Fluid Fintec Pitch Deck (2021): 12-Slide Breakdown

See all 12 slides of the Fluid Fintec pitch deck — a 2021 deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

Fluid Fintec presents a solution for the 'Merchant Acquirer Divide,' targeting businesses that struggle with traditional payment processors like Stripe or PayPal. The deck uses a 'Trivago of Payments' analogy to explain its core value proposition: a routing engine that identifies the lowest-cost and most efficient payment methods for both in-person and e-commerce transactions. Seeking €600,000, the company aims to secure an Electronic Money Institution (EMI) license and leverage its Enterprise Ireland HPSU status. While the deck provides specific three-year financial projections reaching €6.1…

Key takeaways

Fluid Fintec Pitch Deck Teardown

Slide 1: Title and Vision

The cover slide introduces Fluid Fintec with the tagline "'The Trivago of Payments' Investment Opportunity Document." This is a classic 'X for Y' value proposition, immediately signaling to the investor that the company acts as a comparison or routing engine. The visual split shows a consumer using a mobile device and a professional interacting with data visualizations, suggesting a bridge between retail users and backend financial technology. The company website is clearly displayed at the bottom.

Slide 3: User Journeys

This slide uses two personas, Emily and Sunil, to demonstrate the application's utility. Emily's journey focuses on shop payments while traveling in Kiev, Ukraine. The slide shows the Fluid app displaying a list of costs: GooglePay at 0.32c, Debit card at 0.02c, and Credit card at 0.45c. This visualizes the 'Least Cost Routing' concept for the end-user. Sunil's journey covers remittance payments, showing how the app helps a worker in Dublin send money back to his parents by identifying the fastest and lowest-cost option. This slide is effective at showing, rather than just telling, how the product functions in real-world scenarios.

Slide 5: The Merchant Acquirer Divide

Fluid Fintec identifies the 'Main Issues' preventing good business in e-commerce. For Merchants , the pain points are high rates, lack of continuity, and long onboarding times. For Acquiring Banks , the issues are a lack of trust, traditional mindsets, and old systems. A significant claim on this slide is that businesses are being shut down by platforms like Shopify if they do not conform to 'ever changing rules.' They cite a specific example: "One shut down when turning over €75 K a day during COVID 19 crisis selling digital thermometers." This adds urgency and a specific market niche (high-risk or high-growth merchants) to their pitch.

Slide 7: Product Features

The deck outlines a "Unique Combination of Ingredients" to eliminate pain points. The six core pillars are:

Least Cost Routing: The core engine for finding the cheapest path between merchant and acquirer. · Conformance: A built-in rules engine and smart contracts to ensure merchant compliance. · POS & Mobile Pay: An omni-channel, API-first approach. · Tokenised Payments: Focused on security, privacy, and loyalty options. · Global Accessibility: A network of global payment solutions for signing merchants. · Third Party Services: Plug-in services for niches like drop shipping.

This slide serves as the technical overview, though it remains high-level without explaining the underlying architecture.

Slide 9: Go-To-Market Strategy

Titled "Targeting Acquirers," this slide shifts the focus from the end-user to the B2B partner. Fluid Fintec intends to act as a filter for banks. The 'Key messaging' is that they provide banks with access to 'proven credentials' and 'KYC & performance vetted' merchants. The sales channels listed include LinkedIn campaigns, professional associations, and direct sales contacts. This suggests a dual-sided marketplace strategy where they acquire merchants to 'sell' them to acquirers who are otherwise hesitant to take on new business types.

Slide 11: Financials and The Ask

The final slide in this set provides a detailed financial breakdown. The investment ask is €600,000 . This is specifically allocated: €350,000 for regulatory capital for an EMI license and €250,000 linked to their 'Enterprise Ireland HPSU status.' The financial table projects a rapid scale-up:

2021: €452,337 Revenue | (€407,066) Profit · 2022: €3,073,104 Revenue | €1,652,130 Profit · 2023: €6,109,345 Revenue | €3,866,507 Profit

The slide claims a 63% profit margin in year 3 and a 18.8% growth rate between years 2 and 3 (though the revenue figures actually show a 100% increase, suggesting the 18.8% might refer to a different metric or is a typo). The turnover is explicitly stated as "€ 6,109,345 million 2023," which is likely a typo intended to mean €6.1 million total, not 6 trillion.

What Works

The 'Trivago of Payments' analogy is a strong hook. It immediately explains a complex fintech concept (routing and orchestration) in terms a generalist investor can understand. The User Journey slide (Slide 3) is also a highlight; by showing the actual cent-level differences between payment methods, they prove the tangible value to the consumer. Furthermore, the specific breakdown of the funding ask (Slide 11) is excellent. Investors want to know exactly where their money goes, and 'regulatory capital for an EMI license' is a very concrete and necessary milestone for a fintech company.

What is Missing

The most glaring omission in the provided slides is a Team Slide . In early-stage fintech, the founders' regulatory and technical pedigree is often more important than the initial product. There is also no Competition Slide . While they mention Stripe and PayPal as platforms that 'shut down' businesses, they do not address other payment orchestrators or routing engines like Spreedly or Primer. Finally, the Unit Economics are not clearly defined. While they show total revenue and profit, they don't explain the take-rate per transaction or the cost of acquiring a single merchant versus a single acquirer.

Founder Takeaways

Use clear analogies: If your product is a middleware or an optimization layer, find a consumer-facing analogy like 'Trivago' to anchor the investor's understanding. Quantify the pain: Fluid Fintec didn't just say banks are slow; they cited a specific €75k/day business being shut down. Real-world examples of market failure make your solution feel necessary. Be specific with the 'Ask': Don't just ask for 'growth capital.' If you need a specific license or have a government matching grant (like Enterprise Ireland), list the exact amounts. It builds credibility and shows you have a roadmap beyond just 'hiring and marketing.'

Frequently asked questions

What is the primary problem Fluid Fintec is solving?
According to Slide 5, the company addresses the 'Merchant Acquirer Divide.' This includes merchants paying high rates and facing long onboarding times, while acquiring banks suffer from a lack of trust and reliance on old, traditional systems. They specifically target businesses that are often rejected or shut down by mainstream processors like Stripe or PayPal due to changing rules or high-growth niches.
How does the 'Least Cost Routing' feature work?
Slide 7 describes Least Cost Routing as a 'lowest friction' solution between merchants and acquirers. As shown in the user journey on Slide 3, the app presents all available payment types (e.g., GooglePay, Debit card, Credit card) with their specific costs (e.g., 0.02c vs 0.46c) and highlights the 'best' option for the user based on speed and cost.
What are the specific financial requirements mentioned in the deck?
Slide 11 states an investment requirement of €600,000. This is broken down into €350,000 for regulatory capital needed for an EMI (Electronic Money Institution) license and €250,000 related to their Enterprise Ireland HPSU (High Potential Start-Up) status. The slide also projects a profit of €3,866,507 by year three.
Who is the target audience for Fluid Fintec's sales efforts?
Slide 9 indicates that the company targets 'Acquirers and financial institutions providing merchant services.' Their sales generation methods include direct contacts with sales teams, LinkedIn campaigns, professional groups, and seminars. They aim to provide these institutions with 'access to the best merchants' who have already been KYC and performance vetted.
What geographic markets is Fluid Fintec targeting?
The financial table on Slide 11 breaks down revenues and costs into two primary regions: 'Europe & UK' and 'USA.' By 2023, they project nearly equal revenue contributions from both regions, with €3,088,190 from Europe/UK and €3,021,195 from the USA.
Cover slide of the Fluid Fintec pitch deck — Early Stage / HPSU 2021
Fluid Fintec pitch deck, slide 1 (2021)

Fluid Fintec pitch deck: the facts

Company
Fluid Fintec
Year
2021
Stage
Early Stage / HPSU
Slides
12
Sector
Fintech / Payments
Deck type
Investment Opportunity / Pitch Deck
Outcome
Obtained Enterprise Ireland HPSU status
Headquarters
Ireland (implied by Enterprise Ireland and AIB mentions)

Fluid Fintec pitch deck PDF

The full Fluid Fintec deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Fluid Fintec pitch deck was used for

This deck is a 12‑slide fundraising presentation for Fluid Fintec from 2021 at an early stage/HPSU phase in the fintech/payments sector. It presents Fluid Fintec as a “Trivago for payments,” an online comparison and routing engine that matches high‑risk or underserved merchants with suitable acquiring banks and payment processors. The deck positions the company’s AI‑backed payments optimiser and ICE (Instant Confidential Exchange) privacy product and seeks capital to obtain an EMI licence, scale foreign exchange and international payments, and prepare for broader expansion and a possible IPO. It specifically targets acquirers and payment gateways, highlighting least‑cost routing, compliance rules, and global accessibility for merchants.

Business model: Fluid Fintec provides AI-backed payment optimisation software and payment solutions that can be integrated into banking software and payment platforms, offering financial institutions, merchants, and consumers access to a lower-risk, optimised payments platform.

Round
Early Stage / HPSU (as described for the 2021 deck).
Year
2021
Industry
Fintech / Payments

Headquarters: Dublin, Ireland (HQ listed at Bank of Ireland Workbench, Grand Canal Dock, Dublin; a separate company record lists an address at 45 Sitric Road, Dublin 7, Dublin).[(5)]

Use of funds as presented: The 2021 deck indicates that funds would be used to set up company structure and sales operations, obtain an EMI licence, expand into foreign exchange and international payments (including US expansion), and prepare the company for going public.

What happened after the Fluid Fintec deck

Following the 2021 deck, Fluid Fintec continued to develop its payments optimiser and ICE privacy products, entered partnerships with payment processors, and later underwent structural changes including a merger into Fluid Financial and association with Fluid Tech’s Fluid FinTec division, which Xalles Holdings announced its intention to acquire in 2023.

What the Fluid Fintec deck got right

What could have been stronger

How an investor would read this deck

What draws attention

Risks that stand out

Questions this deck invites

What founders can take from the Fluid Fintec deck

Fluid Fintec pitch deck: common questions

What is Fluid Fintec and what does it do?

Fluid Fintec is a fintech company based in Dublin, Ireland that develops AI‑backed payment optimisation software and payment solutions that integrate with existing banking software and payment platforms. Its core product is a payments optimiser, described as a “Trivago for Payments,” that selects the best payment option based on cost, speed, risk, and other criteria for merchants and financial institutions.

What does the 2021 Fluid Fintec pitch deck focus on?

The 2021 deck presents Fluid Fintec as an online matching and routing engine that sits between merchants and acquiring banks, optimising how payments are processed for high‑risk and underserved e‑commerce merchants who cannot easily use providers like Stripe or PayPal. It also introduces related products such as Fluid ICE (a privacy‑focused payment system) and foreign exchange and international transfer services.

What are Fluid Fintec’s main products and features mentioned around the time of this deck?

According to Fluid Fintec’s public materials, its payments optimiser and ICE program can integrate via APIs with banking and payment platforms, providing access to over 182 payment programs and offering features like cross‑border transactions, international money transfers, tokenised privacy, and PCI‑DSS‑compliant security. The 2021 deck emphasises least‑cost routing, rules‑based compliance, omnichannel POS and mobile pay support, and global accessibility for merchants.

What growth and licensing plans does Fluid Fintec describe in its 2021 pitch deck?

The 2021 deck describes a phased plan: Phase 1 focuses on setting up the company structure and preparing sales; Phase 2 focuses on obtaining an EMI licence; and Phase 3 targets further expansion into the US, optimisation for international payments, foreign exchange services, and preparing the company for going public. The slide also lists products such as Fluid ICE, Fluid Payments, and international transfer APIs, along with early agreements with payment processors like NMI, Trust Payments, and EVO Payments USA and a platform build for Pipit.

What happened to Fluid Fintec after this 2021 deck?

Later materials indicate that Fluid Fintec’s activities are part of or operate under the Fluid Tech/Fluid FinTec division that Xalles Holdings announced its intention to acquire in 2023, describing the division as a leader in AI‑backed payment solutions operating in the United States and Ireland. Aonghus O’Heocha’s profile further notes that Fluid Fintec Limited operated from January 2019 until a merger into Fluid Financial in 2025, after which he became CTO of Fluid Financial. These later developments are after the 2021 deck and are not described in the deck itself.

Sources

Funding and outcome facts on this page were researched on 2026-08-22 from the pages below.

Fluid Fintec pitch deck slides

Fluid Fintec pitch deck slide 1 of 12
Fluid Fintec pitch deck — slide 1 of 12
Fluid Fintec pitch deck slide 2 of 12
Fluid Fintec pitch deck — slide 2 of 12
Fluid Fintec pitch deck slide 3 of 12
Fluid Fintec pitch deck — slide 3 of 12
Fluid Fintec pitch deck slide 4 of 12
Fluid Fintec pitch deck — slide 4 of 12
Fluid Fintec pitch deck slide 5 of 12
Fluid Fintec pitch deck — slide 5 of 12
Fluid Fintec pitch deck slide 6 of 12
Fluid Fintec pitch deck — slide 6 of 12

What each slide of the Fluid Fintec pitch deck says

Slide 2

Global Market Overview < The B to C payments market is predicted be worth $4.82 Trillion by 2026*. With COVID 19 most businesses Top 10 Ecommerce Markets by country... have to go online or perish. o © oa —_——= Rus, China EEE EEE Ss 6728 Growth Top Payment Methods: | 4, Jap. on hel; 12.5% 3. Internet Banking 1 pg” © Target Markets Top markets for E-Commerce: sales as a % of total retail sales... China: 15.9% UK: 14.5% S. Korea: 9.8% Germany: 8.4%

Slide 3

Thinks what''s the best way to User Journeys...Emily and Sunil fluid GooglePay 0.32¢ Debit card 0.02c Credit card 0.45¢ ApplePay 0.46¢ Cash ATM charge $20 E N E 0.50c ' Emily flies to Kiev, ° She goes for coffee ° Remembers her ° All available payment ° Her best payment Ukraine Fluid app gives types presented with all method is displayed and o Thinks her the best options costs clearly shown she pays for her coffee what's the for her. AShop payment best vay to send money fluid back to his Basedon your requirements the best payment option for you B X .this is the fastest to clear and bwest compared to the others .Proceed? ° Sunil moves ° Opens a bank account Remembers his All available paymen…

Slide 4

® Financial be] % Health : [if . . . . I= denyiges £ Fluid Team - Targeting merchants operating in & Products 8% CAGR ® § 5 = 20.6% CAGR hi 5 these poorly served business verticals 5 , 2 = 3 i.e. those that do not satisfy the antiquated risk assessment systems. 5 = = used in traditional financial systems, thorough the provision of g = the following qualities in our merchant services package. E = & © o Gy _a 28 ° 8 @ wn] E 2 g 3 @ a = gz AAR £ g NV 2 g mm 28 S 5 a3) z a i In sh id ¢ intel d fair play f = Drop 2 Medel e a ” FH ro Shippars = a, rave CAGR = Compund Annual Growth Rate . Figures to 29.5% CAGR PE ee = % CAGR14.8%

Slide 5

Issues preventing good business in the e-commerce payments world The Merchant Acquirer Divide SN Merchants Acquiring Banks Paying high rates Lack of trust Issues Onboarding time Old Systems APPLICATION NaAddd - The businesses that cannot use Stripe or Paypal* = Lack of trust and slow for new business types who can be treated badly by acquiring banks - Archaic methods for gathering data . - Many shut down by payment companies and - Do not have the resources to keep up with platforms such as Shopify if they do not conform demand to ever changing rules - Underwriting departments out of sync with sales = One shut down when turning over €75 K a day departments during COVID 19 crisis selling digi…

Slide 6

The Fluid Solution - Online Matching for Payments Algorithm processes information instantly providing the best matches @ & R (m— B \aTu Customers Merchants /'I. The best Q $ Continuity and @ reliability Business Online empathy Fluid Platform - Always Purchases 4 1 ochack providing the perfect match Categories - and frat mitigation Merchant Requirements for making money The Trivago for Payments E%"I Compliance e 52 Stability Acquirers & Risk Minimisation Acquirer Requirements

Slide 7

Fluid Fintec - A Unique Combination of Ingredients Eliminating pain points and streamlining payments for all..... Least Cost Routing Lowest friction least cost solution between merchants and acquirers. Conformance Builtin rules engine ensures merchant is compliant. Smart contracts ensures adherence to terms . POS & Mobile Pay Omni-channel API first approach means payment medium is always accommodated o Tokenised Payments Security, privacy, traceability gift card, loyalty and wallet options with token payments. Global Accessibility Merchants signing up can get access to a network of global payment solutions Third Party Services Plug in senices such as drop shipping providers catering for mar…

Slide 9

Targeting Acquirers We will use the following to target acquirers and financial institutions providing merchant services... Payment Gateway Providers ® Merchants Online Searches @ e Social Media @ @ Profe§519nal associations * Key messaging : Access to the best merchants - proven credentials, KYC & performance vetted, fastest onbaording in the beusiness, rules engined tuned to acquirer requirements with the ability to terminate non-complying entities. Sales Generation Via: Direct contacts with sales teams, Professional Groups, Linked In, Seminars, Live demos and signup incentives. Linked In Campaigns

Slide 10

Timeline Growing X 000 P amn Phase 1: Setting up Phase 2: Obtaining EMI Phase 3: Further expansion company structure, driving license, developing into US and preparing the sales, getting investment optimiser for intl. Payments Company for going public €600,000 & Foreign Exchange IPO ®@ ' Products and Services Fluid Ice Fluid Payments Forexand Intl. ApJ for easy ayr A ; Plug &Play Licensing asa Mobile Token Optimiser Transfer s pf integration service payments Successes Agreements with NMI200 et Acquirers Trust Payments, Evo Payments USA Platform built Pipit - WIP

Slide 12

The Team Aonghus'Oheocha : CEO, 30 years delivering cutting edge tech solutions for Blue Chips and startups. Expert on Banking DLT and payments. Susan Kealy : Human Capital Human Resources Market research, customer engagement, and talent management. /\ A s Saan sl Klaus Sorensen: coo, More than 20 years of business development and investment experience e-commerce and commodity trading. Sanket Utekar : Front End Dev Lead deweloper, Machine Leamning, Front end development Darren Ong: Salesand Marketing Director, Ex -Vista. IBM, business development. Sold his first start up for $2 Mill in 2002 Based in Singapore heading ASEAN drive. Alex Bean: Back End Dev, Full stack development, sowereign id…

Slide text above is read directly from the Fluid Fintec deck PDF embedded on this page.

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