Partner story: How Moolah has scaled smarter payments with Godaddy

Definitions:

With Payfac as a service you can offer a seamless payment experience for your customers without the overhead or liability associated with PCI compliance, risk management, security/coding and more. The advanced and reliable platform is ready to integrate, so that you can go to the market faster and offer your customers a best-in-class experience, so that they can accept payments personally, online or both, the flexibility to accept modern payment options; Debit, credit, cards, Apple Pay, Google Pay and HSA/FSA.

Because Payfac as a service continues to reform the strategies for payment strategies in the industry, companies find new ways to scale without increasing the overhead. The Payfac model has grown through 60% year after year, With global payment volumes that are more than double by 2025 than double.

Moolah, the leading payment platform built for dentist, with deep PMS integrations, membership instruments, AR automation and more, saw early signs that the future would prefer simplified, integrated payment experiences. To deliver that future, they needed a modern Payfac partner. Specifically, one that can match their ambition to grow without adding complexity.

The problem

From the start the company was modeled on feeling like a payfac, although it operated with traditional trade ID relationships. Their early focus was on independent e-commerce software suppliers (ISVs) and offered a flat-rate prices and no monthly costs.

That changed around 2020, when Mark and his team started the events of Dental Success Network (DSN) to attend. They soon discovered that their approach resonated with dentists. But those dentists wanted more.

“They didn’t just want better rates,” explains Mark. “They wanted integration. They wanted smart systems that automatically updated their patient books in their practical management software.”

Moolah knew they had to develop their technology. But they also had to reconsider how they deal with boarding, hardware and operations, especially if they keep their team random.

The solution

Around this time Godaddy appeared on the radar of Moolah.

“From a traditional ISO background, I had always been jealous of payfacs for offering seamless software-hardware integration,” says Mark.

He continues: “Traditionally acquiring required individual registrations for everything: merchant accounts, gateways.”

Godaddy assessed how Moolah operated and noticed the number of accounts that Moolah was on board, and ordered a new path: Moolah directly to Godaddy’s Payfac model.

“I was hesitant,” says Mark. “I enjoyed driving the sellers accounts. But after I tried it, it was the best decision we have ever made.”

The transition to Godaddy’s payfac-as-a-service platform brought dramatic improvements across the board:

• Automated trader on boarding
  What used to be a manual process became seamless for new customers.
• Simplified hardware implementation
  Godaddy took over shipping and it with devices and removed a large operational burden.
• Unified Tech Integration
  No more juggling with individual systems for transactions, reporting and settlements.

These changes let Moolah focus on scales, do not manage backend complexity.

The results

With Godaddy as a Payfac partner, Moolah quickly saw measurable results and was scaled to thousands of active dental practices.

• 5x growth in new accounts. “Early we land 10 new dental accounts per month. Today we are a maximum of 50 or 60,” says Mark.
• No extra employees. “We have achieved this with a lean team of 11 people,” he adds. “That is a real contrast with traditional acquisition, for which a much larger OPS team would have been required.”
• Operational efficiency. Godaddy’s automation has saved Moolah -daily backend -work.
• Room to grow – without growing the team. “I think we can double our acquisition numbers every month without needing extra recruitments,” says Mark

The long -term strategy is just as ambitious. Moolah is planning to expand his tooth -oriented tools to new verticals, including Med Spas, Veterinary Clinics, Optometry, Elective Plastic Surgery and more. The same integrated payment experience can easily be adjusted in healthcare.

Mark’s advice for other ISVs?

“If you are a software company, be faithful to yourself. Concentrate on your core activities – and let a Payfac partner like Godaddy bring in that income.”

Many ISVs assume that they will retain 20% more income by handling payments themselves. But Mark sees the real costs: hiring risks, compliance and operations can only yield up to $ 500,000 in salaries.

“Working together with a payfac like Godaddy lets you grow without huge overhead.”

And the partnership?

“I am a fan of Godaddy,” says Mark. “I don’t know which other payment efforts I will do in the future, but there is no one else I would look at.”