Novalnet AG is a Germanfinancial technology (fintech) company that operates as a full-service payment provider and payment orchestration platform. Headquartered in Munich and founded in 2007 by Gabriel Dixon, the company offers merchants an end-to-end solution for processing online payments, point-of-sale transactions, and related value-added services within a single system[1]. Novalnet’s platform automates the payment workflow from customer checkout through billing and debt collection, allowing businesses to manage all aspects of electronic payments under one contract. The firm remains independently owned (family-run) and positions itself as an all-in-one provider competing with global payment companies such as PayPal and Stripe in serving merchants worldwide[2]. As of the mid-2020s, Novalnet employs around 200 people and serves a client base of over 12,000 online merchants across Europe, the United Kingdom, the United States, and Asia.
Novalnet AG was established in January 2007 in Munich by Gabriel Dixon, who continues to serve as Chief Executive Officer (CEO) and chairman of the board[3][4]. The company’s founding mission was to simplify digital payments for businesses by providing a one-stop platform that would address common pain points such as fraud, high fees, and technical complexity. Novalnet reached operational profitability early in its history and, unlike many fintech startups, chose to grow organically without external venture capital investment. This independent growth strategy allowed the firm to maintain a long-term, customer-focused approach. Dixon has characterized Novalnet as a family-owned business built on solving merchants’ problems rather than merely processing transactions[5].
Throughout the 2010s, Novalnet expanded its presence internationally. It opened subsidiary offices and partnerships to support key markets – for example, establishing Novalnet Ltd. in London to serve the UK, a New York office (Novalnet Payment Corp.) for North America, and a technology center in Chennai, India[6]. The company’s services were adapted to various regional requirements, and by 2020 Novalnet was supporting clients in over 150 countries with localized payment options[7]. An important milestone came in 2017 when Novalnet introduced a payment guarantee solution for invoice (buy-now-pay-later) transactions. This 100% payment guarantee allowed online merchants to offer “purchase on account” to customers without bearing the risk of non-payment – Novalnet would assume the full default risk and ensure the merchant gets paid[8]. The new service addressed the popularity of invoicing in Germany while mitigating merchants’ concerns about late or missing payments.
By the late 2010s, Novalnet’s growth and stability set it apart in the fintech sector. Notably, the company remained profitable from 2008 onward and did not take on venture funding, which Dixon credits as enabling consistent innovation and customer service quality. To support its growing merchant base, Novalnet continued to broaden its product capabilities and integrations (such as developing plugins for emerging e-commerce platforms) and formed strategic partnerships. In November 2020, for example, Novalnet partnered with Luxembourg-based Banking Circle to enhance cross-border settlement for its clients, enabling like-for-like settlements in 24 currencies and reducing foreign exchange costs for merchants[9]. This partnership exemplified Novalnet’s strategy of leveraging financial infrastructure providers to improve its global payment network.
Services
Novalnet offers a comprehensive suite of payment and fintech services through a unified cloud-based platform. Its core offering is payment processing for e-commerce and brick-and-mortar businesses, supporting over 150 payment methods (including credit cards, SEPA direct debit, digital wallets, bank transfers, invoices, and alternative payments) in 125+ currencies. The platform functions as a payment gateway and licensed acquirer, enabling merchants to accept payments globally with full compliance and security. Key services and features provided by Novalnet include:
Payment Processing: Novalnet handles electronic payment acceptance for merchants, supporting a wide variety of payment methods such as credit and debit cards, direct debit (SEPA), online bank transfers, digital wallets (e.g. PayPal, Apple Pay), invoice billing, and installment plans. The platform can process payments in over 150 currencies and offers connections to country-specific payment options to facilitate global e-commerce[10]. Transactions are processed through secure escrow accounts in reputable German banks, which ensures that merchant funds are protected during the payment cycle[11][12]. Novalnet’s system is designed to deliver a seamless checkout experience, including support for one-click repeat payments via tokenization of customer card data[13].
Payment Integration: Merchants can integrate Novalnet via APIs, SDKs, iFrame/redirect solutions, and ready-made plugins for major shop systems, CMS, CRM, and ERP platforms. This allows seamless checkout experiences both online and in mobile or point-of-sale environments. The company’s SaaS platform automates the entire payment flow from checkout to settlement, including support for one-click payments through tokenization and recurring billing for subscriptions[14].
Risk Management and Fraud Prevention: A core component of Novalnet’s service is its real-time fraud prevention engine. The platform uses a multilayered approach to screen transactions, employing techniques such as device fingerprinting, velocity checks, address verification, and behavioral analytics to detect potentially fraudulent activities. Novalnet has developed an AI-driven risk scoring system (branded "NovalShield") that evaluates each transaction within milliseconds and can automatically decline or challenge payments deemed high-risk. This helps minimize chargebacks and fraud losses while aiming to avoid false positives that could block legitimate customers. For example, Novalnet’s use of tokenization and Strong Customer Authentication (e.g. 3D Secure 2.0 for card payments) adds security to transactions in compliance with PSD2 regulations. The company also manages chargeback disputes on behalf of merchants, streamlining the representment process.
Payment Guarantee and Invoice Services: Novalnet provides a payment guarantee option for certain payment types (such as SEPA direct debit and invoice payments) to protect merchants against default or non-payment[15]. The platform can handle invoice generation and automated dunning (collections) on the merchant’s behalfsoftware-journal.de. Funds from invoice pre-financing or guaranteed payments are managed through insolvency-proof escrow accounts, ensuring merchants receive payments while Novalnet assumes risk.
Marketplace and Split Payments: The company’s solution supports marketplace platforms[16]and affiliate programs[17] with features like split payments, revenue sharing, and multi-party payouts. This allows a platform operator to automatically divide incoming customer payments among multiple sub-merchants or partners according to defined rules, while Novalnet handles compliance (e.g. segregated accounts and reporting for each beneficiary).
Recurring Payments and Subscriptions: The company’s platform supports recurring billing and subscription management, allowing merchants to automate payment schedules for subscription services, memberships, or installment purchases. Features include automated rebills, flexible billing intervals, and a token system for storing payment credentials securely for reuse. This enables one-click payments for returning customers and reduces friction for subscription-based businesses[18].
Additional Services: As a full-service provider, Novalnet’s platform includes numerous value-added services beyond payment acceptance. These include automated reconciliation of payments, accounting reports and analytics, tax calculation for different jurisdictions[19], and an integrated accounts receivable management system. The company also offers debt collection services[20] for overdue payments[21], escrow account management[22] to safeguard client funds, and end-customer support[23], meaning Novalnet can handle payment-related inquiries from its clients’ customers. For enterprise clients, Novalnet provides dedicated technical support, project management for complex integrations, and the ability to white-label or customize the payment pages (e.g. using a custom domain for the checkout).
Together, these offerings make Novalnet a one-stop payment partner where merchants can obtain payment processing, fraud prevention, billing, and collection services under a single contractnovalnet.comsoftware-journal.de. The platform’s all-in-one nature eliminates the need for merchants to sign multiple contracts with banks, acquirers, gateways, and service agencies – reducing cost and complexity. Novalnet’s solution is used by businesses ranging from small e-commerce sites to large enterprises, as well as by software-as-a-service (SaaS) providers and mobile app platforms requiring embedded payment functionalitynovalnet.com. The company supports industry-specific payment needs too (for example, compliance solutions for cashback and loyalty program providers, and outstaffing platforms) by tailoring its modules to those use casesnovalnet.comnovalnet.com.
Technology and Platform
Novalnet operates a cloud-based payment platform that merchants can integrate into their online stores, mobile apps, or enterprise systems. The platform is built with a focus on flexibility and developer-friendliness, providing various integration methods:
APIs and Modules[24]: the company maintains an extensive library of pre-built plugins (over 100 modules) for popular e-commerce, and ERP systems[25]. These include ready-to-use integrations for platforms such as Shopify, Magento, WooCommerce, PrestaShop, Shopware, WordPress, Joomla, as well as connectors for enterprise software like SAP and Salesforce. The availability of these plugins means that many merchants can enable Novalnet payments on their site with minimal coding – the modules support features like a hosted payment page or embedded iframe checkout, and they are kept up-to-date by Novalnet’s development team. According to a Deloitte Fast 50 award briefing, Novalnet’s in-house technical development department allows it to rapidly build and maintain such integrations, which has been a competitive advantage[26].
Payment Orchestration and SAP Integration: In July 2021, Novalnet achieved a notable technical certification from SAP. The company’s payment integration was certified for the SAP Digital Payments Add-On, which is SAP’s official payment orchestration layer for its ERP and customer experience systems[27]. This means SAP clients (using S/4HANA or SAP Commerce Cloud, for example) can connect Novalnet as a payment provider directly into their order-to-cash process. The certified connector acts like an adapter between SAP and external payment methods, allowing businesses to process online payments within the familiar SAP environment without storing sensitive card data in their own systems. Novalnet had already offered plugins for SAP’s e-commerce platform (formerly SAP Hybris), but this certification by SAP underscored the platform’s enterprise capabilities. Through such integrations, Novalnet positions itself as a payment hub that can route transactions, handle secure tokenization, and feed payment status updates into merchants’ internal systems in real time.
Scalability and Infrastructure: The Novalnet platform is designed to handle high transaction volumes with high availability. The company operates multiple redundant data centers in Germany to host its payment gateway and data, ensuring compliance with data residency regulations and the EU’s GDPR privacy requirements[28]. By hosting data domestically and under EU standards, Novalnet addresses concerns of European merchants about data security and sovereignty. The system is PCI DSS Level 1 certified, meaning it meets the strictest security standards for processing and storing cardholder data. Sensitive information (like credit card numbers) is not stored in merchants’ systems but is tokenized and stored securely by Novalnet, which enables features like one-click payments while reducing merchants’ PCI scope. For end-users, Novalnet supports strong encryption and 3D Secure authentication to protect transactions.
Smart Routing and Conversion Optimization: Novalnet’s payment engine uses intelligent routing algorithms to optimize transaction approvals. For instance, the platform can automatically select the most appropriate acquiring bank or payment route for a given transaction based on factors like card type, issuer country, or real-time system performance. This can improve success rates for payments by avoiding known points of failure or high-risk pathways. Additionally, Novalnet continuously analyzes transaction data to adjust fraud prevention rules, balancing security and conversion. As Gabriel Dixon noted in an industry interview, while the underlying technology is complex, Novalnet emphasizes delivering an intuitive experience for both merchants and customers, abstracting away complexity such as fraud checks and compliance steps into an automated flow. The integration with open banking (via a partnership with Tink in 2021) is another example of technology adoption: Novalnet launched a real-time bank payment feature using Tink’s API, enabling instant bank transfers that are credited to merchants almost immediately[29]. This open banking solution was rolled out in Germany and the UK first, aiming to improve speed and lower costs compared to card payments.
Overall, Novalnet’s technology stack serves as a payment orchestration platform, meaning it consolidates various payment methods and services and orchestrates their execution through one interface. Developers can integrate once with Novalnet and gain access to a multitude of payment options and financial services. This approach simplifies maintenance (merchants don’t need to separately integrate new payment methods or compliance features; Novalnet adds them to the platform). The company’s focus on modular, API-driven design and partnerships has helped it remain adaptable as the payments landscape evolves.
Growth and Expansion
Novalnet has steadily expanded its global footprint through new offices and strategic partnerships. In April 2024, the company announced a major partnership with Airbus SE, whereby Airbus selected Novalnet as its worldwide payment service provider after a Europe-wide tender process. The agreement, signed at Airbus’s showroom in Munich, enables Novalnet to handle online payments for Airbus’s digital commerce channels globally, helping streamline the aerospace firm’s e-commerce sales and customer payment experiencenovalnet.comnovalnet.com. Airbus cited Novalnet’s extensive interfaces to booking/billing systems and its status as a regulated German payment institute as key factors in the decision[30]. This deal illustrates Novalnet’s growing penetration into enterprise-level clients; by 2024, the company was processing payments for over 13,000 merchants worldwide, covering large multinational customers alongside SMEsnovalnet.com.
In addition to direct client wins, Novalnet has pursued partnerships to extend its geographic reach. In August 2024, it expanded a strategic alliance with UK-based payment provider emerchantpay to enter the United States market[31]. Building on their successful collaboration in Europe, this partnership allows Novalnet to leverage emerchantpay’s acquiring capabilities and payment infrastructure in North America. By facilitating U.S. payment acceptance through emerchantpay’s platform, Novalnet aims to accelerate its merchant growth in the region and offer its European clients access to the U.S. market with local support. Novalnet’s Chief Operating Officer described the U.S. expansion as a vital part of the company’s growth strategy, enabling it to develop tailored solutions for American merchants while maintaining operational efficiencies.
Regionally, Novalnet now serves clients across 120+ countries spanning Europe, North America, Asia, and other regions[32]. The company’s headquarters remains in Bavaria (Garching near Munich), and it has international subsidiaries including Novalnet Ltd. in the UK, Novalnet Payment Corp. in the US, and Novalnet E-Solutions Pvt. Ltd. in India, as well as an innovation hub in Bangalorenovalnet.comnovalnet.com. This global presence allows Novalnet to offer region-specific payment options and on-the-ground expertise. For example, its European operation supports SEPA and local payment methods across the EU, while its Indian development center contributes to technical R&D and support. The leadership team is likewise internationally composed, supporting the 200+ staff across these locations.
Novalnet’s client portfolio includes companies from a wide range of industries. Notable customers (in addition to Airbus) and partners include e-commerce retailers, SaaS providers, utilities, and nonprofits. The company publicly lists enterprises such as Adidas, Allianz, Deutsche Telekom, Hilti, Munich Airport, Shell, Hansgrohe, and AB InBev among the many brands utilizing its payment services[33]. Through its affiliate programs and reseller partnerships, Novalnet’s platform is also offered by web agencies and IT integrators as an embedded payment module for their clients. This broad network and the ability to cater to different markets have been key to Novalnet’s sustained growth on a global scale.
Licenses and Compliance
As a payment institution, Novalnet is subject to strict regulatory oversight and industry standards. The company holds the necessary licenses and certifications to operate its services securely and legally across the markets it serves:
BaFin License (ZAG): Novalnet AG is authorized by the German Federal Financial Supervisory Authority (BaFin)[34] as a payment institution under the German Payment Services Supervision Act (Zahlungsdiensteaufsichtsgesetz, ZAG). This license permits Novalnet to provide financial services such as money remittance and payment processing across the European Economic Area. Being BaFin-regulated means Novalnet must comply with ongoing supervisory requirements, including capital adequacy, risk management, and regular audits by BaFin and the Deutsche Bundesbank. One implication of this status is that Novalnet is required to implement stringent anti-money laundering (AML) and know-your-customer (KYC) procedures. Under Germany’s Geldwäschegesetz (Money Laundering Act), Novalnet must verify the identity of its business customers (merchants) and monitor transactions for suspicious activity[35]. The company’s KYC process includes collecting corporate documents and identification of the merchant’s authorized signatories to prevent fraud and illicit use of its platform[36]. Novalnet’s BaFin license also allows it to hold client funds in trust (escrow) accounts, which it does to segregate merchant money from its own operational funds, thereby protecting merchants’ payouts even in adverse scenarios.
PCI DSS Level 1 Certification[37]: Novalnet is certified at Payment Card Industry Data Security Standard (PCI DSS) Level 1, the highest level of certification for payment processors handling credit card data[38]. This certification attests that Novalnet adheres to rigorous security controls defined by the PCI Council (which includes major card schemes like Visa and MasterCard). To maintain Level 1 status, Novalnet undergoes annual audits by Qualified Security Assessors covering areas such as network security, data encryption, access controls, and regular vulnerability scanning. The certification ensures that sensitive cardholder data is processed and stored in a secure environment. For example, Novalnet uses encryption and tokenization to ensure that merchants never have to handle raw credit card numbers. According to a company help center overview, Novalnet has consistently passed all required PCI DSS audits and continuously updates its systems to meet the latest standards. This compliance gives merchants and customers assurance that using Novalnet’s payment gateway meets the security benchmarks of the card industry.
Strong Customer Authentication (SCA): In line with the EU’s revised Payment Services Directive (PSD2), Novalnet supports Strong Customer Authentication (SCA) for electronic payments. SCA requires two-factor authentication for most online transactions within Europe. Novalnet’s systems are fully compliant with these requirements, offering support for 3D Secure 2.0 on card transactions and other authentication methods mandated by PSD2[39]. The platform can trigger SCA flows as needed (for instance, redirecting customers to their bank’s 3D Secure confirmation or pushing a one-time code for verification) and also handle SCA exemptions when applicable, all in an automated way. By handling the complexity of PSD2 compliance within its platform, Novalnet enables merchants to meet regulatory requirements without additional development on their side. This is especially important in Europe from 2021 onward, when enforcement of PSD2’s authentication rules became strict.
Data Protection and GDPR: As a German company dealing with personal and financial data, Novalnet operates under the EU General Data Protection Regulation (GDPR). The company’s practice of hosting data on servers located in Germany is a deliberate choice to ensure full compliance with European data privacy laws[40]. Customer payment data and personal details are stored and processed in accordance with GDPR principles, and Novalnet’s contracts include data processing agreements to clarify roles and responsibilities for data handling. Novalnet asserts that no sensitive data is stored outside of the secure environment, and they do not share data with third parties except as necessary for payment processing or as required by law. Additionally, Novalnet provides tools for merchants to handle GDPR requests (such as data deletion or anonymization of customer records after a certain period).
Client Fund Safeguarding: In jurisdictions like Germany and the EU, licensed payment institutions must safeguard client funds. Novalnet uses escrow accounts[41] (also referred to as trust accounts) to hold money collected from buyers on behalf of merchantshightechbox.de. These accounts are held with well-known banks and are legally separated from Novalnet’s corporate accounts. In practice, this means if a buyer pays for an order, the funds sit in a protected account until Novalnet remits them to the merchant, minus fees. Such arrangements protect merchants from losing their money in the unlikely event of Novalnet’s insolvency and are part of regulatory compliance for payment providers. The company’s communications emphasize that merchants’ payouts are 100% secured against any risk of non-payment from Novalnet’s side.
Anti-Fraud and AML Controls: In addition to technical fraud prevention measures, Novalnet complies with AML laws by monitoring transaction activity for patterns of money laundering or terrorist financing. Unusual transaction patterns, large volumes from new merchants, or payments involving high-risk regions can trigger reviews or reporting. Novalnet’s internal compliance team conducts due diligence on new merchant sign-ups (KYB – Know Your Business) and may decline to onboard businesses that fail to meet compliance checks. The firm is obligated to file suspicious activity reports (SARs) with authorities if any transactions or customer behaviors indicate potential financial crime, as per German and EU regulations[42]. By integrating these compliance processes into its service, Novalnet offers merchants a compliant payment solution out-of-the-box, which is particularly valuable for small merchants who might not have dedicated compliance staff.
Novalnet also pursues additional certifications and industry standards. For instance, the company’s software carries the “Software Made in Germany” and “Software Hosted in Germany” quality seals (awarded by German IT associations) since 2019, underscoring its commitment to German quality standards and local data hosting[43]. In 2023, Novalnet announced it had achieved SOC 2 Type II certification for its services, indicating that an independent audit confirmed the effectiveness of its security and availability controls (a certification often important for enterprise clients). Moreover, Novalnet joined the United Nations Global Compact initiative in 2023 as part of its corporate social responsibility efforts, aligning with international principles on human rights, labor standards, the environment, and anti-corruption. These steps reflect a broader compliance and ethics posture as the company scales.
ESG and Sustainability Initiatives
Novalnet has increasingly emphasized environmental, social, and governance (ESG) factors in its operations. In January 2025, the company received an ESG certification with an overall score of “B – Good” on the Synesgy sustainability platform (managed by CRIF)novalnet.denovalnet.de. This independent ESG rating confirms that Novalnet meets national and international best-practice standards in environmental impact, social responsibility, and corporate governance, aligning with frameworks like the Global Reporting Initiative (GRI) and EU Sustainability Reporting standardsnovalnet.de. As part of its sustainability efforts, Novalnet installed a large photovoltaic solar power system (≈360 kWp capacity) on the roof of its new headquarters in Garching. Operational since late 2024, this solar array produces around 330,000 kWh of green electricity per year, equivalent to the annual consumption of about 200 householdsnovalnet.de. The on-site renewable energy reduces over 500 tons of CO₂ emissions annually, making Novalnet’s operations near carbon-neutralnovalnet.denovalnet.de. Surplus solar power generated is fed into the public grid of the Munich region, contributing to the local supply of clean energynovalnet.de. According to CEO Gabriel Dixon, sustainability is a core part of Novalnet’s business model, and the company has set a goal to improve its ESG score to an “A” rating in the futurenovalnet.denovalnet.de. These steps – from green energy infrastructure to formal ESG auditing – highlight Novalnet’s commitment to reducing its environmental footprint and upholding social responsibility standards.
Awards and Recognition
Over the years, Novalnet AG has received multiple awards and honors, reflecting both its rapid growth and its reputation in the fintech and e-commerce industries:
Deloitte Technology Fast 50 (2017): Novalnet was a winner of Deloitte’s Fast 50 Germany award in 2017, which recognized the country’s fastest-growing tech companies. The ranking, based on four-year revenue growth, placed Novalnet among the top 50 and highlighted it as the highest-revenue payment service provider on the list[44]. Deloitte’s acknowledgement underscored Novalnet’s business success and innovation in the fintech sector.
t3n Web Award – Best Payment Service Provider (2011): In November 2011, Novalnet won the “Best Payment Service Provider” category at the t3n Web Awards[45]. These awards were organized by t3n, a German tech magazine, with winners determined by reader votes. Novalnet’s first-place finish indicated strong support from the tech community and merchants early in the company’s history.
E-Commerce Berlin/Germany Awards: Novalnet has been particularly successful in the E-Commerce Berlin Expo’s annual awards (also known as the E-Commerce Germany Awards). In 2018, it took 1st place as “Best Payment Service Provider” at the E-Commerce Berlin Awards, as decided by a jury of industry executives from companies like Zalando and Deutsche Bahn[46]. A few years later, at the 2021 E-Commerce Germany Awards, Novalnet won in the category “Best Solution for International Expansion” (1st place) and also achieved 3rd place in the “Best Payment Service Provider” category for that year[47]. The “International Expansion” award recognized Novalnet’s role in helping merchants expand globally through its payment platform. These awards are competitive, with hundreds of companies vying in various e-commerce solution categories, and a combination of public voting and expert judging determing the outcome. Novalnet’s repeated presence and victories indicate a strong industry regard for its solutions.
FOCUS Business Growth Champion: As mentioned, FOCUS Business magazine named Novalnet a “Growth Champion” (Wachstumschampion) for multiple years. In the FOCUS rankings published for 2020, 2021, and 2022, Novalnet was listed among the fastest-growing companies in Germany, and in the 2022 list it was the top-ranked firm in the financial services/payment sector[48]. This recognition from a prominent business publication contributed to Novalnet’s credibility, demonstrating that it wasn’t only growing quickly but doing so in a sustained manner over several years.
Industry Awards and Nominations: The company was a double winner of Innovation Awards in 2018, taking home awards in two categories for payment innovation (these were likely from initiatives like the Initiative Mittelstand’s IT Innovation Prize, where Novalnet has been listed in “Best Of” rankings). Novalnet was also honored in the German Business Awards 2019 (hosted by EU Business News) as “Best Full-Service Payment Solutions Provider – Europe,” reflecting international recognition of its services in that year. Additionally, the European Merchant Payment Ecosystem (MPE) conference recognized Novalnet with a “Usage Award” in the early 2010s for high adoption of its payment platform (Novalnet was cited as a rapidly growing PSP with a strong user base).
Bavarian SME Awards: Novalnet has been acknowledged on a regional level as well. It was nominated for the Bavarian Medium-Sized Business Award (Bayerischer Mittelstandspreis) in the years 2014, 2015, and again in 2019[49]. This award, presented by the European Economic Forum and Bavarian government officials, honors outstanding medium-sized companies in Bavaria. Novalnet’s multiple nominations (in the Services category) recognized its entrepreneurial performance, customer orientation, and innovative payment solutions as a Bavaria-based company. In 2019, Novalnet’s COO, Emmanuel Kirse, received the nomination certificate at a ceremony in the Bavarian Parliament, marking the company’s achievements in its home state’s economypresse-radar.depresse-radar.de.
Quality Seals: Novalnet’s products have earned quality certifications such as the aforementioned Software Made/Hosted in Germany seals. These are not competitive awards but attestations of quality and data security that the company has highlighted since 2019. Furthermore, Novalnet has publicized its compliance certifications (PCI DSS, ISO/IEC security standards, etc.) as a mark of distinction, since not all payment startups invest equally in compliance.
Through these awards and recognitions, Novalnet has solidified its reputation in the fintech and payments industry as a reliable and innovative provider. Media coverage around the awards often points out Novalnet’s comprehensive approach (offering “360-degree” payment services) and its ability to grow without external funding as differentiators. The company is frequently cited as a successful example of a German fintech scaling up in a highly competitive field dominated by larger international players. For instance, in a 2021 interview, CEO Gabriel Dixon discussed how Novalnet, as a family-run firm, is “challenging industry giants” by focusing on tailored solutions and merchant support. This narrative of a customer-centric, technology-driven growth company is reinforced by the external accolades Novalnet has accumulated over time.
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