FinXP has launched a new website alongside refreshed market positioning, putting more emphasis on the company’s role as a payments infrastructure provider for fintechs and online platforms.

The company’s new tagline, “One EMI licence. Independent. Direct SEPA access. Built to say yes.” is designed to capture what differentiates FinXP in the crowded fintech market.

A broader role in payments infrastructure

For much of its history, FinXP has primarily been known as a payment processor and a provider of corporate payment accounts. Although these remain important to the business, the company now offers a much broader range of infrastructure-related solutions including Banking-as-a-Service, card issuing, and BIN sponsorship.

The refreshed positioning is intended to make that evolution clearer.

Marc Conway, Chief Commercial and Product Officer at FinXP, states: “FinXP has built a lot more capability over the years than people necessarily associate us with. We wanted the new positioning and website to make this evolution much clearer.

“We have our own EMI licence, direct access to SEPA through CENTROlink, and we have the flexibility that comes from being independently owned. Just as importantly, we’re prepared to take the time to understand businesses that may not fit neatly into the criteria of more traditional banking partners.”

The thinking behind the new positioning

Independence is an important part of the company’s story. Founded in 2014, FinXP is still owned by its founders, with no external investors. This gives the executive team more control over strategic decisions such as which types of businesses the company is prepared to accept as clients.

Additionally, FinXP can directly settle SEPA payments. In other words, its SEPA payments do not need to pass through an intermediary bank, giving the company more control over pricing and better visibility when tracking payments. Behind the payment infrastructure, client funds are safeguarded in line with the requirements placed on FinXP as a regulated Electronic Money Institution.

The final part of the tagline is “Built to say yes”. The phrase describes a willingness to assess businesses that don’t necessarily align with the risk policies of more traditional banking providers.

Rather than rejecting a company because its sector or business model is less conventional, FinXP’s teams look closely at the business mechanics and payment flows so each business can be assessed on its own merits.

Furthermore, applications are reviewed by people rather than relying solely on automated onboarding rules, allowing FinXP to take the individual business model and circumstances into account.

That flexibility still sits within the compliance, governance, and regulatory requirements that apply to FinXP as a regulated financial institution.

“Our independence and direct SEPA access give us more control over how we serve our clients” – Marc Conway, Chief Commercial & Product Officer, FinXP

The new website has also been redesigned around this broader value proposition. It goes into more detail on FinXP’s services, infrastructure, use cases, and includes additional client case studies. All this is aimed at helping inform website visitors as much as possible.

To learn more about FinXP, visit its new website at www.finxp.com.