“Can a made-to-order art marketplace become the dominant discovery and fulfilment layer for independent artists selling wall art globally?”
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.
Fy! processes payments through Stripe Connect.
Fy! uses Tipalti for FX and cross-border payouts.
The Embedded Finance Index 2026 maps 3 layers in Fy!'s stack: Payments / PSP (Stripe Connect); FX & payouts (Tipalti); Spend / AP (Tipalti).
Fy! is headquartered in London, United Kingdom.
Get a read on where your own stack stands against Fy! and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.