Swipely, which combines a data analytics platform with payment processing, is expanding the feature set to appeal to larger merchants.

Historically Swipely has provided services for small to medium-sized businesses but larger brands with between 10 and 12 locations kept asking about advanced features, says Angus Davis, founder and CEO of Swipely.

One of its newest features allows managers to give employees different levels of access to the Swipely analytics platform. For example, a bookkeeper could get access to only the financials pages, and be blocked from viewing the marketing pages, says Davis. Parameters can also be set based on location.

The employee performance feature also got an update, allowing larger businesses to measure performance by location or across all locations.

“We’ve significantly grown the business over the past six months...actually doubling in the last six months,” Davis says. “Our merchants are using Swipely to manage a customer database of more than 10 million customers.”

Its new multi-unit clients include Hometown Hospitality Group, Barbara Lynch Gruppo and Rosa Mexicana. Swipely is managing more than $2 billion in annual sales.

Another update allows merchants to compare one customer's spending and other behavior to another customer's activities. Marketing managers can now create lists of customers based on how much they tip, how much money they usually spend and the time they come in to the stores.

This data could allow a restaurant owner to see that customers that eat chicken enchiladas have a higher return rate, indicating that the restaurant could benefit by marketing the enchiladas to other patrons. The system also allows a merchant to see potential effects of raising menu items’ prices.

The platform also allows clients to receive a national report across the whole brand. And Swipely has added TripAdvisor to the review sites it scans for customer feedback.

Swipely has also expanded its partner program, which now has about 200 members. These include point of sale providers, independent sales organizations (ISOs) and marketing consultants.

“Some of these partners are now exclusively focused on working with Swipely,” Davis says. “ISOs and agents are probably the fastest growing partner group.”

Last year Swipely secured $12 million in funding led by Shasta Ventures to expand throughout the U.S. 

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