Adyen launches card issuing product to deepen relationships with clients

Adyen

Adyen, the Netherlands-based company that supports back-end payments capabilities for marketplaces like eBay and Etsy, is getting into card issuing.

The product allows marketplaces to issue cards to merchants, allowing them to issue virtual or physical cards that can be used online, in-app or in-store. The cards help Adyen to strengthen its relationships with clients, which include large e-commerce companies like Uber and Postmates.

“We were hearing from marketplaces that it would be helpful to have a branded card where a merchant could make a little revenue through interchange but it’s also a loyalty play,” said Robin Gandhi, global head of issuing at Adyen. “From a funding timeline perspective, we can make that a lot easier [for merchants].”

Adyen is touting the flexibility of the product in its pitch to merchants. It offers APIs that provide clients control over onboarding, as well as the ability to customize cards with their branding.

Adyen’s card program, which is called Adyen Issuing, is not credit-based, as all the cards will function like prepaid debit cards. In Europe, Adyen has a banking license and can manage the funds itself. Gandhi didn’t disclose its banking partner in the U.S, but the company said the transaction fees Adyen charges will vary depending on the merchant. 

Adyen is also launching the cards to simplify the payment process for its delivery marketplace clients like Uber Eats and Postmates. In the past, contractors would have to pay with their own cards and get reimbursed by Uber and Postmates. With the debit cards, platforms like Uber and Postmates could immediately fund contractors with the right amounts necessary to complete orders.

See also: Marqeta adds CMO and new tools to help clients expand

Adyen counts big names like TransferWise, Pinterest and Microsoft as clients. The payments company is also the back-end service provider for eBay’s Managed Payments. Adyen is entering the issuing space as rival Marqeta grows its toolkit for its customers, who use its APIs allowing to create customized card solutions. Marqeta’s clients include Square, Affirm and Kabbage.

David True, a partner at Paygility Advisors, said the Adyen card product will resonate with marketplaces and merchants. “For the marketplace people, this makes them happy because they’re all about cash flow,” he said. He added that the risk Adyen is accepting depends on how consumers are paying. If consumers are using a credit card or debit card, Adyen doesn’t take on significant risk because the payments have been authorized before Adyen pays out the seller.

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