Partner story: How Moolah scaled smarter payments with GoDaddy 

Definitions:

Payfac as a Service enables you to offer a seamless payment experience for your customers without the overhead or liability that comes with PCI compliance, risk management, security/encryption, and more. The advanced and reliable platform is ready to integrate so you can go to market faster and offer a best-in-class experience to your customers so they can accept payments in person, online, or both, have the flexibility to accept modern payment options; Debit, credit, cards, Apple Pay, Google Pay, and HSA/FSA.

As PayFac as a Service continues to reshape payment strategies across industries, companies are finding new ways to scale without increasing overhead. The payfac model has grown by 60% year over year, with global payment volumes projected to more than double by 2025.  

Moolah, the leading payments platform built for dental, with deep PMS integrations, membership tools, AR automations, and more, saw early signs that the future would favor simplified, integrated payment experiences. To deliver that future, they needed a modern payfac partner. Specifically, one that could match their ambition to grow without adding complexity.  

The problem  

When Moolah CEO Mark Rasmussen co-founded the company in 2012, the payment landscape was shifting. Moolah saw the opportunity to offer a simplified, transparent experience with no contracts, no hidden fees, and no expensive equipment.

From the start, the company was modeled to feel like a payfac, even though it was operating with traditional merchant ID relationships. Their early focus was on independent ecommerce software vendors (ISVs), offering flat-rate pricing and no monthly fees.  

That changed around 2020, when Mark and his team started attending Dental Success Network (DSN) events. They quickly found that their approach resonated with dentists. But those dentists wanted more.  

“They didn’t just want better rates,” Mark explains. “They wanted integration. They wanted smart systems that automatically updated their patient ledgers in their practice management software.”  

Moolah knew they needed to evolve their tech. But they also needed to rethink how they handled onboarding, hardware, and operations, especially if they wanted to keep their team lean.

The solution  

Around this time, GoDaddy appeared on Moolah’s radar.  

“Coming from a traditional ISO background, I had always envied payfacs for offering a seamless software-hardware integration,” Mark says.

He continues: “Traditional acquiring required separate logins for everything: merchant accounts, gateways."

GoDaddy reviewed how Moolah was operating and noticed the volume of accounts that Moolah was onboarding, and recommended a new path: moving Moolah directly into GoDaddy’s PayFac model.  

“I was hesitant,” Mark says. “I liked controlling the merchant accounts. But after trying it out, it was the best decision we ever made.”  

The transition to GoDaddy’s PayFac-as-a-Service platform brought dramatic improvements across the board:  

• Automated merchant onboarding
  What used to be a manual process became seamless for new clients.
  
• Simplified hardware deployment
  GoDaddy took over the shipping and provisioning of devices, removing a major operational burden.
  
• Unified tech integration
  No more juggling separate systems for transactions, reporting, and settlements.

These changes let Moolah focus on scaling, not managing backend complexity.

The results  

With GoDaddy as its payfac partner, Moolah quickly saw measurable results and has scaled to thousands of active dental practices. 

• 5X growth in new accounts. “Early on, we were landing 10 new dental accounts a month. Today we’re up to 50 or 60,” Mark says.  
• No extra hires. “We’ve accomplished this with a lean team of 11 people,” he adds. “That’s a real contrast to traditional acquiring, which would have required a much larger ops team.”  
• Operational efficiency. GoDaddy’s automation saved Moolah hours of daily backend work.  
• Room to grow—without growing the team. “I think we could double our acquisition numbers monthly without needing additional hires,” says Mark

The long-term strategy is just as ambitious. Moolah plans to expand its dental-focused tools into new verticals, including med spas, veterinary clinics, optometry, elective plastic surgery, and more. The same integrated payments experience can easily be adapted across healthcare.  

Mark’s advice for other ISVs?    

“If you're a software company, be true to yourself. Focus on your core business—and let a payfac partner like GoDaddy bring that revenue in.”  

Many ISVs assume they’ll keep 20% more revenue by handling payments themselves. But Mark sees the real cost: hiring for risk, compliance, and operations can add up to $500,000 in salaries alone.  

“Partnering with a payfac like GoDaddy lets you grow without massive overhead.”  

And the partnership?  

“I’m a fan of GoDaddy,” Mark says. “I don’t know what other payment endeavors I’ll be doing in the future, but there’s no one else that I would look at.”