Adyen Plans Talon.One Buy to Unite Payments and Promotions

Adyen plans to acquire Talon.One, a platform for loyalty and incentives that serves more than 300 global merchants, for a total consideration of 750 million euros (about $878 million).

The companies expect the transaction to close in the second half, subject to customary closing conditions and regulatory approvals, Adyen said in a Thursday (April 23) press release.

The acquisition will build on Adyen’s Unified Commerce strategy by adding Talon.One’s real-time decisioning capabilities to Adyen’s global payments infrastructure, creating a solution that will enable merchants to establish a consistent customer identity across channels and apply it directly in the shopper’s cart, according to the release.

It will also strengthen Adyen’s position in agentic commerce and other emerging commerce models by combining customer identity, SKU-level data and real-time decisioning to allow merchants to influence what is shown and sold across channels, per the release.

“Our merchants ask us every day how they can better connect their online and in-store customer data and act on that in real time,” Adyen Co-CEO Ingo Uytdehaage said in the release. “Many have tried to build a solution themselves but struggle to turn insights into action. With Talon.One, a merchant can recognize a shopper and apply a relevant offer instantly, before the payment is completed, ultimately driving higher revenue.”

Talon.One co-founders Christoph Gerber and Sebastian Haas will reinvest “a meaningful portion of their proceeds” in shares in Adyen and will maintain a long-term commitment to the combined business, according to the release.

“Joining Adyen allows us to embed real-time decisioning at the core of every transaction,” Gerber and Haas said in the release. “Together, we enable merchants to connect customer identity with pricing and promotions in real time, in-store and online, driving better outcomes for our customers.”

Adyen reported in February that in 2025, it increased its net revenue by 18% year over year, or 21% on a constant currency basis, to about $2.4 billion euros (about $2.8 billion).

“As we shared in November at our Investor Day, we see a significant opportunity ahead and remain focused on our ambition to grow into one of the largest FinTech players in the world,” Adyen Chief Financial Officer Ethan Tandowsky said in a Feb. 12 press release.

In October 2025, Tandowsky said Adyen is working with other industry leaders to develop standards for agentic commerce and aims to deliver a “really unique and differentiated solution” for its customers.