About - Forward
SaaS founders turned payments builders
We started building software in 2001. Payments were always a requirement for our products to function, not by intent, but by necessity. Forcing us to navigate the vast and complex world of payments the hard way, one lesson at a time. We wandered through every challenge, we built our own payments infrastructure, we deployed the wrong business model (gateway-only—big mistake), and we nearly lost a business when our processor placed us on a 12-month risk hold.
Our most recent company processed one in four live event payments in North America before we sold it to an industry-leading payments provider. That experience gave us a new perspective—we saw firsthand how common our mistakes were and how many smart software founders and investors were falling into the same pitfalls.
We decided it was time to “Pay It Forward.” Our platform is the capstone of our life’s work. We believe integrating payments should be easy—technically and operationally. We want to use the lessons we learned for the benefit of others, not just ourselves. Commerce is the foundation of a functioning society, and the businesses we serve rely on us to help them support their families, employees, and communities. We take that responsibility seriously.
About forward
A new dawn for payments
## Values that impact our client and customer experience
The ancient Greeks believed three elements were essential to creating trust—these are the foundation of our values. If you work for us, you’ll be evaluated through this lens. If you work with us, you’ll experience a refreshingly different approach to payments.
Ethos
We believe transparency in all things makes us better partners. From pricing to terms, you can trust our team to provide honest, straightforward answers.
Logos
We bring logic and rational thought in everyday language to understanding payments business models to help you succeed.
Pathos
We’ve been in your shoes building software. We know how it feels and are ready to help you navigate the complicated world of payments.
We hold ourselves accountable for industry change
Eliminate economic distortion
Payments contracts are intentionally complex—designed to obscure the true economics of the deal. Few can read one and instantly understand what they’re signing up for. Forward changes that. Our contracts are simple, clear, and built for software builders, ensuring full transparency from day one.Eliminate lock-In
Traditional payments providers operate under a model of lock-in—signing software companies today, only to trap them later with restrictive terms when they realize the deal isn’t in their favor. Forward does the opposite. We build flexibility into our agreements, so software platforms always have control over their payments future.Eliminate “do-it-yourself” payments
Most payments providers take a hands-off approach, launching a technical platform and leaving software companies to figure it out alone. Some succeed, many struggle, and others simply don’t engage. We believe payments success isn’t left to chance. Forward provides not just the tools, but the expertise and execution to ensure every software company thrives in payments.
Trusted by software platforms, processors, investors, and ISOs
Our leaders walked a mile in your shoes
Brandon Lloyd
Chief Executive Officer
Three-time SaaS/Payments founder with successful exits. Former senior executive responsible for PFAC, WISO, RISO, Embedded Payments, and Agent businesses for a Fortune 100 fintech leader.
Derek Victory
Chief Technology Officer
A 20 year senior engineer and former Chief Architect that has personally coded 15+ payments integrations. He's spent years learning the complex, siloed tools we are abstracting for developers.
Danielle Madison
Head of Partnerships
Founding employee of SaaS startup and lead partnership producer with over 13 years of SaaS/payments experience. She's well versed in listening to clients and helping to solve tangible outcomes for partners.
## Build payments into your product
Want to learn more or apply this specifically to your business? Speak to a payments expert today.