Valmar Merchant Services
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Since 2013, Valmar Merchant Services has powered payments for businesses other processors turn away. We provide card processing, ACH, eCheck, and instant funding through direct bank relationships and our proprietary Valmar Gateway platform. This page is your central resource for company information, brand assets, and everything you need to know about Valmar.
A privately held payments partner for the businesses other processors turn away.
What we do
Card processing, ACH, eCheck, real-time payments, and instant card funding — plus our own Valmar Gateway platform.
Headquarters
Buffalo, New York.
Leadership
Richard Heaton, CEO. Founded by Adam March and Daniel Valentine.
Parent org
Valmar Holdings, operating as Valmar Merchant Services, LLC.
Who we serve
Mainstream, specialty, and high-risk industries.
Bank sponsors
Commercial Bank of California, Evolve Bank & Trust, and North American Banking Company.
Memberships
Nacha, ETA, Online Lenders Alliance, Hemp Beverage Alliance, and BBB Accredited Business (A+ rating).
Get in touch
Strategic banking relationships that keep merchant accounts stable, including partners that specialize in regulated verticals like CBD, lending, and collections.
Versatile pricing models with no mystery fees, no long-term contracts, and no cancellation fees. Merchants know exactly what they are paying for.
Most merchants are approved in under 48 hours, with full-service setup, KYC guidance, and pre-built integrations with major platforms and payment tools.
A dedicated Client Success Team with real people, not a call center. Staff hold industry certifications in cannabis commerce, anti-money laundering, and KYC compliance.
Real-time transaction data, batch tracking, custom fraud filters, and export-ready reporting in one proprietary dashboard.
Built-in card-brand compliance and proactive risk monitoring keep merchants below chargeback thresholds and processing without disruption.
Valmar’s leadership brings decades of fintech, compliance, and merchant services experience. Downloadable headshots are available below.
Adam co-founded Valmar Holdings and serves as a board member of VMS, focusing on emerging investment opportunities. He brings 20 years of fintech experience spanning payments, origination and delinquency management, auto-decisioning, and operational consulting.
Dan has founded multiple successful fintech ventures since 2004, including Valmar Merchant Services. He has been instrumental in building Valmar’s eCommerce portfolio, with a specialty in CBD and hemp, online lending, and account recovery.
Rick joined Valmar in 2019 and previously served as CFO, overseeing accounting, finance, risk, and compliance. A Certified Public Accountant with 18 years in specialty finance, he has led major projects including internal control frameworks and BSA/AML programs.
Joseph joined Valmar in 2022 with a decade of sales, management, and customer service experience. He recruits and leads the sales team while working directly with clients to match them with the right payment solutions.
Brian joined Valmar in 2021 with deep experience in accounting, internal audit, and compliance. He holds an MBA from the University at Buffalo and is an ACAMS member, CKYCA certified, and a Certified Commercial Cannabis Expert (CCCE).
John joined the Customer Success team in 2023, bringing extensive leadership experience in customer-centric roles. He partners with clients at every stage to maximize the value of their relationship with VMS.
We couldn’t grow without partners like Valmar that take the stress out of wondering if payment transactions will be processed in a timely manner.
I started Rochester Roofing in August of 2024 and quickly realized I needed to accept credit card payments. I was referred to Valmar Merchant Services by a friend, and couldn’t be happier with the service I have received.
Really appreciate having the team at Valmar to reach out to for questions or issues. They’re always eager to help. It wasn’t like that for us with our last processor.
Accredited, certified, and backed by direct banking relationships.
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