"First element" on Softline asset map
The First Element company is part of the Softline group, being one of its multiple assets. In March 2026, TAdviser for the first time collected all the group's main assets in infographics - more than 60 companies in total. Read more here.
History
2024: Completion of the transaction on the acquisition by the company "Your payment conductor"
The group of companies "Your Payment Conductor" (WFP) (part of Softline Group of Companies) on September 24, 2024 informed TAdviser about the completion of the acquisition of Subtotal, the owner of the cash product for retail automation . The main purpose of the transaction was the acquisition of a promising intangible asset, which will significantly strengthen the position of Softline Group of Companies in the fintech market and will allow offering a complex product to small and medium-sized businesses. The purchase of Subtotal corresponds to the M&A of strategy of Softline Group of Companies, contributes to business growth and expansion of the supply of products and services for retail.
The acquisition will complement the WFP solutions platform ecosystem with the Subtotal commodity system, while creating a full-fledged solution for retail, trade catering and services. The product covers all aspects of the activities of entrepreneurs (cash desk, automation system, receipt of payments, work marking with and fiscalization) and allows you to control employees, sales, markup and commodity balances, as well as comply with the legislation on fiscalization. Cloud service Subtotal is almost twice as profitable in cost as similar solutions on the market, while it has a wider functionality and capabilities. Thousands of customers use the product, and the company's revenue is 100% recurring payments (subscriptions). ON
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| WFP Group of Companies has been developing payment products banks for and for business for many years. We know that it is important for entrepreneurs to get a finished boxed product and not waste time and effort setting up. We have previously provided the business with solutions with pre-installed software of the largest cash companies. However, in the case of third-party products, we could not manage this software, refine it according to the client's requirements and add the necessary functionality. The deal with Subtotal allows us to offer customers a comprehensive payment and cash solution in which all services are under a single management. Thus, the purchase of a cash register will close all the needs of the SMB: receipt of payments, commodity accounting, work with marking, compliance with the 54-FZ on fiscalization. In addition, the process of refinement and adaptation of solutions for a specific customer will be accelerated. Softline made a bid for fintech two years ago and has been actively supporting the direction ever since. It has great prospects and requires not only the development of existing solutions, but also diversification. Thanks to the deal with Subtotal, the company will be able to offer not only software for non-cash payments, but also software of the related area - cash. It is important that the Subtotal product is completely Russian and takes into account all the nuances of the legislation. The software is sold by subscription and has a flexible tariff grid. The WFP Group of Companies has a clear strategy for the development of a joint product: the team plans to expand both payment functionality (system, loyalty POS lending and purchase in installments) and the development of the solution in the aspect of accounting, which is especially significant for SMB, - noted, Alexander Shpet co-founder of the GC "Your Payment Guide."
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| The merger with Softline Group of Companies will allow Subtotal to significantly increase its customer base and market share in Russia, as well as, relying on the resources of the Group of Companies, to reach foreign customers. The joint solution, supplemented by its own cash register equipment (smart terminals and online cash registers), will allow the company to offer a comprehensive solution that in the future will be able to occupy a significant market share for 3-5 years. Now in Russia there are about 2 million operating enterprises in small retail trade, while more than 70% of individual entrepreneurs and LLCs conduct business in the "notebook." If at least a quarter of such companies begin to introduce cash systems in the coming years, then this market will grow to 17.5 billion rubles. Subtotal has several projects with Russian credit institutions, within the framework of which online cash desks will be delivered turnkey to clients of partner banks (including cash equipment with a bank card receiving terminal, cash software and a cloud service for entrepreneurs that turns the cash desk into a useful tool for business). The product will work according to the White Label model, that is, it will be delivered to end customers under the bank brand. In addition, we are working on several similar projects abroad, - said Vladimir Filipyev, CEO of Subtotal.
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