Merchant Capital
Embedded funding with Parafin and Adyen, expanding merchant access to capital while creating new revenue opportunities across ValPay’s partner ecosystem.
Role and scope
Role: Product + program delivery · Partners: Parafin + Adyen · Impact: $500M+ merchant funding capacity unlocked · Audience: Merchants, partners + ISVs
The opportunity
Payment data can do more than describe what already happened. It can help eligible merchants access working capital inside the products they already use, while giving platforms, partners, and ISVs a new way to participate in merchant growth.
The partnership model
Working with Parafin and Adyen, ValPay could pair its payments relationships and distribution network with established capital infrastructure. The capital providers handle areas such as underwriting, risk, compliance, funding, and servicing; ValPay owns the platform integration, partner enablement, and a merchant experience that feels connected rather than bolted on.
What I helped build
I helped connect the product, commercial, partner, compliance, and engineering tracks behind the programme: defining the journey from eligibility and pre-qualified offers through application, funding, repayment visibility, and operational support; clarifying handoffs between ValPay and each provider; and keeping the experience consistent across partner and ISV channels.
One ValPay experience, multiple capital rails
Parafin and Adyen support different embedded-finance paths, markets, and integration models. Treating them as part of one programme gives ValPay flexibility without asking merchants or partners to understand the underlying provider architecture.
The impact
The programme unlocked more than $500 million in merchant-level funding capacity and created further monetization opportunities for ValPay, its partners, and ISVs. It extends the payments relationship into a growth relationship: merchants gain faster access to capital, partners add a valuable service, and the wider ecosystem gains a new revenue lever.