SaaS founders turned payments builders
We started building software in 2001. Payments were always a requirement for our products to function, not by intent, but by necessity. Forcing us to navigate the vast and complex world of payments the hard way, one lesson at a time. We wandered through every challenge, we built our own payments infrastructure, we deployed the wrong business model (gateway-only—big mistake), and we nearly lost a business when our processor placed us on a 12-month risk hold.
Our most recent company processed one in four live event payments in North America before we sold it to an industry-leading payments provider. That experience gave us a new perspective—we saw firsthand how common our mistakes were and how many smart software founders and investors were falling into the same pitfalls.
We decided it was time to “Pay It Forward.” Our platform is the capstone of our life’s work. We believe integrating payments should be easy—technically and operationally. We want to use the lessons we learned for the benefit of others, not just ourselves. Commerce is the foundation of a functioning society, and the businesses we serve rely on us to help them support their families, employees, and communities. We take that responsibility seriously.
About forward
A new dawn for payments
Values that impact our client and customer experience
The ancient Greeks believed three elements were essential to creating trust—these are the foundation of our values. If you work for us, you’ll be evaluated through this lens. If you work with us, you’ll experience a refreshingly different approach to payments.
Ethos
We believe transparency in all things makes us better partners. From pricing to terms, you can trust our team to provide honest, straightforward answers.
Logos
We bring logic and rational thought in everyday language to understanding payments business models to help you succeed.
Pathos
We’ve been in your shoes building software. We know how it feels and are ready to help you navigate the complicated world of payments.
We hold ourselves accountable for industry change
Payments contracts are intentionally complex—designed to obscure the true economics of the deal. Few can read one and instantly understand what they’re signing up for. Forward changes that. Our contracts are simple, clear, and built for software builders, ensuring full transparency from day one.
Traditional payments providers operate under a model of lock-in—signing software companies today, only to trap them later with restrictive terms when they realize the deal isn’t in their favor. Forward does the opposite. We build flexibility into our agreements, so software platforms always have control over their payments future.
Most payments providers take a hands-off approach, launching a technical platform and leaving software companies to figure it out alone. Some succeed, many struggle, and others simply don’t engage. We believe payments success isn’t left to chance. Forward provides not just the tools, but the expertise and execution to ensure every software company thrives in payments.
