About smartpay

First all-in-one payment experience and interest free buy now pay later solution built to solve
Japanese consumer payment issues and improve merchant conversion rates.

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Our Mission

By answering the "wants" of consumers
We will be changing the standard of paying, shopping and consumer finance solutions.
We do this by defining and delivering on what ‘want’ really means.

Smartpay is more than just a technology company;
We are a company that understands the uncertainty and anxiety people face in the new world of digital commerce.

Eliminating interest, hidden fees, and the anxiety consumers feel about sharing their data.
We aim to provide the smoothest user experience.
For merchants, we deliver a system solution that focuses on growing their revenue.

For consumers, for businesses, for both. We build “smart solutions that are seamless to use”.

The digital future you want.


Smartpay Leadership Team

  • Pieterjan Vandaele

    Pieterjan Vandaele



    A proven product and engineering leader in the Payments and Fintech industry. Pieter is a recognized commercial tech leader who builds high performing product and engineering teams.

    Pieter led product and engineering for Paidy for three and half years during their hyper growth phase.

    Pieters leadership was the key reason Stripe was awarded the Facebook payments processing account in Australia and Japan.

    Stripe - APAC Product Head
    Lead product + strategy in Japan incl JCB Facebook in Australia, and New Zealand ($10B+ in annual revenue)

    Paidy - Head of Engineering (Japan)
    Designed & built the Paidy product and platform. Led the product + engineering practice & organisation

    Coiney (now Stores.jp), Product + engineering (Japan)

  • Sam Ahmed

    Sam Ahmed



    A global and APAC digital and Ecomm leader for 4 +$20 B businesses.
    Harvard Business School Graduate

    Industry recognition: 2018 The Top 50 People in the APAC Digital Industry by Drum Magazine. 2018 Asia Pacific Top 50 Leaders - Campaign Magazine. 2017 Asia Pacific CMO of the Year.

    Facebook: Head of Payments and Fintech APAC and Japan
    Key initiatives for WhatsApp, Instagram Shopping, Mobile Commerce and Facebook marketplace.

    Standard Chartered: Global Head of Digital, Insights and Marketing; Retail and Wealth

    Mastercard: Senior Vice President Head of Marketing (Digital,consumer, sponsorships, insights) Asia Pacific and Japan

    Built Digital & Ecommerce engine - consumer acquisition solution for merchants (HBS case study)

    Starbucks: Vice President - Head of Marketing, Digital, Loyalty,CRM, insights & Product Dev, Asia Pacific

  • Naoya Otsubo

    Naoya Otsubo

    大坪 直哉

    Country Manager, Japan

    Naoya is a highly recognized and experienced digital and FinTech leader.

    Naoya has proven success for “launch to scale” companies and driving “sustained revenue growth” for large corporations Naoya leadership style and “people first” approach to both his team and customers drives Smartpays go to market culture : AppsFlyer:Japan Country Manager

    Built the team and the business from scratch and expanded the market share from 0 to 51% (Source: App Annie)

    Criteo: Director of Mid Market, APAC

    Built the team from scratch in Japan, Korea and Australia, taking care of both the supply side and the demand side.

    Yahoo! Inc. (Overture) and Yahoo! Japan:

    Developed and led multiple teams including Online Sales, Key Accounts and Global Sales.

  • Elodie Trichet

    Elodie Trichet


    Director of Product Strategy, Acquiring and Partnerships

    One of the most experienced digital payments experts globally.
    Over 15 years of International Online Payment experience across all continents.

    10 years with Adyen - Part of the team that took the company from startup to a listed US$63 billion market cap company and one of the largest processors globally. Launching new markets, managing relationships with regulators, schemes and local paymentmethods.

    Elodie’s deep payments experience and established relationships in the industry drives Smartpays product and partnership innovation.

    Airwallex - Head of Product Strategy Enterprises & Head of Financial Partnership.
    Leading the Acquiring & Issuing expansion plans to further complement the global strategy for Enterprises.

    Adyen - Head Partnership APAC and Senior Strategic Partnerships Manager Global
    In charge of launching new markets from A to Z and working closely with the larger Merchants with their International expansion plans.

    Royal Bank of Scotland / Worldpay - Consultancy Manager

  • Julia Szoradi

    Julia Szoradi


    Director, Risk & Analytics

    A data science expert with 10 years experience leading risk, machine learning and data science functions across leading Payments, Robotics and Fintech companies.

    Unique expertise gained in building out the risk and analytics function for Paidy BNPL. Julia has spent the majority of her career in Japan.

    Julia’s experience across FinTech and payment companies as they scale means Julia provides Smartpay customers a safe and seamless credit experience.

    Stripe - Data Science Engineer (Tokyo):
    Worked on defining and measuring multiple company wide KPIs to better understand business performance and consumer behavior.

    Paidy - Lead Data Engineer (Tokyo):
    Founding member of the risk and analytics team.
    Designed/ Managed credit underwriting and fraud prevention models.

    Master of Science (MSc) Computer Science
    Budapest University of Technology and Economics

    Bachelor of Science (BSc) Computer Science
    Budapest University of Technology and Economics

  • Daniel Perujo

    Daniel Perujo


    Director, Design

    A world class user experience and user interface designer. Daniel combines his deep knowledge of Japanese customers' experience needs with his passion for digital innovation.

    Having led design for Japanese Fintech Coiney and part of global design agency IDEO Japanese operation, Daniel is part of the core group of digital experts that is putting Japanese fintech on the global stage.

    By combining his commercial and academic design expertise - Daniel drives Smartpays “customer obsession” design process.

    Zypsy - Design Lead

    IDEO - Senior Interaction Designer (Tokyo)

    Coiney - Creative (Tokyo)

    Ultrasupernew Inc - Digital Creative (Tokyo)

    Research, Perceptual Human Interface Design

    Tokai University

Company profile


Smartpay K.K.


June 30, 2021


Pieterjan Vandaele


Sam Ahmed

Business Type

Buy Now, Pay Later

Our Office

Kazama Building 6F
2-19-5 Nishishinbashi, Minato-ku, Tokyo