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CompanyProfile

Demystify, monetize

embedded payments

topaya, a payments industry consultancy spe-
cializing in the independent software vendor
(ISV) partnership channel, was established in
U 2022. The company helps vertical software- ISO/MLS contact:
as-a-service (SaaS) clients create a comprehensive, inte- Company: Utopaya
grated payments strategy that addresses technology
requirements, operational planning, marketing and com- Product: Opportunity Assessment
mercialization, according to Brian Abernethy, founder
and CEO of Utopaya. Website: https://utopaya.io/
Contact: brian@utopaya.io
After working in ISV partnerships at major payment pro-
cessors including TSYS, Global Payments and Clearent,
Abernethy founded Utopaya to improve communications
between software vendors and processors. Noting that well as access to timely data to verify accuracy with-
numerous SaaS clients are "flying blind" when assessing out hidden fees, updates or changes, uncommuni-
payments options, Abernethy said Utopaya helps shine a cated billing reviews, or other surprises.
light on the black box of payments with an evaluation of
technical requirements and payments revenue opportu- • Quality of care: The right to tools, documenta-
nities. tion, and support that help all parties move quickly
through integration, activation, production issues,
"Every partnership engagement begins with a thorough and enhancements to products and services.
opportunity assessment," he said. "Delivered as an ex- • Equality: The right for all customers—direct and
ecutive summary and accompanying CFO-level financial indirect via partners—to be treated with the same
projection model, this allows SaaS leaders to properly size standard of care, respecting the nature of those re-
their payments opportunity compared to numerous other lationships.
initiatives they could invest in."
• Flexibility: The right to be flexible with products
Opportunity vetting and services without limiting access due to unfair or
restrictive practices that impede collaboration.
Opportunity assessment builds a base case for whether or • Greater control: The right to take on greater control
not a vertical SaaS company should invest in payments, of customer journey, data, flow of funds and more,
thereby helping prospective clients decide whether to as capabilities and licensing allow.
take the next step, Abernethy noted. Once vetted, he add-
ed, clients can confidently move ahead to next-level of- • Portability: The right to choose providers and rea-
ferings, such as request for proposal (RFP) creation and sonably move relationships and customer data free
administration; vendor selection and contract negotia- of any lock-in or barriers.
tion; go-to-market and commercialization planning; and • Ethical treatment: The right to expect ethical deal-
ongoing GTM support as fractional GM of payments. ings from partners, suppliers and other partner par-
ticipants.
Vertical SaaS companies can leverage Utopaya's consult-
ing services to efficiently execute and adapt their pay- • Freedom: The right to add payment or embedded
ments strategy, Abernethy said, adding that most SaaS finance options or interfaces without limitation or
vendors already have some sort of payments product in lock-in. To be free to adapt and innovate without get-
place and a general understanding of how it could be im- ting blocked by a vendor tying their own services to
proved. But they may not know where to start. Utopaya payments.
can help determine the benefit a change in strategy could
provide and enable them to execute that change with a Abernethy encouraged payments industry professionals
little risk as possible, he pointed out. to join the Embedded Payments Bill of Rights movement
to promote these values for the good of the industry at
Embedded Payments Bill of Rights www.embeddedpaymentsbillofrights.com/.

As a founding member of the Embedded Payments Bill of "We strive to serve as a conduit between the two sides
Rights initiative, Utopaya supports core principles for the of an embedded payments partnership and leverage our
embedded payments ecosystem, which Abernethy sum- experience to create long-lasting and mutually beneficial
marized as follows: partnerships," he said. "Software vendors have an unprec-
• Transparency: The right to expect full transparency edented opportunity to monetize the payment flows run-
on pricing, fees, terms and incentive calculations, as ning through their systems and successfully commercial-
ize an integrated payments strategy."
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