How Purse became
the Buying Flow Company
Orchestrating flows to unlock performance.
Purse: the story of a conviction
We believe in a world where secure data flows freely, without friction or dependency, for a better relationship between brands and their customers. A world where mastering the transactional flow becomes the key to trust, sovereignty, and progress.
2021
The bet
Founded by retail and payment experts, UpStream Pay was born from the conviction that payment is a key moment in the customer experience.
2022
The first flows
Technology goes into production. First clients, first transactions orchestrated. The idea becomes reality. The team grows, the product hardens.
2023
New milestone
4.5 billion euros orchestrated. And one realization: our name no longer reflected our ambition. UpStream Pay becomes Purse. A name that says it all: mastery of the financial flow.
2024
Strategic acquisition
Purse acquires ReachFive, a specialist in customer identity. Purse is now able to orchestrate the entire purchasing journey from the first login to the final payment.
2026
The Buying Flow Company
100 people. Two cities. One shared conviction: complete control over the purchasing journey is the strategic challenge for European commerce.
What defines us today
Sovereignty, not dependency
For too long, retailers have entrusted their payment data to third parties. Without visibility. Without the ability to make decisions. We give brands sovereignty over their flows, their data, and their choices. Every transaction becomes transparent and optimizable.
Rooted in retail, for real-world challenges
Purse was tested by merchants and built for operations teams. Our teams understand what it means to manage a traffic spike, a reconciliation anomaly, or a drop in acceptance rates because they have lived it. We share a common conviction: your performance is our performance.
Data and AI, at the heart of the solution
Our platform is data-centric by conviction, not just for show. Every flow, every signal, and every interaction becomes an opportunity to gain insights that improve transaction success rates and enable smarter orchestration.
“At Purse, we bring together people who see a complex problem and want to make it actionable. Engineers who think business. Salespeople who understand tech. Data and AI experts who are building the Purse of tomorrow—a place where flows are orchestrated intelligently, in real time.”
