The Novo Dia Group

What The Novo Dia Group does

The Novo Dia Group develops and operates TotilPay, a point-of-sale platform that consolidates Electronic Benefit Transfer (EBT) payments — including SNAP and WIC — with standard debit, credit, loyalty, cash, and check processing in a single transaction. The product is sold to small and mid-sized US retailers that need to serve government benefit cardholders without maintaining multiple terminals on the counter: convenience stores, farmers markets, bodegas, independent grocery stores, and mobile food vendors. Underlying functionality centers on a proprietary EBT processing stack with online and offline eWIC support, split-tender and mixed-basket handling, multiple APL file support for SNAP/WIC eligible product identification, WIC coupon processing, and built-in audit and fraud tracking. Hardware and software form factors span iOS iPhone/iPad, Android, and a web portal for product management and transaction history.

The portfolio comprises two core products: TotilPay Register, a full-featured POS for fixed-location retailers, and TotilPay Go, a mobile-first solution for farmers markets and itinerant vendors with camera-based barcode scanning and offline eWIC. An OTC (over-the-counter) integration add-on and the MarketLink Program reseller channel extend the product surface and distribution. The platform is integrated with Conduent (SNAP processing), CGA (cooperative grocers), and WorldPay-FIS (credit/debit processing), and offers a TotilPay + Square integration for expanded payment processing. The TotilPay trademark is now held by the Farmers Food Assistance Bureau, with the Novo Dia Group appearing as the operating/related entity.

The business model is a self-serve, product-led growth motion targeting SMBs through direct website sales (totilpay.com) with pricing pages for TotilPay Register and TotilPay Go, supplemented by the MarketLink Program reseller channel and organic social presence on Facebook and LinkedIn. Revenue is generated through POS hardware/software sales combined with payment transaction fees for SNAP, WIC, debit, and credit transactions; specific pricing is not publicly disclosed and custom quotes are routed through contact forms. Geographic reach is nationwide across the United States, and the company operates as a private entity with no disclosed institutional investors, no disclosed funding rounds, and no disclosed headcount or revenue figures.

Name

The Novo Dia Group

Legal name

Farmers Food Assistance Bureau

Website

https://novodiagroup.com

Company type

Private

Operating status

Operating

Short description

The Novo Dia Group develops TotilPay, a point-of-sale platform that consolidates EBT (SNAP and WIC) payments with credit, debit, and loyalty processing for SMB US retailers including convenience stores, farmers markets, bodegas, grocery stores, and mobile vendors. The TotilPay brand now operates under the Farmers Food Assistance Bureau.

Ownership category

akta.pro rank

Product category

Point-of-Sale Payment Software

NAICS

Software Publishers (5132), Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232)

akta.pro primary industry

POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)

Keywords

• Point of sale software
• EBT payment processing
• SNAP benefit processing
• Mobile POS solutions
• Government benefit payments

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. POS System and Payment Processing: Revenue appears to be generated through POS hardware/software sales combined with payment processing fees for SNAP, WIC, and standard card transactions. The system replaces multiple terminals with one multi-tender POS solution.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The Novo Dia Group develops and sells the TotilPay point-of-sale (POS) software platform, which accepts Electronic Benefit Transfer (EBT) payments including SNAP and WIC alongside standard debit, credit, and loyalty cards in a single multi-tender transaction. The portfolio is delivered as TotilPay Register, a full-featured POS for fixed retail locations such as convenience stores, bodegas, and grocery stores, and TotilPay Go, a mobile-first POS for farmers markets and mobile vendors. The platform consolidates multiple payment terminals into one system with eWIC online/offline processing, split tender, mixed basket support, and product image management for SNAP/WIC-eligible item identification.

Product overview

TotilPay is a unified POS (point-of-sale) platform offered by The Novo Dia Group, now part of the Farmers Food Assistance Bureau. The portfolio consists of two core products: TotilPay Register (a full-featured system for convenience stores, bodegas, and grocery stores) and TotilPay Go (a mobile-first solution for farmers markets and mobile vendors). Both products accept Electronic Benefit Transfer (EBT) payments including SNAP and WIC, along with standard credit/debit, cash/check, and loyalty cards. The system eliminates the need for multiple terminals by consolidating all payment types into one simple transaction. Additional offerings include OTC integration for specialized transactions and the MarketLink Program for vendor partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• TotilPay: Point-of-sale (POS) system that accepts Electronic Benefit Transfer (EBT) payments including SNAP and WIC, along with other payment types
• TotilPay Register
• TotilPay Go

Products and services

• TotilPay Register

Quantifiable outcome

• Process more transactions per hour with faster, more efficient checkout for EBT payments

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• ConduentcoreTechnology or IntegrationTechnology partner listed in 'Partnering with the best' section. Conduent provides government benefit processing technology and infrastructure for SNAP transactions.
• CGAcoreTechnology or IntegrationPartner listed in 'Partnering with the best' section. CGA (Cooperative Grocers Association) provides support and technology integration for cooperative grocers accepting SNAP/WIC.
• WorldPay-FIScoreTechnology or IntegrationPayment processing technology partner in 'Partnering with the best' section. WorldPay-FIS provides payment processing infrastructure for credit and debit transactions.
• Farmers Food Assistance BureauflagshipStrategic or Co-development PartnerTotilPay is now a part of the Farmers Food Assistance Bureau (FFAB). FFAB is the parent organization providing strategic direction, brand ownership, and government program alignment for the TotilPay product line. FFAB connects retailers with SNAP and WIC acceptance capabilities.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Others

• Worldpay (FIS): FIS/Worldpay is a TotilPay payment processing technology partner providing credit/debit infrastructure. As a top-tier US acquirer, Worldpay is both an enablement partner for TotilPay and a competitor for end-to-end SMB payments relationships.
• Conduent: Conduent is a TotilPay technology partner providing the government benefit processing backbone for SNAP transactions. While not a direct retail-software competitor, Conduent is the upstream EBT infrastructure provider that enables TotilPay's value proposition and a key ecosystem participant.

Broad incumbents

• Toast: Toast is a vertically-specialized POS and payments platform primarily for restaurants but increasingly adjacent food vendors. Its integrated POS-plus-payments model mirrors TotilPay's approach of consolidating payment acceptance in a single merchant system for food-related SMBs.
• Clover (Fiserv): Clover is Fiserv's SMB-focused integrated POS platform with hardware and software for retail and food-service merchants. It overlaps with TotilPay's Register segment in serving convenience stores, bodegas, and small grocers with multi-tender card acceptance.
• Heartland Payment Systems (Global Payments): Heartland is a US-focused payment processor and POS provider serving SMB retailers and food merchants. Its full-stack processing-plus-software offering is comparable to TotilPay's bundled multi-tender acceptance model.
• Verifone: Verifone is a global provider of payment terminals and POS hardware/software with deep US merchant acquiring relationships. Its multi-tender payment acceptance capability, including EBT processing, overlaps with TotilPay's core offering for in-store and mobile merchants.
• Block (Square): Square is the dominant mobile POS and payments platform for US SMBs and is an explicit TotilPay integration partner. Both target convenience stores, mobile vendors, and small grocers with card-accepting hardware and software, making Square the most directly comparable incumbent in the merchant-acquisition layer that TotilPay sits on top of.
• NCR Voyix (NCR Corporation): NCR Voyix provides enterprise and SMB retail POS systems, including grocery and convenience-store deployments. Its scale and incumbency in grocery POS make it a relevant comparison for TotilPay's Register product in independent and mid-sized grocery.
• Ingenico (Worldline): Ingenico, now part of Worldline, supplies payment terminals and integrated POS software to retail and hospitality merchants globally. Its terminal-plus-software portfolio competes in the same multi-tender acceptance space that TotilPay addresses for SMB merchants.
• Lightspeed Commerce: Lightspeed provides cloud-based POS for retail and restaurant SMBs, including grocery and specialty food merchants. It competes for the same independent grocers and specialty retailers that TotilPay's Register product targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TotilPay
• LinkedInlinkedin.com/company/the-novo-dia-group/?viewAsMember=true

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 The Novo Dia Group