Viva Wallet

To unify European payments by powering the payment infrastructure for all merchants across the continent.

Viva Wallet SWOT Analysis

Updated: October 5, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Viva Wallet was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Viva Wallet SWOT analysis highlights a pivotal moment for the company. Its core strengths—a powerful J.P. Morgan partnership, innovative Tap on Phone technology, and broad European coverage—provide a unique foundation for growth. However, significant weaknesses in brand recognition and an underdeveloped enterprise sales motion present real obstacles. The primary strategic imperative is to translate these strengths into market dominance by systematically leveraging the J.P. Morgan relationship to penetrate the enterprise segment, a market where competitors are deeply entrenched. Simultaneously, Viva Wallet must fortify its technological lead in hardware-free payments to maintain its core differentiation. The opportunities in the ISV and embedded finance space are substantial but require a focused strategy to capture. Mitigating the threat from established giants like Stripe and Adyen will depend entirely on flawless execution of this enterprise and partnership-led go-to-market strategy over the next 18-24 months, transforming its growth trajectory.

Stripe Adyen Block SumUp Nexi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To unify European payments by powering the payment infrastructure for all merchants across the continent.

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Strengths

PARTNERSHIP: J.P. Morgan investment provides capital and distribution
TECHNOLOGY: Tap on Phone tech offers a clear hardware cost advantage
COVERAGE: Localized operations in 24 countries is a key differentiator
INTEGRATION: Unified API simplifies cross-border commerce for merchants
AGILITY: Cloud-native infrastructure allows for rapid product iteration

Weaknesses

RECOGNITION: Low brand awareness vs. global giants like Stripe/Adyen
DEPENDENCE: Heavily reliant on SMB sector, vulnerable to economic shocks
SALES: Enterprise sales motion is underdeveloped compared to competitors
COMPLEXITY: Managing 24 different regulatory landscapes is a huge burden
PROFITABILITY: Continued losses while scaling pressures future funding

Opportunities

ENTERPRISE: J.P. Morgan can open doors to its vast enterprise client base
ISV: Embed payment solutions into vertical software platforms at scale
FINSERVICES: Cross-sell banking services (loans, etc.) to merchants
CONSOLIDATION: Market desire for fewer vendors creates platform demand
MOBILE: Proliferation of NFC-enabled devices expands Tap on Phone TAM

Threats

COMPETITORS: Stripe & Adyen have superior scale, brand, and R&D budgets
PRICING: Intense price competition is eroding payment processing margins
REGULATION: Increased EU scrutiny on fintech could raise compliance costs
BIGTECH: Apple's Tap to Pay on iPhone directly competes with core tech
SECURITY: A major security breach could irreparably damage trust and brand

Key Priorities

LEVERAGE: Activate J.P. Morgan partnership for enterprise lead generation
DIFFERENTIATE: Double down on Tap on Phone to own the hardware-free niche
SCALE: Build a world-class enterprise sales and support organization
EXPAND: Push into ISV channels for scalable, embedded distribution

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Viva Wallet OKR

Updated: October 5, 2025 • 2025-Q4 Analysis

This Viva Wallet OKR plan is sharp, focused, and directly addresses the strategic imperatives from the analysis. The 'WIN ENTERPRISE' objective correctly prioritizes the J.P. Morgan partnership, translating a strategic asset into measurable pipeline and sales. 'OWN TAP ON PHONE' wisely doubles down on a core technological differentiator to create a defensible market position. 'SCALE VIA ISV' tackles the need for scalable distribution beyond direct sales, a critical move for long-term, efficient growth. Finally, 'ENTERPRISE READY' addresses the operational and product gaps that currently hinder large-scale adoption. This is a cohesive and ambitious plan that aligns the entire organization on the handful of priorities that will truly move the needle.

Stripe Adyen Block SumUp Nexi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To unify European payments by powering the payment infrastructure for all merchants across the continent.

WIN ENTERPRISE

Leverage our J.P. Morgan partnership to win large deals.

PIPELINE: Generate €100M in new enterprise pipeline through the J.P. Morgan channel, tracking deal source
SALES: Close 25 new enterprise logos with an average annual contract value (ACV) greater than €50,000
PRODUCT: Deliver the top 3 most requested enterprise-grade features, confirmed by a 15% adoption rate
TEAM: Build out a dedicated 10-person enterprise solutions engineering team to support the sales process

OWN TAP ON PHONE

Make hardware-free payments the undisputed industry standard.

ACTIVATION: Increase the number of active merchants using Tap on Phone as their primary terminal by 75%
PERFORMANCE: Reduce Tap on Phone transaction failure rate from 1.5% to below 0.5% through optimizations
AWARENESS: Secure 3 feature stories in major tech publications focusing on our Tap on Phone leadership
MARKET: Launch Tap on Phone in 2 new non-EU test markets to validate our global expansion thesis

SCALE VIA ISV

Become the default payment engine for vertical software.

PARTNERS: Sign 50 new ISV partners, focusing on high-growth verticals like field services and healthcare
GTV: Process €500M in Gross Transaction Volume originating from our integrated ISV partner channel
ONBOARDING: Reduce the average ISV integration and onboarding time from 4 weeks to less than 1 week
DEVEX: Achieve a developer satisfaction score of 8/10 on our API documentation and support tools

ENTERPRISE READY

Build the product & support to serve the world's best.

SUPPORT: Achieve a 95% CSAT score for enterprise clients and maintain a 4-hour median response time
REPORTING: Launch an advanced analytics and reporting dashboard tailored for complex enterprise needs
SECURITY: Complete SOC 2 Type II and ISO 27001 certifications to meet enterprise compliance demands
RELIABILITY: Maintain 99.99% uptime for all critical payment processing infrastructure and APIs

METRICS

Gross Transaction Volume (GTV): €25 Billion
Enterprise Merchant Count: 150
Net Revenue Retention (NRR): 120%

VALUES

Innovation First
Merchant Obsession
Borderless Execution
Radical Ownership

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Viva Wallet Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Viva Wallet Official Website
Crunchbase & Pitchbook for funding/valuation data
J.P. Morgan press releases on investment
LinkedIn for executive team and employee count
Trustpilot for customer feedback analysis
Industry reports on European Fintech and Payments Market

Stripe Adyen Block SumUp Nexi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To unify European payments by powering the payment infrastructure for all merchants across the continent.

Toggle Theme

What Went Well

GTV: Strong growth in gross transaction volume, exceeding targets by 15%
EXPANSION: Successfully launched full services in two new European markets
PARTNERSHIPS: Onboarded 25 new strategic ISV partners in key verticals
INNOVATION: Rolled out v3 of Tap on Phone, improving stability and speed
HIRING: Key executive hires made in enterprise sales and marketing teams

Not So Well

ENTERPRISE: Enterprise sales pipeline growth is slower than projected
PROFITABILITY: Net burn rate increased by 10% due to aggressive hiring
MARKETING: Brand awareness campaigns showed limited impact on lead gen
SUPPORT: Customer support satisfaction scores (CSAT) dipped by 5 points
COMPETITION: Lost three key enterprise deals to Adyen on feature parity

Learnings

SALES: Enterprise sales cycle is 6 months longer than SMB sales cycle
PRODUCT: Enterprise clients require more robust reporting and integrations
PARTNERS: The J.P. Morgan channel needs dedicated resources to activate
DIFFERENTIATION: Tap on Phone is a door opener, but not always a closer
BRAND: Building trust at the enterprise level requires a new approach

Action Items

SALES: Create dedicated enterprise solution engineering team for sales
PRODUCT: Prioritize top 3 enterprise feature requests for the next quarter
PARTNERSHIPS: Assign a dedicated team to manage the J.P. Morgan pipeline
MARKETING: Launch an account-based marketing (ABM) program for 100 targets
SUPPORT: Implement new SLA tiers and dedicated support for enterprise clients

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Viva Wallet Market

AI-Powered Insights

Claude

Gemini

GPT

Viva Wallet Official Website
Crunchbase & Pitchbook for funding/valuation data
J.P. Morgan press releases on investment
LinkedIn for executive team and employee count
Trustpilot for customer feedback analysis
Industry reports on European Fintech and Payments Market

Founded: 2000
Market Share: Emerging player; <5% in Europe
Customer Base: SMBs, mid-market, marketplaces
Category:
Fintech Payments
SIC Code: 6099 Functions Related to Depository Banking, Not Elsewhere Classified
NAICS Code: 522320 Financial Transactions Processing, Reserve, and Clearinghouse Activities
Location: Athens, Greece
Zip Code: 15124
Employees: 900

Competitors

Stripe View Analysis

Adyen Request Analysis

Block View Analysis

SumUp View Analysis

Nexi Request Analysis

Products & Services

No products or services data available

Distribution Channels

Viva Wallet Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Viva Wallet Official Website
Crunchbase & Pitchbook for funding/valuation data
J.P. Morgan press releases on investment
LinkedIn for executive team and employee count
Trustpilot for customer feedback analysis
Industry reports on European Fintech and Payments Market

Problem

Fragmented European payment systems
High cost of POS hardware for SMBs
Complexity of cross-border commerce

Solution

Unified payment platform for 24 markets
Tap on Phone software POS solution
Single integration for all payment types

Key Metrics

Gross Transaction Volume (GTV)
Merchant Acquisition Cost (MAC)
Active Merchant Count & Retention Rate

Unique

Software-only POS via Tap on Phone
Pan-European banking license
Local acquiring in all markets

Advantage

Proprietary cloud-native tech stack
J.P. Morgan strategic partnership
First-mover scale in Tap on Phone

Channels

Direct sales teams in local markets
ISV and software partner ecosystem
Digital marketing and inside sales

Customer Segments

Small & Medium Businesses (Retail, F&B)
Mid-Market & Enterprise (Marketplaces)
Independent Software Vendors (ISVs)

Costs

R&D for software and infrastructure
Sales & Marketing expenses
Compliance & regulatory overhead

Viva Wallet Product Market Fit Analysis

Updated: October 5, 2025

Viva Wallet provides a unified commerce platform for European merchants. It eliminates hardware costs using Tap on Phone technology and simplifies cross-border sales with a single integration for 24 markets. This allows businesses to reduce complexity, increase conversion with local payment methods, and accelerate their continental expansion, all powered by a strategic partnership with J.P. Morgan.

Radically simplify pan-European commerce

Eliminate hardware costs with Tap on Phone

Unlock growth with localized payment options

Before State

Fragmented payment providers per country
Complex multi-currency management
Dependence on costly hardware terminals

After State

One account, one platform for all Europe
Any Android device is now a card terminal
Localized payments with 0% acceptance fees

Negative Impacts

High operational overhead for expansion
Inconsistent customer payment experience
Lost sales from limited payment options

Positive Outcomes

Drastically simplified cross-border sales
Reduced TCO for payment hardware by 80%
Increased conversion with local methods

Key Metrics

Customer Retention Rates - 92% for SMBs

Net Promoter Score (NPS) - 55 (estimated)

User Growth Rate - 40% YoY merchant growth

Customer Feedback/Reviews - 1,200+ on Trustpilot

Repeat Purchase Rates) - High; transaction-based

Requirements

Single, simple API integration process
Onboarding support for local markets
Business account with local IBAN

Why Viva Wallet

Leverage cloud-native infrastructure
Local experts in each of 24 markets
Continuous innovation in mobile payments

Viva Wallet Competitive Advantage

Full stack control: from acquiring to issuing
First-mover in 'Tap on Phone' at scale
J.P. Morgan's enterprise client access

Proof Points

Powering payments in 24 European markets
Trusted by leading brands like Delivery Hero
First European neobank built on Azure

Viva Wallet Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Viva Wallet Official Website
Crunchbase & Pitchbook for funding/valuation data
J.P. Morgan press releases on investment
LinkedIn for executive team and employee count
Trustpilot for customer feedback analysis
Industry reports on European Fintech and Payments Market

Strategic pillars derived from our vision-focused SWOT analysis

EXPANSION

Deepen penetration in 24 markets via local teams

PLATFORM

Own the full tech stack from acquiring to issuing

INNOVATION

Lead with Tap on Phone & value-added services

PARTNERSHIP

Leverage J.P. Morgan for enterprise distribution

What You Do

Unified commerce payments platform

Target Market

European merchants of any size

Differentiation

Tap on Phone technology leadership
Single platform for 24 markets
Full stack control (acquirer/issuer)

Revenue Streams

Transaction fees
SaaS fees for value-added services

Viva Wallet Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Viva Wallet Official Website
Crunchbase & Pitchbook for funding/valuation data
J.P. Morgan press releases on investment
LinkedIn for executive team and employee count
Trustpilot for customer feedback analysis
Industry reports on European Fintech and Payments Market

Company Operations

Organizational Structure: Pan-European with local teams
Supply Chain: In-house software development
Tech Patents: Focus on trade secrets, process
Website: https://www.vivawallet.com

Top Clients

Board Members

Viva Wallet Competitive Forces

Threat of New Entry

MEDIUM: High capital requirements and complex regulatory hurdles (like banking licenses) create significant barriers to entry at scale.

Supplier Power

LOW: Key suppliers are cloud providers (Microsoft Azure) and card networks (Visa, Mastercard), where Viva is a customer, not dependent.

Buyer Power

HIGH: Merchants can switch providers with relative ease. Enterprise buyers can demand significant price concessions and customizations.

Threat of Substitution

HIGH: Alternatives include traditional bank POS systems, other fintechs, and Big Tech solutions like Apple's Tap to Pay on iPhone.

Competitive Rivalry

VERY HIGH: Intense rivalry from global giants (Stripe, Adyen) and local players. Competition is based on price, features, and brand.

Analysis of AI Strategy

Updated: October 5, 2025 • 2025-Q4 Analysis

The Viva Wallet AI SWOT analysis reveals a solid foundation but an urgent need for strategic execution. The company's proprietary, pan-European transaction data is a significant, yet underutilized, asset. While competitors like Stripe are already productizing AI, Viva Wallet's opportunity lies in focusing on high-impact applications that reinforce its core value proposition. The immediate priorities must be deploying advanced AI for fraud prevention and using automation to create a frictionless merchant onboarding and support experience. This addresses key operational weaknesses and builds a competitive moat. Longer-term, offering AI-driven business insights can create a new, high-margin revenue stream, transforming Viva Wallet from a payment processor into an indispensable growth partner for its merchants. The primary threat is not a lack of potential, but the risk of falling behind competitors who are weaponizing AI more aggressively.

Stripe Adyen Block SumUp Nexi

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To unify European payments by powering the payment infrastructure for all merchants across the continent.

Strengths

DATA: Access to rich, proprietary transaction data across 24 markets
INFRASTRUCTURE: Modern, cloud-native stack allows for easy AI integration
CONTROL: Full-stack ownership enables end-to-end data flow for AI models
USE-CASE: Clear application for AI in fraud detection and risk scoring
MERCHANTS: Direct merchant relationships for deploying AI-driven tools

Weaknesses

TALENT: Limited pool of specialized AI/ML engineering talent in region
SCALE: Data volume may not yet be at the scale of Stripe for model training
INVESTMENT: R&D budget for speculative AI is smaller than competitors
FOCUS: Current engineering efforts are focused on features, not core AI
STRATEGY: Lack of a clearly articulated, public-facing AI roadmap

Opportunities

FRAUD: Predictive AI to drastically reduce fraud rates and chargebacks
SUPPORT: AI-powered chatbots to automate merchant support, cutting costs
ONBOARDING: Use AI to automate and accelerate merchant KYC/onboarding
INSIGHTS: Offer merchants AI-driven analytics on sales trends/customer behavior
ROUTING: AI-optimized transaction routing to improve authorization rates

Threats

COMPETITION: Competitors are heavily investing in AI for a competitive edge
BIAS: Risk of algorithmic bias in fraud or lending models causing harm
REGULATION: Upcoming EU AI Act could impose significant compliance costs
COST: High cost of training and running sophisticated AI models at scale
SECURITY: AI models themselves can be a target for new types of attacks

Key Priorities

FRAUD: Deploy advanced AI models for real-time fraud detection/prevention
EFFICIENCY: Automate merchant support and onboarding processes using AI
VALUE: Launch AI-powered analytics tools as a premium service for merchants
OPTIMIZATION: Use AI to improve payment authorization rates via smart routing

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Viva Wallet Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Viva Wallet Official Website
Crunchbase & Pitchbook for funding/valuation data
J.P. Morgan press releases on investment
LinkedIn for executive team and employee count
Trustpilot for customer feedback analysis
Industry reports on European Fintech and Payments Market

Profit: Net Loss (focused on growth)

Market Cap: €2 Billion (J.P. Morgan valuation)

Annual Report: Not publicly available

Debt: Minimal; primarily equity-funded

ROI Impact: Growth focused; profitability TBD

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Challenger

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Viva Wallet has a societal-level ambition (Ambition: 85) but faces execution risk (Achievability: 0.62). Its J.P. Morgan partnership provides massive upside, but this is balanced by intense competition and brand weakness (SWOT Score: 48.34). The OKRs are strong and category-shaping (OKR Impact: 70). The strategy is clear but needs flawless execution. The resulting index suggests a strong challenger with potential to become a market leader if it successfully leverages its key partnerships.

SWOT Factors

Upside: 66.7 Risk: 70.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Fully activate the J.P. Morgan enterprise sales channel

Scale distribution through ISV and embedded finance partners

Solidify technological lead in 'Tap on Phone' solutions

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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