Fy!
“Can a made-to-order art marketplace become the dominant discovery and fulfilment layer for independent artists selling wall art globally?”
HQLondon, United Kingdom
IndustryE-commerce / DTC brand
The story
Originally launched as a broad curated home and living shopping app, Fy! (operated by Project J Ltd) has evolved into an online wall art marketplace focusing on made-to-order prints and framed art from independent artists. The platform serves both consumers and business clients (hotels, restaurants, clinics), with production across four global facilities. The embedded finance angle is primarily on the payout side: Tipalti is used to automate global payments to artist partners, while Stripe handles consumer-facing payment acceptance.
Last 12 months
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Regulated entities
1
regulatory licence held by Fy!
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
2 layers disclosed in Fy!’s embedded-finance stack
Payments / PSP
FX & payouts
in the full report
Accounting gap: significant
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.