Popular.lt is a fast-growing Lithuanian influencer marketing platform connecting brands with a network of content creators. Its mission is to streamline the end-to-end influencer collaboration process – from campaign management to payout.

As with many creator-driven ecosystems, the challenge lies not only in managing campaigns but also in handling the underlying payments infrastructure.

This is where Montonio and ComplyPay come in. Montonio ensures a fast, conversion-optimised checkout experience for customers paying to join influencer campaigns. At the same time, ComplyPay handles onboarding the creators, automatically splits payments, and distributes final settlements to individual IBANs in full compliance with EU regulations.

Customer payment flow: Montonio at checkout

When customers purchase access to influencer campaigns or premium content on Popular.lt, they benefit from Montonio’s fast, frictionless checkout experience.

Montonio provides a wide range of payment options tailored for the Baltic and Polish markets, including:

• Bank payments via local banks like Swedbank, SEB, Luminor, Citadele, and Artea, as well as popular neo-banks like Revolut and N26
• Mobile-first options such as Apple Pay, Google Pay, and BLIK
• Card payments, including Visa, Mastercard, and American Express

By offering customers the payment methods they know and trust, Montonio helps reduce cart abandonment and increase conversion rates. The checkout flow is designed to be lightning-fast, mobile-friendly, and seamless across all devices – essential for purchases that often happen impulsively, driven by time-limited campaigns or exclusive content drops.

Integrating Montonio is fast and straightforward thanks to a developer-friendly API. And whenever questions come up, Popular.lt can rely on responsive, Lithuanian-speaking support to resolve them quickly and locally.

Creator onboarding: How ComplyPay manages KYC and wallets

Behind the scenes, ComplyPay manages a core component of the Popular.lt experience – the onboarding and compliance verification of creators.

Each influencer or creator receives a ComplyPay Account, where they are onboarded using a fully compliant KYC process. ComplyPay is a licensed EU payment institution, which ensures that all payouts comply with PSD2 and DAC7 regulations.

Split payments: Dynamic share to creators and platform

With dozens or even hundreds of creators participating in campaigns, manually splitting payouts is time-consuming and error-prone.

ComplyPay allows Popular.lt to automate this process. Based on pre-agreed revenue shares, funds are automatically split between the creator and the platform. ComplyPay’s API-native system ensures that these splits are dynamic and traceable, and funds are always segregated according to compliance standards.

This improves payout speed, reduces support overhead, and provides complete audit trails for each stakeholder.

Compliance engine: PSD2, DAC7 ready backend

Operating in the EU means that any platform processing payments between third parties must comply with a growing set of regulations. Two key ones are:

• PSD2: Prohibits platforms from holding client funds or offering payment services without a license.
• DAC7: Requires platforms to report creator income across borders if they exceed €2,000 or 30 transactions annually.

ComplyPay’s infrastructure is designed specifically to ensure compliance with these directives. It handles wallet segregation, real-time tracking, and easy report extraction – meaning Popular.lt avoids penalties and remains regulator-ready.

Final settlements: IBAN payouts via ComplyPay

After revenue is collected and automatically split, ComplyPay settles the end balances to each creator’s IBAN. This is typically done using SEPA Instant or scheduled payouts.

This gives creators a transparent, fast payout experience and provides Popular.lt with full visibility over their cash flow. Whether it’s a micro-influencer or a macro talent working across multiple campaigns, every creator is paid programmatically – without delays or manual steps.

Results: Faster payouts, fewer disputes, regulatory peace of mind

Since integrating Montonio and ComplyPay, Popular.lt has benefited from:

• Higher checkout conversion through Montonio’s localised payment options
• Faster time-to-account for creators thanks to ComplyPay’s automation
• Fewer support tickets related to payments and payouts
• Guaranteed compliance with PSD2 and DAC7 regulations

The result? More time spent scaling the platform and campaigns, and less time firefighting financial operations.

How can other platforms replicate this model

If you run a platform that pays multiple vendors, creators, or service providers, the Popular.lt model offers a scalable template:

• Use Montonio to optimise checkout and customer acquisition
• Use ComplyPay to onboard and manage vendors
• Let the APIs do the heavy lifting: KYC, wallet creation, split logic, settlements, and reporting

This integration not only simplifies operations – it de-risks them. As regulations tighten across Europe, programmatic compliance is not just a feature – it’s essential.