A new FinTech startup, PaySelect, has officially launched in the UAE, introducing the country’s first independent digital platform dedicated to simplifying the search for payment solutions. Designed for businesses of all sizes, from startups to large enterprises, the platform aims to bring a new era of transparency and efficiency to an industry traditionally dominated by provider-driven sales. The service has gone live with fifteen leading payment providers already on board.
The platform was founded by Sissel Nielsen, a fintech entrepreneur with over a decade of experience in digital payments across the Middle East. Her vision is to disrupt the traditional landscape by bringing fairness, choice, and data-driven insights to a critical part of the digital economy.
“For too long, merchants have had to navigate the payments world through word-of-mouth or provider-led pitches. PaySelect changes that,” said Nielsen. “Our mission is to empower businesses with data-driven, unbiased advice so they can optimise costs, increase efficiency, and scale with confidence. We are levelling the playing field by bringing clarity and choice to payments.”
A Data-Driven Matching Tool
At the core of the platform is PaySelect’s innovative “Take the Test” tool. This feature enables merchants to quickly match with the most suitable payment gateways, POS providers, and cross-border partners based on their specific business model, transaction volume, and international requirements. By aggregating and comparing solutions in one place, the platform saves businesses valuable time, reduces costs, and removes the guesswork from selecting payment partners. The service is free for merchants to use, with no hidden fees.
A Dual-Sided Value Proposition
PaySelect is designed to benefit both merchants and payment providers. For businesses, the platform offers expert recommendations, exclusive partner discounts, and direct onboarding links. For providers, PaySelect serves as a powerful channel for reaching a targeted audience of merchants actively seeking solutions. It delivers qualified leads, increases market visibility in a competitive space, and accelerates customer onboarding through digital referrals.
About PaySelect
PaySelect is a UAE-based FinTech platform that provides an independent, digital marketplace for businesses to compare and select payment solutions. By offering unbiased comparisons, data-driven matching, and expert recommendations, the platform empowers merchants to make informed decisions that support their growth. After its initial launch in the UAE, PaySelect has a vision for global expansion.
Source: Zawya
