• Novelpay is one of Europe’s fastest growing independent software vertical providers for PAX payment terminals, with its products and services deployed to banks/acquirers, processors and VAS providers in 14 European countries
  • The acquisition represents Market Pay third acquisition in less than 2 years, allowing it to internalise another critical component of its European unified digital payments platform

Market Pay Group (“Market Pay”) today announces that it has signed an agreement for the acquisition of Polish fintech Novelpay, including its French subsidiary PAX France Novelpay, to further accelerate the development of its pan-European payments platform.

Novelpay is one of Europe’s fastest growing players for the development of independent software vertical (“ISV”) solutions for payment terminals and associated terminal distribution.

Novelpay currently deploys its products and services in 14 European countries with customers comprising banks/acquirers, processors and value-added services (“VAS”) solution providers. Market Pay will benefit from a number of Novelpay’s already successful operational activities, such as:

  • Development of applications for payment devices with a leading-edge expertise covering different operating environments (Android, Linux, RTOS). Today, Novelpay has a market-leading capability that enables the functioning of many critical standards (examples: Nexo or CB6), including level three device certification.
  • Distribution of PAX Technology (“PAX”) terminals. PAX is the second largest vendor of payment terminals worldwide and a market leader in the Android payment (“POS”) terminals. It currently offers the largest range of PCI-PTS certified Android-based devices globally.

This acquisition will enable Market Pay to further strengthen and develop its existing strong product offering, as well as accelerating the deployment of its unified payment platform across Europe. It will also benefit an ongoing strategy to internalise the majority of in-store technology bricks, following the successful integration of dejamobile and its softPOS technology.

Market Pay and Novelpay will work together on the development of new in-store solutions that will be offered to Market Pay's European customer base. This will be supported by Novelpay's highly talented product development team to bolster Market Pay's R&D platform, thereby giving the company an extended technological expertise for its in-store offering, with the combined group now reaching over 300 employees.

Novelpay is the third bolt-on acquisition for Market Pay in less than 2 years, following the acquisition of payment platforms Acoustic and dejamobile. These strategic expansions demonstrate Market Pay's ability to successfully execute its ambitious growth development plan supported by AnaCap who invested in April 2021 alongside the existing entrepreneurial management team and its historical shareholder Carrefour.

Frédéric Mazurier, President of Market Pay, added: "This acquisition of Novelpay represents an important part of a process we started in 2021 designed to strengthen our market position on a truly pan-European scale. With more than 300 employees and more than half of whom are developers, Market Pay is heavily focused on strengthening its technological expertise for the development of payment solutions in support of its growth objectives alongside AnaCap."

Jean-Paul Hildebrandt, Chief Executive Officer and Co-Founder of Novelpay, commented: "We are delighted to join Market Pay, a development that will strongly contribute to cementing our position as a leading PAX Technology distributor in Europe, with a highly specialised software focus. We will further enhance our overall expertise as a highly skilled one-stop shop for all acquirers and PSPs"

Nassim Cherchali, Co-Managing Partner at AnaCap, commented: “This transaction is the third bolt-on acquisition for Market Pay in less than 2 years and gives further momentum for its intention to become the leading pan-European integrated payments platform. These carefully targeted acquisitions demonstrate Market Pay's ability to successfully execute its ambitious growth development plan, supported by AnaCap alongside the existing entrepreneurial management team.”

Alberto Sainaghi, Investment Director at AnaCap, concluded: “We are very pleased to support this transaction which complements the high growth trajectory of Market Pay while also enabling further geographic expansion. This acquisition provides the opportunity to expand Market Pay’s suite of innovative payments software solutions as well as additional value-added services through a seamless in-store experience.”

Closing of the transaction is subject to customary antitrust approval.




Market Pay

Agence Raoul - Alexandre Costes

+33 (0)6 72 71 97 98


Marta Głowacka

+48 (0)602 288 436

EQ (for AnaCap)

James Culverhouse

+44 (0)20 7223 1100 / +44 (0)7912 508 322



Market Pay

Market Pay is a pan-European integrated payment platform with omnichannel digital solutions. It is the only European fintech actor in the payment industry to manage the entire value chain, leveraging on its background in the retail sector. Market Pay provides digital end-to-end solutions to large and SME retailers through the deployment of innovative and simplified payment solutions. Its vision is to remove complexity in the payment sector to unleash its full business proposition by bringing cutting-edge innovation to the merchants and being the single point of contact for all payments. Founded in 2016, Market Pay currently employs more than 300 people in 7 countries (France, Italy, Spain, Belgium, Lithuania, Denmark and Poland) and managed 2.5 billion transactions annually, across 160,000 terminals and over 5 million managed cards.


Founded in 2012 by experts from the payment industry, Novelpay is one of the most innovative specialist independent software vertical providers in the fintech industry. NovelPay delivers and implements large-scale and complex projects throughout Europe with Europe’s largest team of developers for Android PAX devices. The combined expertise of its developers with state-of-the-art hardware technology provided by PAX enables Novelpay to offer secure Android-based payment solutions to the largest payment organisations and large retailers. Novelpay is the exclusive distributor of PAX in Poland and France and one of the most innovative and successful companies in the Fintech sector.


AnaCap is a market-leading partner for founders and entrepreneurial management teams, investing in lower mid-market Software, Technology and Services within the European financial ecosystem. Since 2015, the firm has raised €1.5 billion+ of capital and deployed successfully into a strong strategy with 50+ deals across Western and Northern Europe. AnaCap’s focus is on lower mid-market buyouts, management buy- in or buy-outs of businesses in need of capital, expertise and sophistication to execute organic and inorganic strategies.