Oct 23, 2019

Why Merchant Service Providers Must Evolve with Their Customers

This article first appeared on Banking Exchange.

As Merchant Service Providers (MSPs) continue to look for new ways to address the needs of small and medium-sized businesses (SMBs), the tricky thing that they contend with is how to best offer financial services to merchants of various shapes and sizes.

As small and medium-sized businesses (SMBs) have multiple and evolving financing needs for working capital and growth, it might be fine in the beginning to offer one kind of loan product, but what happens when those needs change? What should MSPs do to change with them?

Squaring up the Market

A good example of this dilemma is Square Capital, the lending arm of the popular POS/credit card processing service provider Square. Since its founding in 2009, Square has steamrolled towards growth in the space by offering merchants the ability to swipe cards via a simple, easy-to-use device. Initially, it serviced mostly micro-businesses where the market penetration was easier and when they could market products considered as a critical solution to this audience.

Square Capital launched several years later in 2014 based on the premise that Square, as a merchant acquirer and provider, would leverage card charge volume data to lend against. Another way to put it is that Square Capital leverages a merchant’s credit card data to underwrite loans against that business’ future receivables—which is not a new idea and many other merchant acquirers/processors have tried to do this multiple times. It’s also better known as a merchant cash advance.

The brilliance and the difference with Square Capital, however, comes in how it delivers loans to micro-businesses. Given the relatively small loans they offer ($1,000 to $10,000), Square Capital can present its loans and fulfill them in a digital-only, frictionless way directly to Square users in a timely fashion. Launching Square Capital and its other complementary services fundamentally changed the company from a merchant acquirer to a merchant services aggregator.

While Square has made all the right moves to gain the prominence it enjoys in the space, it now faces an issue many other MSPs face as well. In order to scale, it needs to continue listening to its evolving merchant base to learn what they and the market needs.

While the current Square Capital lending model has been successful using point-of-sale data from its POS clients to offer loans and collect payments from their cash receipts (as noted here), this type of approach might not be enough to service merchants’ capital needs as these customers continue to mature. Even as Square confidently moves upstream into new merchant segments, a digital-only solution will not be enough for continued, exponential growth.

One-Size-Fits-All Does Not Fit All

Merchants are strapped for time and for access to capital, something Square and other MSPs have been mindful of when providing capital in a frictionless way. For continued growth, MSPs need to deliver financial servicing and not simply a financial product. The no-touch experience is a critical one in our digital age, but in business lending it will only take a lender so far. For example, companies such as CreditKarma have experienced firsthand how SMB lending is very different from consumer lending, as its complexity requires solutions and robust customer service, something that a one-size-fits-all loan solution does not provide to these kinds of businesses.

Providing a digital, seamless data-driven solution coupled with bespoke-style customer service for SMB loans is a complex process that takes years to implement. It is not the actual implementation that is the hurdle, but rather optimizing the process in a way that is not cost-prohibitive nor hinders profitability.

What is the best way to bring this model of service to fruition? There are several options to follow including:

Squaring Square

For Square and other merchant service providers to achieve long-term success and cater to an ever-diversifying customer base, it will need to provide a data-driven, digital solution coupled with white glove customer service. This model takes time to perfect, but when done right, it can square the Square model.

It takes a little cash to change the world.

So what are you waiting for?

About the author

Denada Ramnishta
Denada Ramnishta
Denada Ramnishta is Sr. VP of Lender & Partner Strategy at Lendio. As a fintech executive, Denada has led strategic partnerships with U.S. and international corporations, executing business strategies across borders and under challenging market conditions. Prior to her role at Lendio, she acquired and managed partnerships for American Express’ non-card lending division. A native of Albania, Denada received an MBA from Columbia Business School. She resides in New York and is a proud mother of two.

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