- Today
- Holidays
- Birthdays
- Reminders
- Cities
- Atlanta
- Austin
- Baltimore
- Berwyn
- Beverly Hills
- Birmingham
- Boston
- Brooklyn
- Buffalo
- Charlotte
- Chicago
- Cincinnati
- Cleveland
- Columbus
- Dallas
- Denver
- Detroit
- Fort Worth
- Houston
- Indianapolis
- Knoxville
- Las Vegas
- Los Angeles
- Louisville
- Madison
- Memphis
- Miami
- Milwaukee
- Minneapolis
- Nashville
- New Orleans
- New York
- Omaha
- Orlando
- Philadelphia
- Phoenix
- Pittsburgh
- Portland
- Raleigh
- Richmond
- Rutherford
- Sacramento
- Salt Lake City
- San Antonio
- San Diego
- San Francisco
- San Jose
- Seattle
- Tampa
- Tucson
- Washington
PSQ CEO Outlines Fintech Pivot, Stablecoin Plans, and EveryLife Sale
Dusty Wunderlich details strategic shift toward payments and credit, sees 'renaissance' in payments industry
Mar. 28, 2026 at 1:04pm
Got story updates? Submit your updates here. ›
PSQ Holdings CEO Dusty Wunderlich outlined the company's strategic pivot toward fintech and payments infrastructure, describing a shift away from the earlier vision of pairing a marketplace with payments and credit products. Wunderlich said PSQ's board decided in August of last year to pivot 'fully into the fintech division,' where the company was seeing the most growth and best margins. He also emphasized the use of artificial intelligence to drive efficiency and discussed the company's plans to expand into stablecoins and B2B lending.
Why it matters
PSQ's shift toward fintech and payments represents a significant strategic change for the company, as it moves away from its earlier marketplace model. The pivot highlights the challenges facing marketplace businesses in the current capital markets environment and the potential opportunities in the evolving payments industry, particularly around stablecoins and AI-driven underwriting.
The details
Wunderlich said the company has repositioned itself toward payments and credit, describing fintech as a more capital-efficient model than running a marketplace or direct-to-consumer brands. He contrasted the current capital markets environment with the 'ZIRP days,' when marketplace models could be scaled with significant cash and sustained losses. Operationally, he described simplification as focus, with the company concentrating on payments and credit, which can be grown with a smaller team and less capital. Wunderlich also emphasized the use of artificial intelligence to drive efficiency, noting that the business used AI in underwriting as early as 2021 and has continued adopting it across the organization.
- In March 2024, PSQ Holdings acquired Credova, a buy now, pay later (BNPL) company focused on underserved and highly regulated markets.
- In August 2021, PSQ's board decided to pivot 'fully into the fintech division'.
- In November of the prior year, PSQ launched its traditional payment processing business.
The players
Dusty Wunderlich
Chairman and CEO of PSQ Holdings, formerly CEO of Credova, which was acquired by PSQ in 2024.
PSQ Holdings, Inc.
A company that operates an online marketplace through advertising and eCommerce in the United States, with two segments: Marketplace and Brands. The company is headquartered in West Palm Beach, Florida.
Credova
A buy now, pay later (BNPL) company focused on underserved and highly regulated markets, which was acquired by PSQ Holdings in 2024.
What they’re saying
“Wunderlich said he views the payments industry as entering a 'renaissance' period, and argued that the GENIUS Act has 'fundamentally changed the payments market' by ushering in stablecoins.”
— Dusty Wunderlich, Chairman and CEO, PSQ Holdings
“Wunderlich described stablecoins as compressing a legacy payments stack with many layers—some of which he said were built on decades-old code—reducing inefficiency and 'fees on top of fees.' He said the result should be faster and more seamless transactions and more dollars flowing to merchants and consumers.”
— Dusty Wunderlich, Chairman and CEO, PSQ Holdings
What’s next
PSQ is currently evaluating several stablecoin technology providers and prioritizing distribution, seeking feedback from merchants in its ecosystem and working to secure exclusivity for stablecoin payments, before selecting which technology to integrate.
The takeaway
PSQ's strategic pivot toward fintech and payments, including its plans to expand into stablecoins and B2B lending, highlights the company's efforts to adapt to the changing capital markets environment and capitalize on emerging trends in the payments industry. The emphasis on AI-driven efficiency and the divestiture of the EveryLife brand further underscore PSQ's focus on improving its unit economics and long-term profitability.
