FreedomPay

FreedomPay processes payments at enterprise scale — but their documentation wasn't keeping up. Here's how GitBook helped them turn that around.

FreedomPay is a global payment platform that powers commerce at scale. Chosen by leading brands across retail, hospitality, sports and entertainment, food service, healthcare and higher education, they manage billions of payments worldwide every year. The company’s core strength is an agnostic payment platform that operates in 88 countries and boasts 90% coverage of acquirers across the globe.

But while the product’s capabilities expanded rapidly over the years, its documentation remained static — creating a knowledge gap. We spoke with John Lueders, a 10-year company veteran and VP of Developer Experience, to learn how GitBook helped them close it.

When docs become the bottleneck

For any company selling API-first payment infrastructure, documentation is the integration experience. It’s what a developer encounters before they ever speak to anyone at the company — and it provides the confidence to proceed.

At FreedomPay, many of the integration guides were in PDF form and stored across multiple spaces on the current documentation site. This made it challenging for partners to navigate the system independently and often required one-on-one support. As John explains:

“Our documentation was not keeping up with the modern consumer’s expectations, and we wanted to change that. We saw an opportunity to elevate our documentation to reflect the level of excellence that FreedomPay is known for.”

Building for self-service

John’s mandate was clear: create a documentation site that a partner could navigate completely independently — no calls, no handholding, no PDFs to download. The goal was a single destination where a developer could find their integration documentation and get to work.

After evaluating a number of docs tools, he chose GitBook. The WYSIWYG editor, clean admin experience, and authenticated access integration all played a role — but what sealed it was how quickly he could bring the site to life and reimagine how FreedomPay’s products are showcased to the world.

“On aesthetics, capability, usability, pricing, and AI features, GitBook was the clear winner. The team was collaborative and able to support all of our needs.”

The hardest part of the migration was processing the extensive, complex content from the current documentation. But with GitBook Agent, the team found it was fast and easy to restructure the content, while also improving its look and feel.

“I’d paste in raw content, prompt the Agent to restructure it, and it would just work. That was a huge time saver.”

Migrating so much content also had an unexpected benefit: it served as a docs audit. The Agent was able to identify areas for improvement or opportunities to update the documentation to align even better with the product.

From documentation to developer infrastructure

The implications of clean, well-structured documentation go further than John initially anticipated. After adding rich content, he was able to prove that AI driven development, exposed with GitBook’s MCP endpoint, is no longer a roadmap item; it is FreedomPay’s new reality.

For John, that's the real promise of what GitBook has unlocked.

“The GitBook MCP is our programmatic handshake to the world — and it's going to greatly compress time to market for our partners and integrators as they build the future of commerce with FreedomPay.”

The new site is already changing how prospects are approaching FreedomPay. In one recent call they saw a modern, navigable API reference and moved on without further scrutiny.

“They said, ‘Your docs look great, your API looks easy to integrate with, we appreciate that.’ And then we moved on. It just took the question off the table.”

Looking ahead

As the site approaches public launch, FreedomPay is planning conditional content to serve different partner types from a single source — showing each integration partner exactly what’s relevant to them without duplicating content or maintaining separate sites.

But even now, the documentation is already setting the team up for success. For a company that processes payments at the scale FreedomPay does, getting the integration experience right isn’t a nice-to-have — it’s everything.

Ready to transform your developer integration experience? Start a free trial or reach out to our sales team to see how GitBook can help your team build API documentation that works as hard as your product does.

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