Valmar Merchant Services
Valmar Merchant Services gives our customers a level of comfort, clarity, and peace of mind unrivaled in payment processing by providing transparent pricing and highly personalized service, without long-term contracts or cancellation fees. And through our unique network of direct banking relationships, we can serve customers in almost any industry–even the “high-risk” ones our competitors won’t touch–with no downtime or disruptions.
In 2013, a group of serial entrepreneurs in the FinTech space created Valmar Merchant Services. Our mission is to provide a scalable payment processing solution with transparent pricing and exceptional customer service for merchants of all sizes and industries. These include high-risk and emerging markets like CBD/hemp, debt collection, online lending, and eCommerce.
Prior to forming Valmar Merchant Services, we experienced the frustrations that merchants face firsthand and knew we were not alone in our struggles. Poor customer service, lack of reporting to substantiate transactions, and dishonest pricing structures were too common.
We built Valmar Merchant Services offering a level of trust we couldn’t find anywhere else.
Since our company’s inception, we experienced consistent growth year-over-year. This growth comes from our dedicated team steadfastly delivering transparency with a personal touch.
Adam is a Founder of Valmar Holdings and Board Member of VMS, serving as the creative director focused on emerging investment opportunities. Totaling 20 years in Fintech, Adam has experience in: delinquency management, origination management, payments, auto-decisioning, various proprietary software, real estate, finance, entertainment investments, and operational consulting. Adam is a multifaceted operator who has built a team around him with a keen eye on efficiency, scale, and asset management strategy to take on the ever-changing future of Fintech.
An avid basketball fan, Adam owns the 2022 championship Blue Collar U team and helps fund and assist operations for various youth-based basketball organizations in the Western New York area.
Dan’s entrepreneurial journey began in 2004 and since then, he has formed numerous successful ventures in the financial technology sector including Valmar Merchant Services. Dan attributes his success to having a customer-first attitude and because of this, has been able to continuously expand Valmar’s reach. Dan has been instrumental in developing Valmar’s eCommerce portfolio specializing in CBD/hemp, online lending, and delinquent account recovery agencies.
Richard joined Valmar Merchant Services in October 2019 and currently serves as Chief Executive Officer where he is responsible for overseeing the execution of the company’s strategic vision. Prior to this role, he was Valmar’s Chief Financial Officer where his direct responsibilities included accounting, finance, risk, and compliance. Rick has 18 years of experience in the specialty finance space and spent several years in public accounting, where he managed audit and consulting teams for numerous high-profile clients in industries that include manufacturing, service, and specialty finance. He has been able to leverage this experience to spearhead major projects that include establishing internal control frameworks, BSA/AML programs, and the restructuring of operations to create efficiency and scalability. Mr. Heaton is a Certified Public Accountant and holds a Bachelor of Science in Accounting from the University of Buffalo.
Nick has been a Partner/Operator of Valmar Merchant Services since 2013. During his career, he has accumulated over 20 years’ experience in specialty finance, with an extensive background in management and operations in the debt collection industry. Nick has established long-standing relationships with some of the largest payment processors, service providers, technology companies, independent sales agents, and referral partners. These connections have assisted in the facilitation of multiple direct bank relationships, and ISO registrations with the Card Brands, networks, and associations. As CRO of VMS, Nick is responsible for the company’s sales and the development of strategic referral partner and vendor selection.
Jonathan joined Valmar Holdings in December 2022 and serves as Chief Financial Officer responsible for accounting and financial planning, operations, compliance, and reporting.
Prior to joining Valmar, Jonathan spent 6 combined years at a local Western New York manufacturing, distribution, and fabrication company as Financial Controller then Chief Financial Officer as well as 12 years in public accounting where he managed assurance and consulting engagements in various industries including manufacturing, distribution, service, and financial technology.
Mr. Gentile holds a Bachelor of Science in Accounting from the State University of New York at Geneseo and is a Certified Public Accountant in the state of New York.
Michael joined the company in October of 2019 and is responsible for its product development and technical direction. Michael has 18 years’ experience in the fintech industry, focusing recently on building and scaling applications in modern cloud environments. His previous position was with HSBC where he was a Global Enterprise Engineer (awarded only to the company’s top engineers). Here he gained knowledge working on large scale projects not only in the US but around the globe with teams in Hong Kong, India, and the UK. He has a wealth of experience ranging from legacy mainframe systems, hardware management, SAAS offerings and cloud computing. Mr. March holds a Bachelor of Science in Computer Engineering from the University at Buffalo.
Jason is responsible for implementing and managing information security control technology and procedures. Jason came to Valmar from HSBC Bank, bringing with him nearly 20 years of Data Operations and Cyber Security experience. In his previous role he was responsible for enterprise security on the IBM I platform, developing and implementing security controls and event driven solutions across a global estate. This has included internal and external Audit response, satisfying regional and global regulatory compliance requirements, and threat and risk analysis of the IBM I platform and its hosted applications.
Joseph joined Valmar Merchant Services in September 2022 and brings 10 years of sales, management, and customer service experience to the team. As Director of Sales, Joseph recruits, develops, and leads a team of sales professionals who serve customers by anticipating needs, making product recommendations, and ensuring complete satisfaction. Joseph works directly with clients to explore the many advantages of partnering with Valmar Merchant Services for their payment processing needs. Joseph holds a Bachelor’s degree from Buffalo State College and uses the knowledge and skills he’s gained through his education, work experience, and larger-than-life personality to deliver on the company’s mission to provide transparency, trust, and a personal touch to the people we serve.
Jennifer joined the Valmar Holdings team as General Counsel in August 2023. With a robust background in handling complex transactions and diverse agreements, Jennifer brings a wealth of knowledge and experience to our organization, garnered from her tenure at renowned tech companies, including Google.
In her capacity as General Counsel, Jennifer plays a pivotal role in overseeing Valmar’s legal, regulatory, and compliance functions. She serves as a strategic legal advisor to our leadership, contributing her expertise to our management team. Jennifer effectively manages a spectrum of legal matters within the organization, including the negotiation, drafting, and review of various documents.
Jennifer holds a Bachelor of Arts in Economics from the University of Pennsylvania and a Juris Doctor degree from Baylor University. Her skills and expertise will greatly benefit the Valmar Holdings family of companies, ensuring our continued success in the dynamic business landscape.
Brian joined Valmar Merchant Services in May 2021 after spending close to a decade with a local property management company where he served as Controller. Brian has significant experience in accounting, internal audit, and risk and compliance which has been instrumental in Valmar’s transition to automated underwriting and transaction monitoring. Brian owns a Master of Business Administration (MBA) from the University of Buffalo, is a member of ACAMS, CKYCA certified, and is a Certified Commercial Cannabis Expert (CCCE) through the ACCCE. In the meantime, Brian continues to stay educated with the ever-changing BSA/AML landscape.
Jennifer joined Valmar Merchant Services in February 2021 and currently serves as Customer Success Manager. Jennifer is a Certified Payments Professional (CPP) under the Electronic Transaction Association and has extensive experience in the short-term lending industry, as well as Customer Onboarding & Implementation. Jennifer is a respected and proven leader of Account Management, Customer Success, Fintech, e-Payments, and the Commercial SaaS space. She is continually focused on engagement of products and services to new and existing customers of Valmar.
Stephanie comes from an extensive background in the legal field working as a paralegal for the past ten years. Using her wide range of organizational and client relation skills, she maintains the internal processes of Valmar, while also setting up clients for immediate success by facilitating the implementation process for new accounts at varying levels. Stephanie is continually advising and implementing internal controls to create the high standard experience Valmar is known for.
Chris is the Senior Accounting Manager for Valmar Merchant Services. He is a Certified Public Accountant with 8 years’ experience in accounting. Throughout his career, he has worked for two CPA firms having experience in audit, tax, and consulting engagements. For the past two years, he has performed work for all the companies under our parent company’s umbrella. This work includes accounting, finance, internal audits, as well as training and assisting merchants with reconciliation and transaction settlement questions.
Every transaction counts. We know that downtime becomes very costly very fast – for your bottom line and your reputation. You can trust Valmar Merchant Services to keep your payment processor up and running.
We partner with numerous banks that are open to high-risk accounts like CBD businesses, debt collection, online lending, and e-commerce to provide unmatched redundancy and unparalleled stability.
Whether you’re just getting started or you’re leading a legacy enterprise, we’re here to help you navigate change, scale your processing services with your business growth, and develop custom solutions for your business’s unique needs and regulatory requirements.
We believe merchants should make informed decisions regarding their payment processing provider, so we utilize the Transparent Interchange Plus pricing model and share our fees up front.
With no setup fees, no hidden fees and no cancellation penalties you can confidently manage your transaction expenses with Valmar Merchant Services as a trusted partner.
And we won’t lock you down with a long-term contract. So, if for any reason you wanted to move on and use a different processor, you could. But we’re not too worried about that, because we know our level of service is second to none.
We make significant investments in our team’s continuing education in order to offer the very best customer service and experience. Our experts have certifications in industry-specific verticals such as CBD and hemp, as well as risk and compliance, and in the overall payment space – and we’re constantly sharpening our skills.
With Valmar Merchant Services, you will be paired with a Client Success Manager that will guide you through the setup process and continue to be the main point of contact actively invested in your success.
We put communication at the forefront of our business relationships and work hard to ensure our merchants are never left in the dark.
Valmar Merchant Services is already integrated with all of the major payment processing gateways, ensuring a seamless onboarding process with no downtime, business disruption, or hassle for your team.
We are a full-service payment processor ready to handle every aspect of the transaction process, including sales, document intake, fast underwriting, merchant support, and ongoing monitoring and regulatory compliance.
Plus, you’ll never reach a call center at the other end of our phone number. When you need support, you’ll speak to the team you know and trust for the white-glove treatment you expect.
Get real-time batch and transaction visibility where and when you need it. The portal is straightforward and simple to navigate. Trust us, your accounting team will thank you.
Secure every transaction with end-to-end encryption and customizable fraud detection parameters defined according to your most urgent concerns.
Valmar Merchant Services’ chargeback mitigation tools keep your chargebacks under control, providing you with longevity by helping you operate well under card brand thresholds, even in high-risk industries.
“I’ve worked with Valmar Merchant Services for quite some time and have never once felt like an afterthought as their team focuses on making sure my questions are answered quickly and needs are always met. We switched to Valmar because they make us feel like a partner rather than just another customer to be forgotten. Truly thankful to have chosen Valmar!”
“Really appreciate having someone like Jennifer to reach out to for questions or issues. She’s always eager to help. It wasn’t like that for us with our last processor.”
