Electronic PaymentsBlog

Scale Smart: Growth Opportunities for ISOs and Agents

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ISO & Agent Tips

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Scaling a merchant services business isn’t just about adding more merchants, more employees, and more territory; it’s also critical to build a foundation that supports your growth by strengthening your operations, refining your tools, and staying strategic about the merchants and verticals you pursue.

In this article, we focus on sustainable scaling strategies that actually work for long-term success.

Depth First, Breadth Second
Lock Down Your Tools & Operations
Use All Your Sales Enablement Resources
Price Sustainably & Choose Merchants Carefully
Expand What You Offer
Enter New Verticals—Carefully
Network & Build Relationships
Smart Scaling Takes Multiple Steps
Frequently Asked Questions on Scaling in Merchant Services

Depth First, Breadth Second

Scaling is about growth, so making your business larger—with more employees and more clients over a larger geographical area—is a natural first impulse. And while all of these things are part of a scaling strategy, without planning deeper, this strategy can easily stretch you too thin.

Based on what we’ve seen in over 25 years as a merchant services partner, scaling is just as much (if not more) about depth as breadth. Specialization, focus, and organized operations are key to enabling the rest.

Lock Down Your Tools & Operations

Start by making sure your systems can support upcoming growth, streamline operations, save time, and give you better insight into your business.

Here’s what helps EPI agents:

• ISO Interface: EPI’s ISO Interface provides a complete view of your business in one place so you can track your portfolio, including your accounts, residuals, call logs, pricing, and more.
• Automation: Scaling requires more time for sales, so automation tools that can handle your administrative work help you do more with the headcount you already have.
• Customer Relationship Management (CRM): A CRM platform makes lead tracking easy so you always have context on who your prospects are, how you found them, and what you’ve already discussed.
• Scheduling: To scale without losing quality, strong time management is essential. Sectioning your time into clear blocks helps ensure every obligation gets handled, from prospecting to support.

Use All Your Sales Enablement Resources

Want to grow? Your merchant services partner might offer free scaling resources. For example, EPI agents have a full suite of scaling tools ready to go, including:

• Free Marketing Support: Co-branded and customizable marketing collateral, e-statements, merchant applications, websites, and other marketing resources to make a great first impression and build trust
• Free Demos & Trainings: Personal training, coaching, and live product demos to keep your knowledge current and provide great value to merchants
• Analysis & Proposal Assistance: Merchant statement analysis and pricing proposal help to better monitor performance and close more deals
• Free POS & Terminal Programs: Free Exatouch® POS and terminals to convert more prospects into clients
• 24/7 In-House Tech Support: U.S.-based, expert support so your merchants stay operating and you can save time for selling

Start by using the free resources already at your fingertips, and you’ll be better prepared when it’s time to expand your offerings and headcount. If your processor doesn’t offer the support you need, it might be time to choose a new one.

Price Sustainably & Choose Merchants Carefully

Some agents try to scale fast with deep discounts and indiscriminate merchant selection. This is a classic quantity-over-quality problem, and it always catches up with you. There’s only so much you can cut prices before you start cutting into your own operations—both financially and with time.

While it’s not a hard-and-fast rule, many agents find that merchants who get the deepest discounts are often the most demanding. That’s why it’s critical to know who you want to work with—and who to avoid. Early conflicts are often a sign the relationship could backfire. The merchant you sign at a low price, despite the red flags, may end up costing you more than they contribute to your growth.

Expand What You Offer

With the groundwork laid, you’re now set up to take a more concrete step in the scaling process: broadening the products and services you offer. This opens up valuable opportunities for upsells, referrals, and new business without a huge investment or rapid expansion, making it a great step to help you maintain your reputation for deep service.

For example, are there additional services or products you can provide merchants that you haven’t considered yet? While you may have gotten to this point mainly on POS-based relationships (in the EPI ecosystem, think Exatouch), there may be opportunities to appeal to new audiences or better assist your current merchants with a multi-channel payment suite (like ProCharge®) or an authorization/clearing platform (like Cygma®).

Gaining experience with new platforms can help you increase sales now and in the future as you grow into new markets.

Enter New Verticals—Carefully

Expanding into new verticals is a clear path for scaling your business, but it needs to be done carefully to avoid overgeneralizing your expertise. EPI’s successful agents recommend depth over breadth.

Say you’ve primarily worked with convenience stores and quick service restaurants, but you’re ready to scale up. Rather than pursue every business in sight, strategically select one new vertical to expand into and grow there before moving on again. You might find, like many of our agents, that taking a specialized approach nets more growth than casting a wide net.

Consider Underserved Verticals

You can also try playing into underserved markets. Since many processors don’t support “high-risk” businesses like CBD, vape, and adult retail, these businesses typically have fewer options and more difficulty finding the merchant services they need. Because of that, agents who can provide services to these verticals often find them especially lucrative.

If you’re an EPI partner, you can access these verticals with our wholly-owned processor, Cygma, and get an extra edge in high-demand areas.

Network & Build Relationships

There are two potential audiences for merchant services networking: merchants and other agents.

Merchant networking is probably second nature to you by now. Visiting stores, connecting on LinkedIn, and attending local expos and conferences are key relationship-building tactics that you’re probably already familiar with if you’re looking to scale. But connecting with peers often gets overlooked.

If you haven’t been part of a strong community before, the idea of networking with other agents (potentially, your competitors) might not sound all that helpful. But we hear from many EPI agents that peer networking has been a critical driver of their business growth. In fact, it’s the number-one benefit our partners point to after attending the annual IMPACT conference.

Our agent community is collaborative and supportive by design. These events become the go-to place for specialized insights, peer knowledge sharing, and actionable tips—information you simply can’t find anywhere else because it’s so specific to this industry. You’ll sharpen your edge and might even uncover opportunities for referrals or collaborations.

Here’s where our agents find opportunities to network:

• IMPACT
• Regional conferences 
• LinkedIn
• Forums
• Webinars

Smart Scaling Takes Multiple Steps

Scaling isn’t a one-and-done project; it’s an ongoing process of refining, expanding, and adapting as your business grows. The key is momentum: keep building on each stage, and you’ll be ready to take on bigger opportunities without losing the quality and focus that set you apart.

If you’re partnered with EPI, you already have the tools, resources, and community to make that next leap happen. If not, it’s time to consider what scaling smart could look like for you with better support, stronger offerings, and true partnership.

Not Partnered with EPI Yet?

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Frequently Asked Questions on Scaling in Merchant Services

Which resource or tool should I prioritize first if I want to scale now without adding headcount?

Start with the tools that save you the most time on admin work. For many ISOs, that means automation and a solid CRM. By streamlining lead tracking, follow-ups, and reporting, you can focus more hours on selling and less on paperwork.

What criteria should I use to decide whether a new vertical is worth my time and investment?

Look for a balance of opportunity and fit. Ask: Do I understand this vertical’s business model (or can I learn quickly)? Is there consistent demand for payment solutions here? Is the competition oversaturated, or are there underserved niches? Will the average processing volume make the effort worthwhile? A vertical that scores well on these factors is more likely to deliver profitable growth.

What’s one concrete action I can take this month to start scaling smarter, not just bigger?

Pick a resource you already have access to, like free marketing through your processor, and use it to the fullest. Start getting as much value as you can from the tools already at your disposal. You may even be able to talk to someone at your merchant services partner who can help you develop a plan to scale.

What’s the best way for ISOs to scale their merchant services business sustainably?

The most sustainable path is focusing on depth before breadth. Strengthen your operations, refine your merchant selection, and add offerings strategically. By building a portfolio of well-fit merchants supported by reliable systems, you’ll grow steadily without stretching your time, money, or reputation too thin.

Why should ISOs and agents consider partnering with EPI?

EPI gives agents the resources to scale smartly: co-branded marketing support, free POS and terminal programs, merchant statement analysis, 24/7 U.S.-based tech support, and access to underserved verticals through Cygma. Combined with our collaborative agent community and growth-focused programs, EPI makes it easier to expand sustainably while keeping your edge in a competitive market.

Electronic Payments, Inc. (EPI) is a privately-held payment processor, acquirer, and financial technology company that delivers innovative POS systems, merchant services, and integrated payment solutions to businesses nationwide. Backed by over 25 years of industry experience, EPI is known for its transparent partnerships, proprietary technologies—including Exatouch® POS, ProCharge®, and Cygma®—and exceptional 24/7 in-house U.S.-based support. EPI serves a wide range of industries, from retail and restaurants to service-based businesses and professional offices, and acquires new merchants through a national network of POS value-added resellers (VARs), agent banks, independent sales agents, and ISOs.

800-966-5520 | www.electronicpayments.com