yetipay & Adyen
How yetipay grew its payment volume by over 400% in 18 months
For small business owners, most financial tasks are mundane. Enter yetipay. Their mission? To “make the mundane magical.”
Founded in 2018, the UK-based fintech platform gives small businesses the tools to manage and accept payments, with a focus on hospitality, retail, and beauty services.
Here’s how Adyen helped yetipay scale and increase their payment volume.
Achievements at a glance:
300+ payment terminals and existing merchants switched in one day
Payment volume grew from £100m to nearly £500m in 18 months
Revenue went from £400k to £5m in 18 months
The challenge: Big ambitions limited by bottlenecks
Since its inception, yetipay has relied on a network of field agents to sell to potential customers. While the model worked, it quickly hit a bottleneck. Agents were closing deals only to wait weeks for approval, KYC verification, and account setup.
The delays frustrated customers and were “fundamentally untenable,” says yetipay founder and CEO, Oliver Pugh.
“We knew that if we could solve onboarding, we could scale rapidly. Our sales reps didn’t want to wait weeks. They wanted to sign someone up and see them live tomorrow,” he adds.
The solution: A single platform to simplify and scale
In 2023, yetipay began looking for a reliable partner that could help them grow.
They needed the right technology to solve their onboarding challenges, support innovative features, and streamline operations.
But this required more than a payment processor. “We wanted the freedom to build our own payments company on top,” explains Oliver.
So, they turned to Adyen’s embedded payments solution. With it, platforms like yetipay can white-label financial services including payments, capital, and card issuing.
Together, yetipay and Adyen’s partnership has created:
#1: Faster onboarding
With Adyen’s platform, yetipay reduced its onboarding time from weeks to minutes. The benefit was two-fold: happier customers and less workload for their field agents.
“It’s all about removing friction,” adds Oliver. “We want a bar owner or café manager to be up and running in five minutes.”
#2: Value-added feature rollouts
For yetipay’s customers, quick (and secure) transactions are key.
From Tap to Pay to split payments, yetipay now offers popular features—with Adyen’s support.
This means small businesses on yetipay’s platform can more easily accept payments, improve cash flow, and simplify their finances.
#3: Streamlined terminal support
Beyond embedded payments, Adyen’s mobile terminal range was also an advantage for the yetipay team.
They switched over 300 payment terminals and existing merchants to Adyen in just one day.
By consolidating everything onto a single platform, they streamlined operations as they scaled to new markets. Win-win.
The result: Increased payment volume and a revenue jump to £5m
With reduced onboarding and a unified terminal provider, yetipay unlocked the scale it was looking for.
Payment volume grew from £100m to nearly £500m, while revenue went from £400k to £5m—all under 18 months.
“We process half a billion in payments with a team of just 25 people. Our competitive advantage is that we can stay lean and nimble, and that’s only possible because of the infrastructure we’ve built on Adyen.”
Oliver Pugh
Founder and CEO, yetipay
Future innovations
yetipay is currently expanding across Europe with early signs pointing to strong demand for features like Tap to Pay.
They’ll also launch embedded solutions like yetipay Capital and yetipay Cards, both powered by Adyen, to help finance their users and offer expense cards.
But yetipay’s long-term vision is much bigger.
They want to use embedded finance products and agentic AI to automate recurring tasks like invoice approvals. This will give business owners and employees more time to focus elsewhere—making even more mundane tasks appear magical.
“The incumbents haven’t built embedded financial tools. We are, and we can, because of Adyen.”
Oliver Pugh
Founder and CEO, yetipay
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