Limepay Rebrands as April and Sharpens Focus on Embedded Finance

Limepay has rebranded as April and will focus on embedded finance.

The changes reflect the evolution of the FinTech which started as a white label buy now, pay later (BNPL) solution and now provides an embedded finance platform that is configurable to the needs of businesses, according to its website.

“Our new identity is all about being ‘brilliant in the background,’” the firm said in a post on LinkedIn. “A trustworthy and intelligent partner that is obsessed with helping our clients and partners to deliver #moneymovement, #payments and #lending solutions that delight customers.”

PYMNTS research has found that embedded finance solutions can help small and medium-sized businesses (SMBs) ease their payments complications.

One survey found that more than 60% of SMBs said they desire embedded financial services to help them smooth their payments processes, and half of them believe that these embedded finance solutions could help them analyze their payments data and provide insights into their day-to-day operations.

Embedded finance solutions can also help bridge the payment expectations gap that exists between buyers and suppliers, according to the “Embedded Finance Tracker®,” a PYMNTS and Galileo collaboration.

In the case of April, the firm said in its LinkedIn post that it aims to deploy its platform to help banks, brands, non-bank lenders and FinTechs create new experiences for both businesses and consumers.

Among the features it offers via its embedded finance platform are payment processing, instalment options, lending solutions, fraud protection and working capital, according to its website.

It also provides sub-merchant management for marketplaces, subscriptions, tokenization, fast payout option, eligibility engine and dashboards for both businesses and customers, the website said.

The rebranding comes about nine months after April — which was then Limepay — launched a new digital B2B payment system called Stack that simplifies B2B payments and offers a range of payment options, including BNPL.

The introduction of Stack came about two years after the company launched with a payments platform that helped merchants build their own branded payments solutions, including everything from full payments to BNPL.

“Then, over time, we sort of looked at it and thought, ‘Hey, actually, paying in installments should live in an ecosystem wider than just retail eCommerce,” April CEO Willie Pang told PYMNTS at the time.

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