GoCardless is a fintech company specializing in bank payment solutions, including recurring payments and Direct Debit processing. It offers an API for businesses to integrate direct bank payments, bypassing card networks and reducing fees. Services include payment tracking, failure alerts, and customer insights. The target audience is primarily businesses with recurring payments, such as subscription services. The unique selling proposition is its ability to reduce payment costs by 56% and offer a low 2.9% failure rate, providing a cost-effective alternative to traditional payment methods[1][3][5].