PSQ Holdings, Inc. (NYSE: PSQH) (“PublicSquare” or the “Company”) announced today that the Company entered into an agreement for the acquisition of key software assets from Tandym, Inc. (“Tandym”). Tandym offers consumer brands a white-labeled payments and credit suite that enables a branded card experience embedded directly in checkout. Tandym’s model enables processing fees under 1% by bypassing the traditional payment rails, meaning brands capture margin that typically goes to legacy networks. And for customers, the branded wallet and rewards program incentivize deeper loyalty and repeat purchases, turning payments into a growth lever for merchants in the PublicSquare ecosystem.
The acquisition is expected to:
- Enable brands within the PublicSquare network to launch their own fully branded payment & credit card programs with seamless checkout placement and zero-dev lift.
- Give merchants the ability to reduce processing fees to under 1%, increase Lifetime Value (LTV) by 25%+, and unlock new recurring revenue through interchange participation.
- Help merchants lower OpEx, increase repeat purchase frequency, and build deeper loyalty, while PublicSquare benefits from scalable, recurring economics tied to retail growth.
- Enhance Fintech Revenue Mix: Adds tools and software to enable recurring credit products that complement PublicSquare’s existing payments and digital asset business products.
- Expand Merchant LTV: Increases merchant retention and complements PublicSquare’s innovative “bundled checkout” offering.
- Strengthen Data & Network Effects: Enables creation of closed-loop payments environment improving underwriting, loyalty analytics, and cross-selling potential.
- Drive Sustainable Profitability: Supports PublicSquare’s objective of improving gross margins and progressing toward adjusted EBITDA breakeven.
The expected acquisition marks a major step in PublicSquare’s strategic evolution into a full-stack fintech platform, expanding its product suite to include turnkey, digital-first private-label credit and debit programs for values-aligned merchants. The acquisition is expected to close in December 2025.
“This acquisition marks a major milestone in our mission to build a thriving fintech ecosystem,” said Michael Seifert, CEO of PublicSquare. “With this technology, we’re helping our merchants target their most valuable and brand-loyal customers, lower their customer acquisition costs, and boost customer retention. Importantly, this acquisition introduces private label credit cards to the SMB market for the first time, an area that has been flatly ignored by other issuers. Once integrated, merchants can break free from the constraints of traditional payment rails and establish stronger, values-aligned relationships with their customers. This is not just about providing customers with optionality at checkout; this is about transforming payments into a high-margin growth engine for our valuable merchant partners.”
Financial and Strategic Impact
PublicSquare’s acquisition of Tandym’s assets accelerates its fintech roadmap by adding tools allowing it to tap into a new recurring revenue stream: merchant-branded credit programs. The acquired assets will also deepen PublicSquare’s integration into everyday business transactions within its 80,000+ merchant network.
Seifert continued, “This acquisition will give PublicSquare proprietary ownership of one of the most scalable merchant credit infrastructures in the market. Tandym’s digital private-label technology will allow merchants in our network to launch branded card programs that increase loyalty, expand consumer financing options, and drive higher transaction volume. Integrating Tandym into PublicSquare’s fintech infrastructure will create immediate synergies across our payments and credit ecosystem. It will strengthen our ability to monetize every merchant and consumer interaction while reinforcing our mission to build a resilient, values-aligned financial network. Ultimately, we believe the integration of Tandym’s assets into our ecosystem, combined with PublicSquare’s distribution, will unlock new value that Tandym could not have achieved on its own.”
