Viber Pay’s recent partnership with Paynetics marks an intriguing step for European entrepreneurs, particularly women pondering the next wave of fintech opportunities. For founders like me, this is a case study in scaling a product across borders while maintaining simplicity for users. Viber and Paynetics are boldly aligning messaging and financial services, highlighting a growing trend in tech solutions that cater to everyday needs without complicating user experiences.
Financial apps merging with communication platforms isn’t new, Asia has been leading the way for years. But what stands out here is Viber’s deliberate choice to position itself within Europe, a region known for its diverse regulations and cautious adopters when it comes to digital wallets. Why is that important? Because as founders, navigating Europe's regulatory maze often feels like untangling a thousand knots. Yet, the payoff for succeeding in such a market is massive: you build resilience into your product right from the start.
What’s in the partnership?
Let’s untangle this news before diving into why it matters. Viber Pay, an extension of Rakuten Viber, teams up with Paynetics to embed easy and compliant payment solutions within its app. Current users can transfer money instantly without fees, receive virtual Visa debit cards, and make online purchases, all through the app’s existing interface. It’s convenience blended into the conversation, literally.
They’re launching across seven European markets, including Slovenia, Slovakia, Germany, Greece, and Cyprus. Seven markets at once might not sound groundbreaking if you're used to U.S.-based platforms tackling one giant market, but with Europe’s mix of diverse laws, cultures, and payment preferences, it’s a big leap.
Lessons for Entrepreneurs
As a founder of Fe/male Switch, I’ve gathered quite a few scars navigating compliance and localization when scaling educational tech tools across Europe. Here are some key takeaways inspired by this partnership:
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Regulation is an advantage, not a blocker.
While compliance can feel like a cumbersome hurdle, aligning your product early with regulatory standards could save headaches later. Paynetics is taking charge of financial regulations for Viber Pay, allowing the software giant to focus on user experience. If you’re scaling, finding partners who handle regulatory struggles can free you to focus on innovation. -
Embed into already-existing user habits.
The beauty in Viber Pay’s strategy is clear: the feature lives within an app people already use for chatting. They’re not asking users to download something new. As a new business owner, consider how your solution can fit seamlessly into your audience’s workflow instead of adding friction. At Fe/male Switch, we embedded community learning within gamified experiences, rather than asking participants to navigate separate tools. This dramatically boosted user retention. -
Think pan-European from day one.
With seven European countries on board and likely more to come, this partnership reinforces a point many founders overlook: don’t only build for one market if you’re in Europe. Each expansion test strengthens your business's capacity to handle complexity. For example, German users may have very different digital habits compared to their Cypriot counterparts. If you can satisfy both, you’ll likely have a formula to scale anywhere on the continent. -
Free can be a powerful disruptor.
Viber Pay users can transfer money without paying fees. This challenges traditional remittance providers relying on costly transaction charges. If you're launching a European fintech product, the takeaway is clear: find ways to minimize user costs while maintaining reliability. Otherwise, someone else will. -
Choose your partnerships carefully.
Paynetics isn’t just offering back-end support; they’re shaping how Viber Pay expands. This isn’t a surface-level sponsorship deal, it’s two businesses complementing each other's strengths. The lesson here? When choosing collaborators, don’t just think short-term. How can they push your venture deeper into market niches or bolster your long-term strategy?
What to Avoid
Of course, none of this would land without a clear understanding of the pitfalls. Here are some common mistakes startups or founders should dodge, particularly when entering fintech:
- Underestimating the legal maze: Payment systems must meet strict anti-money laundering laws, and overlooking any of these can stall your product launch.
- Overcomplicated features: Too many features at once confuse users. Stick to the basics and iterate based on actual customer feedback.
- Ignoring localization: A one-size-fits-all approach fails in Europe. Take time to understand cultural preferences like payment methods or user interface designs for each new market.
- Missing the competition landscape: Europe is flooded with lean financial apps. If you don’t identify your USP upfront, you’ll drown in irrelevance. Viber capitalizes on being a communication staple first, payments add-on second.
Why this move matters in 2025
European markets are ready for broader fintech expansion. A 2025 industry report showed that over 70% of consumers now use mobile payment apps, up from under 40% five years ago. Founders should pay attention to these adoption trends, especially in Central and Eastern Europe, where regulators are relaxing rules and internet access is ubiquitous. Messaging apps as super apps are a particularly ripe opportunity, given the trust people already place in them. That’s a key psychological advantage.
Viber Pay’s momentum proves that Europe is fertile ground for these kinds of initiatives. The question isn’t whether super apps will take off, it’s how startup founders, especially in this part of the world, can position themselves to benefit. For instance, Fe/male Switch has shown how even gamified systems for edtech can lean into co-creation, user-led feature development, and localized content.
Final Thoughts
This partnership is more than a fintech story. For female founders and entrepreneurs, it adds pressure but also inspiration. There’s space in Europe’s digital sector for innovation, user-centric design, and business building that’s both localized and broadly impactful.
Keep your eyes on developments like these. They tell you where the market is heading: toward simplicity, accessibility, and cross-border usability. And as I’ve learned, the best strategies for female founders often come from thinking lean, staying cross-disciplinary, and forming partnerships for the gaps you can’t yet fill.
If this story resonated with you, don’t just follow it, use it. Incorporate these lessons into your next venture, and let’s truly reshape what inclusive entrepreneurship looks like in Europe.
FAQ
1. What is Viber Pay?
Viber Pay is a financial service integrated into Rakuten Viber's messaging platform, allowing users to transfer money instantly and explore features like Visa virtual debit cards. Why Viber Pay Is the Best Way to Send Money to Friends and Family
2. What does the new partnership between Viber Pay and Paynetics entail?
Through its collaboration with Paynetics, Viber Pay now offers embedded finance solutions, fee-free transfers, and Visa virtual debit cards across seven European markets. Super App News: Viber Pay Moves to Paynetics
3. Which countries are included in the initial rollout?
The initial rollout includes Slovenia, Slovakia, Lithuania, Estonia, Greece, Cyprus, and Germany. Viber Pay Switches Infrastructure Provider to Paynetics
4. What features does Viber Pay offer its users?
Viber Pay includes instant, fee-free money transfers, Visa virtual debit cards, and plans for bill payments, group transactions, and integration with major payment platforms like Apple Pay. Rakuten upgrades Viber Pay
5. What is Paynetics' role in the partnership?
Paynetics handles the regulatory compliance, financial-grade security, and e-money institution infrastructure required for Viber Pay's services. Super App News: Viber Pay Moves to Paynetics
6. How does Viber Pay integrate into its users' messaging experience?
The feature is directly accessible in the Viber app, allowing users to manage finances seamlessly within their chat conversations. Why Viber Pay Is the Best Way to Send Money to Friends and Family
7. Why is the partnership significant for Europe's fintech ecosystem?
The collaboration demonstrates how European fintechs like Paynetics can scale embedded finance across borders while complying with diverse regulations. Explore Paynetics
8. How does Viber Pay compare to other payment systems in Europe?
Viber Pay distinguishes itself by offering fee-free transactions, real-time notifications, and integrated messaging features, challenging traditional remittance apps. Easier transactions with Visa debit card on Viber Pay
9. What is the long-term vision for Viber Pay as a super app?
Viber aims to expand its super app functionality, including financial services, seamless communication, and localized solutions to meet European market needs. Super App News: Viber Pay Moves to Paynetics
10. How does the partnership benefit users in Central and Eastern Europe?
Users gain access to advanced fintech services like contactless Visa debit cards and fee-free international transfers, with localized compliance support ensuring seamless functionality. Viber Pay Switches Infrastructure Provider to Paynetics
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
