I had all three of my main payments cards replaced in the last year or so: a Visa card that I thought I’d lost (but hadn’t), an Amex card that expired and a Mastercard that was switched from one issuer to another. I think I’m fariyl typical Stripe reported last year that some 40% of cardholders had to replace a card in the previous because of the card expiring, getting lost, or being compromised by fraud. I didn’t mind. In fact, adding some friction to my purchasing processes had some advantages.
Now, on the one hand it’s been quite annoying to keep having my shopping process interrupted because the card details needed to be updated and what seemed like a thousand merchants. But on the other it was quite useful. For example: I received a number of messages from organisations saying “we tried to take your subscription but it failed”, most of them for services I had no idea that I still subscribed to and some for services that I’m pretty sure I’d never subscribed to. A newsletter that I never read any more, some app that I need three years ago to convert from one file type to another, an archive that I needed one article from last Christmas.
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It’s easy to see how customers become complacent about such measures, viewing them as introducing friction into a process they believe should be seamless. As Sandra Peaston, Director of Research and Development at fraud prevention service CIFAS points out, when they are applied to all transactions — fraudulent or otherwise — “consumers then tend to treat them in a manner not dissimilar to reading Ts&Cs, as just something that they have to skip past in order to do what they want.”
However, that doesn’t mean it’s entirely the victim’s fault — the blind application of warnings to all new payees occurs because banks aren’t able to assess which transactions are likely to be fraudulent due to a lack of data. Many consumers, and increasingly regulators, argue that’s a situation banks should be investing more into to change.
From The Downside To Easy, Digital Payments: Rising Fraud.
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I agree with Sophie Guibaud and Scarlett Sieber’s vision — in their 2022 book How Embedded Finance Takes Over the World — of a world in which transactions will frictionless and invisible, where our digital wallets will do our transacting for us, autonomously and with our permission. They think that in 2030, small routine transactions will be autonomous, machine-to-machine. Purchases will not require interacting with a cashier or even a website or app shopping cart. The purchase will be logged, invisibly but transparently, and your wallet will pay the merchant.
What is the right kind of friction in this process?