Trustly Azura’s personalised experience to drive ‘rapid growth’ for Open Banking specialist

Trustly’s Chief Commercial Officer Olof Wirfelt is confident that the Trustly Azura payments engine will be a significant driver of growth for the Swedish Open Banking specialist, thanks to its ability to create an enhanced experience for consumers.

Launched in May 2023 at a spectacular event in Stockholm, Trustly Azura is designed to deliver a frictionless personalised payment experience that removes many of the steps usually needed to make a transaction.

Speaking to Payment Expert about Trustly’s work in the iGaming industry, Wirfelt said: “What brings a really, really powerful payment experience is when you can boil it down to the bare minimums that you need while ensuring the security levels that you need as well. Just an instruction, a verification, and a confirmation of the payment. 

“With the personalisation element, we know in our case what bank you used before, which means we can have a very short-step journey with basically just two clicks. And that will come across as a very seamless user experience while still maintaining all the security from bank level.”

Expanding on Trustly’s established position in the betting and gaming sector, he added that the intuitive nature of Open Banking when topping up an account and the fact it has lower fraud levels than cards made it ideal for both players and operators.

Wirfelt firmly believes that the launch of Trustly’s latest technology has given it the perfect platform to build on its existing status as a market leader in online gaming and also expand its presence in ecommerce. 

“Azura is the key that unlocks our ability to bring an exceptional payment experience to consumers throughout Europe and, for me, that’s a very, very exciting story,” he said.

“There are multiple examples of when you’re able to bring a product experience that is so good that it’s kind of hard to imagine anything better. You know that then you will see very, very rapid growth and expansion – and that’s what we’re setting up to do. 

“But it’s all about the product experience in my mind for the consumer. It needs to be seamless, it needs to be fast, it needs to be secure, it needs to be reliable.”

Watch the full interview above or find out more by visiting Trustly at Booth 1108 at SiGMA Europe.