Rollfi, a startup founded in 2021 to help businesses handle crypto payments, made a bold move when the digital currency market took a nosedive. Instead of sticking with crypto, the company shifted focus to payroll services, partnering with financial firms to offer embedded payroll and benefits solutions. 

The pivot paid off. Rollfi has been snapped up by Priority Tech Ventures, a division of Priority Technology Holdings, a major player in consumer banking. While the deal’s terms remain under wraps, it marks a significant milestone for the startup, which had previously raised $3.25 million. 

Kirubha Perumalsamy, Rollfi’s co-founder, shared that the acquisition opportunity came while the company was in the middle of a fundraising round. “We realized we’d have a better shot at dominating this space by combining our startup’s agility with Priority’s institutional stability,” he explained. 

The entire Rollfi team will stay on board under Priority Tech Ventures, operating as an independent entity. This move highlights how adaptability and strategic shifts can pave the way for success, even in unpredictable markets.