45001APEXX Intelligent Routing Payment Cloud (AIRPC)ClosedStudyInnovate UKRegulatory pressure increases innovation and competition in the UK Fintech sector regarding payments infrastructure, however, merchants have difficulty understanding payment technology. Despite emerging ways of paying, e-commerce transactions today remain static, with little opportunity for the merchant to switch to a better acquirer due to high initial setup costs and complex technical integration, APEXX FINTECH LIMITED will develop a disruptive cloud base payment solution which will be the first one to: 1-Allow merchants to increase reliability and optimise returns through an intelligent transaction routing technology. 2-Reduce transaction fees and improve conversion by offering an agnostic platform to access various payment providers (i.e. Acquirers) increasing competition and pricing transparency. 3-Provide better insight and management of their cash flow with consolidated reconciliation and settlement. APEXX will develop and demonstrate a pre-production prototype across 5 key pilot industries to validate its performance.