Adyen Aims to Tackle Complex AI Pricing With Orb Acquisition

Adyen aims to enhance its offering to companies with usage-based pricing models by acquiring Orb.

The companies have entered into a definitive agreement in which Adyen will acquire Orb through a reverse triangular merger that will make Orb an indirect, wholly owned subsidiary managed under an incubator model. The total consideration for the transaction is $335 million, Adyen said in a Thursday (June 11) press release.

The transaction is subject to customary closing conditions, according to the release.

Orb’s enterprise billing platform provides an infrastructure engine that tracks real-time usage data and translates complex pricing contracts for global enterprises, the release said.

The acquisition will bring together Orb’s billing capabilities and Adyen’s payments capabilities, creating a better solution for digital companies that are dealing with increasingly complex monetization and billing processes involved with usage-based pricing models, per the release.

Adyen Co-CEO Ingo Uytdehaage said in the release that as artificial intelligence reshapes how software is priced and consumed, Adyen’s customers need solutions for complex, high-volume usage models.

“Combining Orb’s billing product with Adyen’s payments platform closes the loop between what merchants charge and how those charges perform, enabling merchants to automate smarter revenue decisions in real time,” Uytdehaage said.

Orb CEO Alvaro Morales said in a blog post that Orb was founded to close the gap between companies’ billing infrastructure and the demands of consumption- and outcome-based models. He added that joining Adyen will help close that gap at global scale.

“Over the past several years supporting our customers’ global growth, we’ve learned that billing at serious scale is only half the equation. The other half is moving money across markets, currencies and enterprise requirements,” Morales said. “Adyen has already built the foundational financial infrastructure that makes this possible. Joining them lets us build offerings that bring to life the vision of self-driving infrastructure for revenue optimization.”

Adyen announced another planned acquisition in April, saying it aimed to buy Talon.One, a platform for loyalty and incentives that serves more than 300 global merchants. Adyen said the addition of Talon.One’s real-time decisioning capabilities to Adyen’s global payments infrastructure will create a solution that will enable merchants to establish a consistent customer identity across channels and apply it directly in the shopper’s cart.