Lithuania just strengthened its fintech credentials. payabl., a European payments and business accounts provider, has formally registered a local entity in Vilnius, cementing its presence in a country that has quietly become one of Europe’s most dynamic fintech hubs. The move sets Lithuania as payabl.’s base for the Baltics and Nordics, markets known for fast-growing tech, mobility, healthcare, and e-commerce sectors.

Leadership Shift: Zaka Takes the Helm

To spearhead operations, Esfira Zaka, payabl.’s Chief Marketing Officer, has been appointed General Manager of Lithuania. Zaka will oversee growth and strategy across the region, reporting directly to Ugne Buraciene, Group CEO of payabl.

“Lithuania is one of Europe’s most dynamic fintech hubs, combining a strong regulatory environment, highly skilled talent pool, and a thriving business community,” said Zaka. “Formalising our presence here gives us the foundation to expand our team and meet rising demand for payabl.one, our unified merchant platform.”

From Acquiring to Full-Stack Fintech

Founded with a strong base in online acquiring, payabl. has steadily expanded its product portfolio:

• Point-of-sale solutions (2023)
• Multi-currency business accounts (2024)
• Virtual card issuing (2025)

Together, these offerings make up payabl.one, a platform designed to give merchants a single, flexible suite of financial tools. For SMEs and enterprises in the Baltics and Nordics, where digital commerce adoption is surging, that positioning could be a differentiator against rivals like Adyen, Stripe, or regional banks still patching together fragmented solutions.

Why Lithuania?

Lithuania’s rise as a fintech hub is no accident. The country is home to 282 fintech companies serving 30+ million EU customers, employing nearly 8,000 professionals—double the headcount of just five years ago. It also leads the EU in payment institution and e-money licenses issued, according to Invest Lithuania.

For payabl., the combination of regulatory clarity, tech talent, and geographic reach makes Vilnius an ideal base for scaling across Sweden, Estonia, Poland, and beyond.

“As a Lithuanian myself, I am proud that payabl. is deepening its roots here,” said Buraciene. “Lithuania has all the right ingredients to be a regional hub for our business.”

The Bigger Picture

The Baltics and Nordics have become strategic proving grounds for fintechs. Investment in digital infrastructure, a mobile-first consumer base, and strong government support have created fertile ground for challengers. Payabl.’s decision to anchor itself in Lithuania aligns with a broader trend: global fintech players using Vilnius as a gateway to Europe’s fastest-growing economies.

For payabl., this isn’t just about setting up shop. It’s about capturing growth in markets that demand secure, scalable, and frictionless financial services. The question is whether the company can leverage its unified platform to carve out a dominant role in a region where competition is intensifying.