UK-based Payment Services Provider Ryft has launched a new omnichannel payments platform designed to unify online and in-person transactions – offering a streamlined, cost-effective alternative to established players like Adyen and Stripe.
The launch marks a major milestone for the PSD2 and FCA-approved fintech, which has seen rapid growth in 2025. Backed by early investors Ingenii VC – whose General Partner was the first investor in Starling Bank – and Pembroke VCT, Ryft is targeting marketplaces, franchises, and platforms that have long struggled with fragmented payment systems and costly reconciliation processes.
While Adyen has led the market in integrated omnichannel payments and Stripe remains the go-to for developer-friendly online solutions, Ryft is positioning itself as a simpler, faster, and more affordable alternative. The company states that businesses switching from Adyen or Stripe have reported up to 70% savings in payment fees.
Ryft’s platform offers a single integration point for all payment flows, enabling platforms to:
- Extend online payment capabilities to POS and PMS systems
- Automate complex flows like split payments
- Create a unified, white-labelled experience for processing, refunds, and payouts
- Monetise every transaction through embedded fees
- Access holistic reporting for efficient reconciliation
- Ensure compliance with PCI-certified hardware and software.
Sadra Hosseini, CEO and co-founder of Ryft (pictured with co-founder and MD Alex Mackenzie), said: “Businesses processing both in-person and online payments – whether they’re marketplaces, franchises, or acquirers – have lacked a truly competitive solution, leaving too many relying on cumbersome and unnecessarily complicated end-of-month reconciliations and reporting.
He added: “With the launch of our omni-channel payment platform, Ryft will enable businesses operating online and in-store to efficiently process, manage, and monetise payments at scale in a secure and compliant way. In turn, allowing them to maximise the value of every transaction.”
The launch follows Ryft’s Series A funding round in April 2025, and comes amid 60% quarter-on-quarter growth in new clients. The company plans to quadruple ARR in 2026 as it expands across the EU.
Fred Ursell, head of investments at Pembroke, said: “By unifying online and in-person transactions into a single platform, Ryft is building the payment system that omnichannel businesses need to scale efficiently. Their customer-first approach and relentless execution continue to set them apart in a crowded market.”
As omnichannel retail continues to grow, Ryft’s entry offers a fresh alternative to legacy systems – combining simplicity, speed, and savings in a single, scalable solution.
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