Visa Buys TrialPay To Boost Merchant Loyalty

Visa announced Friday (Feb. 27) that it will acquire TrialPay in order to integrate the platform into Visa’s merchant solutions to provide its customer base with a better method to increase customer loyalty through targeted promotions.

Visa said TrialPay’s technology, which aims at connecting consumers and merchants through promos, will help Visa increase its ability to help its merchants bring in new customers and drive sales through its cardholder base with targeted deals. The acquisition helps Visa expand its suite of merchant solutions, the company said.

“This acquisition aligns with Visa’s strategy to work more closely with merchants, developing solutions that help them to grow their businesses and build stronger customer relationships,” Ramon Martin, Visa’s senior vice president of  merchant sales and solutions, said in a company news release. “TrialPay will strengthen our loyalty and offers platform, which we expect to become a strategic and competitive differentiator that can help merchants build customer loyalty and increase sales in both the digital and physical retail environments.”

Visa’s current merchant solutions services aims at growing sales, loyalty and rewards programs among its clients, building omnichannel experiences (Visa Checkout, Visa payWave) and helping minimize risk for its merchants and their customers. The goal of the services Visa provides aims at helping merchants build sales strategies and streamline operations.

“TrialPay’s technology will strengthen Visa’s merchant offers capabilities and accelerate its ability to drive commerce opportunities through highly customized, real-time offers to cardholders. Additionally, by integrating TrialPay’s technology with existing Visa network assets, merchants will be able to receive more timely and valuable customer insights through Visa’s data and analytics capabilities,” Visa said in the news release.