COCONUT CREEK, Fla. -- The National Payment Card Association (NPCA), an alternative payments pioneer and provider of mobile and card-based decoupled debit (ACH) payment solutions, said it will rebrand as ZipLine.
The rebranding reflects the organization's focus on providing next-generation payment solutions and services that deliver value to merchants and consumers, Stephen Goodrich, the company's newly appointed CEO, said.
"Our old brand implied card-based solutions for the most part, but with successful mobile payment and loyalty initiatives, we began to consider alternative branding," he said. "We are a progressive company and want a name that reflects this. ZipLine implies action. It speaks to speed and connectivity."
The company's tagline, "The Rewarding Way to Pay," describes ZipLine's strategy of using decoupled debit as a highly effective loyalty tool.
The company began in 2005 as S&H (Sperry & Hutchinson) National Check Card, and soon transitioned to National Payment Card Association, the company's name for the past seven years. But company officials believed the time had come for a name that reflects its broader mission.
The ZipLine announcement also marks the company's entry into markets outside its current verticals, creating significant growth opportunities in the automotive "connected-car" space, as well as in pharmacy, grocery and quick-service restaurants (QSR).
ZipLine, the largest processor of mobile payments in the convenience store vertical, strives to become the de facto standard in decoupled debit while continuing to develop new payment solutions by leveraging emerging technologies around mobile, data and analytics, Goodrich said.
A veteran of the payments industry, Goodrich joined Coconut Creek, Fla.-based NPCA as president in 2012 after serving on its board for two years. He founded PowerPay, helping to develop its risk management systems and automated merchant boarding system.
Goodrich replaces founder Joe Randazza, who remains on the board.