How Choice Became the Most Powerful Innovation in Payments

How Choice Became the Most Powerful Innovation in Payments

By Amit Iris Zenou, VP of Marketing, Dejavoo 

In an industry that thrives on innovation - faster transactions, better terminals, tighter integrations - one challenge rose above the tech: how merchants display their pricing.

In early 2023, that challenge became urgent. With new regulatory pressure around compliant pricing practices, especially from Visa, many ISOs and ISVs suddenly found themselves asking: What now?

Behind the scenes, our executive team had been debating that very issue for weeks — and as we geared up for the ETA show that spring, it became clear: we had to have a solution. Not just for compliance. Not just for optics. But because our customers - and their merchants - deserved something better.

That urgency is what led to the rollout of Dual Pricing and, shortly after, True Cash Discount (TCD) - both integrated into all of our payment technology solutions across the board - Linux and Android.

At our booth during ETA 2023, I asked a Visa rep - more out of curiosity than anything - why the change? His answer? “Because we’re afraid of being cancelled.” I’ve never forgotten that moment because it told me what this really was about: trust, perception, and customer empowerment — not just policy.        

What Dual Pricing and True Cash Discount Offer

We designed both solutions to provide clarity, control, and customer choice - while staying fully aligned with industry standards.

Dual Pricing displays both a cash/debit price and a card price, allowing customers to clearly choose how they want to pay. There are no hidden add-ons - just transparent pricing at the point of sale.

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For Dual Pricing the customer will view a higher price for credit on the terminal screen.

True Cash Discount (TCD), Dejavoo’s proprietary solution, takes it a step further. One of the most powerful features of the TCD model is the ability to treat debit the same as cash. With TCD, customers paying with debit cards receive the same savings as those who pay with cash - no extra logic, no visible “charges,” and no confusion at the checkout.

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For True Cash Discount the customer will view a lower price for cash on the terminal screen.

This not only helps merchants reduce processing costs by encouraging cash payments, but also creates a more inclusive and customer-friendly experience.

Both programs were designed in-house by our product team and combine the best of cash discounting and dual pricing logic into a single, seamless and intuitive interface. Inspired by the need for clarity - and built with flexibility in mind - they reflect the ultimate “Power of Choice.”        

Insight from our Sales Team

To understand how our payment programs perform in the marketplace, we sat down with Dejavoo sales executives Kevin O’Connell and Jennifer Gonzales.

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🎙️ Kevin O’Connell, East Coast

“Dual Pricing is the dominant program right now - hands down.”

Working alongside hundreds of ISOs and their merchants, from Northeast to Southeast, Kevin has seen one trend emerge above all, “The simplicity and transparency of Dual Pricing is what makes it so effective. Merchants want something that makes sense to their customer, and saves them money.”

He emphasized how Dual Pricing has become the default starting point in sales conversations. “It used to be that people asked, ‘Do you have it?’ Now it’s, ‘How fast can we roll this out?’ It’s become that essential.”

Kevin credits our P-Line as a major reason the solution is so effective. “The P-Line makes deployment simple, the pricing logic is embedded. It’s fully integrated and ready to go.”

But what matters most to Kevin? That it helps ISOs retain merchants.

“This isn’t just about winning deals. Dual Pricing helps ISOs keep merchants long-term. That’s why it’s such a big part of our strategy.”


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🎙️ Jennifer Gonzales, West Coast

“True Cash Discount is my favorite in the gateway. It opens doors.”

Jennifer brings a West Coast perspective to the conversation - one grounded in adaptability, small business culture, and long-term partnerships. “Merchants here want flexibility. They want control over how they present value to customers - and TCD gives them that.”

She describes True Cash Discount as both a feature and a philosophy - one that frames savings in a more human, less transactional way. “TCD doesn’t talk about charges. It talks about rewards. That small distinction makes a huge difference in how merchants feel - and how their customers respond.”

What really excites Jennifer is how TCD changes the tone of her conversations with clients.

“I can lead with the card or the cash price - whichever angle the merchant cares more about. It’s not rigid. And that opens the door to real discussions about growth, customer loyalty, and profitability.”

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The Real Takeaway: The Power of Choice 

What started as a need to meet a new compliance rule turned into something far more meaningful: a way to build trust through transparency and control.

Dual Pricing and TCD aren't just answers to industry pressure - they are solutions that offer flexibility, clarity, and retention. And ultimately, that’s what every great payment program should do: Empower the merchant. Empower the partner. Empower the customer.

In a moment of uncertainty, choice became the innovation.

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Have you deployed Dual Pricing or True Cash Discount? What are your merchants saying? What’s worked in your market? We’d love to hear from you - and feature your story in an upcoming edition.

💌 Write to us at marketingsupport@dejavoo.io or contact sales@dejavoo.io

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Derek Farris

Enterprise Account, FinTech Admin. Business Service 3-D Global Security. "How do you accept payments." Services in the United States Fin-tech.Store |Partner|Administrator

2mo

Great read! I don't want to give it away but, there is some new, crazy exciting info in here. I'm shocked and curious because this issue has been my road block in selling dual pricing. Thank you Amit! You are so ahead of the crowd....

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