payabl., a European financial technology provider, has formally established a local entity in Lithuania, registering its presence in Vilnius. This move solidifies the company’s operations in the country, where it has maintained a growing team for several years, and designates Lithuania as its central hub for the Baltics and Nordics.
As part of this expansion, Esfira Zaka, payabl.’s Chief Marketing Officer, has been appointed General Manager for the Lithuanian entity. In this new role, she will be responsible for overseeing the region’s growth and operations, reporting directly to Ugne Buraciene, Group CEO of payabl..
Ms. Zaka commented on the decision, stating, “Lithuania is one of Europe’s most dynamic fintech hubs, combining a strong regulatory environment, highly skilled talent pool, and a thriving business community. Formalising our presence here gives us the foundation to expand our team and meet rising demand for payabl.one, our unified platform that brings together all the financial tools merchants in the region need to run their business with ease.”
payabl. has seen steady growth, marked by recent product introductions such as point-of-sale solutions in 2023, multi-currency business accounts in 2024, and virtual card issuing slated for 2025. This expanded offering, alongside its established expertise in online acquiring, enables payabl. to address the needs of businesses across the rapidly developing technology, mobility, healthcare, and e-commerce sectors in the Baltics and Nordics.
Lithuania is a significant European fintech center, home to 282 fintech companies that collectively serve over 30 million EU customers and employ nearly 8,000 professionals—a figure that has doubled in the last five years. According to Invest Lithuania, the country also leads the EU in the number of payment institutions and e-money licenses issued, establishing it as an appealing location for scaling financial technology operations.
Ugne Buraciene, Group CEO of payabl., remarked, “Lithuania has all the right ingredients to be a regional hub for our business. As a Lithuanian myself, I am proud that payabl. is deepening its roots here, and I look forward to seeing our team grow and thrive.”
Strategic geographical positioning combined with a supportive business environment and a deep pool of tech talent makes Vilnius an ideal base for payabl. to serve merchants throughout the broader region, including rapidly growing markets in Sweden, Estonia, and Poland. From this base, payabl. plans to continue expanding its team and delivering financial services to businesses requiring secure, scalable, and flexible solutions. The company is actively recruiting for positions in Lithuania and across Europe.
