Fintech Limepay rebrands in April with a new focus on embedded finance

by James · February 15, 2023

Australian fintech Limepay has today rebranded to April, capturing the startup’s evolution from a payments technology stack, to a broader focus on embedded financial services.

April reflects the startup’s ethos of being an ally to its banking and commercial partners, and is underpinned by a commitment to excellence in the background. The company’s legacy as one of the first globally to offer a “Buy Now, Pay Later” solution serves as a strong foundation for its evolution to enable customers to bring together diverse customer experiences in payments and lending.

April CEO, Willie Pang, confirmed that the new focus for the company is a strategic pivot aimed at exploiting new market opportunities and moving it towards becoming an enterprise software-as-a-service (SaaS) business.

“Limepay began as a busy startup in 2018 that tapped into the emerging Buy Now, Pay Later sector by offering an innovative white-labeled solution for brands to leverage. Three years later, we continue to unlock the benefits of paying in installments, but seeing it as just one piece of the larger embedded financial puzzle.

“April represents the inflection point of our business in terms of growth and opportunity. With over $31 million in funding and a strong team of experts behind the business, April aims to tap into the untapped opportunities within the vast embedded finance sector and scale those opportunities to delivering technology services that enable brands, banks and fintechs to delight their customers when it comes to moving or accessing money, Pang said.

Indicative of this brand promise, April 2021 launched STACK, a new B2B payment technology that provides Australian businesses with a variety of ways to pay, including Buy Now, Pay Later. Pang said this is one of many embedded financial services April will offer brands in 2023 and beyond.

“While we are excited about our new name, our promise remains to make the movement of money seamless, and to offer flexible, more secure and personalized integration into brand ecosystems. To this end, April will continue its focus on innovative product development that aims to offer brand-led experiences for customers, says Pang.

“Looking further into 2023, April will focus on scaling its proprietary software products into a variety of global markets and expanding distribution partnerships to accelerate growth. Our ethos has been and always will be to remain brilliant in the background,” said Pang.