Limepay has welcomed Willie Pang as its new CEO as the digital payments company embarks on a renewed business strategy.

Limepay is the first and only white label Buy Now Pay Later (BNPL) enabler available in Oceania.

White-label enablement 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.

At Limepay, Pang will drive the business’ vision to be an innovative digital payments platform that gives brands control and ownership of the customer experience. Pang will also be responsible for the success of Limepay’s innovative solutions 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. Our broader mission is to empower brands to build longer, stronger and ultimately more loyal customer relationships,” Pang said.

“We now have a renewed commitment to providing solutions beyond BNPL – including pay in full, pay later, pay in installments, subscription and in-store options – so brands can own the entire payments experience for their customers.”

To date, Limepay has delivered over 1,100% in underlying merchant sales (UMS) year-on-year growth for FY21 versus FY20 and has over 100 active merchants including Accor Plus, Puma, Sportitude, Ecosa and The Block Shop, and in January, launched its first vertical partnership with Domain Group creating MarketNow to service the real estate industry.

Based in Sydney, Pang is an industry veteran within the Australian media, marketing and technology sectors. He brings over 20 years’ experience to the role spanning eight different markets including the US, UK and China, and was most recently managing director at GroupM and prior to that, CEO at MediaCom.

Limepay co-founder and director, Tim Dwyer has taken on a new role as chief innovation officer. “At a time where everyone is embracing digital payments at fever pitch, Limepay is perfectly positioned as a white-label payment enabler to serve customers in the ways they want to pay now and into the future,” he said.

“Willie has extensive experience and deep expertise in building digital technologies with customer experience at the heart. We’re excited to have him as part of the family.”