LONDON — Global payments enabler Payabl has selected B2B technology PR and marketing consultancy CCgroup to lead public relations across EMEA, after a competitive pitch.

Payabl is the first client for the agency’s newly-established emerging fintech division, led by Alexandra Santos, which has been set up to service fast-growing fintech subsectors including insurtech, wealthtech and decentralised finance (DeFi).

In 2020, under the leadership of CEO Ugne Buraciene, Payabl went through a major rebrand from a payments processor to an international provider with a suite of payment solutions; the company now enables transactions via more than 300 payment methods. Its merchant partners include eToro, XM and Vantage FX.

CCgroup’s brief is to reinforce the firm's position as a payments market leader, raise awareness among buyers and partners of its technology platform and bespoke services, and drive sales leads in existing and new vertical markets, such as ecommerce, gaming, insurance and the creator economy.

Payabl's head of marketing Esfira Zaka said: “Payments are becoming increasingly important when it comes to business success, and merchants are starting to realise that. Consumers want hyper-personalised experiences – easy access to different geographies on a variety of devices in a way that suits their needs. The rise of embedded finance and new payment options are vital for businesses to thrive, and we have the technology and expertise to educate, counsel and empower merchants to unlock their growth potential.

“We were impressed with CCgroup’s deep knowledge of the traditional and emerging payments landscape. The team quickly understood our ambitions and designed a detailed programme that will help to launch across new vertical markets, enhance our presence across the wider payments sector and ultimately grow the value of our business.”

At CCgroup, Santos added: “CCgroup has a rich heritage in the payments sector and a deep understanding of the nuances and payment innovation trends across key verticals. With the continuous growth and evolution of the payments space, innovative paytechs are playing a bigger role in the industry and catering to the latest customer and merchant preferences. Payabl’s ability to meet those unique needs has catapulted the business into the global Champions League of payments companies and it is showing no signs of slowing down.”