Startup Focus: Sends

We spoke to Anastasiia Pervushyna, Director/MLRO of Sends to get an insight on how they're changing the future of the industry.

Startup Focus: Sends

We spoke to Anastasiia Pervushyna, Director/MLRO of Sends to get an insight on how they're changing the future of the industry.

Date: 12 July 2023
Author: FINTECH Circle

Sends is a financial service provider with various services like Internet acquiring, multicurrency business and personal accounts and payouts to cards.

How would you describe your business in one sentence?

Sends is a UK-based online banking platform offering various financial services, including internet acquiring, multicurrency business accounts for individuals and legal entities, and real-time account management, catering to startups, entrepreneurs, and e-commerce merchants.

Tell us why your company is a game changer for our industry?

Sends addresses the problems of new market participants, small and medium businesses. With Sends, companies and individuals can open multicurrency IBANs within 48 hours (sometimes even within 24 hours), seamlessly integrate internet acquiring, and offer convenient payment methods like Apple and Google Pay.

The all-in-one API simplifies integration by providing a single interface, making it convenient and quick to manage your accounts. 

The key Sends benefits include: 

  • The unlimited number of accounts;
  • No limits on money transfers; 
  • Card payouts to freelancers; 
  • SEPA Instant + CHAPS;
  • Separate account management permissions for employees;
  • Sends mobile application.


Sends has established a robust network connecting businesses and banks not only within the UK but also across Europe and international markets. If we go to the details:

  • Becoming an authorized Electronic Money Institution (EMI) by the Financial Conduct Authority (FCA) in 2017, which demonstrates regulatory compliance and credibility.
  • Providing a comprehensive end-to-end solution that addresses the challenges businesses face in opening accounts and accepting online payments quickly.
  • Achieving PCI DSS certification, ensuring the highest level of security for merchant transactions, and establishing trust with clients.
  • Building a dedicated in-house support team that provides 24/7 technical and customer support, ensuring prompt assistance for partners and maintaining a high level of customer satisfaction.

Our scaling strategy (till 2024) includes integrating new solutions, launching a mobile app for account management and money remittance, implementing open banking solutions, and expanding the number of merchants, including plans to become a principal member of Visa (UnionPay International).

What is your typical day like?

My typical day starts with a 6 AM wake-up call. After preparing breakfast and seeing my child off to school, I head to the gym for a workout, energizing myself for the day ahead.

By 9 AM, I’m at my desk, ready to tackle the tasks. This includes responding to emails, discussing ongoing tasks with colleagues and attending online meetings with partners. 

The workday ends around 6:30 PM, after which I cook dinner and spend quality time with my family. After dinner, once the little one is tucked into bed, I allocate some time to catch up on any pending messages and emails. I believe in maintaining clear communication and staying updated with the latest developments and opportunities in my professional network.

Overall, my typical day revolves around maintaining a harmonious balance between my personal and professional life, finding fulfilment in both spheres and nurturing the well-being of my child while actively contributing to my career growth.

What has been the greatest challenge leading the company so far?

We started our trip in 2017, developing services based on electronic money issuance. But the fintech market evolves rapidly, so the range of services widened from year to year. Covid-19 was the greatest challenge for our young company and the market in general.

However, we consider that during 2020-2022 fintech and online banking strengthened their position and handled the great customer demand. This was a period of significant growth.

WHAT is the biggest lesson you’ve learnt from your fundraising journey?

Sends has taken a unique approach by being entirely self-funded, which sets it apart from the typical funding stages seen in the Fintech industry. 

I think this decision has provided a distinct advantage, allowing Sends to concentrate all efforts on developing and refining solutions and catering to customers’ needs rather than diverting attention towards fundraising activities and investor relations.

Your advice to anyone starting out as an entrepreneur?

Embrace challenges and be resilient in overcoming obstacles. Сonstantly analyze the market and customer needs, prioritize customer satisfaction and continuously improve your products or services to meet their needs.

Anastasiia Pervushyna, Director/MLRO of Sends

You can connect with Anastasiia Pervushyna on LinkedIn