To more clearly establish its role as a single-port payments platform and global network connector, Alpha Payments Cloud is rebranding a new corporate identity as Alpha Fintech.

The rebrand aims to strengthen Singapore-based Alpha’s position as fintech‘s first end-to-end middleware — connecting the merchant buyer and vendor supplier across the entire payments, risk and commerce spectrum through a single application programming and user interface.

“Acquirers and payment gateways solely focused on payment acceptance are destined to struggle in this new digital era," Oliver Rajic, CEO of Alpha Fintech, said in a Sept. 18 press release.

Fintech innovation improves several aspects within the transaction value-chain, including various payments integrations, but it is unclear whether companies providing that service are really helping clients, Rajic added.

“It always bothered me when acquirers and gateways claimed they provide consultative solution selling, which is utter nonsense," Rajic said. "If virtually every merchant has the same solution set, what’s consultative about that?"

With Alpha, all parties benefit as the correct vendor combination for each unique requirement is enabled through the network, thereby extending and enhancing a core solution subset, Rajic added.

Alpha Fintech enables acquirers and payment gateways to engage in digital commerce solution by transforming the payment transaction into an information entry point to other services.

Alpha Fintech’s new logo reflects the growth attainable when optimizing across these interconnected risk, commerce and payments vendors.

As part of its change, Alpha plans to introduce a centralized fintech vendor database to simplify the identification of new vendors and to support innovative vendors to gain exposure globally.

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