Growth Club insights: CreatePay's 'why' is its people - and it's fuelled remarkable growth

When businesses grow fast, it's easy to get caught up in metrics, markets, and milestones. But for CreatePay, a UK-based fintech reshaping how companies manage payments, growth has come from staying laser-focused on something far more fundamental: its people.

At the heart of their success lies a crystal-clear answer to a question we posed in the first session of the Allica Bank Growth Club: What is your 'why'?

For CreatePay CEO Stephen Wells, the answer is simple.

"Staff are the most important assets of any company. At CreatePay, we ensure that we give them a clear insight into the company as it grows – sharing key financial performance, where the challenges are, and how we are taking advantage of opportunities. Only through clear direction and vision can you create a great culture and place to work."

This people-first approach has become CreatePay's north star, guiding not only how they scale, but why they're scaling in the first place.

The CreatePay approach: purpose, people, performance

From day one, CreatePay made a conscious decision to build a business that puts culture and clarity at the centre. It's no accident that this has turned into a competitive advantage.

Here are the core principles that have driven their success:

1. Start with your purpose - and hire for it

It's not just about skills or experience. CreatePay looks for people who genuinely connect with their mission. That alignment brings energy, trust, and long-term commitment –especially critical in a fast-growth environment.

2. Be radically transparent

At CreatePay, financials aren't just for boardrooms. Staff are given visibility into performance, challenges, and strategy, so everyone understands the direction and feels part of the journey.

3. Set a clear direction

Growth can be messy without vision. That's why CreatePay invests time into setting out where they're going and what success looks like. Clarity builds confidence.

4. Reward through ownership

Staff are given incentives and share options, helping them see their efforts directly tied to the success of the business. It's not just CreatePay growing, it's their company growing.

5. Invest in development and progression

Staff are coached, supported, and given room to grow into new roles. Promotions come from within, and career conversations happen early and often.

6. Make it a great place to work

Flexible working, open dialogue, and a values-led culture make CreatePay a place where people feel supported, seen, and motivated.

What can other Growth Club members learn from CreatePay?

Don't just define your 'why, build your business around it.

For CreatePay, the "why" is creating a company where people thrive. Everything else flows from that.

• Trust your team with the truth.
• Transparency doesn't just build trust-it builds alignment and resilience.
• Your culture is your growth strategy.
• Hire with purpose. Communicate openly. Share the rewards. That's how you scale well.

CreatePay's journey is a masterclass in leading with purpose-and a compelling reminder that growth isn't just about where you're going, but why you're going there in the first place.

If you’re interested in joining business owners like Steve at the Growth Clubs, please reach out to your dedicated relationship manager.

Find out more about CreatePay here.