How do you truly make a mark across such a hectic and oversupplied ecosystem? That is the conundrum pondered by many across gambling’s associated verticals, and those occupying a space within the realm of payments are certainly not immune.
With this in mind, SBC Americas sat down with Chelsie Cooper, CEO and Founder of Approvely, a company that was recently shortlisted for Payment Solution of the Year: North America at the SBC Awards Americas.
In addition to sharing the story behind Approvely’s rapid rise, Cooper also elaborates on the company’s expansion into global markets, and how their merchant-first mindset is tackling some of the industry’s most complex payment challenges.
SBC Americas: To begin, could you start by talking us through the history of Approvely? What do you believe makes you stand out in such a saturated environment?
Chelsie Cooper: Absolutely. Approvely was built on the belief that payments shouldn’t be a roadblock; they should be a growth engine. From the beginning, our focus has been on modern, scalable solutions that support digital-first industries that traditional providers tend to overlook.
We didn’t come from the retail terminal or point-of-sale systems. We came in with a fresh perspective, built from decades of payments experience, and started solving real problems for operators in fast-moving, high-risk spaces.
One of our earliest wins was with fantasy sports operators, way before it became the booming industry it is today. We built trust by being fast, flexible, and truly supportive.
Those early adopters became long-term partners because they saw something different in us: a team that listens, moves quickly, and genuinely cares about helping them scale.
That founder-first approach is still in our DNA today, and what makes us stand out isn’t just our tech, it’s our mindset. We’ve stayed lean, stayed independent, and stayed focused.
In an industry that’s often distracted by M&A and shifting priorities, we’ve doubled down on being responsive, agile, and merchant-first.
SBCA: On a geographical basis, where does Approvely focus its attention, and why?
CC: The U.S. is still our home base and where we’ve built deep expertise, especially in navigating complex, high-risk verticals like online gaming and sweepstakes. Our experience here has shaped everything from our product design to compliance strategies.
That said, we’ve expanded in a big way. Our latest rollout gives us reach into 33 countries, covering key markets in Europe, Canada, and Latin America. This lets us support platforms that are scaling globally while still delivering the hands-on approach we’re known for.
Our philosophy has always been: scale with purpose. Now that our foundation is strong, we’re in a great position to offer global capabilities without sacrificing the quality and speed that set us apart.
SBCA: Building on this previous question, can we expect to witness the group spread its wings in the near future?
CC: Definitely. We’re already seeing increased demand from international platforms, especially those in gaming and emerging fintech, who need a partner that understands both compliance and speed.
We’re excited to bring our Rapid platform for instant settlements and payout orchestration to more markets. But we’re doing it the same way we’ve always done things: thoughtfully, intentionally, and with a clear focus on execution. Expansion is on the horizon, but we’re not just chasing geography. We’re chasing fit, impact, and value.
SBCA: When it comes to tackling the industry’s payments needs, what would be identified as the largest challenges encountered, and how are these best overcome?
CC: Fragmentation, hands down. Between shifting regulations, acquirer requirements, card brand rules, and complex onboarding flows, it can feel like a maze for merchants, especially in high-risk sectors.
Our role is to simplify that. We work directly with banks, compliance tools, and infrastructure providers to streamline the experience.
We don’t shy away from getting our hands dirty, we embrace hands-on underwriting and transparent conversations. A big part of our job is bridging the gap between what banks need and what merchants are trying to build.
SBCA: What major trends are you witnessing that you believe individuals and organizations should be keeping an eye on at the current time, and why?
CC: Three big ones:
- The rise of instant payments: whether it’s direct-to-debit, RTP, or stablecoin settlements, real-time money movement is here, and operators are expecting it. Platforms that can’t deliver will fall behind.
- Regulatory pressure: high-risk verticals are under increasing scrutiny. We’re seeing more oversight from card brands, banks, and regulators. Operators need to be ready, with strong KYC, AML, and compliance frameworks in place.
- Platform consolidation: merchants don’t want 10 vendors to manage 10 pieces of the puzzle. If you can combine onboarding, compliance, and payments in one place, you become a true partner, not just a processor.
SBCA: Looking at the future, what can we expect from Approvely?
CC: We’re incredibly proud to be launching Rapid, our instant settlement platform designed specifically for gaming operators. No more waiting days for funds to clear. With Rapid, funds settle instantly, and we’re offering the industry’s first guarantee on successful transactions. That’s peace of mind operators haven’t had before.
Everything runs through a clean, intuitive dashboard, making the entire experience faster, smarter, and simpler.
This isn’t just a product launch, it’s a turning point for the industry. We’re first to market, and we’re just getting started. If you’re ready to see what the future of payments really looks like, book a demo with us. We’d love to show you what we’ve built.
