Alpha Payments Cloud, an Ireland-based payments service provider, has rebranded itself as Alpha Fintech.

The company said that the move is aimed at establishing it positioning as fintech‘s first end-to-end middleware, connecting the merchant buyer and vendor supplier across the entire payments, risk and commerce spectrum through a single API and UI.

“The new logo reflects the growth attainable when optimizing across these interconnected vendors within the risk, commerce and payments spectrum,” Alpha Fintech noted in its press statement.

Alpha Fintech CEO Oliver Rajic said: “Acquirers and payment gateways solely focused on payment acceptance are destined to struggle in this new digital era. Fintech innovation improves several unique aspects within the transaction value-chain, explaining the 30+ payments related integrations merchants now easily require, but how are they helping?

“It always bothered me when acquirers and gateways claimed they provide consultative solution selling, which is utter nonsense. If virtually every merchant has the same solution set, what’s consultative about that? Now with Alpha they can evolve to enable the right vendor combination for each unique requirement instead, thereby extending and enhancing their core solution subset.”

Additionally, Alpha launched a centralized fintech vendor database to simplify the identification of new vendors.