Merchant services leads have earned a bad rap in recent years.

A quick browse of the Better Business Bureau’s website shows a wide variety of complaints against leading credit card leads, often accused of overcharging, adding hidden fees, binding customers to long-term contracts, and executing hefty fines when they try to escape.

Suneera Madhani had worked for one such company for more than two years when she began noticing a high volume of complaints. “I wrote down every time a customer had a complaint,” she says. “It was always about transparency and simplicity, and even just consistency in what they were being charged.”

Merchant Service Leads

Photo of Suneera Madhani; CEO of Fattmerchant

But by the time Madhani brought these complaints to her superiors and suggested changes that might improve customer service, they never expressed any interest in changing their tactics.

The merchant services industry is notorious for hidden fees and long-term contracts, just like the phone and insurance industries. Madhani says she believes she is ushering in a new era.

“I 100% believe the industry is changing,” she says. “If they’re not going to change they’re not going to survive.”

How Madhani’s Company work?

Fattmerchant charges the standard interchange fee from Visa and MasterCard, but offers three monthly subscription options with a transaction fee that isn’t tied to sales. Customers can choose between a $59 monthly subscription for 15¢ per transaction, a $79 plan for 10¢ per transaction, and a $99 plan for only 6¢ per transaction.

The end result, Fattmerchant is able to save its customers an average of 40% on their monthly bills.

Though she looks different than the average financial services CEO, and her company’s pricing model is different from other merchant services leads, Madhani says she has found that “different” is what many customers have been waiting for.

“She’s very knowledgeable—when you talk to her, you can see the passion she has for her business,” says Junior Smizmaul, the director of operations for Orlando-based VoIP phone service provider VOXtell. Smizmaul says VOXtell has worked with three other merchant services leads before switching to Fattmerchant.

Smizmaul explains his company has saved nearly 40% on its monthly merchant services bill since making the switch.

“It’s a great company to work with, and they’re doing a great job,” he says. “I hope they change the way the big companies work.”

Madhani says she doesn’t only want to change the merchant services industry’s pricing model. She is also determined to be a role model for women who are afraid to challenge the status quo in male-dominated fields.