This is a great story. GoCardless is an example of a company that found a tough problem and executed upon it excellently in a completely different way to all of their competitors, allowing them to undercut everyone else. I'm seeing more UK companies using GoCardless because if you're just catering to the UK the lower cut is completely worth it, it's very easy to integrate and easy to communicate with the team. Hopefully the rest of Europe will be able to use it soon.

If anyone's interested in hearing any further insights, Tom spoke at an event I co-organise in London recently and had a really engaging talk: http://youtu.be/pB1cCd1j48E