https://www.balancedpayments.com/community
That page was put up in the past week or so, and the whole thing was rebranded from PoundPay a month or two ago--right about the time I started talking to them. Here's an etherpad where a lot of our initial conversation took place, with some additional background and info:
It says that because it is not an EV SSL certificate. go to amazon if you want to see the same message, but from a verisign (non EV) cert.
this is a certificate that only validates the full domain name but has no info about the company: http://www.thawte.com/ssl/ssl123-ssl-certificates/index.html
this has also the company name inside the cert: http://www.thawte.com/ssl/web-server-ssl-certificates/index....
and this is the Extended Validation one: http://www.thawte.com/ssl/extended-validation-ssl-certificat...
Tipically the price of this certificate grows from one type to the other and also the required documents/paperwork changes (if you register a simple fqdn certificate many times the procedure is completely automated, if you register a certificate with the company inside, or an EV cert, you must send relevant documentation about your company)
Having said that, I would expect this kind of businesses to have at least a certificate with company details inside, or better an EV cert..
The site seal with a popup that includes the company details is not what me nor the op are referring to.
Edit: Apparently there are some staff bios on the Community Page. Founded 2010. Is anyone familiar with other start-ups using them as well?