Payment Facilitator Track

3 - Evolution of the PayFac Model – Addressing Model Confusion

Wednesday, April 18
10:15 AM - 11:00 AM
Location: Exhibit Hall, Session Room 1

The emergence of payment facilitators is a by product of market evolution, enabled by technology changes, and new business models. Understanding the distinction between relevant approaches and capturing the right mechanism to serve key market segments is key to the growth of payment facilitators. This session will provide an overview of these models accompanied by the evolution of this market, and clarity around terminology, functions, and strategic goals.

Abbe Conrad

Sr Leader, Integrated Payments Products

Abbe Conrad, Sr Leader Integrated Payments at Worldpay, is a seasoned payments professional with over 13 years of product experience. Her tenure includes experience in all facets of the payment chain, including program management of open loop prepaid issued products at First Data, participation in the Merchant Customer Exchange consortium, and responsibility for strategy, development, and enablement of enterprise products for the Payment Faciltator model at Worldpay.


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Angie Ammon

Managing Partner
Fintech 513

Angie is currently Founder and Managing Partner of Fintech 513 and Co Founder of Beanstalk Payment Technologies. Fintech513 is a boutique payment consulting firm that helps companies determine their payments strategy and then execute on that strategy. Beanstalk is a platform that enables merchant organizations to integrate emerging payment routing technologies into their payments stack in order to lower transaction costs and optimize authorization rates.

Both simplify payments for those who have a wide variety of needs and experience in the space.

Most do not realize the opportunity that is presented when you implement payments into your business. It is not a bolt-on convenience - it’s a way to improve your service to customers and evolve your business for the future

Payments is a complex space, so it’s vital that a voice of reason stands out for businesses looking to explore payments. Her goal is to broaden the impact her companies have, for those in need, by helping to make payments more attainable.


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Peter Fitzpatrick

Director, Market Development
Agreement Express

Agreement Express is the leading software platform in the United States for merchant application, underwriting, and onboarding automation. Peter works closely with processors, acquirers, ISOs, and payment facilitators to achieve meaningful digital transformation, developing a competitive advantage to grow their business. Peter's experience comes from working with Cayan, Vantiv Integrated Payments, Ingenico ePayments, Cybersource, Visa, and many other customers. Ask him about Agreement Express's view on how payment facilitators will change the competitive environment in 2018


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Deana Rich


Deana Rich

Founder and CEO
Deana Rich Consulting, Inc.


Deana Rich is a leading expert within the payments acquiring industry and is highly respected for her unparalleled risk management, underwriting, operations and compliance experience. In 2004 she launched Rich Consulting to develop and implement risk management and underwriting programs for acquirers, ISOs, payment facilitators and software-as-a-service developers, including writing policies and procedures, providing staff training support and overseeing implementation of risk monitoring, underwriting and card scheme compliance.

As a world-renowned risk expert, Deana also is frequently engaged to review established risk and operational departments and policies for vulnerabilities and improvement. She is known for her compelling insight, deep card brand knowledge, industry relationships and more than 25 years of acquiring experience. She is among the select few who are approved by Visa and Mastercard to perform bank and ISO reviews.

In 2011 Deana partnered with leading payments expert Todd Ablowitz and began serving the Payment Facilitator (PF) industry. Together they have helped more than 150 companies in every region of the world in the PF space with strategy, new product/market introduction, operations design, implementation and risk compliance, and due diligence.

In 2014 Deana and Todd founded Infinicept – a SaaS based software that allows Payment Facilitators to get up and running in weeks – not years. As the industry’s first all-in-one Payment Facilitator solution, Infinicept helps ISVs quickly develop a new revenue stream while reducing the back office complexities of boarding, underwriting and compliance. The launch was met with rave reviews and Infinicept has continued to grow, adding new features and processors on a regular basis. Deana is also a founder and contributer to an online weekly that provides the PF community with weekly news, analysis and insight.

Deana’s leadership is exemplified by her service to the industry. She was honored by MWAA when she was given their 2016 Industry Achievement Award and by ETA as Member of the Year in 2013 and ETA Volunteer of the Year in 2011. She is an original board member, past President and currently Vice President of the Merchant Acquirers Committee (MAC) where she is instrumental in driving organizational focus. She also is recognized as an industry leader that is influential in shaping industry guidance on matters of risk and fraud management through her roles and work with the Electronic Transactions Association (ETA).

Deana holds a Bachelor’s Degree in Economics from the University of California, Los Angeles.


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Matt Schrey

SVP, Business Development
Wells Fargo


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3 - Evolution of the PayFac Model – Addressing Model Confusion

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