“Can a lean, customer-centric UK SMB card payments company win against large incumbents by combining transparent pricing, fast onboarding, and embedded financial products like working-capital lending?”
Founded in 2018 as TableYeti, a restaurant-focused card machine with a focus on table-side payments and beautiful UX. Rebranded to yetipay and broadened focus to SMB card acceptance across the UK, competing on low fees, fast onboarding, and dedicated account management against larger incumbents. In 2025, launched yetipay Capital — embedded working-capital lending powered by Adyen — signalling a move from pure payments to a broader financial services platform for small businesses.
yetipay processes payments through Adyen.
yetipay's lending and capital products are provided by Adyen.
The Embedded Finance Index 2026 maps 2 layers in yetipay's stack: Payments / PSP (Adyen); Lending (Adyen and yetipay Capital).
yetipay was founded by Oliver Pugh and is founded in 2018, headquartered in London, UK.
yetipay has raised £3.5m in total (latest round: Seed, 2024/2025).
Get a read on where your own stack stands against yetipay 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.