ISO Starts Division To Serve Spanish-Speaking Merchants

SignaPay, Ltd., an Irving, Texas-based independent sales organization, has launched SenorPay, a sales division concentrating on Spanish-speaking merchants. Additionally, SenorPay will sell iPay Station, a product unbanked consumers can use to pay bills and buy prepaid phone cards, alongside credit and debit card payment services and merchant cash advances. The effort amounts to more than a Web site translated into Spanish, John Martillo, company president and CEO, tells CardLine sister publication ISO&Agent Weekly. The company will provide all support services in Spanish, and documents and marketing materials will be in Spanish, too, Martillo says. The risk manager, who assesses whether a merchant is creditworthy enough to accept payment cards, is bilingual. Martillo says SenorPay is available as a reseller program for independent sales agents. These agents will benefit from something Martillo lacked when he first sold processing services to the New York Hispanic market. "There were no marketing materials to support me as an agent," Martillo says. On average, according to the 2006 Consumer Expenditure Survey from the U.S. Bureau of Labor Statistics, Hispanic consumers spend $43,053 a year on household goods, apparel, transportation and other products and services.