Промо на dev.ua 9 August 2025, 09:12

Deep analytics and market insight: how bill_line creates a payment solution that adapts to business needs in 50 countries

Fintech is not just about transactions. It is about the ability to sense the market, to pick up on important payment trends in time, and to react to changes as if they were always part of the plan. Following these principles, the Ukrainian fintech company bill_line has been building a new generation payment solution for 6 years — deeply customized, flexible, and capable of delivering high results all over the world: from the conservative EU to the rapidly growing Vietnam. Our editorial team talked to the bill_line team and found out how it learned to understand the payment needs of the world, what excitement fintech veterans see in new markets, and why «Ukrainian roots» can pull off even the most difficult pitch.

Adaptation not according to the template

Ukrainian fintech began to develop rapidly in the international market after 2022. According to a study by the UAFIC association for 2024, 47% of Ukrainian fintech businesses are actively working in the international market, and another 38% plan to do so during 2025.

However, brands that have been able to build international payment processes began their international expansion even during the COVID-19 era. This list includes a number of Ukrainian brands, and bill_line is one of the most successful cases: the company is already processing transactions for businesses in over 50 countries. But behind every number and the business process that provides it, there is an engineering solution supported by deep market analytics.

At bill_line, this is called local-fit payment. This is a process where not only is another country added to their system with its own or international payment methods, but all local work is adapted to the specifics of each market. It includes:

local currencies and payment methods;
legal, financial and KYC requirements;
improved checkout logic and payment page design.

This approach is not a luxury or operational chaos. It is a strategic necessity. Markets develop unevenly, and each requires a separate operational logic. We talked to the bill_line bizdev team and collected five examples where analytics, speed, and bill_line technology created a solution that really works.

EU and UK: preparing for PSD3 and fighting for a place among their peers

According to the same UAFIC study, in 2025, 29% of Ukrainian fintechs will operate in the EU market. The reasons are clear — economic proximity, great business opportunities, and millions of Ukrainians who are potential customers and accustomed to quality service. But the EU has not only prospects — it is one of the most regulated markets in the world. And that is why bill_line pays maximum attention to details here: PSD2 compliance, multicurrency support, back-office localization, and maximum active involvement in European networking.

But bill_line is already working with an eye on PSD3, the upcoming regulatory framework update that will further tighten security, openness, and user experience requirements. The company is already adapting its API architecture to the new standards.

«Working in the EU is like using any brand associated with quality: you have to put in a lot of effort to gain access, but all your efforts pay off in stability and comfort. From a business perspective, Ukrainian technical expertise and the interests of business in the EU perfectly intersect: we are ready to think outside the box and create cool solutions, rather than just providing the template integrations we are used to. When a potential partner hears that the company is from Ukraine, he very often understands what he is paying for and that the result will not be in the „9 to 6“ mode, but always,» says Chief Commercial Officer bill_line Maksym Boronenko.

That’s how, according to the bizdev team, one of the company’s largest partners was «signed» in 2023. bill_line promised to complete the technical integration in a month, which the partner’s developers estimated at 3-4 months. The partner didn’t believe it at first, but agreed, because he was familiar with the growth rates of the cashless economy in Ukraine. Reputation works.

Commonwealth countries: difficult to enter, but profitable to work

Working in the UK, Canada and Australia can be characterized by three points: strict regulatory policy, unique work rules, very developed payment culture. More than 90% of citizens have several payment cards, actively use Apple Pay/Google Pay and have high average checks.

All this gives fintech the opportunity to make money — if they follow all the rules.

The United Kingdom is the cradle of fintech. It is a saturated market with dozens of local and global players. But bill_line sees opportunities here: it is Ukrainian engineers who have gone through the school of high loads and custom integrations who can offer competitive speed and flexibility for British SaaS and e-commerce. Currently, bill_line operates there in a limited but stable manner.

Canada and Australia are mistakenly considered local and «simple» — this is not the case. The status of a payment service provider (and therefore permission to operate) includes mandatory registration (FINTRAC and AUSTRAC, respectively), licenses from the Bank of Canada or AFS, compliance with a number of AML/CTF requirements, and a number of separate security requirements, from PCI DSS to local data storage for «sensitive» payment categories.

In these countries, bill_line focuses on mobile-first checkout, recurring payments, and actively collaborates with BNPL projects. The company is usually expected to offer dynamic routing (to reduce transaction costs) and a guaranteed commission policy.

Brazil: QR, Pix and hyperspeed

The Latin American (LATAM) market has been growing almost twice as fast as the global average in the past few years. According to McKinsey, in 2019, up to half of the region’s population did not have a bank account, while in 2021, 7 out of 10 people were already involved in banking services.

Brazil is at the epicenter of this change. It is home to Pix, a national instant payment system that has transformed the financial services landscape. 90% of adults already make payments through Pix, often by scanning a QR code on a screen or at a physical point.

bill_line doesn’t just integrate Pix as a payment method. The company has created a module that adapts Pix for online acquiring, taking into account the specifics of local checkouts, automatic confirmations, and instant distribution of payments between partners.

Financial inclusion is rapidly growing in the region: in Chile, for example, the number of cards issued increased by 25% in 2023, opening the market for new e-commerce services. bill_line is already testing a one-click payment solution in several LATAM countries.

«Working in the Brazilian market and any other emerging markets always attracts new startups founded by fintech veterans or simply leading companies. It is precisely this feeling of drive from active development that attracts, which in developed markets is lost in regulatory requirements, high competition, and „hot“ niches. For example, we had to „roll back“ the form of online acquiring in Latin America to an older version — because at the beginning they didn’t really understand Apple Pay and Google Pay wallets, and these additional buttons reduced conversion. But the evolution of payment habits to current ones happened very quickly — very quickly. It is important not to miss such moments, to keep your finger on the pulse,» continues Maksym Boronenko.

Turkey and Central Asia: regulation and strong positions of local players

The Turkish and Central Asian markets are about the ability to cooperate. In most countries in the region, there are quite strong requirements from state regulators, and local banks and non-bank payment institutions hold strong positions thanks to their development within the ecosystems of large businesses (for example, Kaspi in Kazakhstan or Paycell in Turkey), which are building their own «super applications». A new player on the fintech map must either integrate into the local ecosystem or be radically more convenient and profitable. The bill_line strategy here combines these approaches — they develop online acquiring based on partnerships with leading banks in the region, but bring their own insights.

In Kazakhstan, this is deep integration with bank payment gateways, which ensures high stability and minimal fees. The company also has a custom solution for processing online payments in the national currency, with support for local cards and instant authorization.

«At one time, we strengthened the bill_line team with local specialists, whose expertise allowed us to avoid typical work mistakes that many companies trying to work in Central Asia make. This is a very promising direction, which, however, will not be an easy walk,» the bill_line bizdev team explains.

Turkey has a very high rate of cardholders and payments by bank cards (especially debit cards). In this, the country strongly resembles Ukraine, from the popularity of instant installments to the high attention to a convenient UI at the payment stage. The emphasis of bill_line in this country is on high-quality and maximally seamless multicurrency and automatic conversion.

bill_line always works not «through an intermediary», but directly with banks, which allows you to customize routing, reduce traffic collection time, and increase conversion.

Engineering that is invisible — but felt by every business

To make all this work, bill_line builds a modular global architecture, where each country is intelligently included in the common API, routing rules, security protocols and UI logic. The business should not feel the complexity, only the result: high conversion, easy integration and readiness to enter a new market in a few days, not weeks.

The technical teams work on the principle of «localization through analytics» — that is, before each launch, a report is created with market focuses, risk management specifics, and user preferences. This is what allows bill_line to scale not in breadth, but in depth.

In a world where fintech is no longer about a card, but about experience and trust, bill_line creates not just a payment solution, but a tool for business growth anywhere in the world.