in Will Make Sure Your Digital Goods Are Protected is an advanced fraud prevention platform. It is a solution that protects sellers of digital goods, focusing on high-risk domains, such as prepaid and gaming. Its tailored auto-ML models collect and analyze data in real time, enabling to provide payment vetting and chargeback guarantees. The company, backed by AXA, reduces declines by about 70%, compared to the industry average, thus allowing retailers to recapture almost $100 billion a year in revenue lost by declining legitimate customers in these domains.

What problem are you trying to solve?

Online transactions for digital products are processed and delivered in mere seconds. In comparison, online sellers of standard physical goods typically have a several-day gap between purchase and delivery, so their fraud prevention programs have the luxury of time in which to continuously assess risk and react later. However, for sellers of digital products, it’s more critical than ever to have a highly accurate, real-time fraud detection and prevention solution they can rely on to prevent having to decline legitimate customers or deal with chargebacks.

The level of fraud associated with high-risk digital goods, such as electronic gift cards and gaming keys, leads many retailers to avoid selling them online altogether or to rely on third-party platforms to sell them. This is due to the ease of reselling them with no traceability. (Imagine the difference in the effort it takes for fraudsters to buy and resell 1,000 shirts vs. buying and reselling 1,000 digital gift cards.)

Alex Zeltcer, CEO & Co Founder at

How are you solving that problem?

Our auto-ML models are tailored to meet the unique needs of individual businesses and their customers. By collecting and analyzing product-specific data points in real time, we create a highly effective buffer for online fraud. In fact, as previously mentioned, the company reduces declines by about 70%, compared to the industry average, thus allowing retailers to recapture almost $100 billion a year in revenue lost by declining legitimate customers.

Our approval rates, which are higher than any of our competitors, help companies feel safe to continue and even grow their online sales of digital goods, as well as enter new markets, without the fear of fraudulent sales and hefty chargeback rates. Our patented AI prevention and protection technology has been tested at scale and handles transaction values of hundreds of millions of dollars every year. Dedicated to transparency, we make sure our clients understand the logic behind our models’ decisions. What’s more, our models make accurate decisions based on behavior as opposed to identity or payment methods. Lastly, we employ proactive measures against fraudsters. While this strategy of going on the offensive has been done for a while when fighting cyberattacks, to date, it has never been implemented efficiently against payment fraud.

In our battle against online fraud, we conduct payment vetting and reduce chargebacks and false positive rates. We’re so confident in our technology that we provide chargeback-guarantees for those transactions we approve.

How has the pandemic impacted your company?

The pandemic has affected our company in two ways, internally and externally. Since the height of the pandemic, we’ve been working remotely, which means we’ve had to find new ways of engaging with each other, and with our clients and partners. I assume other companies have faced the same challenges.

From an external business perspective, the pandemic has driven significant growth in online commerce, specifically in the digital gift card and online gaming sphere. This is for a few reasons: Throughout the pandemic, especially at its height, people preferred to receive something digital rather than physical that others had touched and handled. In addition, as more and more physical stores closed, either due to lockdowns or bankruptcies, and regular brick-and-mortar commerce became more limited, the demand for digital gift cards increased, all of which has changed consumer habits. At the same time, online gaming also grew significantly during the pandemic because people had more leisure time on their hands – and were forced to spend it at home. 

From a business perspective, we’ve been blessed by this recent increase in digital gift cards and online gaming.

Where do you see your company going in 5 years?

Five years from now, we aim to be the solution of choice for any service that is digital in nature, where the transfer of value is immediate. This is an underserved segment of the market. Today, there are some industries where online fraud pressure prevents sellers from selling their own products. For instance, we’re seeing companies that don’t sell their own gifts cards and, instead, use third-party platforms to do so, which is cumbersome and prevents growth. Take the music industry for example, which is 90% digital. While downloading music is more complex than sending a gift card code, the gift card industry is still roughly 85% physical. Overall, gift cards are a trillion-dollar-a-year industry, yet only $150 billion of that is digital. The reason for this discrepancy is that people don’t know how to sell digital gift cards online. Even those that do, with the exception of companies like Amazon, use third-party platforms to sell them. This is where we come in. We want to help the digital gift cards industry grow.

So, overall, our vision is to help merchants in the digital gifts cards and gaming industries be able to independently handle the immediate transfer of digital goods of value just like online merchants who deal with physical goods. The platform we provide has the same standards as that of e-commerce, which will enable us, five years from now, to be the solution of choice for any service that is digital in nature, where the transfer of value is immediate. This includes expanding into industries like online travel, ticketing, software sales, digital banking services and eWallets, crypto exchanges and many more.

What is the next big challenge in information security?

Today, we are seeing significant growth in consumer fintech, which includes neobanks, or new digital banks, etc. No matter their label, the fact is that as this digital payment solution sector continues to grow, so too does the risk of potential for fraud. This is because within this industry, the transfer of value is immediate and can be offloaded without a trace, in a pay in-pay out mode. 

For example, think about a new online bank dedicated to freelancers, or even a payment processing platform like Paybox. There is growing demand for non-traditional banking or payment services aimed at specific verticals. While these types of services are considered “must-have” for people in these verticals, they are also attractive for fraudsters. Since money or credit card details are transferred immediately, they provide opportunities for fraudsters to create fake accounts, submit stolen financial details, and transfer funds all in minutes – if not seconds – long before consumers and merchants catch on to the fraud that was already processed.

In such cases, as with digital gift cards and gaming, when merchants or digital payment solutions make transactions online, it is the merchants who are liable. So, with digital payments (whether through neobanks or eWallets) becoming so widespread, online fraud – where the transfer of value is immediate – will become a much bigger issue than it is today. In the years ahead, all of these solutions will continue to face significant fraud issues, which will, in turn, continue to pose a significant challenge to their growth. This is where companies like come in.

How do people get involved/buy into your vision?

Unlike online sales of physical goods, merchants selling digital services or goods are more exposed to online fraud. After all, for fraudsters, it makes more sense to try to steal and resell digital gift cards than clothing, as the turnaround time is seconds compared to days. We’re here to help any merchant who processes online transactions of digital goods and services whose value is transferred immediately (e.g., digital gift cards, online gaming keys, digital payments, etc).

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