European fintech provider payabl. is joining forces with Sift, the AI-powered fraud platform, enabling its customers to benefit from real-time fraud prevention powered by artificial intelligence, driving growth while reducing risk.
By integrating fraud prevention technology from Sift into its platform, payabl. is offering merchants a new way to combat fraud, cut chargeback rates, and improve approval rates. The fintech also says that the integration unlocks greater eligibility for Transaction Risk Analysis (TRA) exemptions in the EEA and UK, helping merchants increase conversion while maintaining compliance.
“At payabl., our mission is to arm merchants with the right tools to grow without limits – while keeping their businesses secure,” said Oleg Stefanets, chief risk officer at payabl. “By teaming up with Sift and its AI-driven fraud prevention, we’re delivering top-tier protection that drastically reduces friction for both merchants and their customers. Our merchants can scale fearlessly, confident that every transaction is checked in real time by a system that learns and adapts with each data point.”
The integration is already live on payabl.’s modular payments platform, enabling merchants to automate fraud decisioning at scale while benefiting from fewer false positives, reduced manual reviews, and stronger customer trust.
“Fraud decisioning is about more than reducing losses. It’s about delivering identity trust – so merchants can make confident risk decisions about the users transacting on their digital platforms,” added Armen Najarian, chief marketing officer at Sift. “By teaming up with Sift, payabl.’s merchant customers gain access to an AI-powered platform that continuously adapts to emerging threats and provides identity-centric insights. The result means not only fewer losses and chargebacks, but also greater TRA exemptions, a more seamless consumer experience, and profitable growth.”
The fraud landscape demands action
Fraud remains one of the most pressing challenges in the payments ecosystem, as highlighted by the latest joint report from the European Banking Authority (EBA) and the European Central Bank (ECB). The findings reveal that payment fraud across the European Economic Area (EEA) amounted to €4.3billion in 2022 and a further €2.0billion in just the first half of 2023. While strong customer authentication (SCA) has helped reduce some of these losses, the data underscores a clear need for more robust, intelligent fraud prevention.
Consumer expectations are also shifting. Research from payabl.’s State of European Checkouts report reveals that 44 per cent of European consumers believe that fraud prevention is the responsibility of banks, payment providers, or retailers – rather than the end user. With customer trust increasingly tied to brand reputation, merchants are under growing pressure to protect their checkout experiences from risk, without sacrificing convenience.
Recognising this, payabl. aims to relieve this pressure in partnership with Sift. By embedding AI-powered fraud prevention directly into its payments platform, payabl. offers merchants a seamless way to scale securely.
“In today’s digital economy, trust is the foundation of growth,” added Ugne Buraciene, group CEO at payabl. “Fraud prevention is no longer just a compliance requirement – it’s a strategic imperative. By integrating Sift’s AI capabilities into our platform, we’re empowering merchants to move faster, serve customers better, and expand globally with confidence. It’s about creating a safer, smarter ecosystem for commerce to thrive.”
The move aligns with broader trends in the payments space, where regulatory initiatives like Visa’s VAMP programme and the demand for TRA exemptions continue to reshape how businesses manage compliance and risk. For payabl., the Sift integration marks another step in delivering future-proofed solutions that blend high-tech innovation with hands-on support.
