PayWay partnered with Alty to restructure how its B2B payment platform communicated value and enabled integration. As adoption grew, onboarding became increasingly support-dependent, creating friction for both customers and internal teams. Alty transformed the website and developer documentation into a unified self-service onboarding system, enabling scalable adoption without increasing support overhead.
App rating — up from 3.4★
4.7
Active users on GTWorld by 2025
~3M
Growth in new users
+35%
The Challenge
PayWay’s onboarding process did not scale with platform growth.
As adoption grew, onboarding remained high-touch and support-intensive. Integration complexity slowed commercial conversion and increased operational overhead. Integration often required guidance, and documentation gaps generated recurring support queries. As adoption increased, onboarding became increasingly dependent on manual assistance, raising support costs and slowing platform scalability.
If left unaddressed, PayWay would face a compounding growth constraint: scaling customer acquisition would require scaling support headcount, increasing operational cost and internal friction.
The challenge was not technical infrastructure. It was structural onboarding dependency.
Sales cycles slowed due to unclear positioning
Onboarding became a bottleneck to platform scalability
Lowering recurring support demand caused by unclear documentation
Support load increased as integration required manual assistance
Reducing developer onboarding friction without increasing integration risk
Transforming onboarding from a support function into a scalable product capability
Objective
Rebuild onboarding as scalable infrastructure rather than assisted service.
Alty analyzed user journeys, support logs, onboarding flows, and evaluation pathways to identify systemic friction.
The analysis revealed two critical issues:
Business buyers struggled to quickly understand PayWay’s capabilities
Developers lacked a predictable path to complete their first successful integration.
Alty responded by repositioning the website as a commercial clarity engine and redesigning the developer guide as a structured onboarding product. This shifted onboarding from assisted interactions to scalable enablement, reducing reliance on manual guidance.
Collaboration & Ownership
Alty led discovery end-to-end, consolidating stakeholder input into a unified decision framework and removing cross-department alignment burden from PayWay’s internal teams.
The Results
A Scalable Digital Foundation Restored
GTBank restored its ability to evolve the mobile platform confidently without risking system stability
Infrastructure modernization reduced long-term maintenance costs while improving platform stability and scalability
App rating in Ukraine
4.7
Year-over-year growth
+19%
Active users by 2025
~3M
Matches industry leaders
90%
Innovation capability is a strategic asset in large financial organizations
Restoring innovation requires rebuilding both product clarity and technical foundations.
Architecture modernization enables safe experimentation and faster product evolution.
Digital transformation succeeds when internal teams regain ownership of the platform roadmap.
