AI customer engagement platform Superbench has integrated HitPay’s payment infrastructure, aiming to connect customer enquiries, bookings and payments within one workflow for service businesses.
The companies are positioning the integration for business-to-consumer small and medium-sized enterprises that often manage customer conversations separately from booking and checkout systems. Superbench handles the engagement and sales-automation layer, while HitPay provides payment acceptance and settlement infrastructure.
The announcement is particularly relevant to service businesses such as tuition centers, beauty and aesthetic clinics and home-service providers, where a customer may move from a chat enquiry to an appointment, deposit and final payment.
Connecting AI conversations to transactions
Superbench said its platform can maintain business information such as pricing, products and promotions so customer-facing AI interactions remain current. Once a customer is ready to transact, the HitPay integration can support deposits and payments rather than sending the user into a separate manual workflow.
Jingjing Zhong, Co-Founder of Superbench, said fragmented tools can cause businesses to lose customers between an initial conversation and checkout. HitPay Co-Founder and Chief Executive Officer Aditya Haripurkar said payments require specialist capabilities around fraud prevention, network rules, settlement and regulatory requirements.
That division of labor reflects a common pattern in enterprise AI deployments. AI applications can be built quickly, but moving from answering questions to taking actions requires integration with systems that carry financial, security and compliance consequences.
The release pitches the product primarily around Southeast Asian SMEs and discusses Singapore, Malaysia and the Philippines. It separately states that the integrated offering is currently available to service businesses in Singapore, Malaysia, Australia and the United Arab Emirates. TNGlobal has therefore not treated Philippine availability as confirmed for this specific integration.
HitPay extends its platform partnerships
HitPay has been expanding through integrations that let other software providers embed payment capabilities. TNGlobal previously covered HitPay’s partnership with Primer to help Southeast Asian merchants access payment infrastructure in overseas markets.
The Superbench integration takes a different angle by bringing payments into an AI-enabled customer journey. Its practical value will depend on whether businesses can reduce manual handoffs and failed conversions without making customer service or payment flows harder to audit and control.
For SMEs, that balance matters. A customer-facing agent may be able to answer questions and suggest a booking, but payment initiation introduces a clearer requirement for permissions, records, refunds and human escalation when a transaction goes wrong.
The partnership illustrates how AI software is moving deeper into operational workflows. The next stage of adoption is likely to be judged less by the novelty of the chatbot and more by whether the system can reliably complete the business process behind the conversation.
Primer and HitPay partner to unlock faster global expansion for Southeast Asia’s merchants