Gr4vy

Embedded Finance Infrastructure

Cloud-native payments orchestration giving enterprises single-tenant control over multi-PSP routing, vaulting, and checkout.

Overview

Gr4vy (pronounced "Gravy") is a cloud-native payments orchestration platform built as Infrastructure-as-a-Service (IaaS), enabling enterprise merchants and software platforms to connect, manage, and optimize their entire payment stack from a single integration point. Founded in 2020 by John Lunn (former PayPal UK employee #4 and founder of PayPal Ventures), Ali Minaei (ex-PayPal, 16+ patents), and Cristiano Betta, and based in San Mateo, California, the company was purpose-built to eliminate the engineering complexity traditionally required to manage multiple PSPs. The platform operates on a single-tenant architecture — each merchant receives a dedicated cloud instance with no shared infrastructure — meaning no risk of slowdown from neighboring tenants and no single point of failure. Gr4vy's no-code and low-code environment allows non-technical teams to activate new PSPs or payment methods with a few clicks, route transactions based on rules (customer location, device, currency, historical behavior), and manage a PCI DSS Level 1 compliant vault for card tokenization, network token management, and cross-PSP data portability. With 400+ payment methods accessible through a single universal integration, the platform supports cards, digital wallets, BNPL, open banking, local payment methods, and cryptocurrencies across global and regional processors. Gr4vy targets enterprise merchants and platforms that need multi-PSP resilience, geographic expansion, and checkout flexibility. Key differentiators include its IaaS single-tenant deployment model, edge instances in specific jurisdictions for data localization compliance, and pre-built plugins for Magento, Salesforce Commerce Cloud, and commercetools. The company has raised approximately $27.2M total, including a $15M Series A Extension in January 2022 led by March Capital, and a strategic investment from W23 (Woolworths Group VC) in June 2023 for APAC expansion.

Key features

• Multi-PSP routing with no-code rules engine
• PCI DSS Level 1 cloud vault and tokenization
• Single-tenant dedicated cloud instances per merchant (IaaS model)
• 400+ payment methods via single integration
• Smart retry logic and failed payment recovery
• No-code checkout customization and PSP activation