Visa Buys Merchant Offer Platform TrialPay (March 2, 2015)
Visa last week announced plans to buy TrialPay, an e-commerce platform that helps merchants convert free users into paying subscribers for gaming and other online and mobile services. TrialPay uses highly customized targeting tools to place free-trial offers from its merchant customers within other apps, to reach new users at key moments, according to the Mountain View, Calif.-based company’s Website. Clients include Facebook, Disney and the NFL, among others. By acquiring TrialPay, Visa sees an opportunity to help merchants differentiate their products and drive deeper loyalty online and in brick-and-mortar retail environments, Ramon Martin, Visa’s senior vice president of merchant sales and solutions, said in a statement.
TrialPay has raised about $56 million in capital and reaches 500 million consumers, with 20,000 merchants in 180 countries. Terms of the deal, which closes during the third quarter of this year, weren’t disclosed.