OrbitalX × Cyncly · internal
Super ICP · Cyncly Pay · first read

Who takes up Cyncly Pay: a first read.

We've started working through the account reports RevOps shared, alongside research into each business's website and Google profile. This page sets out the early signals from the flooring customer base. Treat them as directional. The scored target lists come next, once we've reviewed them with a few account managers.

01 · The strongest pattern

Pay adoption rises with how much of Cyncly an account already uses

Among the 1,800 US RFMS customers, 30% use Pay. The rate rises steadily with the number of other Cyncly product lines an account has.

Share of RFMS accounts using Pay, by number of other Cyncly product lines

Product lines counted exclude Cyncly Pay itself, the Clover integration and discount lines.

57%
Of accounts on ERP Subscription 2.0 use Pay, against 22% of the rest. Accounts still on legacy ERP maintenance sit at 21%.
RFMS customer report1,800 US accounts, products owned
76–80%
Pay adoption among accounts with Texting (76%) or a Success Plan (80%, a small group of 40). Accounts with CRM sit at 54%. Accounts without each of these are at 28–29%.
RFMS customer reportTexting 75 accounts, Success Plan 40, CRM 156

So far, Pay is most common among the customers already most engaged with Cyncly.

02 · Checking the field view

What your account managers told us, checked against the data

On 28 September the flooring sales team shared what they see driving Pay deals. Here is how those views hold up in the account data so far.

Account managersCustomers on Clover are a high-conversion group for Pay.
Fits the data, not proven yetOf the 39 RFMS customers with the Clover integration, 28 (72%) also use Pay, against 29% of everyone else. That fits what the team described. What we can't see yet is the order: whether these customers moved from Clover to Pay, or simply have both. The Clover and Pay customer list mentioned on 28 September would show that.A small group of 39 accounts.
Account managersSurcharge rules in Colorado and the Northeast hold Pay back.
PartlySurcharging clearly matters: it comes up in 25 lost Pay deals this year (section 03). In those notes, though, it is always a customer who wanted to surcharge, and none mention a state rule. Pay adoption today is also no lower in the states with rules: 39% of RFMS customers in Colorado and 33% in Connecticut, Massachusetts and Maine use Pay, against 32% everywhere else. Colorado caps card surcharges and the other three ban them.Small groups: 31 and 24 accounts. State is known for 1,064 of the 1,800 accounts.
03 · Lost deals

Why Pay deals were lost this year

Of the 459 Pay opportunities closed lost between January and October 2026, 161 (35%) are coded Unknown with a note saying there was no decision or no response. Product experience accounts for 137 (30%), almost all noted as functionality. Price is the recorded reason for 48: 10% of all lost deals, or 19% of those with a stated reason.

Pay opportunities closed lost in 2026, by recorded loss reason

The Unknown category is split using the loss detail notes. Administrative or system is mostly duplicate opportunities (31 of 39).

25
Lost deals mention surcharging. In every case the customer wanted to add a card surcharge, and 20 of the 25 are logged as product experience. None mention state rules. Cyncly told us on 17 September that surcharging is now part of Pay, so these accounts may be worth a second conversation.
Pay closed-lost reportloss detail notes, deals closed March to September 2026
30
Lost deals mention QuickBooks, usually because the customer already invoices or takes payments through it and doesn't want to change the process. A few needed a QuickBooks integration.
Pay closed-lost reportloss detail notes
04 · From each business's website

What the public research adds

41%
Of RFMS accounts that advertise customer financing use Pay, against 25% of those that don't. Financing is already a payment conversation, which makes it a natural way in.
Website research939 US RFMS accounts with a readable website
71%
Of non-Pay customers advertise financing on their website, most often through Synchrony (561) or Wells Fargo (249).
Website research1,591 non-Pay customers with a readable website
58vs 35
Median Google reviews for RFMS accounts that use Pay, against those that don't. Accounts with Pay are also more likely to use homeowner-focused language on their websites (85% against 72%).
Google listings1,029 matched RFMS accounts
44
Customers listed without Pay have a Cyncly Pay payment link on their website, each with its own merchant ID. Either the records are out of date or these accounts already take payments through Cyncly Pay. The list is ready for RevOps to check.
Website researchlinks to webpayments.cyncly.com on the homepage or payment page
16%
Of FLR whitespace websites no longer work (626 of 3,950): the domain no longer resolves, or the site is expired or down. Worth removing or re-checking before any outreach.
Website researchwhitespace accounts not in a customer list
05 · How we're approaching it

Method

One view of every account

About 7,100 businesses from the RevOps customer and whitespace reports (Websites customers with and without Pay, RFMS customers, FLR whitespace), de-duplicated into one record per business, with Pay closed-lost history attached where it matches an account.

Finding each business

The RFMS report carries no website or location, so we matched its 1,984 accounts to Google listings and checked each match against the account owner's territory. 1,256 matched with confidence, and only those feed the website and Google figures here. The rest are under review.

Each business's public footprint

We checked 6,192 websites for how each business presents itself and takes payment (financing, payment pages, processors, online store, booking, services), alongside its Google profile and search visibility.

Comparing like with like

Pay against non-Pay customers within each segment, signal by signal, then a scoring model tested on accounts it hadn't seen. For RFMS accounts it ranks a Pay customer above a non-Pay customer about four times in five.

Signals that simply restate Pay status, such as a Cyncly Pay link on the website, are kept out of the scoring. Canada is excluded for now: 3 of 85 Canadian RFMS accounts use Pay.

06 · Next

What comes next

  1. 01
    RFMS target list. A ranked list of non-Pay RFMS accounts, with the reasons behind each account's position. We'd like to review the top of it with two or three account managers before it goes wider.
  2. 02
    Websites customers. Website and review signals barely separate Pay from non-Pay customers here. We're testing whether RFMS ownership explains the difference.
  3. 03
    Whitespace. Scoring the FLR whitespace accounts against the customer profile, as the first Super ICP output beyond the installed base.
  4. 04
    Retention. Once the cancelled Pay accounts come through, the same approach can show who leaves Pay and why.
07 · Questions

Questions for Cyncly

  1. Q1
    Is Pay included as standard in ERP Subscription 2.0 or Success Plan contracts? If so, part of that pattern reflects packaging rather than choice.
  2. Q2
    Is Pay offered in Canada? The data suggests it is effectively US-only today.
  3. Q3
    Is payments.broadlume.com part of Cyncly Pay? At least 13 customers listed without Pay link to it from their homepage. If it is, those accounts belong with the 44 above.
Sources

Where each figure comes from