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CompanyProfile

ISO/MLS contact:
Gary D. Wishnia
Chief Executive Officer
973-324-2251, 888-537-7332
gdw@pcbancard.com
www.pcbancard.com

Top-notch service = phenomenal growth

ary Wishnia, founder and Chief Executive Platinum Choice also prides itself on providing the
Officer of the ISO Platinum Choice Bancard lowest possible rates. If a merchant finds a lower rate and
LLC, believes the best way to gain customers produces the competitor's quote, Platinum Choice will
G is to provide a stellar customer experience. match it. "Merchants know that the more they spend,
"Platinum Choice Bancard offers platinum service," he the less they earn," Wishnia said. "There is always some
said. "We are concerned with our customers, we help form of margins and some form of savings that we can
them run their business and we treat everybody like they legitimately provide. If we can't reduce the cost, we'll give
are our only customer. I demand that kind of attention, them $500."
whether for a small merchant in which we earn only a few
dollars a month or a large merchant with a large volume." Smooth EMV transition
Wishnia said only 50 to 60 percent of merchants
Wishnia founded Platinum Choice in 2009 after a nationwide are Europay, Mastercard and Visa (EMV)-
productive career in the subprime mortgage sector. "I was compliant, but Platinum Choice's merchant portfolio is
very successful until 2008, when the economy came to a ahead of the curve because the company started to deploy
screeching halt," he said. "I had done billions of dollars EMV terminals well before the EMV liability shift took
in loans, but then my revenue went to zero. I had no effect, and his staff can help merchants get EMV up and
recurring income. I decided there had to be a better way." running quickly.
Two friends introduced him to merchant services, and
after six months of research, he took the plunge. "I had He believes EMV is good for merchants. "If there is a
no place to go but up, because I'd hit the bottom," he said. changeback and you don't comply because you don't have
EMV, you are going to lose the chargeback," he said. "If
And up he has flown. Platinum Choice was recognized in you have EMV, and you've done the sale correctly, you are
2016 by Inc. magazine as one of the 5,000 fasted growing protected; you can contest it. You also have less chance
privately owned companies in America. It provides card- of a breach ever taking place ‒ and there is no additional
present, card-not-present, mobile, and virtual payment cost whatsoever associated with EMV for merchants who
processing to retail and numerous other business are affiliated with us."
verticals. Associated products and services include
multichannel processing, POS systems, e-commerce Wishnia sees payment processing as an up-and-coming
solutions, merchant cash advance, and more. "We can industry. "Society is becoming more and more cashless,"
help someone do electronic payment processing any way he said. "We have a lot of customers and merchants
they need to," Wishnia said. complaining that they don't get enough cash taken in their
Personal service, lowest rates registers because people are charging their purchases. I
find that fantastic; it works to our benefit. If we do the
Wishnia attributes the company's rapid growth to its right thing, we will continue to do well."
high level of customer service. For instance, customers
are never put on hold. "I don't like calling a place and Doing things right includes giving agents stellar service.
automatically getting into a voice mail system," he said. "We give our agents one-on-one service, hold their
"If anyone calls my office between the hours of 9:30 a.m. hands through every step of the sale, give them support
and 6 p.m., Monday through Friday, they will reach a every day, all day," Wishnia said. "We make working for
live person. I insist we handle things live and that people Platinum Choice like working with family."
get an answer. That is one of the things that makes us
different."

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