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E56: The Importance of Feedback and How it Helped the founder of’s Caleb Avery

by Sean Boyce

In this episode I’m joined by the founder and CEO of, Caleb Avery. is a PayFac-as-a-Service. On this episode, Caleb tells us what gave him the idea to solve this problem and just how quickly it has grown.

Caleb Avery has worked in the payments industry for nearly a decade and with the problems that he encountered, he decided to build his own solution, thus the birth of Here are a few of the topics we’ll discuss in this episode:

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  • Caleb discusses his background and how he got to where he is today.
  • What is PayFac-as-a-Service
  • What was life in the world like for customers and how is that different today.
  •’s growth progress, where they were, where they’re at, and where they’re heading.
  • Strategy in scaling clients and moving upstream.
Connecting with Caleb Avery:
Connecting with the host:


  • 22:04 – “I think it takes a really coordinated and like intentional approach to, to move up market where you’ve gotta think about what are the needs of these customers, how do we solve them? And do they have different concerns with the counterparties that they’re doing business with?”
  • 26:45 – “get out there and, and talk to, you know, your, your would be customers and, and get as much, you know, detailed feedback as you can, or as early in the process, as you can”