Most fintech companies start with a market they already understand. ShotPay started with a problem its founder could not stop seeing.
FROM SHOPIFY GROWTH TO A BROKEN CHECKOUT
Joe Fox spent more than a decade building go to market engines for high growth software and e-commerce companies. As President and Chairman of the Board at Growave, a marketing platform for Shopify brands, he helped drive more than 70 percent new ARR growth and supported thousands of merchants worldwide, including names like Sony, Lego, Crocs, and Logitech.
An Australian expat who relocated to Austin, Fox rebuilt his network and credibility from the ground up in one of the most competitive tech markets in the world. Along the way, he kept running into the same issue inside the shooting, hunting, outdoor, and tactical space. The checkout experience was outdated and broken in ways the
rest of retail had solved years earlier. That observation became ShotPay.
A MARKET THAT WAS UNDERSERVED ON PURPOSE
The SHOT industry has long faced limited and often unfavorable financial options. Many traditional providers approach the category with elevated fees, restrictive underwriting, or sudden policy changes that create uncertainty for merchants. A store could build a financing program around a provider one quarter and lose it the next.
ShotPay was built to remove that uncertainty. At its core, it is specialized financial infrastructure for a complex and highly regulated market, with compliance,
transparency, and sustainable growth treated as the starting point rather than an afterthought.
A TEAM THAT KNOWS THE INDUSTRY
ShotPay’s foundation is not only technical. Its founding team is majority veteran and carries deep roots across the defense, law enforcement, and 2A communities. That background shapes how the product is built and who it is built for. The people designing the checkout are part of the community using it.
RESPONSIBILITY BEYOND THE TRANSACTION
The company’s belief is that operating in this space carries an obligation to give back to it. ShotPay supports industry and veteran focused nonprofits, including the Second Amendment Foundation, which defends constitutional rights through education, research, and legal advocacy, and the HunterSeven Foundation, which addresses toxic exposure and cancer risks affecting post-9/11 veterans.
That support is not a marketing line. One dollar from every transaction goes to a veteran or industry nonprofit, and as ShotPay grows, that support grows with it.
WHERE IT GOES FROM HERE
ShotPay’s mission is straightforward. Give firearms merchants the ability to unlock the growth and trust that buy now, pay later already delivers across mainstream retail, without asking them to accept a product that works against their customers. It is a payments company built for one industry, by people who understand it.