An unwavering dedication to foster smarter and more efficient payments has been stressed following the introduction of Finera, a new payment orchestration platform.
Amid the ongoing global challenges that accompany the sector, the fresh entity is tasked with arming organisations of all sizes with the required tools and solutions to not only tackle modern demands but efficiently scale.
With this in mind, COO Israel Waks examines the ambitions associated with Finera, as well as challenges accompanying development, gaps in the market that will be plugged and how past experience helped to shape the brand.
Payment Expert: Finera has recently launched as a new fintech entity. To begin, could you introduce our readers to the company and talk us through what you hope to achieve?
Israel Waks: Finera is a next-generation payment orchestration platform designed to push the boundaries of fintech innovation. Our mission is to provide businesses with a highly advanced and intelligent financial technology infrastructure that optimises transactions across industries.
At Finera, we recognise that the financial landscape is evolving at a fast pace, and businesses require technology that is both powerful and adaptable.
With a focus on AI-driven optimisation, seamless integration, and a frictionless user experience, Finera creates a dynamic payment environment that businesses can rely on to scale efficiently.
Our goal is to be a leading force in digital payments, continuously refining our technology to offer businesses a future-proof platform that enhances speed, security, and operational agility.
PE: How does this plug a perceived gap in the marketplace, or alternatively, go head and shoulders above what is readily available?
IW: The fintech industry is crowded, but too often, businesses are left piecing together different providers, platforms, and tools just to get a system that works. Finera simplifies this by offering a fully integrated technology stack that brings everything together in one place.
Instead of dealing with multiple connections, slow processing times, or rigid systems, businesses get a smart, flexible payment infrastructure that adapts to their needs. Finera optimises transactions, increases approval rates, and adds new payment methods seamlessly—without the usual headaches.
At its core, Finera is about giving businesses control and agility. With intelligent transaction routing, real-time insights, and a secure, scalable setup, we help companies process payments efficiently and stay ahead in an evolving industry.
PE: What challenges often accompany such a process, and what strategies can be best implemented to ensure that their effects are minimal to nil?
IW: Launching a new company in the fintech space comes with a unique set of challenges, from building trust in the market to ensuring seamless adoption of new technology.
One of the biggest hurdles is creating a platform that is not only innovative but also reliable and adaptable to different business needs.
Another challenge is ensuring a smooth transition for businesses looking to integrate with a new system.
Beyond the technical side, clear communication and a strong support network are key to ensuring confidence in a new system. That’s why we prioritise transparency and offer 24/7 support to help businesses every step of the way.
PE: How much could you draw on past experience in this fresh development? How much did lessons on legacy brands help to shape this process?
IW: Building Finera was an opportunity to take insights from the fintech space and apply them to create something that directly addresses market needs. While we are a new company, our team has extensive experience in financial technology, which has been instrumental in shaping our approach.
We have carefully studied industry trends, customer pain points, and the limitations of existing companies. Lessons from past fintech developments have taught us the importance of agility – being able to adapt quickly to regulatory changes, technological advancements, and customer expectations.
Another key takeaway was the necessity of a user-first approach. Many legacy payment solutions can be complex and difficult to navigate. Finera was built with simplicity in mind, ensuring that businesses can access advanced payment innovations without the need for extensive technical expertise.
Ultimately, our approach is shaped by a combination of expertise, industry research, and a clear vision for the future of financial transactions.
PE: What are your ambitions for the brand as you look toward the future, and how do you plan to achieve these?
IW: Finera is built for long-term growth, both for us and for the businesses that rely on our technology. Our goal is to continually refine and expand our platform, offering a seamless, intelligent payment ecosystem that evolves with industry demands.
We see the future of fintech moving toward greater automation, smarter decision-making, and deeper integration with global financial networks. Finera is positioned to lead this shift by providing businesses with cutting-edge technology that streamlines operations, enhances efficiency, and adapts to market changes in real time.
Innovation will always be at the core of what we do. By continuously enhancing our capabilities and staying ahead of industry shifts, we ensure that businesses using Finera are always equipped with the most advanced technology available.
