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FINTECH STRATEGY CONSULTING IN EUROPE: A CASE STUDY ON PAYMENT FACILITATOR AND E-WALLET IMPLEMENTATION

  • Writer: Yana Kutsa
    Yana Kutsa
  • 11 hours ago
  • 2 min read


Introduction

Fintech is rapidly transforming Europe’s financial ecosystem. With embedded finance,

e-wallets, and payment facilitator models reshaping how transactions happen, expert fintech strategy consulting has become essential for navigating regulatory complexity and capturing new growth opportunities.


In this case study, we explore how Allyiz helped a client successfully navigate the complex European regulatory landscape while identifying profitable go-to-market opportunities for payment solutions across multiple countries.


The Client Challenge: Expanding Payments and Embedded Finance

A large private equity firm with multiple Software-as-a-Service (SaaS) portfolio companies wanted to integrate payment acceptance solutions, e-wallets, debit cards, and value added services.


Their goal was to create a unified payment platform (EFPay) to support merchants and end users. The main challenge lay in meeting diverse regulatory requirements across European countries while ensuring a profitable and scalable go-to-market strategy in fintech.


Allyiz Approach to Payment Facilitator and E-Wallet Strategy

Allyiz payment experts conducted two strategic workshops to analyse fintech opportunities, regulatory requirements, and country-specific payment behaviours.


Key Focus Areas

  • Evaluating payment acceptance models (B2B and B2B2X).

  • Defining licensing needs for Payment Institution (PI) and Electronic Money Institution (EMI).

  • Assessing go-to-market options: buy, build, or partner.

  • Reviewing opportunities for e-wallet solutions, debit card issuing, and value-added services like lending and insurance.


Developing a Go-to-Market Strategy for Payment Acceptance Solutions

Allyiz recommended pursuing the Payment Facilitator route, as it enables:

  • Faster speed-to-market.

  • Greater control over merchant relationships.

  • Opportunities for future transition into becoming an acquirer.


Revenue Streams Identified:

  • Transaction processing fees.

  • Authentication services (EMV 3DS).

  • Premium services such as fraud prevention and chargeback management.


Recommendations: Payment Facilitator and E-Wallet Implementation Strategy

Allyiz team proposed:

  • Payment Facilitator (PayFac) model, combining flexibility and control.

  • Fully outsourced e-wallet solution, reducing regulatory burdens and enabling a faster launch.

  • Debit card issuance strategy, assessing fully outsourced vs. proprietary BINs based on profitability and control.


Country Insights for Debit Card Issuing and Embedded Finance

Allyiz analysed key European markets to prioritize opportunities:

  • Country 1 and Country 2: High cash usage but rising debit card adoption.

  • Country 3 and Country 4: Strong card and e-wallet adoption are ideal for card-based solutions.

  • Country 5 and Country 6: Growing digital banking and e-wallet adoption.


This country-specific approach allowed the client to focus resources on markets with the highest potential for embedded finance growth.


Key Results from Allyiz Fintech Consulting Project

The client received:

  • A strategic roadmap for European fintech expansion.

  • A decision framework for choosing between buy, build, or partner models.

  • A clear licensing pathway for payment and e-money services.

  • Market insights to tailor offerings to merchants, employees, and end-users.


Conclusion: Why Fintech Strategy Consulting Is Essential for Growth

Expanding fintech solutions in Europe requires deep market knowledge, regulatory expertise, and strategic planning. As a payment consulting company, Allyiz helped its client launch a payment facilitator model, an outsourced e-wallet, and a debit card strategy, setting the foundation for scalable embedded finance growth.



 
 
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