Referral Model
A referral partner is someone who interacts with businesses that need payment solutions, but doesn’t actually sell the processing. This can be a web developer, an accountant, etc. — someone who just sees the need for credit and debit card payments in a business and refers that opportunity to the payments partner. The payments partner typically then interacts directly with the customer, compiles the information needed to onboard them, negotiates pricing, and then compensates the referral partner for the lead. This is considered the most hands-off and least labor-intensive type of partner model.
 
Agent Model
The agent model could begin with an individual or it could include a smaller organization or small business. This model is similar to an insurance broker — the agent interacts with the customer and even negotiates pricing models and chooses which payments provider to bring the business to. The agent typically stays in contact after the merchant account is boarded to assist in service and support, giving them more responsibility than the referral model.
 
ISO Model
The Independent Sales Organization (ISO) model typically has a larger organization doing similar work to the agent model (acquiring customers, negotiating pricing, and bringing them onboard to a processor). Because they typically employ more people, they tend to provide more ongoing customer support. ISOs typically sell under their own brand and have more customer interaction. Here, it is the payments processor that is a little more hands off and essentially just provides the rails for processing transactions. In addition, the service provider might be responsible for the liability of the account in the ISO model. If the account takes a loss for some reason, or if something else goes wrong, the ISO might be responsible versus the payments partner or payment gateway.
 
ISV Model
Typically, ISVs will act out this model in one of two ways. Either they are focused solely on their products and they work with either a payments processor or their own agents and ISOs to bring in merchants for distribution. Or, the ISV itself blurs the lines with an agent and ISO, not only selling and supporting their own product but also engaging in the payment solicitation business. In the latter, these ISVs typically only sell within their products, specific to the verticals they’re in (as opposed to agents and ISOs that might sell many different solutions across a variety of verticals).