After debuting the product at WAN-Ifra's World Publishing Expo in Berlin last October, paywall provider Flip-Pay is claiming impressive results at Mediahuis subsidiary Independent News & Media.

The scaleable cloud-based platform can provide subscription services across multiple channels, as well as identity management, reporting, billing, payments, advanced analytics and a helpdesk where required.

INM chief information officer Henry Minogue says performance has been outstanding, leading to the major Irish publisher deploying Flip-Pay across all its titles.

Flip-Pay is a scaleable cloud-based platform that scales on demand, requiring no installation of hardware or software by the publisher. It also enables the publisher to rapidly deploy the solution across multiple titles.

Chief executive Paul McCarthy-Brain - one of three Flip-Pay founders - says INM's first-year target for digital subscriptions was "smashed" within the first three weeks, and doubled in six.

"The simplified customer on-boarding process means higher conversion and lower churn. We're now working closely with INM on expanding these tools to more publications."

Flip-Pay was established in 2015 by McCarthy-Brain, Martin Horecky and Eoin Gollogley with support from billionaire Irish financier Dermot Desmond.

The investor backed two years of "pure research and development" during which they identified problems with legacy paywall solutions including deployment costs and user experience. A highly granular monetisation engine can be used for a range of digital media including casual products to target different audiences, McCarthy-Brain (pictured) says.