Rollfi's Journey from Crypto to Payroll: A Startup's Pivot and Acquisition

Back in 2021, Kirubha Perumalsamy started Rollfi to help businesses with digital payments, right when crypto was booming. But when the crypto market crashed, Rollfi didn't just fold. Instead, they changed their game plan. They shifted towards becoming an embedded payroll company, teaming up with financial services to offer payroll and benefits services.This pivot caught the attention of Priority Tech Ventures, a part of the publicly traded consumer banking company Priority Technology Holdings. Rollfi had already raised $3. 25 million before this happened. Kirubha mentioned that they were in the middle of raising more funds when the acquisition offer came along. "We figured we'd have a better shot at winning this market by combining our startup's focus and speed with the backing of an established institution, " Kirubha explained. He also shared that the entire team will continue working at PTV and Rollfi will stay as an independent unit under Priority.