You know that feeling when you’re standing in line at the grocery store, and it’s finally your turn at the register? You’ve stacked up your items and made it through the social anxiety of deciding which checkout line will move the fastest (and pick the slowest one regardless).
That was me yesterday when my phone decided to play tricks on me, and I couldn’t pay. “Huh?” I thought while the people behind me started sighing dramatically. Tried again. Still no luck. I was now holding up the line like the person we all dread being, fishing out cash or trying a card you hope won’t betray you.
That frustrating moment really made me think about how payments have become such a crucial part of everyday life. And yet, when something goes wrong, it reminds you just how fragile the system can feel (sometimes).
But as I ponder the fragility of an otherwise solid technology, I see that there are companies out there focused on making these exact problems a thing of the past. This brings me to the subject of my article – Paynovate, a company that makes payments reliable and practically invisible to the user.
Companies like these are the reason we can usually take payments for granted. When things don’t go as planned, you start appreciating the technology that keeps things running smoothly.
At this year’s edition of UNCHAIN, The Connector got to sit down withRobert Masse, CEO of Paynovate. Robert shared what Paynovate has been up to, from their growing role as a one-stop shop for financial services to their plans for global expansion.
The Man Behind Paynovate
Before we go into what Paynovate is all about, let’s talk about the man steering the ship: Robert Masse. A father of two, Robert has a passion for programming that’s followed him since his days at the Brussels Free University, where he studied business management and law. This combination of business, tech, and legal expertise naturally set him up for the fintech space.
Fintech was kind of a natural playing field for me.
Robert built Paynovate from scratch. In the early days, he wore multiple hats: coder, manager, legal expert—you name it.
I started it from scratch; I was the very first person working for it.
Over time, he’s shifted more into a management role, but his understanding of the tech and legal side of things remains a cornerstone of Paynovate’s growth.
Payments Simplified
In Robert’s words, Paynovate is a one-stop shop for financial services. They offer a full suite of payment options, from IBAN accounts and wire transfers to card issuing and acquiring.
Besides cash, I think that we provide all the payment means that can be provided.
But Paynovate isn’t just about being another payment provider. Their unique positioning is catering to those often overlooked by traditional banks.
We provide financial services to more or less everyone, especially those who struggle a bit to get good financial services from traditional players.
Whether it’s the gaming industry, non-profits, or fintech companies needing card issuing services, Paynovate has carved out a niche. They focus on specific sectors where their expertise and specialization add real value.
We have people dedicated to those business sectors, which makes it profitable for us to serve those specific customers. That’s the difference.
A Focus on Expansion
Paynovate is growing fast, and its sights are set beyond Europe. With regulatory approval from the National Bank of Belgium and the FCA in the UK, Paynovate is now applying for licenses in the Middle East.
Our business model is valid in Europe, but it’s also valid abroad.
Expansion is a key part of their strategy in the next few years. But this isn’t just about getting bigger—it’s about doing so thoughtfully.
Robert highlights the importance of adapting and remaining flexible in a fast-changing industry.
In the beginning, the best service you can give to your customers is flexibility. That means that you find the customer first, and then you adapt to their needs.
At the Heart of Paynovate
For Paynovate, the core of their business is technology. The company is always evolving, whether it’s its IT infrastructure or finding innovative ways to improve customer experiences.
We’re not totally up to the level yet, but it’s something that will make more of a difference in the future than what it was in the past.
He’s also clear that innovation isn’t just about the tech. It’s about improving processes:
It’s not always IT. Sometimes, innovation is about how we build our processes for KYC, compliance, and also business methods.
In the highly regulated world of fintech, Paynovate’s specialization allows them to thrive where traditional banks struggle. Robert explains that big banks often can’t afford to cater to niche sectors like gaming or non-profits because the compliance work is too costly.
For a bank, it’s not profitable to assess this particular customer. The difference is that for us, we focus on some specific sectors.
As compliance burdens increase globally, Robert sees this as a growth opportunity.
The more regulations are coming in, the more potential customers we have.
What Lies Ahead
Looking ahead, Paynovate focuses on refining its processes and expanding into new markets. While they continue to innovate, Robert emphasizes that their key strength lies in specialization. They know their customers, they know the industries they serve, and they build solutions tailored to those needs.
In the beginning, you adapt to your customer’s needs. But as you grow, you evolve to become more product-focused and organized.
It’s this balance between flexibility and structure that will keep Paynovate moving forward.
So the next time I am back in that checkout line and payment goes through, I’ll probably think about how companies like Paynovate are helping me avoid the awkward waiting and decline messages.
After all, payments don’t need to be a headache. We’re lucky we have great innovators who are turning payments from a point of stress into something you don’t even have to think about. You just pay and move on with your day, which is how it should be.