Willie Pang appointed to fuel Limepay’s growth

  • By Zilla Efrat

Brand first payment platform Limepay has appointed its acting executive chairman, Willie Pang, to the role of CEO, to further drive growth in local and international markets.

Since 2018, Limepay has pioneered a new category of digital payments: white-label enablement. This allows brands to offer comprehensive payment solutions that keep customers on the same platform during the entire path-to-purchase, instead of redirecting them to third-party providers.

“Enabling better customer experiences by giving brands greater control over their payments and data ecosystem is at the heart of Limepay’s unique value proposition,” says Josh Edis, chief operating officer, co-founder and director of Limepay.

“As a trusted industry champion for building engagement and loyalty between brands and their customers, Pang is exceptionally well placed to take this brand-first payments proposition to a global audience.”

Based in Sydney, Pang is an industry veteran of the Australian media, marketing and technology sectors. He brings over 20 years of experience to the role, having worked in eight different markets, including the US, UK and China.

Pang was most recently managing director at GroupM, a media investment company. Before that, he was CEO at MediaCom, a GroupM agency.

At Limepay, Pang will drive the business’ vision to be an innovative digital payments platform that gives control, knowledge and ownership of the customer experience back to brands. He will also be responsible for the success of Limepay’s innovative solutions across the globe.

His focus will be on enabling merchants and partners to evolve in response to ever-changing customer demands, such as flexible and interest-free financing options in addition to a seamless checkout experience.

“Limepay has always set out to do something different – to flip the digital payments landscape on its head,” says Pang.

“Our broader mission is to empower brands to build longer, stronger and ultimately more loyal customer relationships. We now have a renewed commitment to providing solutions beyond BNPL, including pay in full, pay later, pay in instalments, subscription and in-store options, so that brands can own the entire payments experience for their customers.”

As the market potential of digital payments has continued to accelerate, Limepay’s track record in pioneering white-label enablement is already achieving great success. To date, Limepay has delivered over 1,100 per cent in underlying merchant sales (UMS) year-on-year growth for the 2021 financial year, compared with the previous year. It has over 100 active merchants, including Accor Plus, Puma, Sportitude, Ecosa and The Block Shop, and in January, it launched its first vertical partnership with Domain Group, creating MarketNow to service the real estate industry.