BridgerPay expands into retail, e-commerce, travel and hospitality as merchants take back control of their payments

The payment orchestration platform brings Bridger Retry™ to merchants outgrowing the single-provider model. It is the orchestration layer that turns declines into revenue.

The customer is ready. The card is good. The payment still fails. Often the problem is not the customer at all. It is the route the transaction took.

BridgerPay, the payment orchestration platform, is taking its payment orchestration technology to retail, e-commerce, travel and hospitality merchants. These businesses add providers, currencies, channels and payment methods every year. Many still send every transaction down one route.

A provider processes. The merchant decides.

A payment provider processes a transaction. A payment orchestrator gives the merchant control over how that transaction gets processed: which provider, which route, and what happens next if the first attempt is declined.

BridgerPay connects merchants to 1,000+ payment providers, with coverage in 185 countries, through one connection. Router directs each transaction to the right provider for its market, card and currency. When a soft decline lands, Bridger Retry sends the payment to another provider and saves the sale. In 2025, Bridger Retry rescued $500M in payments that would otherwise have failed, according to BridgerPay data.

"For years the payments conversation has been about which provider to choose. That is the wrong question. The right one is how much control you have over what happens to every transaction after your customer clicks pay," said Daniel Holden, GM UK, BridgerPay (pictured).

"If you sell internationally, a single connection is a single point of failure. You need to pick the provider by market, card and currency. And you need a second route ready the moment the first one says no. That is the job of an orchestration layer."

"A failed payment is never only a payments-team problem. It is lost revenue, a frustrated customer and, at scale, a number the board asks about," added Holden. "A decline is not the end of the transaction if you have somewhere else to send it."

Every market adds complexity. One provider adds risk.

Each market brings its own payment preferences, acquiring relationships, fraud requirements and regulation. Customers expect the same fast checkout online, on mobile and in store.

One provider concentrates all of that risk in one place. One outage, one policy change, one spike in declines, and the whole checkout feels it.

BridgerPay puts every provider into one view in Bridger OS. Merchants build routing rules in Router without code, retry declines automatically with Bridger Retry, and run the same orchestration in store with Point-of-sale Orchestration. Checkouts, Bridger 3DS, Bridger Fraud, Settlements & Reconciliation and Payouts complete the platform.

From more connections to better decisions.

BridgerPay already powers merchants across retail and e-commerce, travel and hospitality, SaaS, financial institutions and gaming. The next step is intelligence.

In September, at the Bridger Connect Plus event in Tel Aviv, BridgerPay introduced a family of specialised AI agents. The first is Kanji, BridgerPay's AI Connections Expert, which analyses a merchant's payment set-up and recommends the payment providers it needs for the markets it serves.

For BridgerPay, orchestration was never about connecting the most providers. It is about giving merchants control over the route every transaction takes, and the tools to act before the customer walks away. Orchestration is the layer that turns declines into revenue. Go to https://bridgerpay.com for more information.

Curated and hosted by JournoLink; the original press release is available here