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Spotlight Innovators

the problem, and we actually know what the challenges by measuring a control group of merchants with none of
are at the front end.” In a nutshell, customer information the risk tools against another group with the tools to prove
for these merchants gets handled as an “entire identity,” so the overall chargeback ratio is significantly lower when the
that any possibility of an incident is reduced to the absolute tools are applied.
minimum.
More savings down the road
All in the data
Cunningham said the key to understanding how to achieve
Cunningham’s advice for Independent Sales Organizations approvals and sustained accounts is for the business
(ISOs) and Sales Partners is to become familiar with the vertical to achieve longevity without moving further into
merchants that need extra data security and learn what a risk category. If the vertical and the individual merchant
companies like Inovio can do to help them. In his opinion, accounts served by an ISO are stable, this will help inbound
many ISOs and Sales Partners don’t realize what a good merchants save and/or make more money down the road.
payment gateway can do for these merchants to make them The ISO’s merchants further benefit from not having to
a viable account. Risk tolerance, according to Cunningham, shop for another merchant account later on after sustaining
is where the rubber meets the road. “More risk tolerance a bad payment history, which means they can simply
equals more approvals, and with the right tools, a merchant continue to focus on making more money.
account can be approved and stay active regardless of the
level of heightened security they require,” he said. “Our This makes companies like Inovio a more attractive option
set of tools turns us all back into regular business people – for merchants who need to get their security and account
assessing the value of a business vs. obsessing about risk.” risk factors set up right the first time -- and for ISOs who
want to ensure account (and residual) longevity. “Data
Cunningham feels the right underwriter will have the right breaches and expensive processing due to earlier missteps
attitude. For instance, Inovio has the statistics to prove that can put a merchant out of business,” Cunningham
by applying a fairly routine set of security parameters, concludes. “Put simply, a tarnished reputation can a make
most merchants can be set on the right track. a brand no longer viable.”
Cunningham also stressed the importance of using the To learn more about reseller opportunities with Inovio,
right risk tools. Inovio has demonstrated there is less risk visit www.inoviopay.com.

SAePay is a family-owned business based
in Los Angeles, CA. For over 15 years, the
company has been assisting merchants
U with payment solutions to fit their needs.
USAePay's payment gateway supports most of the
major platforms in the credit card industry and works
with some of the leading check platforms. USAePay
is pleased to work with most of the larger merchant
service banks in the US and Canada.

What’s New:
Bridging the EMV divide

ith the 2016 introduction of the EMV diligently been working since the migration deadline to
(Europay, Mastercard and Visa) cardhold- develop and implement technology version updates and
er security migration in the United States, additional EMV acceptance options; all with the ambition
W merchants of all types were charged with of speeding up transactions and providing merchants with
upgrading their POS systems to ensure compliance. Of other frictionless alternatives.
course, the benefits that EMV introduced far outweighed
the challenges of going without its built-in protections. Better solutions for smaller and more mobile merchants did
Nevertheless, the new card brand mandate also carried not evolve as quickly, but these innovations have also begun
with it a host of business impacts. to emerge in the marketplace. In fact, a few of the newly
created mobile-friendly EMV solutions are addressing the
For enterprise-level retailers, EMV-capable POS devices and need for affordable EMV, as well as many other pain points
transaction technologies were sluggish at first. Fortunately, these dynamic merchants are faced with
technology providers in the payments industry have
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