Rollfi Acquired: From Crypto to Payroll Success

Rollfi's Evolution and Acquisition by Priority Tech Ventures

Kirubha Perumalsamy was a co-founder of Rollfi, a company initially launched in 2021 during the peak of the cryptocurrency market. The original purpose of Rollfi was to facilitate cryptocurrency payroll processing for businesses.

Following the downturn in the crypto market, Rollfi strategically shifted its focus. It transitioned into an embedded payroll company, establishing partnerships with various financial services firms.

A Successful Pivot Leads to Acquisition

This change in direction proved successful, ultimately leading to Rollfi’s acquisition by Priority Tech Ventures. The acquisition amount was not publicly disclosed.

Prior to the acquisition, Rollfi had secured $3.25 million in funding. Perumalsamy explained to TechCrunch that discussions regarding a potential sale arose during a fundraising round.

“It became clear that integrating the agility and dedication of a startup with the established resources of Priority would significantly enhance our market position,” Perumalsamy stated.

Continued Operation Under Priority Tech Ventures

The entire Rollfi team will be continuing their work under the Priority Tech Ventures (PTV) umbrella following the transaction.

Rollfi will operate as a distinct entity within Priority Technology Holdings, the publicly traded parent company of PTV.

Note: This article has been updated to provide further clarity regarding the functions of both Priority Technology Holdings (PTH) and Rollfi.