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Dublin – Alpha Payments Cloud is unveiling its comprehensive rebranding and new corporate identity as Alpha Fintech.

The rebrand aims to crystalize Alpha’s positioning as fintech‘s first end-to-end middleware, connecting the merchant buyer and vendor supplier across the entire payments, risk and commerce spectrum through a single API and UI.

“Acquirers and payment gateways solely focused on payment acceptance are destined to struggle in this new digital era. Fintech innovation improves several unique aspects within the transaction value-chain, explaining the 30+ payments related integrations merchants now easily require, but how are they helping?” said Oliver Rajic, CEO of Alpha Fintech.

“It always bothered me when acquirers and gateways claimed they provide consultative solution selling, which is utter nonsense. If virtually every merchant has the same solution set, what’s consultative about that? Now with Alpha they can evolve to enable the right vendor combination for each unique requirement instead, thereby extending and enhancing their core solution subset”

With Alpha Fintech, acquirers and payment gateways morph into digital commerce solution enablers by transforming the payment transaction into an information entry point, away from the solution dead-end it is today.

Alpha Fintech’s new logo reflects the growth attainable when optimizing across these interconnected vendors within the risk, commerce and payments sprectrum. Further building on its position as the industry’s vendor enablement platform, Alpha is introducing a centralized fintech vendor database to simplify the identification of new vendors and to support innovative vendors to gain exposure globally.

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