OrderOut Reseller Webinar

5:41 · Why Square built a reseller program

Mike Collins (Square): Square owns the self-serve, self-signon segment of the market. But there are only so many owner-operators who will pick a product and onboard themselves — and most of them are on the smaller end. Square believes its technology can win up-market and mid-market too, and the reseller channel is a key engine to reach that middle-market customer, which is the sweet spot for most ISOs and agents. That’s the “why now.”

Square’s technology is the number-one reason to resell it — the brand helps you get in the door and close, but it’s the product (Square Payroll, Square Banking, Afterpay, Cash App, and more) that creates a sticky ecosystem and helps you win and keep business.

9:26 · Who’s a good fit

Mike Collins (Square): It’s almost easier to say where Square doesn’t fit — the technology works across many verticals. Food & beverage is a big bread-and-butter category (from quick-serve franchises to fine dining), but partners are boarding a wide range of businesses. Asked for the top merchant types: restaurant, retail, and service-based businesses are the big three.

11:48 · The sign-up process

Mike Collins (Square): The digital sign-up is the best part. No paper or PDF applications, no scanning voided checks. Square is one of the original payfacs, so there’s no traditional underwriting — you sign up a merchant, get auto-approval, and they can be processing live in minutes. There’s a large support team dedicated to partners for pricing, proposals, and co-selling/demos on more complex deals — but you don’t have to lean on it, because the flow is fast.

17:26 · Netevia & Instant Funding

Vlad Sadovskiy (Netevia): Netevia is a multi-product company, not just an ISO. The angle here is banking: Netevia banking is officially enabling an Instant Funding option for Square merchants — a horizontal platform that works across terminals and now Square. The ISO channel wants one company per product; banking is the thread that runs across every vertical, and that’s Netevia’s lever. Netevia is also endorsing its resellers to participate in the Square ecosystem.

26:06 · OrderOut & the reseller program

Thibault Le Conte (OrderOut): OrderOut started more than five years ago in online ordering and delivery (Uber Eats, DoorDash, Grubhub). We began opening accounts directly for those platforms, then discovered we could do the same with Square and with Netevia for banking — so we combined it all into the reseller program. Anyone can get access to a portal and resell Square across Square’s supported markets (led by the US and Canada), with merchants able to subscribe to add-ons like Instant Funding or one-click Uber Eats/DoorDash onboarding, plus AI-assisted menu creation.

The portal: A reseller is an organization with as many ISOs and sub-agents as you want, fully white-label (domain, icon, colors) — the merchant never sees OrderOut. You see the applications submitted, select the add-on services to offer, and once an account is approved by Square you see payouts and transactions. You also see the residual paid monthly from Square to OrderOut, which OrderOut distributes to the reseller/master account, and the ISO redistributes down their hierarchy as they always have.

30:18 · Compensation

Thibault Le Conte (OrderOut): It’s simple — you get everything we get from Square. Every dollar of the residual Square pays us passes through to the reseller. OrderOut is essentially a pass-through; we make our money on the other services (delivery, online ordering), and Netevia on banking. It’s almost like going direct, but with OrderOut in the middle handling it — and you also get a traditional ISO portal to build sub-agents and referral partners underneath you.

Mike Collins (Square): The comp plan is refreshingly simple — none of the legacy “Schedule A” line items (batch fee, statement fee, regulatory fee, PCI fee, annual fee). Those simply don’t exist in the Square world.

33:03 · How to sign up

Brian Rodriguez (OrderOut): I run operations at OrderOut. We’ll be at MWAA in Chicago this week, and John — who runs the reseller program — will be there too. He can sign you up on the spot by email or at our booth, and show a demo of the ISO portal where you see residuals and the full agent hierarchy. Everything is plug-and-play.

34:48 · Q&A — residuals

Mike Collins (Square): The agreement Square signed with OrderOut and Netevia is a lifetime residual agreement.

Thibault Le Conte (OrderOut): Everything we have with Square passes back to the agent. The contract is between OrderOut and Square, and the reseller has a contract with OrderOut — so you own the merchant. Residuals are lifetime-vested.

Vlad Sadovskiy (Netevia): We took the residual-guarantee terms from the agreements we each signed with Square and put them into OrderOut’s agreement the same way — all the lifetime-residual guarantees, no games, no tricks.

40:13 · Q&A — pricing, cash discount & surcharging

Mike Collins (Square): There’s pricing flexibility. On the questions everyone cares about: Square does not offer dual pricing today. It does offer cash discounting — the printed and POS menu reflect the credit price, and the receipt notes a discount (e.g. 4%) for paying cash, which is applied on a cash tender. And Square does BIN-compliant surcharging — it recognizes debit cards and will not surcharge debit; the merchant is charged a normal fee on debit transactions.

The bigger shift is mindset: you don’t have to sell on price anymore. Sell on the technology, on the service and support, on you. Pricing becomes an afterthought — the rates are transparent on Square’s website, and most deals close at the standard rate.

45:52 · Q&A — merchant types

Mike Collins (Square): The big three are restaurant, retail, and service-based businesses, with plenty of subcategories underneath.

49:28 · Q&A — existing merchants, crypto, hardware

Mike Collins (Square): Existing Square merchants are off-limits — this is a net-new business program. On crypto: Square supports Bitcoin acceptance, but there’s no reseller revenue share on crypto today. What do partners make money on? Payments. On hardware: pricing is right on Square’s website; this isn’t a hardware-markup play — resellers get their Square hardware at the website pricing.

54:54 · Q&A — why do this, and what to change

Mike Collins (Square): This will make an agent more successful fairly quickly — there are deals you’ve lost over the years for lack of technology, and increasingly deals require software alongside payments; the brand also gets you more at-bats. What to change: your mentality around pricing, and your ownership of the post-sale relationship. Square’s support model is unchanged (merchants go to Square support), but agents and ISOs who want to provide next-level, white-glove support own that — and that’s a value the OrderOut team helps you bring to the table.