HitPay GTM brain

category

market profile

• text: APAC merchants need cards plus local bank transfers, QR codes and wallets across different markets.
• text: Payment tools compete on transaction cost, payout reliability and coverage of both physical and online sales.

personas

• title: SME owner or retail operator
  pains:

  • Separate providers for store, online checkout and QR payments add operational work.
  • Monthly fixed fees and card acceptance costs eat into small transaction margins.
• title: Finance manager at a regional merchant
  pains:

  • Reconciling collections across payment methods and markets is time-consuming.
  • Cross-border payment conversion and payout costs are difficult to predict.
• title: Payments or ecommerce product lead
  pains:

  • Integrating local payment methods one at a time slows market launches.
  • Checkout must support familiar local methods without adding friction.

icp

• text: Small and growing merchants in Singapore and Southeast Asia, especially retail, food service and ecommerce businesses.
• text: Higher-volume or multi-market businesses needing negotiated rates, regional payment methods and integrations.

message pillars

• text: Bring channels and payment methods together.
• text: Reduce fixed costs for merchants.
• text: Support online and physical growth with regional payments.

objections

• objection: Payment fees may offset the zero monthly subscription.
  response: Model a merchant's actual transaction mix and cross-border costs against its incumbent before switching.
• objection: Migration and operational risk could interrupt sales.
  response: Use the sandbox and existing ecommerce integrations to test checkout before changing the live flow.

competitors

• name: Stripe
  why: Offers online and in-person payment processing in Singapore.
• name: Adyen
  why: Unified online and in-store payment processing for merchants.
• name: 2C2P
  why: Regional gateway with Southeast Asian payment method coverage.

influencers

• name: Aditya Haripurkar
  url: https://sg.linkedin.com/in/adityaharipurkar
  why: Co-founder and CEO discusses local payment methods and developer integration.

keywords

• Singapore payment gateway PayNow
• Southeast Asia QR payments
• small business POS Singapore
• cross border QR payment
• payment links Singapore
• ecommerce payment gateway APAC

voice

• Merchant-focused
• Direct and transparent
• Practical

signals

• text: A merchant is expanding into another Southeast Asian market or adding local wallet and QR acceptance.
• text: A retailer wants to unify ecommerce and physical checkout or reduce fixed payment fees.

stack

• Shopify
• WooCommerce
• Xero
• QuickBooks
• Zapier

pricing

motion

channels

• SEO
• LinkedIn
• integration partners
• self-serve website

confidence

Founders

• name: Aditya Haripurkar
  title: Founder
  role: Founder
  bio: I co-founded HitPay in 2016 to fix something that shouldn't be hard for a small business: getting paid. Today HitPay is the all-in-one payments and commerce platform for 15,000+ SMEs across Southeast Asia - accept payments online, in-store and on invoices, send payouts, and run the whole business from one dashboard. We're a Y Combinator (S21) company, a MAS FinTech Award finalist, and in 2026 were named among the world's leading fintech companies by CNBC / Statista.
• name: Nitin Muthyala
  title: Founder
  role: Founder
  bio: Nitin has a background in software engineering. He graduated from the National University of Singapore (NUS) and worked at a cybersecurity startup in Singapore before joining DBS Bank.