Ally is a suite of software tools that help enterprises run their operations, manage customer relationships, and grow their business. According to the whitepaper, Ally strives to enable a "perfect transaction" where merchants receive all the revenue generated from trade without paying any fees to intermediaries.

Online businesses are expanding due to the widespread adoption of new media and e-commerce, particularly in the aftermath of the COVID-19 pandemic. However, firms must rely on third-party platforms for orders, putting their brand and revenue at risk. Businesses are left with little choice but to make a revenue-for-volume trade-off. As a result, businesses and service providers lose more than 40%percent of their revenue to these intermediaries. Subsequently, most businesses raise their prices to compensate for the leakage, frequently passed on to customers.

As per the whitepaper, to promote an independent market for products and services, Ally aims to provide merchants with the software tools they need to manage their businesses and manage their consumers without being bound by third-party platforms.

Keeping this in mind, Ally seeks to create a global platform with its tools where every business, service provider, and consumer benefits from a perfect transaction. The following features aim to establish Ally as a trusted business solution in a decentralized world.

Notably, each transaction on the platform is powered by the Direct token (DRCT), making it the backbone of the Ally ecosystem. The Direct token, an ERC-20 token that runs on the Ethereum blockchain, connects merchants, service providers, and customers across the network. Users can trade directly using the Direct Token or automatically convert transactions from traditional currencies to DRCT. Consumers can utilize the Direct Token to record, control directly, and assist the perfect transaction on the blockchain.

Ally's CEO, Roman Tsarovsky, has over a decade of experience in technology and business growth across multiple industries. Muhammad Sheikh is the Chief Financial Officer, and he is experienced in accounting and finance. The team launched Ally token in July 2019 with a total supply of 1,200,000,000of is 1,200,000,000 DRCTs.