8am™ Launches as a Leading Professional Business Platform, Marking AffiniPay’s Next Chapter

8am, formerly AffiniPay, announced the launch of its new brand reflecting the company’s evolution into a unified business platform for professionals. This new identity represents the company’s move to bring together its software, solutions, and integrated tools under one brand, making it easier for lawyers, accountants, and client-focused professionals to engage with everything they need to run their business, in one place.

For over 20 years, the company has helped law firms and accounting practices manage payments and simplify daily operations. As customer needs have evolved, so has the company’s technology offerings. Now, as 8am, the platform includes integrated practice management, payments, AI, embedded fintech and other essential tools that help professionals run their business more efficiently. These new innovations will enhance the experience customers know and trust, while continuing to deliver the services they count on to simplify operations and grow their business.

“Our customers choose us because they trust us to help them thrive in a rapidly changing world,” said Dru Armstrong, Chief Executive Officer, 8am. “Our new brand brings our solutions together under one promise: to make it easier for professionals to run their firms with confidence, deliver world-class outcomes for their clients, and grow for the long term. We are excited to step forward with a unified story that reflects who we are today and where we are headed in the future.”

The Future of 8am

8am provides connected, innovative solutions that simplify operations, ensure compliance, and fuel profitable growth. The 8am platform is purpose-built to help professionals run a better business, starting from the first hour of every workday.

“Innovation has always been at the heart of what we do, and this next chapter builds on that legacy,” said Leslie Witt, Chief Product Officer, 8am. “We’re redesigning how people engage with our products to make every interaction smarter, more seamless, and more human—setting the stage for an even more connected and intuitive experience.”

Today, 8am supports more than 250,000 professionals in the U.S. and Canada, has achieved 217% revenue growth over the past three years, and employs over 600 people across its Austin and San Diego offices.

“The name 8am captures the energy and focus we bring to our customers every day. Instead of asking professionals to navigate disconnected brands, we now offer one story and one experience,” said Nate Skinner, Chief Marketing Officer, 8am. “It’s about making our value clear and helping our customers build momentum from the moment their day begins.”

This news comes ahead of 8am’s inaugural conference, Kaleidoscope, which will be held September 2-4, 2025, in Austin, Texas. Professionals can register now at 8am.com to secure a spot and be among the first to experience the new brand in action.