Expand digital commerce globally with payments orchestration
CellPoint Digital is a fintech and traveltech enterprise with offices in Chicago, Copenhagen, Dallas, Dubai, London, Miami, Pune and Singapore. Founded in 2007, the company was created to help travel merchants leverage digital commerce, stated CellPoint Digital co-founder and CEO, Kristian Gjerding. "In 2007, Jona Buus and I founded CellPoint Digital in Copenhagen to revolutionize the global payments landscape by introducing a new category: payment orchestration," he said. "Our objective was and remains providing merchants with access to a world of payments via a single point of integration."
Seeing a need to rethink payments in a mobile-first world, the co-founders designed a platform that supports multiple processors, payment methods and currencies, with the flexibility and scale to address the needs of enterprises and customers who transact anywhere, anytime, on any channel, using their preferred payment methods, Gjerding stated.
Strategic global resource
Gjerding pointed out that CellPoint Digital supports popular alternative payment methods such as Alipay in China and Boleto Bancário in Brazil. He also mentioned the platform's payment options and real-time fraud prevention tools can help reduce risk and cart abandonment and improve customer satisfaction.
"We know that being a partner is more than just providing a service; it is ensuring that our clients are always positioned to win and that we are there by their side to help them achieve their goals," he said. "Our 200 employees around the world work through challenges to free clients from the burden of managing multiple payments, fraud and financial services providers."
Gjerding further noted that CellPoint Digital was among the first companies to offer payments orchestration, which he described as a frictionless, cross-border payments solution that is highly valued in the aviation and travel industries. Today, he added, the company serves Virgin Atlantic, Iceland Air, Southwest Airlines and other major airlines.
Continuous evolution, growth
Reflecting on the company's 16-year journey, Gjerding recalled onboarding Danish Rail in 2009, opening a U.S. office in 2014 and expanding to Dubai and Singapore, being certified as carbon neutral in 2021, and closing a recent investment round in 2022. "It's hugely exciting to be working with major brands in the travel sector and beyond," he said, noting the platform supports all currencies, card schemes and payment methods, as well as more than 30 languages. Dynamic routing options help improve conversions and lower costs, and out-of-box orchestration simplifies dynamic currency conversion, split payments, and voucher retrieval and redemption, he added.
Gjerding described CellPoint Digital's flagship product, Velocity, as a platform with individual modules that collectively create a comprehensive payment system. Following are examples:
- Intelligent payment routing: Identify the best payment route to increase acceptance rates, lower payment fees, and automatically determine the best transaction path in real-time without impacting the customer experience.
- Tokenization and vaulting: Replace a customer's primary account number (PAN) with a token to process payments without exposing bank details, keeping sensitive data safe within a PCI compliant vault.
- Hosted payments page: Integrate commerce within websites to enable merchants to accept, control and optimize payment transactions across all digital channels.
- Vision: Optimize payment performance giving merchants control of their payments ecosystem, as well as access to innovative reporting and an analytics dashboard for advanced decisioning and real-time intelligence.
Gjerding encouraged ISOs, merchant level salespeople and other payments enterprises to explore the unified, efficient infrastructure that payments orchestration provides—and be part of the future of payments.
"On average, CellPoint Digital helps make as much as a 30 percent reduction in cost for its clients, delivering a potential 11 percent increase in transaction approvals," he said. "Its power is in the ability to connect merchants to an unrivaled breadth and depth of payment options, 410-plus, and ensuring that payments are processed at the lowest cost and with the highest potential rate of approval." 
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