Choosing the right CEE markets for a payments fintech
A market and competitor assessment that turned a three-country expansion plan into a focused, phased entry.
The challenge
The client planned to enter three CEE markets within a year. Internal estimates of market size and competition were based on outdated reports, and the team had little first-hand knowledge of how small businesses in the region choose payment providers.
The question
Which markets offer the best opportunity, who are we really competing with, and what will it take to win SME customers?
Our approach
- 01
Market sizing — SME payments volume and growth by country, segment and payment method.
- 02
Competitor intelligence — mapping of 34 banks, fintechs and payment providers: pricing, product features, integrations and positioning.
- 03
Regulatory tracking — licensing requirements, timelines and upcoming regulatory changes in each country.
- 04
Expert interviews — 22 interviews with SME owners, accountants and industry experts.
- 05
B2B survey — survey of 900 SMEs on current providers, switching triggers and price sensitivity.
What we delivered
- Market attractiveness ranking with scoring methodology
- Competitor database with pricing and features, updated quarterly for 12 months
- Customer switching drivers and value proposition recommendations
- Go-to-market recommendations for the priority market
Outcome
Poland first
Poland chosen as the first market; Romania postponed until regulatory conditions improve
Integrations
Integrations with local accounting software identified as the main switching trigger and built into the launch plan
Approved
Entry plan approved by the client's board and investors
Key insight
SMEs rarely switch payment providers for price alone. They switch when the new provider saves their accountant time.
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