{
  "company": {
    "name": "GoCardless",
    "website": "https://gocardless.com/",
    "record": "https://startuphistory.org/c/gocardless.com"
  },
  "status": null,
  "history_since": "2011-07-11T13:27:48.000Z",
  "baseline": {
    "snapshot_id": "85457c3cd7a1796b5d6147ba1db586738dc692151e5b75bae5cdf20916643a89",
    "observed_at": "2013-01-14T03:13:32.000Z",
    "headline": "The next generation of Direct Debit.",
    "description": "GoCardless makes it simple and cheap to take payments online. No merchant account. No credit card fees. No hassle",
    "evidence": "https://web.archive.org/web/20130114031332/https://gocardless.com/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:13:23.485Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2013-01-14T03:13:32.000Z",
      "variants": [
        {
          "headline": "The next generation of Direct Debit.",
          "subhead": "GoCardless makes it simple and cheap to take payments online. No merchant account. No credit card fees. No hassle",
          "observed_at": "2013-01-14T03:13:32.000Z",
          "evidence": "https://web.archive.org/web/20130114031332/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "The next generation of Direct Debit.",
      "subhead": "GoCardless makes it simple and cheap to take payments online. No merchant account. No credit card fees. No hassle",
      "from": "2013-01-14T03:13:32.000Z",
      "to": "2013-01-14T03:13:32.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20130114031332/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2013-01-14T03:13:32.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2016-07-31T21:22:08.000Z",
      "variants": [
        {
          "headline": "Recurring payments made simple",
          "subhead": "GoCardless is the UK's #1 for Direct Debit, serving more companies than any other provider. Perfect for recurring billing and B2B invoicing.",
          "observed_at": "2015-01-12T23:46:29.000Z",
          "evidence": "https://web.archive.org/web/20150112234629/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Recurring payments made simple",
          "subhead": "GoCardless is the easy way to collect Direct Debit. Already serving more than 20,000 businesses, perfect for recurring billing and B2B invoicing.",
          "observed_at": "2016-07-31T21:22:08.000Z",
          "evidence": "https://web.archive.org/web/20160731212208/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Recurring payments made simple",
      "subhead": "GoCardless is the easy way to collect Direct Debit. Already serving more than 20,000 businesses, perfect for recurring billing and B2B invoicing.",
      "from": "2015-01-12T23:46:29.000Z",
      "to": "2016-07-31T21:22:08.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20160731212208/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2015-01-12T23:46:29.000Z",
          "to": "2016-07-31T21:22:08.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2018-01-04T13:18:38.000Z",
      "variants": [
        {
          "headline": "Simple, digital, powerful. Direct Debit as it should be.",
          "subhead": "GoCardless is the easy way to collect Direct Debit. Already serving more than 30,000 businesses, perfect for recurring billing and B2B invoicing.",
          "observed_at": "2018-01-04T13:18:38.000Z",
          "evidence": "https://web.archive.org/web/20180104131838/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Simple, digital, powerful. Direct Debit as it should be.",
      "subhead": "GoCardless is the easy way to collect Direct Debit. Already serving more than 30,000 businesses, perfect for recurring billing and B2B invoicing.",
      "from": "2018-01-04T13:18:38.000Z",
      "to": "2018-01-04T13:18:38.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20180104131838/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2018-01-04T13:18:38.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2020-01-22T12:47:17.000Z",
      "variants": [
        {
          "headline": "GoCardless: The easiest way to collect recurring payments",
          "subhead": "GoCardless is the easy way to collect Direct Debit. Already serving more than 50,000 businesses, perfect for recurring billing and B2B invoicing.",
          "observed_at": "2020-01-22T12:47:17.000Z",
          "evidence": "https://web.archive.org/web/20200122124717/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "GoCardless: The easiest way to collect recurring payments",
      "subhead": "GoCardless is the easy way to collect Direct Debit. Already serving more than 50,000 businesses, perfect for recurring billing and B2B invoicing.",
      "from": "2020-01-22T12:47:17.000Z",
      "to": "2020-01-22T12:47:17.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20200122124717/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2020-01-22T12:47:17.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2021-07-05T04:43:19.000Z",
      "variants": [
        {
          "headline": "Now powered by open banking",
          "subhead": null,
          "observed_at": "2021-07-05T04:43:19.000Z",
          "evidence": "https://web.archive.org/web/20210705044319/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Now powered by open banking",
      "subhead": null,
      "from": "2021-07-05T04:43:19.000Z",
      "to": "2021-07-05T04:43:19.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20210705044319/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2021-07-05T04:43:19.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2023-01-01T23:42:18.000Z",
      "variants": [
        {
          "headline": "Online Payment Processing Solution | GoCardless",
          "subhead": null,
          "observed_at": "2023-01-01T23:42:18.000Z",
          "evidence": "https://web.archive.org/web/20230101234218/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Online Payment Processing Solution | GoCardless",
      "subhead": null,
      "from": "2023-01-01T23:42:18.000Z",
      "to": "2023-01-01T23:42:18.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230101234218/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-01-01T23:42:18.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:13:23.485Z",
      "variants": [
        {
          "headline": "THE EASY WAY TO GET PAID",
          "subhead": null,
          "observed_at": "2025-01-03T22:10:52.000Z",
          "evidence": "https://web.archive.org/web/20250103221052/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "THE EASY WAY TO GET PAID",
          "subhead": null,
          "observed_at": "2026-07-25T13:36:34.000Z",
          "evidence": "https://web.archive.org/web/20260725133634/https://gocardless.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "The easy way to get paid",
          "subhead": "Collect and send payments, minimise failures, and fight fraud. No more chasing payments and no expensive card fees.",
          "observed_at": "2026-11-06T17:13:23.485Z",
          "evidence": "https://gocardless.com/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "The easy way to get paid",
      "subhead": "Collect and send payments, minimise failures, and fight fraud. No more chasing payments and no expensive card fees.",
      "from": "2025-01-03T22:10:52.000Z",
      "to": "2026-11-06T17:13:23.485Z",
      "captures": 3,
      "evidence": "https://gocardless.com/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2025-01-03T22:10:52.000Z",
          "to": "2026-11-06T17:13:23.485Z"
        }
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-26f894f5f75dc8f88d11906e3038f5fe9dcc2ec90b21d6d49fc320b0df853665:85457c3cd7a1796b5d6147ba1db586738dc692151e5b75bae5cdf20916643a89:hiring:20dd4c09cc4ab0aa",
      "before_evidence": "https://web.archive.org/web/20110711132748/http://www.gocardless.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2011-07-11T13:27:48.000Z",
        "to": "2013-01-14T03:13:32.000Z"
      },
      "evidence": "https://web.archive.org/web/20130114031332/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 2,
      "id": "page-26f894f5f75dc8f88d11906e3038f5fe9dcc2ec90b21d6d49fc320b0df853665:85457c3cd7a1796b5d6147ba1db586738dc692151e5b75bae5cdf20916643a89:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20110711132748/http://www.gocardless.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2011-07-11T13:27:48.000Z",
        "to": "2013-01-14T03:13:32.000Z"
      },
      "evidence": "https://web.archive.org/web/20130114031332/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 3,
      "id": "page-85457c3cd7a1796b5d6147ba1db586738dc692151e5b75bae5cdf20916643a89:b3b4fb13acfe982044e6188d637965a60ed3161dc34c30bbcf28c3353b97ce73:headline:7185a3b8b6306cf4",
      "before_evidence": "https://web.archive.org/web/20130114031332/https://gocardless.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “The next generation of Direct Debit.” to “Recurring payments made simple”.",
      "between": {
        "from": "2013-01-14T03:13:32.000Z",
        "to": "2015-01-12T23:46:29.000Z"
      },
      "evidence": "https://web.archive.org/web/20150112234629/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 4,
      "id": "page-06ee3886d4cc642388cafb170cf5bbfaa5bc1ac048a5a6e902b81390c811b1bb:769e1cac76e642a908f47b7c56d0a02075b2eaebc51741e69f4606dd4b90df93:headline:b502519191b990ff",
      "before_evidence": "https://web.archive.org/web/20160731212208/https://gocardless.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Recurring payments made simple” to “Simple, digital, powerful. Direct Debit as it should be.”.",
      "between": {
        "from": "2016-07-31T21:22:08.000Z",
        "to": "2018-01-04T13:18:38.000Z"
      },
      "evidence": "https://web.archive.org/web/20180104131838/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 5,
      "id": "page-06ee3886d4cc642388cafb170cf5bbfaa5bc1ac048a5a6e902b81390c811b1bb:769e1cac76e642a908f47b7c56d0a02075b2eaebc51741e69f4606dd4b90df93:logos:358df16fee74e3af",
      "before_evidence": "https://web.archive.org/web/20160731212208/https://gocardless.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logos to its homepage: Denmark and Norway.",
      "between": {
        "from": "2016-07-31T21:22:08.000Z",
        "to": "2018-01-04T13:18:38.000Z"
      },
      "evidence": "https://web.archive.org/web/20180104131838/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-4f2649d86a514a15c08d7c6716267504c58042afcc89099f6554dd510a279f39:59974f5a5bc5eeee10d1bd00851533ebf9c22e030b53e97ff95b9fb4eb8c669d:customers_added:ec92fd9e8d3bcbe6",
      "before_evidence": "https://web.archive.org/web/20250103221052/https://gocardless.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "customers_added",
      "label": "New customers",
      "summary": "Added customer logos to its homepage: Tripadvisor, DocuSign, Sage, Nutmeg, Octopus and HM Government.",
      "between": {
        "from": "2025-01-03T22:10:52.000Z",
        "to": "2026-07-25T13:36:34.000Z"
      },
      "evidence": "https://web.archive.org/web/20260725133634/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-customer-logos"
    },
    {
      "n": 7,
      "id": "page-4f2649d86a514a15c08d7c6716267504c58042afcc89099f6554dd510a279f39:59974f5a5bc5eeee10d1bd00851533ebf9c22e030b53e97ff95b9fb4eb8c669d:traction:129320df4abc36d8",
      "before_evidence": "https://web.archive.org/web/20250103221052/https://gocardless.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “100,000+ businesses” on its homepage (was “85,000+ businesses”).",
      "between": {
        "from": "2025-01-03T22:10:52.000Z",
        "to": "2026-07-25T13:36:34.000Z"
      },
      "evidence": "https://web.archive.org/web/20260725133634/https://gocardless.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/grew-traction-claims"
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “GoCardless” company record, https://startuphistory.org/c/gocardless.com"
}