A while back, I had a solid plan: launch Pay Hippo, a dedicated high-risk payment processor for industries that traditional providers avoid — things like CBD, cannabis seeds, vapes, adult content, gambling, and more.
The idea felt right. The branding was slick. I had providers lined up, messaging dialled in, and the whole service mapped out. But just before launch, I made a decision: scrap the standalone brand and roll it into Infinite Lives (this website) — the digital home for everything else I do.
And then, shortly after rebranding it… I shut the whole thing down.
Here’s why:-
One-Man Bands & Limited Companies Don’t Mix
Running a limited company as a solo operator sounds impressive — until you’re knee-deep in accountancy fees, confirmation statements, monthly reports, and tax surprises that make no sense.
In reality? I was earning less and paying more than I ever did as a sole trader. Outsourcing finances added extra cost without freeing up real time. Everything became admin-heavy, overcomplicated, and energy-draining.
So I made the move back to self-employed status — and honestly, it was a breath of fresh air. Less paperwork. Lower costs. More control. I can almost breathe again, as the limited company is still in the process of winding down.
And that clarity made one thing very clear: launching a high-risk payment brand wasn’t going to fit the new way I wanted to work.
The Reality of High-Risk Payment Processing
On paper, it all sounds great. Secure payment options for high-risk industries. Fast onboarding. Custom solutions. UK support. And it is great — for those who can commit to it full-time.
But the truth is, this space demands a lot:
• Ongoing communication with multiple providers
• Constant industry updates
• Hand-holding merchants through approvals
• High-pressure situations when businesses are desperate for solutions
And the business model? Mostly commission-based. That’s where it stopped sitting right with me.
When someone’s in a tight spot and needs a payment processor now, they’re vulnerable. And while I’d never fleece anyone, I couldn’t guarantee the best deal — not without full visibility of the market. And in the high-risk space, you don’t get that. A lot of providers are cagey, or only work with selected intermediaries.
I Saw the Gaps — And Didn’t Want to Be Part of the Problem
In some niches, like CBD flower or cannabis seeds, I had maybe 20 legitimate processors out of 200 listed contacts. And some of the others? They’re sharks — charging big setup fees and then vanishing, cancelling accounts weeks later with vague reasoning.
I couldn’t in good conscience offer a service where someone might end up worse off simply because I didn’t have full access or leverage to get them the right deal.
So rather than push ahead with a watered-down, semi-useful version of a service, I shut it down completely. No ego. No regrets.
What I’m Doing Instead
I’m now focusing fully on Infinite Lives — offering the stuff I know inside out: websites, SEO, hosting, creative support, plugins, and all the digital bits that actually excite me. I still don’t advertise these services online — I’ve built a solid network of contacts who regularly recommend me, and truth be told, I turn away more work than I take on.
I’m also involved in some exciting new projects alongside my existing commitments — like Storage in Weston-super-Mare, where I’m not only creating workspaces for people, but transforming them into beautiful, functional environments — and I’m actively seeking more plots.
On top of that, I’m in the process of selling a few websites I own, shifting more energy into my arcade retro gaming work, and collaborating with my wife on a new business — plus a fantastic patent we’re genuinely excited about.
I don’t miss the bouncy castle hire life one bit. I’m enjoying the new-found free time to explore my hydroponics and aquaponics projects, and most importantly, I’m loving the extra time with my youngest son — who’s getting easier by the week as he discovers the things he loves. Whether we’re being creative together or he’s off in his own world — from Hot Wheels to Piratix — this kid finally has favourites, and it’s magic to watch it unfold.
If someone comes to me for high-risk payment help? I’ll always offer honest guidance. But it’s not a core service anymore. It’s not even listed on the site.
I’ve chosen to build businesses that fit my energy, my ethics, and my sanity — not ones that exist just because they could make money.
Final Word
Sometimes the right idea at the wrong time is still the wrong move. I still think Pay Hippo had legs. The branding worked. The message landed. But the execution? It required more than I was willing to give.
And I’d rather walk away early than get tangled in a service that doesn’t feel aligned.
If you’re building something and feel that hesitation creeping in, it’s not failure to change direction. Sometimes, it’s the smartest move of all.
