Adyen vs Stripe, Checkout.com, Global Payments: Sameness Index 77

Your verdict

Sameness · vs 3 named

Your page is interchangeable.

Put your page next to Stripe and a buyer would struggle to tell them apart. You're the most same of the 367 SaaS sites scored (SaaS avg 56).

No category benchmark matched this set.

Each named site is scored the same way, against the other 3 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.

More same than average
The average SaaS site scores 56; you scored 77.
You are 21 points more same than the average SaaS site.
Closest overlap: Stripe
Of the 3 sites you named, Stripe echoes the most of what your page says. Scored the same way against the rest of the set, Stripe sits at 77.
Stripe is the competitor you sound most like.
Room to own more
6% of your claim space is ownable: unique, relevant, and hard to copy.
6% is ownable, and every claim you own already leads.

Do this first

Three changes worth testing first.

Chosen by rule from the comparison with Stripe, Checkout.com and Global Payments: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.

“Built to scale with the world's leading businesses”
Stripe, Checkout.com and Global Payments all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
Table stakes
Most of the set says this too.
“Fintech you can bank on”
Keep the fact, lose the position: stripe, Checkout.com and Global Payments all say it too, and your hero is spending its first impression on the same territory as theirs.
Table stakes
Most of the set says this too.

Try these changes, then test them with real buyers.

This measures overlap. Whether buyers notice is a different question, and only they can answer it.

Test it with real buyers

What you can own

Claims only you make, that buyers weigh, and that competitors can’t easily copy.

6% of your page’s claim space is yours to keep.

6%Yours to keep8%Unique but weak86%A competitor says it too

Why this is not 100 minus the Sameness Index

The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.

Already leading with · 1

Regulatory compliance and banking licenses held directly
“Compliance you can trust”

Buried in body copy · 0

Nothing buried. Every claim you own is already above body copy.

Where you blend in

Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.

Commodity · 100%Table stakesHero
high uptime and scale reliability
- “Built to scale with the world's leading businesses”
- “99.999% historical platform uptime”
You say this 2 different ways.
Stripe, Checkout.com and Global Payments all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.
They say
- Stripe“99.999% historical uptime for Stripe services”
- Checkout.com“Everything we build is designed to push performance forward at enterprise scale”
- Global Payments“Scale up with the resources and connections of a Fortune 500 company”
Commodity · 100%KeepHero
one platform unifies payments and financial products
- “One platform for payments, data, and financial products”
Stripe, Checkout.com and Global Payments all say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation.
They say
- Stripe“Grow your business with the most comprehensive set of payments and financial tools.”
- Checkout.com“Checkout.com enables businesses to move, manage, and optimize money by acting as an end-to-end Payment Services Provider”
- Global Payments“Power the future of your business with an all-in-one point of sale system”
Commodity · 100%Table stakesHero
trustworthy, reliable, compliant platform
- “Fintech you can bank on”
- “Compliance you can trust”
You say this 2 different ways.
Common ground with Stripe, Checkout.com and Global Payments. Say it if buyers need it — lower on the page, where it is not the thing they read first.
They say
- Stripe“Run your business on a reliable platform that adapts to your needs.”
- Checkout.com“Scale you can trust”
- Global Payments“Embedded merchant services from a trusted worldwide provider”
Commodity · 100%Table stakesSection
global coverage with local payment methods
- “150+ currencies supported”
- “Global scale, local expertise”
You say this 2 different ways.
Stripe, Checkout.com and Global Payments make the same claim. It cannot set you apart, so it should not carry the section.
They say
- Stripe“The backbone of global commerce”
- Checkout.com“Enhancing payments across 18 global markets”
- Global Payments“100+ countries”
Commodity · 100%Table stakesSection
lifts revenue, conversion and acceptance rates
- “Drive revenue with optimized payments and automated payouts”
- “Built-in optimizations improve conversion, reduce fraud, and lower payment costs”
You say this 2 different ways.
A buyer comparing tabs sees this on Stripe, Checkout.com and Global Payments. Yours earns nothing by repeating it up top; it can live lower down.
They say
- Stripe“Financial infrastructure to grow your revenue.”
- Checkout.com“Automatically optimize every payment with an AI engine designed to increase conversions and capture more revenue”
- Global Payments“Payment solutions that fuel every transaction”
Commodity · 100%Table stakesSection
named customers and testimonials as proof
- “Businesses across sectors trust Adyen to keep money moving”
Stripe, Checkout.com and Global Payments got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make.
They say
- Stripe“Hertz unifies commerce with Stripe.”
- Checkout.com“Businesses you love check out with Checkout.com”
- Global Payments“4,000 tech partners”
Commodity · 67%Table stakesSection
easy, fast integration and time to value
- “Easy to integrate”
Stripe and Global Payments make the same claim (67% of the set). It cannot set you apart, so it should not carry the section. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.
They say
- Stripe“Less than 3 months to implement and go live”
- Global Payments“Carrefour and Global Payments demonstrated time to market and adaptability (André Tonelini, Carrefour)”
Contested · 33%SharpenSection
control and visibility over money movement
- “Control every aspect of your money”
Checkout.com is on this territory too (33% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.
They say
- Checkout.com“Simplify global money movement”
Contested · 33%SharpenSection
embedded financial products, issuing and stablecoins
- “Offer financial products to your customers”
Shared with Stripe. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.
They say
- Stripe“Embed payments in your platform”
Contested · 33%SharpenSection
proprietary data scale powers AI optimization
- “Powered by trillions of euros in transaction data”
Contested ground: Checkout.com claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.
They say
- Checkout.com“Increasing acceptance rates with AI and network data”

Claim-by-claim evidence

Every claim on your page (17)

What the columns mean

Claim: The grouped claim, then your exact line beneath it.
Type: What kind of claim it is: category, segment, outcome, capability, quality or proof.
Placement: Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
Same claim: Share of the competitors making this exact claim. Drives ownership and ownable share.
Same territory: Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
Sayability: Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
Relevant: Whether buyers decide on this. A unique claim nobody buys on is not ownable.
Ownership: Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.

Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.

Every claim on the subject page with the fields that produced its ownership label

One platform unifies payments, data and financial products “One platform for payments, data, and financial products”	category	Hero	100%	100%	Copyable with effort	Yes	Commodity
Drives revenue growth for merchants “Drive revenue with optimized payments and automated payouts”	outcome	Section	100%	100%	Anyone could say it	Yes	Commodity
Built to scale with the largest enterprises “Built to scale with the world's leading businesses”	outcome	Hero	67%	100%	Anyone could say it	Yes	Commodity
Trustworthy, dependable fintech partner “Fintech you can bank on”	quality	Hero	67%	100%	Anyone could say it	Yes	Commodity
Broad currency and local payment method coverage “150+ currencies supported”	proof	Section	67%	100%	Copyable with effort	Yes	Commodity
Global reach combined with local expertise “Global scale, local expertise”	quality	Section	67%	100%	Anyone could say it	Yes	Commodity
Better omnichannel retail checkout experiencesgrouping uncertain “Retail: Offer faster checkouts, stronger security, and better customer experiences across channels”	outcome	Body	67%	67%	Anyone could say it	Yes	Commodity
99.999% historical platform uptime “99.999% historical platform uptime”	proof	Section	33%	100%	Copyable with effort	Yes	Contested
Control and visibility over money movement “Control every aspect of your money”	outcome	Section	33%	33%	Anyone could say it	Yes	Contested
Massive proprietary transaction data set informs optimization “Powered by trillions of euros in transaction data”	proof	Section	33%	33%	Copyable with effort	Yes	Contested
Offer embedded financial products to your customers “Offer financial products to your customers”	capability	Section	33%	33%	Copyable with effort	Yes	Contested
Optimizations lift conversion and cut fraud/cost “Built-in optimizations improve conversion, reduce fraud, and lower payment costs”	outcome	Section	33%	100%	Anyone could say it	Yes	Contested
Trusted by well-known brands across sectors “Businesses across sectors trust Adyen to keep money moving”	proof	Section	33%	100%	Anyone could say it	Yes	Contested
Serves travel and hospitality merchantsgrouping uncertain “Serves Travel and hospitality industry”	segment	Body	33%	100%	Anyone could say it	No	Contested
Easy, single-API integration across use cases “Easy to integrate”	quality	Section	0%	67%	Anyone could say it	Yes	Unique for now
Regulatory compliance and banking licenses held directly “Compliance you can trust”	quality	Section	0%	100%	Copyable with effort	Yes	Unique and owned
Named customer maximized subscription revenue “Adobe maximized subscription revenue with global payments”	proof	Body	0%	100%	Anyone could say it	No	Unique for now

One platform unifies payments, data and financial products
“One platform for payments, data, and financial products”
categoryHerosame claim 100%same territory 100%Copyable with effort
Commodity
Also on Stripe, Checkout.com, Global Payments
Drives revenue growth for merchants
“Drive revenue with optimized payments and automated payouts”
outcomeSectionsame claim 100%same territory 100%Anyone could say it
Commodity
Also on Stripe, Checkout.com, Global Payments
Built to scale with the largest enterprises
“Built to scale with the world's leading businesses”
outcomeHerosame claim 67%same territory 100%Anyone could say it
Commodity
Also on Checkout.com, Global Payments
Trustworthy, dependable fintech partner
“Fintech you can bank on”
qualityHerosame claim 67%same territory 100%Anyone could say it
Commodity
Also on Checkout.com, Global Payments
Broad currency and local payment method coverage
“150+ currencies supported”
proofSectionsame claim 67%same territory 100%Copyable with effort
Commodity
Also on Stripe, Global Payments
Global reach combined with local expertise
“Global scale, local expertise”
qualitySectionsame claim 67%same territory 100%Anyone could say it
Commodity
Also on Stripe, Checkout.com
Better omnichannel retail checkout experiencesgrouping uncertain
“Retail: Offer faster checkouts, stronger security, and better customer experiences across channels”
outcomeBodysame claim 67%same territory 67%Anyone could say it
Commodity
Also on Checkout.com, Global Payments
99.999% historical platform uptime
“99.999% historical platform uptime”
proofSectionsame claim 33%same territory 100%Copyable with effort
Contested
Also on Stripe
Control and visibility over money movement
“Control every aspect of your money”
outcomeSectionsame claim 33%same territory 33%Anyone could say it
Contested
Also on Checkout.com
Massive proprietary transaction data set informs optimization
“Powered by trillions of euros in transaction data”
proofSectionsame claim 33%same territory 33%Copyable with effort
Contested
Also on Checkout.com
Offer embedded financial products to your customers
“Offer financial products to your customers”
capabilitySectionsame claim 33%same territory 33%Copyable with effort
Contested
Also on Stripe
Optimizations lift conversion and cut fraud/cost
“Built-in optimizations improve conversion, reduce fraud, and lower payment costs”
outcomeSectionsame claim 33%same territory 100%Anyone could say it
Contested
Also on Checkout.com
Trusted by well-known brands across sectors
“Businesses across sectors trust Adyen to keep money moving”
proofSectionsame claim 33%same territory 100%Anyone could say it
Contested
Also on Checkout.com
Serves travel and hospitality merchantsgrouping uncertain
“Serves Travel and hospitality industry”
segmentBodysame claim 33%same territory 100%Anyone could say itnot a buying criterion
Contested
Also on Checkout.com
Easy, single-API integration across use cases
“Easy to integrate”
qualitySectionsame claim 0%same territory 67%Anyone could say it
Unique for now
Regulatory compliance and banking licenses held directly
“Compliance you can trust”
qualitySectionsame claim 0%same territory 100%Copyable with effort
Unique and owned
Named customer maximized subscription revenue
“Adobe maximized subscription revenue with global payments”
proofBodysame claim 0%same territory 100%Anyone could say itnot a buying criterion
Unique for now

How this was calculated

Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.

AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.

How the score is built

The six category scores, their weights, and what a high score in each one means
Category	Weight	Yours	What a high score means
Messaging Category framing, who it is for, and the outcome promised	30%	89	The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not.
Claims Attribute and benefit claims — speed, ease, quality, ROI	30%	93	Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot.
Features Capabilities and functions the page lists	15%	33	Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake.
Proof The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges	10%	48	Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named.
Structure Section order, navigation, CTA language and placement	10%	100	The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable.
Visual Palette family, imagery style, layout patterns	5%	47	Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first.

Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.

What we compared (4 pages read)

Your page

Adyen

adyen.com

Competitor

Stripe

stripe.com

Competitor

Checkout.com

checkout.com

Competitor

Global Payments

globalpayments.com

What it cannot tell you

The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.

Your highest-impact changes

1
Table stakesYour hero copy says “Built to scale with the world's leading businesses”.
Stripe, Checkout.com and Global Payments all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
2
Table stakesYour hero copy says “Fintech you can bank on”.
Keep the fact, lose the position: stripe, Checkout.com and Global Payments all say it too, and your hero is spending its first impression on the same territory as theirs.
3
Table stakesYour section copy says “99.999% historical platform uptime”.
This is the set's common ground — Stripe, Checkout.com and Global Payments all say it too. It will not set you apart wherever it sits, and in the section it costs you the one place a distinctive claim would be read.
4
Table stakesYour section copy says “150+ currencies supported”.
A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the section should carry a claim they will only find here.
5
Table stakesYour section copy says “Drive revenue with optimized payments and automated payouts”.
True of you and true of them: Stripe, Checkout.com and Global Payments all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.
6
Table stakesYour section copy says “Global scale, local expertise”.
In the section: Keep the fact, lose the position: stripe, Checkout.com and Global Payments all say it too, and your section is spending its first impression on the same territory as theirs.
7
Table stakesYour section copy says “Built-in optimizations improve conversion, reduce fraud, and lower payment costs”.
In the section: Stripe, Checkout.com and Global Payments all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
8
Table stakesYour section copy says “Businesses across sectors trust Adyen to keep money moving”.
In the section: Stripe, Checkout.com and Global Payments all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.

The only way to know if it matters.

This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.

Test it with real buyers

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