Organizations turn to fintechs for payment solutions that are as efficient and seamless as the transactions they facilitate. However, behind these smooth interfaces lies a labyrinth of challenges. Security concerns, regulatory compliance, and constant technological upgrades are just a few of the hurdles fintechs must navigate to provide what appear to be simple solutions. For clients, the expectation is straightforward: a payment solution that works flawlessly. The intricate complexity involved in meeting this expectation, though, often goes unnoticed.

It’s easy to make something simple complicated. But it’s difficult to make something complicated simple. In a recent PaymentsJournal podcast, Kieran Draper and Tom Jennings, the U.S. and EU/UK CEOs of B4B Payments, and Brian Riley, Co-Head of Payments at Javelin Strategy & Research, spoke about the strategies fintechs employ to ensure their solutions remain both effective and invisible to the user. Highlighted is the delicate balance between simplicity and complexity, especially in the world of international embedded payments.

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Fintechs Deal With a World of Complexity

Ideally, payments get processed with the press of a button, no different from dialing a number and knowing, without having to think about it, that the right person will answer. Customers making payments expect something simple and effective.

But it’s a challenging environment for fintechs right now as they try to deliver that experience, with their funding drying up and regulators coming down on them. On the upside, it’s also a vibrant market. Demand is expanding, as more and more businesses seek to make payments across geographic boundaries and across platforms.

“For a fintech like us, there are a tremendous number of things that we need to take into consideration,” Draper said. “The transactions need to be secure, we have to be compliant in multiple jurisdictions, and the solution needs to be auditable. The trick is to try and figure out how to present a solution to these businesses that shields them from all of this complexity.”

One area with great complexity for companies is offering services across borders and the need to juggle varying regulations and payment methods. To take one example, B4B works with maritime businesses that make and receive payments in multiple currencies, preferably on local rails to keep the costs down.

“Sometimes a ship won’t be allowed to leave port, for example, until they’ve made a payment,” Jennings said. “They need to provide the proof of payment. Traditional banks don’t provide you that information in an easy way, but with our platform, you can just download proof of payment and show it to the port authorities, and the ship can leave the harbor.”

This is the essence of “embedded finance”. When they subscribe to a payment solution, they can embed it into their experience to the point that it becomes transparent to anybody who has to interact with it.   

Keeping Up With Regulations

Another layer of complexity comes from the increasingly stringent anti-money laundering (AML) laws, consumer protection regulations, and information risk management requirements. Navigating these regulations is a daunting task for clients. In the U.S., multiple layers of federal and state AML laws create a challenging compliance landscape, while globally, each country has its own specific AML requirements that continuously evolve. Managing these diverse and ever-changing regulations is an overwhelming burden that clients cannot be expected to handle on their own.

“The market is moving so quickly that you can’t even imagine where we’ll be six years from now, let alone six months,” Riley said. “Regulators have to be more conservative, because they don’t know where the markets are actually going. And then you have business risks that move quicker. Fraud increases when criminals can move quicker than large institutions. Just being able to keep the pace becomes essential.”

“The bar is so high now,” Jennings said. “It’s not just what’s current, but it’s also the horizon planning. You’ve got Dora in Europe, you’ve got PSD 3 coming up, and we’ve got no doubt new AML directives around the corner. It’s constant.”

To help address this, B4B has built a single global platform that is common across all territories of the world, with a single global data processor and a single set of APIs. That allows customers to subscribe to one solution, one set of services that gives them access to tremendous capabilities in the background.

Payments From Every Direction

B4B’s channel partners are typically very well established in their own industries and have tremendous experience, but they are also busy and expanding. They are typically good at managing their core business and managing their own customers. But they’re not adept at managing the payments or banking functions that they need to operate smoothly.

Universities are a great example. The payment functions that go with a university’s basic functions are incredibly complicated. Tuition is coming in directly as well as through multiple government sources and scholarships. There’s a whole infrastructure for things like tickets to football games or baseball games, with maybe a different one for the arts department. The best strategy, and the best use of resources, is to let the university target what it needs to do and let the back-office functions get optimized.

“They can very easily find justification for working with a fintech like us,” Jennings said. “Both the students and the administration can see exactly in real time how their money is being spent. It’s convenient for the students, because they’re not very good at handling physical cash and loose cards and that kind of stuff. And we can manage all of that.”

Simplifying financial services is vital to retaining customers. Organizations of all sizes and services must make the complexities of payments invisible for their clients—no matter how complex those things are for the back office.

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