Beyond the Transaction: How a Partnership Transformed Simply Bail's Business

The Client

For Simply Bail, a SaaS and Fintech technology company operating in the bail bonds industry, speed and trust are everything. When your end customer faces immense psychological pressure attached to purchasing a product or service, any delay or miscommunication can have significant consequences. For Simply Bail, success relies on providing a seamless and reliable payment experience for both their merchant partners (bail bond agents) and the end-users paying the bond agencies to assist in getting their loved ones released from jail. 

The Challenge

Simply Bail’s relationship with its previous payment processor was creating significant friction. The core problem was a lack of communication and partnership. The processor would often withhold funds or debit money from merchant accounts without notifying them. This practice forced the Simply Bail team into a constant, reactive, and defensive position.

As CEO and founder Peter Morris explained, "The merchant eventually figures out something is happening, calls us, and we have no idea because the processor never told us." In an industry where trust, managing expectations with proactive, clear communication and speed is everything, it was simply unsustainable.

To make things worse, their previous payments partner provided a support system that was slow and impersonal, completely misaligned with the urgency of their industry. Critical issues were funneled through a general helpline with a minimum one-business-day turnaround.

For a business where minutes matter, waiting 24 hours or more for an answer was untenable and was actively damaging their relationships with their own merchants. "We were losing clients because of how the process worked with our previous partner," Morris stated.

The Solution: A Partnership Built on Proactivity and Transparency

Switching to Deluxe meant shifting from a transactional vendor relationship to a strategic partnership, with proactivity and operational understanding at its core. The new approach focused on improving the support process and communication with a dedicated team.

Proactive, Transparent Communication

The risk management team at Deluxe established a practice of proactive and transparent communication. Instead of acting without notice, the team now flags potential issues, such as a transaction exceeding a pre-set limit, and notifies Simply Bail directly. For the first time, this allowed them to proactively manage challenging situations with their merchant partners. "People can handle bad news. What they cannot handle is being kept in the dark. Even if they don't like the news, they appreciate the clarity and the proactive call," stated Morris.

A Willingness to Understand the Business

The partnership also focused on understanding the nuances of Simply Bail's operations. For example, when the Deluxe risk team noticed an unusually high percentage of initial transaction denials, they didn't just see a red flag; they listened.

The Simply Bail team explained the unique psychology of the end user served by their merchant partners, the bail agencies: a person in a heightened emotional state who will repeatedly try to process a payment. Based on this context, Deluxe adjusted its risk perspective, recognizing the low chargeback rate as the more important metric for Simply Bail.

Advocacy in Action: Going Beyond the SOP

Deluxe also provided direct support for a high-stakes transaction from a new, strategically important merchant. When the transaction exceeded the approved limit, the Deluxe team worked around the clock with Simply Bail to bypass the standard, lengthy verification process.

This intervention ensured the merchant was funded promptly and protected the new business relationship. "I'm not aware of any other publicly traded company that would do that for a merchant that is our size," Morris shared.

The Result: Life-Changing Impact of a True Partnership

The partnership with Deluxe improved Simply Bail's operations, supported their ability to grow, and helped strengthen their client relationships.

Improved Merchant Retention

The most immediate result was a dramatic improvement in merchant retention. Simply Bail is no longer losing clients due to communication breakdowns and delays caused by their payment processor. They can now provide their merchants with clear answers and resolutions, building trust and loyalty.

Drastic Increase in Responsiveness

The company's operational responsiveness has been completely transformed. Where they once had to wait days for a response on critical issues, they now have a dedicated team they can reach directly.

"With the Deluxe team, it is a matter of hours — not days or weeks — hours," Morris said. "That is life changing for us as a SaaS company, it truly is."

Confidence to Grow

This relationship has given Simply Bail the confidence to focus on its growth. They know they have a partner ready to solve problems and adapt to the evolving needs of their business, allowing them to innovate and scale without roadblocks.

A Two-Way Partnership

The partnership has become so collaborative that it has evolved into a two-way street. Simply Bail is now proactively developing tools to share with Deluxe to benefit other merchants.

As Morris said, "What makes Deluxe special is their people, their problem solving, that partnership in fixing things or changing things, and their willingness to advocate for you."