Driving Seamless Payment Solutions Across Europe: Meet Andreas Östberg
Andreas Östberg is the Chief Product and Technology Officer at Tidypay, a European payment company on a mission to offer the smoothest POS payment solution on the market. As he puts it, he wears two hats: one as a product visionary, mapping out how Tidypay’s solutions can meet the evolving needs of merchants, POS vendors, and shoppers alike; and the other as a technology leader, overseeing the implementation of those solutions across sectors like hospitality, retail, and transport. His unique ability to listen, understand, and connect the dots across the payment value chain helps Tidypay bring stability, speed, and innovation to the forefront.
Andreas unpacks how Tidypay is simplifying payments across the board—starting with what true innovation in this space really means for POS providers.
Q: As CPTO at Tidypay, how are you driving innovation in payment solutions tailored for hospitality-focused POS systems?
Andreas Östberg: At Tidypay, our focus is on delivering one of the most price-competitive and stable card-present payment solutions in the market. While true innovation in this space can be limited, our strength lies in reliability—ensuring fast, zero-downtime payments that just work. By doing this, we enable POS vendors to focus on their own innovations within their sector. For example, in hospitality, they can focus on improving restaurant experiences, while we handle payments behind the scenes with the latest standards and best practices.
“Innovation isn’t always about new features—it’s about payments that never fail.”
Q: Can bundling payment devices into a POS solution help providers differentiate in a crowded market? How so?
Andreas Östberg: Bundling used to be a unique selling point, but now it’s a baseline expectation. Hospitality entrepreneurs want to focus on their food, their service, their reviews—not on managing four different tech vendors. A plug-and-play solution with all the necessary hardware and software in one package is key. We’re seeing the same trend in retail and even in small businesses like small takeaways or neighborhood cafés.
“Bundling has gone from a differentiator to a necessity.”
Q: Can you speak to the cost and operational overhead POS providers face when juggling multiple payment partners?
Andreas Östberg: Managing multiple partners—like payment terminals, acquiring banks, and support providers—adds significant manual work and overhead. Reconciliation becomes a headache, and the resulting delays slow down POS vendors in a market that demands speed and agility. This overhead can hurt competitiveness, especially in an industry where modern UX and fast rollout are crucial.
Q: How do you see the role of the POS vendor evolving in the payment value chain? What tech or business enablers are still missing?
Andreas Östberg: The industry is moving toward further consolidation. We’re seeing two clear models: multinational POS vendors offering end-to-end solutions, and local vendors assembling tailored systems using best-in-class components like Tidypay. Both models aim to meet merchants’ needs, just through different paths. Large players may control everything from hardware to banking, while smaller players creatively bundle third-party solutions to stay competitive.
“It’s not about one model being better—it’s about achieving the same merchant goals through different paths.”
Q: How does Tidypay enable POS providers to go to market faster with a unified solution, while keeping their brand front and center?
Andreas Östberg: Tidypay is a white-label solution that lets both large and small POS vendors offer a fully branded, bolt-on payment solution. Our fast and efficient onboarding process uses AI for ID verification and shareholder checks, reducing time and friction. Vendors keep their brand visible to merchants and consumers, while we handle the compliance and back-end tech.
“We help POS vendors move fast without sacrificing their brand.”
Plug-and-Play Today, Possibilities Tomorrow
As Andreas Östberg makes clear, today’s merchants aren’t looking for complexity—they’re looking for control, speed, and simplicity. With Tidypay’s white-label, plug-and-play approach, POS vendors can move fast, reduce overhead, and stay focused on what they do best.
Next time we speak with Andreas, we’ll dive into how Tidypay supports resellers and developers with flexible tools, rapid deployment options, and new revenue models—plus, his take on the rise of SoftPOS and what it means for the future of hospitality payments.
