The notion of branded currencies is nothing new — every gaming ecosystem has them — but a new take on the closed-loop approach is keeping cards and banks out of the equation.
On Wednesday (April 6), New York-based FinTech Evvio introduced its Fluid Commerce TM technology, promising “frictionless eCommerce without the need for the traditional financial system, including credit cards, bank accounts and other third-party transactions processors.”
Speaking with PYMNTS’ Karen Webster, Evvio co-founders Adrian Jones and Bradley Albright talked about their inclusive vision of value exchange that trades out third-parties, including banks, card issuers and other intermediaries, for value exchange within ecosystems.
“What we had in mind was to allow for more direct engagement between transaction counterparties and to eliminate the need for third parties to be involved,” Albright said.
Sounding a bit more philosophical, Jones said, “We envisaged a future in which value could be stored and exchanged in many different forms. That’s integral to what Fluid Commerce is.”
Noting how most eCommerce transactions are routed in and through the traditional financial system and banks, Jones walked through the steps of using a credit card to pay a vendor on a marketplace, receiving value in that marketplace, then having to move it to a bank to spend.
The breakthrough was seeing that “we didn’t have to transact via the banking system every time,” Jones said. “Once you’ve got value which has been transferred into, if you like, an eCommerce platform, why should that value have to leave that eCommerce platform? It can be transacted and spent within platform. That’s the crux of what Fluid Commerce is.”
Promising faster transactions, zero transaction fees and a new kind of spending experience, the co-founders believe stored value can transform how we pay in the connected economy. Stored Value Applies Itself Ecommerce is a complex landscape of marketplaces […]
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