Leadership

• CEO: Adrian Badea
• Founder and Chairman of the Board: Lucian Ionuț Butnaru

Short Introduction

SelfPay is a Romanian payments fintech that connects physical and digital payment experiences through a nationwide network of self-service payment stations, the SelfPay Now mobile application and dedicated payment solutions for businesses and public institutions.

About the Company

Founded in 2009 and originally operating as ZebraPay, the company adopted the SelfPay brand in 2018. It develops and manages an omnichannel payment ecosystem designed to make everyday payments and access to financial services simpler for both banked and cash-reliant consumers.

Its consumer infrastructure combines a large network of self-service payment stations with the SelfPay Now mobile application. Through these channels, users can pay utility bills, taxes, fines and credit instalments; purchase digital products and vouchers; top up mobile services; and access selected financial or insurance services supplied together with regulated partners.

According to the company, its Romanian network exceeded 14,000 payment stations across more than 3,000 localities in 2026, while SelfPay Now surpassed one million registered users. The company also develops B2B payment infrastructure for retailers, banks and non-bank financial institutions, public authorities and utility providers. Its business offering includes terminals, centrally managed software, transaction and cash-management capabilities, third-party API integrations and ongoing operational support. (SelfPay – About Us; SelfPay Business)

Products & Services

• SelfPay Payment Stations – self-service terminals supporting cash, card, QR-code and digital-wallet payments.
• Bill payments – utilities, telecommunications, internet, television and other recurring services.
• Taxes and public payments – local taxes, fines, road taxes, permits and other amounts owed to public authorities.
• Credit-instalment payments – repayments to participating banks and non-bank financial institutions.
• Mobile top-ups and digital products – prepaid mobile credit, gift cards, gaming products, entertainment vouchers and other digital services.
• SelfPay Now – a mobile application for bill and tax payments, card management, digital products, automotive services and loyalty cards.
• Cash2Card – cash deposits initiated through SelfPay stations and credited to eligible bank cards; the underlying payment service is supplied by Libra Internet Bank.
• P2P card-to-card transfers – transfers available through SelfPay Now and supplied by Libra Internet Bank.
• Automotive services – Romanian and Bulgarian road vignettes, the Fetești bridge toll, RCA insurance and vehicle reports.
• Open-banking account display – bank-account information displayed in SelfPay Now through IRIS Solutions OOD.
• Insurance distribution – access to insurance products through Otto Broker de Asigurare.
• SelfCashier – configurable digital-cashier and cash-management terminals for businesses.
• SelfBranch – self-service transaction infrastructure for banks and financial institutions.
• SelfTax – payment and tax-collection solutions for public institutions.
• SelfBill – payment and customer-service terminals for utility providers.
• Platform-as-a-Service and integrations – hardware, software, transaction management, cash management, third-party API integration and technical support for self-service networks.

(SelfPay Payment Station; SelfPay Now; SelfPay Business Solutions)

Licences & Regulatory Status

SelfPay’s regulatory position depends on the service concerned:

• Payment services supplied by a regulated partner: SelfPay’s current terms state that Cash2Card and P2P card-to-card transfers are payment services supplied by Libra Internet Bank S.A. SelfPay provides the application and technical-access infrastructure and does not itself supply those regulated payment services.
• Open banking / account information: SelfPay states that it acts only as the technical channel through which information supplied by IRIS Solutions OOD is displayed. The contractual relationship for the account-information service is established directly between the user and IRIS Solutions; SelfPay expressly states that it does not provide account-information services under Romanian Law No. 209/2019 implementing PSD2.
• Insurance distribution: SelfPay S.A. is registered with Romania’s Financial Supervisory Authority as a secondary insurance intermediary, acting as an assistant to Otto Broker de Asigurare S.R.L., under unique registration code 569866. Otto Broker is an ASF-authorised principal intermediary registered under RBK-001.
• Capital-markets reporting: SelfPay is the issuer of EUR-denominated corporate bonds admitted to trading on the Bucharest Stock Exchange’s Multilateral Trading System under symbol PAY26E and is therefore subject to the applicable issuer disclosure and reporting rules. This issuer status is separate from a banking or payment-services licence.
• Based on the public materials reviewed, SelfPay does not claim a separate authorisation from the National Bank of Romania as a bank or payment institution; regulated financial services available through its platforms are identified in its terms as being provided by the relevant authorised partners.