Rollfi
Also a provider — view Rollfi’s profile →“Can an embedded payroll and benefits API — backed by Priority's payments infrastructure — become the default payroll layer for vertical SaaS, fintechs, and banks serving SMBs?”
Founded in 2021 as a crypto payroll company capitalizing on the boom in cryptocurrency compensation. When crypto crashed in 2022, Rollfi pivoted fully to embedded payroll and benefits for vertical SaaS, fintechs, banks, and accounting platforms. The pivot proved commercially viable, attracting $3.25M in venture funding before Priority Technology Holdings — a payments and banking tech provider — acquired the company in January 2025 to bolster its embedded fintech stack. Post-acquisition, Rollfi operates as Priority Rollfi, LLC and leverages Priority's Commerce Engine for money movement infrastructure.