Avanza Premier Payment Services, a licensed Payment Service Provider and Raast Merchant Service Provider, has officially rebranded to Premier PayFast, signalling a new phase in the company’s evolution as one of Pakistan’s leading digital payments platforms. Founded in 2018 with a mission to bridge the gap in Pakistan’s e-commerce landscape by offering businesses and consumers more than a single payment option, the platform has grown from a straightforward payment gateway into a multi-channel payments ecosystem that today serves over 8,000 brands and processes millions of transactions across retail, utilities, and digital commerce.
The rebrand coincides with a significant ownership transition. Following the conclusion of Avanza’s shareholding, Premier PayFast is now fully backed by Premier Systems, marking the beginning of what the company’s leadership is describing as a new chapter of growth, innovation, and strategic expansion under the Premier Group. The platform is currently integrated with more than 18 leading banks and digital wallets across Pakistan, including Habib Metro Bank, JS Bank, Meezan Bank, Bank Alfalah, Bank of Punjab, JazzCash, and Easypaisa, giving it broad accessibility across both conventional and Islamic banking channels as well as the country’s two largest mobile wallets. Beyond online checkout, Premier PayFast has expanded its capabilities to include in-store payment acceptance, account-to-account transfers, and simplified collection flows, enabling businesses to manage transactions across multiple channels within a single integrated ecosystem. The company is also actively integrating newer payment infrastructure including Raast Person-to-Merchant payments, Google Pay, and QR code enablement on airway bills, with further innovations described as forthcoming.
Adnan Ali, Chief Executive Officer of PayFast, said the evolution to Premier PayFast reflects not just how far the company has come but the scale of what it is building next, describing the goal as a truly unified payments ecosystem that supports growth across every channel. Arshad Raza, Chairman of Premier PayFast, framed the rebrand as a continuation of Premier Systems’ broader vision to drive technology-led transformation in Pakistan, with a focus on building scalable platforms that will define the future of digital payments and financial infrastructure in the country. The transition arrives at a moment when digital payment adoption in Pakistan is accelerating on the back of regulatory support from the State Bank of Pakistan and growing consumer readiness, a combination that Premier PayFast is positioning itself to capitalize on by deepening its acceptance network, improving interoperability across financial systems, and supporting the country’s ongoing shift toward a cashless economy.
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