inc. is headquartered
LocationHeadquarters
- HQ city
- Hackensack
- HQ country
- United States
- HQ region
- North America
Offices13 records
Markets served
Bluu, Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Supply Chain
Revenue model
- Payment Processing Services: Merchant card processing services through registered ISO/MSP relationship with Merrick Bank. Transaction-based revenue from payment processing services.
- POS Hardware Sales: Sale of POS terminals and kiosks including bluu™ Station series, bluu™ Point, bluu™ Point+, bluu™ Kiosk, and bluu™ Edge. One-time hardware purchase model.
- Cloud Services Subscription: Monthly bluu™ Cloud Services fee for full or limited access to cloud features including data storage (2GB capacity), reporting, and remote management. Charged per calendar month.
- Extended Protection Plan: Monthly warranty/protection plan at $14.99/unit covering hardware defects, accidental damage, power surge protection for 2-year term with $100 deductible per replacement claim.
- UCHARGE Gateway Services: Pass-through gateway services for merchant card transaction transmission between merchant and payment processors.
- FlexGift Gift Card & Loyalty Program: Gift card and loyalty program with monthly web access fee and statement fee for merchants participating in the FlexGift program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | bluu™ Extended Protection Plan - Monthly coverage with hardware replacement |
| Subscription | Monthly | bluu™ Cloud Services - Full access tier |
| Subscription | Monthly | bluu™ Cloud Services - Limited access tier |
| Subscription | Monthly | FlexGift Gift & Loyalty Program |
| One time/ perpetual license | Pay-as-you-go | bluu™ Kiosk hardware and services |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Bluu, Inc. product offering
Product offeringCore offering
Bluu, Inc. is a one-stop shop that delivers payment processing services together with Point-of-Sale hardware, POS software, cloud-based remote management, and value-added merchant tools. The company sells specialized POS solutions for restaurants, retail, salons, and dry cleaners, bundled with integrated payment processing through an ISO/MSP relationship with Merrick Bank. Its offerings include Android and Windows-based POS terminals and kiosks, vertical-specific POS software, online ordering, online appointment booking, delivery management, and gift/loyalty programs.
Product overview
Bluu, Inc. is a provider of payment processing services and a developer of Point-of-Sale solutions, operating as a one-stop shop for payment processing, POS hardware and software, online ordering, online appointment booking, and gift card and loyalty program solutions. The company offers a multi-vertical platform architecture consisting of: bluu™ Cloud Services as the core cloud infrastructure; specialized vertical POS software solutions including bluu™ Restaurant Pro, bluu™ Restaurant, bluu™ Retail Pro, bluu™ Retail, and bluu™ Salon; a comprehensive hardware lineup of POS stations (630, 500, 400 Series), terminals (bluu™ Point, bluu™ Point+, bluu™ Edge), and self-service kiosks (bluu™ Kiosk, KH2700, KH3210); value-added service modules including epipay® and epipay® smarter for online ordering, epiway™ for delivery management, epiday™ for online appointments, FlexGift® for gift/loyalty programs, bluu™ Queue for order display, and bluu™ Tab Order/bluu™ Order for tableside ordering; plus payment gateway services (U CHARGE®) and hardware protection plans. The company targets restaurants, retail, salons, and dry cleaners across the ethnic marketplace.
Differentiator
Problem solved
Functional benefit
Brands
- FlexGift®: Closed-loop gift card and loyalty program solution for merchants
- epiday™
- epiway™
- bluu™ Queue
- epipay® smarter
- epipay®
- bluu™ Order
- bluu™ Tab Order
- Allup Finance
- Allup.com
Products and services
- bluu Restaurant Pro Windows-based comprehensive POS software for fine dining, dine-in, fast casual, and quick serve restaurants with customizable interface, customer and business management features, and back-office analytics for employee, vendor, and inventory management.
- bluu Restaurant POS software for restaurant operations offering floor plan management, menu items, reporting tools, order and bar tab management, customer details, and integrated loyalty programs.
- bluu Retail Pro Comprehensive Windows-based POS software for high volume apparel, supermarket, convenience, beauty supply, liquor, and other retail store types with customizable interface and back-office software for remote access.
- bluu Retail POS software for retail store operations offering business management, customer management, and employee management features.
- bluu Salon POS software for salon and personal care businesses offering appointment management, service tracking, and integration with online booking systems such as epiday.
- bluu Point+ Next-generation all-in-one Android POS hardware featuring powerful code scanning, high-speed integrated thermal printer, dual SIM card slots, and a sleek compact design suitable for diverse business needs.
- bluu Point POS hardware terminal for point-of-sale transactions offering reliable payment processing and business management capabilities.
- bluu Edge Android-based POS hardware with innovative design and fast performance, adaptable to various commercial settings such as salons, retail, and restaurants.
- bluu Kiosk Self-service ordering kiosk enabling customers to place their own orders with orders sent directly to the kitchen; compact all-in-one design fits any interior.
- bluu Station 630 Series Premium POS station hardware designed for high-volume restaurant and retail environments with advanced features and durability.
- bluu Station 500 Series Mid-range POS station hardware offering a balance of features and affordability for various business types.
- bluu Station 400 Series Entry-level POS station hardware suitable for smaller businesses or specific vertical applications.
- bluu Tab Order Self-table ordering system centered around a smart tablet with MediaTek 8-Core processor that allows customers to place orders directly from their tables via QR code, reducing server workload and order errors while improving table turnover.
- bluu Cloud Services Cloud-based remote business management platform providing employee clock-in/out, sales monitoring, reporting, inventory management, customer management, and digital marketing capabilities; sold as a monthly subscription with full or limited access tiers and 2GB included data capacity per merchant.
- epipay Online ordering module for restaurants enabling an online food ordering portal with branded webpage, QR code ordering, chatting app integration, text messaging orders, reward points, and coupons; integrates with third-party delivery partners including Uber Eats.
- epipay smarter Contactless food ordering and payment solution using QR codes and online links; customers access menus and place orders from mobile devices with text and messaging app notifications for order updates, integrated with POS and kitchen printer with voice notifications.
- bluu Order Contactless mobile order-at-the-table system using QR codes that allows customers to order from their mobile devices without downloading apps; works exclusively with bluu Restaurant Pro.
- bluu Queue Order number display system that helps increase staff efficiency, decrease order errors, and improve customer satisfaction; works with bluu Restaurant Pro software.
- epiway Delivery management mobile app for Android with integrated GPS routing, multi-destination delivery optimization, and mobile payment acceptance via U PAYm dongle.
- epiday Online appointment booking system for salon, spa, and personal care businesses with custom branded webpages, sync with bluu Cloud Services, and listing on the epiday.com marketplace.
- FlexGift Closed-loop gift card and loyalty program allowing merchants to issue branded gift and loyalty cards; customers earn points for purchases and redeem for products or services, with e-Gift via email and mobile app, plus real-time 24/7 online reporting.
- Payment Processing Services Merchant card processing services delivered through Bluu's registered ISO/MSP relationship with Merrick Bank, enabling merchants to accept credit and debit card transactions; transaction-based fees.
- UCHARGE Gateway Services Pass-through gateway services facilitating transmission and reporting of merchant card transaction data between merchants and payment processors; licensed by United Merchant Services, Inc.
- bluu Extended Protection Plan Hardware protection plan covering defects, accidental damage from handling, power surge protection, and normal wear and tear for POS equipment; $14.99 per unit per month, 2-year term, $100 deductible per replacement claim.
Quantifiable outcome
- AI Reporting provides insights into daily and monthly revenue, customer behavior, sales performance, and selling trends
- +3 more outcomes
Companies that use Bluu, Inc.
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Bluu, Inc. technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature10 records
Bluu, Inc. partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Smart Merchant Solution (JS Merchant Solution, Inc.)coreSmart Merchant Solution (SMS), a POS solutions provider and payment processor in greater Dallas area, joined the BLUU group of companies to form Bluu SMS, Inc. The acquisition strengthens BLUU's position in the POS solutions and payments processing sector, providing branded and specialized POS and payment products and services. SMS was founded in 2002 and brings proven track record of meeting payment processing and POS needs of numerous businesses in the Dallas market.
- United Merchant Services, Inc. (UMSI)coreUMSI is a leading payment services provider with nearly three decades of experience. UMSI is one of the largest privately held merchant acquirer in the ethnic payment processing market, ranked 48th-50th by Nilson Report. UMSI has exclusive license with Bluu, Inc. to market and sell under the bluu brand. The two companies entered joint branding arrangement in 2022 to create BLUU group of companies.
- NewpaysminorAuthorized sales partner showroom located at 330 W 58th St #405, New York, NY 10019. Phone: (844) 639-7297. Sells and supports BLUU products in the NY market.
- Royal Western (NorCal)minorAuthorized sales partner showroom located at 2060 Walsh Ave. #135, Santa Clara, CA 95050. Phone: (415) 730-2885. Sells and supports BLUU products in Northern California market.
- Merrick BankcoreBLUU is a registered ISO/MSP (Independent Sales Organization/Member Service Provider) of Merrick Bank, South Jordan, UT. This relationship enables BLUU to provide merchant card processing services.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Bluu, Inc. competitors and assessment
Company assessmentDirect peers
- Square (Block): SMB-focused POS hardware, software, and integrated payment processing from Block, Inc. — competes with Bluu across restaurant, retail, and salon verticals with similar end-to-end bundling.
- SpotOn: SMB restaurant and retail POS + payments provider with bundled software, hardware, and merchant processing — closely comparable to Bluu's integrated stack and similar vertical focus.
- Toast: Cloud-native restaurant POS + payments platform serving SMB and mid-market restaurants in the US — direct competitor to Bluu's bluu Restaurant Pro across the same vertical and overlapping hardware/software/payments model.
- Lightspeed Commerce: Cloud-based POS and commerce platform for retail and restaurant SMBs — directly competes with Bluu Retail Pro and Bluu Restaurant in multi-location retail/restaurant verticals.
- Revel Systems: iPad-based POS platform for restaurants, retail, and enterprise — comparable to Bluu's vertical POS offerings with similar integrated payment processing capabilities.
- Clover (Fiserv): Fiserv's SMB POS platform combining hardware terminals, vertical software apps, and payment processing — direct competitor to Bluu in restaurant, retail, and service-business markets.
Broad incumbents
- Shopify POS: Retail-focused POS from Shopify targeting SMB and mid-market retailers — competes with Bluu Retail Pro in the retail vertical but is part of a much larger commerce platform.
- NCR Voyix (Aloha): Established enterprise restaurant technology provider (Aloha POS) with broader portfolio than Bluu — competes in restaurant POS but at larger chain/enterprise tier, not Bluu's SMB focus.
- Heartland Payment Systems (Global Payments): Large US merchant acquirer and POS-adjacent payment processing provider, part of Global Payments — overlaps with Bluu's payment processing and SMB merchant services, but at vastly larger scale.
Emerging players
- TouchBistro: Restaurant-focused iPad POS with integrated payments, comparable to Bluu's restaurant vertical stack but narrower in vertical scope and SMB-only.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bluu, Inc. social profiles
Digital presenceBluu, Inc. compliance and trust
Trust signalCompliance1 record
Bluu, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bluu, Inc. leadership team
Management profileNumber of profiles
Profiles2 records
Bluu, Inc. subsidiaries and ownership
Company hierarchySubsidiaries5 records
Bluu, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bluu, Inc. 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 Bluu, Inc.
What does Bluu, Inc. do?
Bluu, Inc. is a one-stop shop that delivers payment processing services together with Point-of-Sale hardware, POS software, cloud-based remote management, and value-added merchant tools. The company sells specialized POS solutions for restaurants, retail, salons, and dry cleaners, bundled with integrated payment processing through an ISO/MSP relationship with Merrick Bank. Its offerings include Android and Windows-based POS terminals and kiosks, vertical-specific POS software, online ordering, online appointment booking, delivery management, and gift/loyalty programs.
Is Bluu, Inc. a public or private company?
Bluu, Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bluu, Inc. founded?
Bluu, Inc. was founded in 2008.
Where is Bluu, Inc. based?
Bluu, Inc. is headquartered in Hackensack, United States, in the North America region.
How does Bluu, Inc. make money?
Six revenue lines are on record. Payment Processing Services are the primary driver. The others are POS Hardware Sales, cloud Services Subscription, extended Protection Plan, UCHARGE Gateway Services and flexGift Gift Card & Loyalty Program.
Who are Bluu, Inc.'s main competitors?
Direct peers on record are Square (Block), SpotOn, Toast, Lightspeed Commerce, Revel Systems and Clover (Fiserv). Broad incumbents are Shopify POS, NCR Voyix (Aloha) and Heartland Payment Systems (Global Payments). TouchBistro is listed as an emerging player.
Does Bluu, Inc. have an API?
No public API is recorded for Bluu, Inc..
What industry is Bluu, Inc. in?
Bluu, Inc.'s product category is POS and Payment Processing Solutions. Its primary akta.pro industry code is FSAMADAC, POS Payment Software & Middleware (Terminal OS, Apps, Device Management), with a secondary code of FSAMADAA, POS Terminal Hardware (Countertop, Mobile, PIN Pads). Its SIC code is 6159.