ISV/Integrated Payments Workshop

Evolving the Agent/ISO Business: A Panel of Peers Share Their Experiences

Wednesday, May 10
3:00 PM - 3:45 PM
Location: South Pacific D

The days of selling merchant accounts and payment processing on price and service are fading away. New, value-based offerings, from tablet based POS to digital engagement/loyalty to reputation management solutions are flooding the market and future success and growth for Agents and ISOs is based on evolving from a transactional model to a value-based one, selling business management solutions versus price and service around processing. During this session you will hear from four, experienced Agents and ISOs who are ahead of the curve in evolving their individual businesses to consultative, value-based, and, in some cases, VAR-like organizations. Each will share their individual experience as they’ve embarked on this journey; successes, challenges and future plans. An informative, peer-to-peer session you won’t want to miss.

Greg Castro

Vice President Business Development
Westlake Village, California

Greg Castro is Vice President of Business Development for iPayment Inc. He has a unique 19 plus year background in payments, business development, channel management & development, and strategic partner creation that provides his clients with distinctive advantages.

In his 3rd year of Architectural studies, Greg was introduced to a payment career that started in Tempe AZ with a small ISO. This eventually led to a five-year partnership with Vital (TSYS) as an Executive Account Manager. It was in this capacity that he began the partnership creation and partner enhancement disciplines. These skills allowed him to move into a more senior role with sales and channel responsibilities with a large acquire in Colorado. While achieving success in the agent bank sales strategies, he began efforts in expanding current relationships in the hotel and association space. By creating specialized teams focused on selling payment solutions into specific industries they were able to scale and create a 15% increase in revenues for their partners. This is where his channel approach and continued development allowed Greg to move into the technology arena with Mercury. He spent over 5 years helping refine their reseller teams, create a new team focused on their top tier ISV partners that focused on NET new sales growth in the channel. He finished his career with Mercury building another group focused on the traditional ISO partners, and helping them adopt a more robust technology payment offer. This role really opened up the true opportunity for traditional payment companies and the migration of the VAR and ISO Agent into their respective ecosystems.

Greg has been married for more than 15 years to his wife Lara and they have 3 kids. He has been in Colorado for over 11 years, he and the family spend most of their time traveling for their kids who have played travel hockey for over 4 years.


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Shane Hurley

RedFynn Technologies
Scottsdale, Arizona

Shane Hurley serving as RedFynn Technologies CEO, began selling technology solutions in 2005 as a consultant to small and medium sized businesses. In 2006, he launched his own business solutions company and has since been recognized multiple years by Inc 500|5000 as the CEO of one of the fastest growing companies.

Technology has always played a critical role in Shane’s businesses and life. Throughout his career, Shane has directed many software development projects through his work. The different iterations of these projects have led to a very skilled development team that is constantly building exciting and innovative technology to make everyday life for their clients and partners better and more successful. Shane finds that technology-based solutions allow for a balance of creativity with a strong execution. Hurley sees technology as a limitless source for solving problems. With the aid of great technology solutions, Shane has three objectives for his clients:

1) Reduced Overhead 2) Increased Efficiencies 3) Boost Revenue

Technology plays an important role in most businesses today. It’s important when starting your own business that you have the necessary people and resources in order to execute your business idea. Shane has invested a lot of his resources in having a great tech team in order to give his clients a great product with an even better experience. Hurley prides himself on being a resource that his teams and clients can lean on.

Outside of work, Hurley has also volunteered with charities such as Meals on Wheels and the Shriners Children’s Hospital. Shane and his company have also participated in several events including 5K runs, banquet dinners and other community events in an effort to raise money for various charities and causes.


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James Nafso

Fortis Payment Systems
Novi, Michigan

Jimmy Nafso is the Founder/CEO of Fortis Payment Systems, LLC. A financial technology company servicing thousands of businesses nationwide. Jimmy Nafso is lifelong entrepreneur. Jimmy started working at the age of 9 in is his families grocery and liquor stores in the City of Detroit. After graduating from college, Jimmy spent 10 years operating his family’s hotels in Metro Detroit. In 2002 Jimmy entered the credit card processing industry and was the founder and sole member of Cambridge Payment Systems, LLC, a national ISO focused on the lodging sector. Cambridge was sold to iPayment Inc. at the end of 2007. In 2010, Jimmy founded Fortis Payment Systems, LLC a national ISO concentrating on lodging and medical sectors. Jimmy also helped develop Fortispay, a proprietary payment gateway that services ISV integrations and verticals. In addition to credit card processing, Jimmy is the CEO/Managing Partner of Airtime Trampoline and Gameparks; a franchise of trampoline parks in the Midwest. He also holds the Area Development of Planet Fitness for Las Vegs, NV where he owns and operates 6 gyms. Jimmy is also involved in other business ventures such as auto finance and commercial retail real estate. Jimmy holds a B.S. from Michigan State University as well as an MBA. Jimmy is also a Certified Hotel Administrator (CHA).


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Tim Boyd

Highland Payments


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Jeff Cole

Change Merchant Solutions
Westlake Village, California

With an extensive 15 year management background in sales and business development for technology and software companies, Mr. Cole "tripped" into the merchant account/payments industry in 2006 and founded Change Merchant Solutions (CMS). CMS's core business model is building, managing and supporting custom integrated payment solutions for their certified referral partners.


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Evolving the Agent/ISO Business: A Panel of Peers Share Their Experiences

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