Smartpay appoints The Royals to help boost share of the highly competitive payments market

Innovative EFTPOS provider Smartpay has appointed The Royals as its creative agency partner for its next level of growth.

The Royals will take the lead on brand strategy and creative, with the aim of driving sustainable long-term growth for Smartpay as the company seeks to expand its share of SME customers in Australia.

Originating from New Zealand, Smartpay entered the Australian market in late 2017 and currently has 30,000 SME merchants using its EFTPOS services across both markets. Australia has one of the highest penetrations of EFTPOS in the world, with 941,000 terminals.

Set to launch in coming months, the integrated campaign will include a broad range of executions across TV, digital, radio and PR.

Says Marty Pomeroy, CEO at Smartpay: “We were impressed with The Royals’ understanding of the payments category, the competitive landscape and our unique business challenges. This is an important next stage for the Smartpay brand as we capitalise on our steady momentum for SME merchants looking for a better alternative to a bank’s payment solution. We have big ambitions for the year ahead and we believe The Royals are the right partner to help us achieve them.”

Says Dan Beaumont, managing partner, The Royals: “As an agency, we thoroughly enjoy working with clients who are ambitious and enthusiastic for change, so we’re looking forward to working with Marty and his team to develop a whole new communication strategy. The payments category has exploded in the post-cash economy, so we’ll need to bring our A-Game to take on the much bigger and dominant players. ”

The appointment adds to The Royals’ growing national portfolio of clients, with recent wins including Ivory Coat, Prospa, MYOB and Open Universities.