When the Crypto Bubble Burst, Rollfi Did the Unthinkable—And Won Big

Back in 2021, Rollfi was riding the crypto wave, helping companies process digital payments like a champ. But when the crypto market crashed, they didn’t just survive—they thrived. Kirubha Perumalsamy, Rollfi’s co-founder, made a bold pivot that would change the game forever. Instead of clinging to a sinking ship, Rollfi transformed into an embedded payroll company, partnering with financial services giants to deliver payroll and benefits solutions to their clients. And guess what? It worked. Big time.

The Pivot That Paid Off: Rollfi’s Acquisition by Priority Tech Ventures

Fast forward to 2025, and Rollfi’s pivot has paid off in a major way. The company was acquired by Priority Tech Ventures (PTV), a unit of the publicly traded consumer banking powerhouse, Priority Technology Holdings. While the acquisition amount remains undisclosed, one thing is clear: Rollfi’s $3.25 million in pre-exit funding was just the beginning of their success story.

“We realized we would be much more successful at winning this market if we can combine the focus, speed, and obsession of a startup with the institutional strength of one of Priority.”

Kirubha Perumalsamy, Co-Founder of Rollfi

Why This Deal is a Game-Changer

Here’s the kicker: Rollfi wasn’t even looking to sell. They were in the middle of a fundraise when Priority came knocking. But Perumalsamy and his team saw the bigger picture. By joining forces with Priority, Rollfi could leverage the institutional strength of a major player while keeping the agility and innovation of a startup. The result? A powerhouse combination that’s set to dominate the payroll and benefits space.

What’s Next for Rollfi?

Post-acquisition, Rollfi isn’t going anywhere. The entire team will remain at PTV, operating as an independent entity under Priority. This means they’ll keep their startup DNA while tapping into the resources of a financial giant. It’s the best of both worlds—speed, focus, and institutional muscle.

Key Takeaways from Rollfi’s Journey

• Pivot with Purpose: When the crypto market crashed, Rollfi didn’t just pivot—they pivoted with a clear vision and executed flawlessly.
• Timing is Everything: Rollfi’s decision to sell came at the perfect moment, maximizing their value and impact.
• Independence Meets Strength: By remaining an independent entity under Priority, Rollfi keeps its startup edge while gaining institutional support.

The Bottom Line

Rollfi’s story is a masterclass in resilience, adaptability, and strategic thinking. From crypto chaos to payroll dominance, they’ve proven that with the right mindset and execution, even the toughest challenges can lead to massive success. And with Priority Tech Ventures in their corner, the best is yet to come.