Kirubha Perumalsamy co-founded Rollfi during the cryptocurrency boom in 2021, intending to help businesses with digital payments. However, following a downturn in the crypto market, Rollfi transitioned into an embedded payroll service. This strategic pivot proved successful, resulting in its acquisition by Priority Tech Ventures. Prior to the exit, Rollfi had raised $3.25 million and was seeking additional funds. Perumalsamy expressed confidence that partnering with Priority would amplify their ability to compete, leveraging the startup's agility alongside Priority's organizational strength, with the entire team continuing under PTV as an independent entity.
We realized we would be much more successful at winning this market if we can combine the focus, speed, and obsession of a startup with the institutional strength of one of Priority.
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