Tell me about MiFinity iFrame 2.0; what is different about this 2.0 version?
The MiFinity iFrame 2.0 represents a significant leap forward for us and our iGaming partners. This version has been reimagined to improve both the player journey and transaction success rates, driving better results for operators. What’s new? First, we’ve embedded KYC verification directly into the iFrame. Players can now verify their identity without ever leaving the site, streamlining the registration and deposit process while reducing friction
On top of that, we’ve upgraded the UI/UX to make the iFrame more intuitive, accessible and device-agnostic. Whether players are on mobile or desktop, they can expect a seamless, frictionless experience. For operators, this means higher payment success rates, fewer drop-offs and a better overall player experience. It’s the kind of innovation that directly impacts engagement and retention – two pillars of success in the iGaming space.
You recently brought on Linus McDonnell as your Chief Innovation Officer. When it comes to bringing new members into your C-suite or indeed, any exec role, what are the most crucial factors to consider?
When we bring someone into our C-Suite or any leadership role, it’s about more than just their skills and experience. We’re looking for individuals who share our vision and values – people who can bring their expertise and ideas to the table while contributing to the culture we’ve built.
With Linus, the alignment was clear from the start. His extensive experience in cloud technologies, system architecture and digital transformation complements our strategic goals perfectly. But what truly stood out was his passion for AI and emerging technologies, which aligns with where we’re heading as a company.
We see Linus as not just a leader but an enabler – someone who will inspire and drive innovation across our teams, ensuring that MiFinity continues to set the standard in fintech and payment solutions. It’s about finding leaders who not only enhance the business strategically but also energise and uplift people around them.
Ultimately, the lesson for me is that you can never stop listening and learning – whether from your team, your partners or the industry as a whole
Speaking of innovation, what would you say were some of the biggest to impact the payment processing arena in 2024?
One of the standout areas has been the integration of AI and machine learning (ML). These technologies are transforming fraud prevention, streamlining KYC processes and optimising payment routing to improve approval rates – all in real time. We’ve also seen open banking continue to gain momentum, creating more seamless and secure ways for consumers to fund accounts directly from their bank. This ties into the rise of real-time payments, which are becoming the new standard across the globe.
Additionally, biometric authentication has become more mainstream, improving security while making payments more frictionless for users. Finally, crypto adoption is growing, not just as an asset but as a viable payment method, with players increasingly looking for crypto options when gaming online.
Are there any technologies or trends you feel the industry should be keeping an eye on in 2025 and why?
Looking ahead, one trend I believe we should all be watching closely is the development of Central Bank Digital Currencies (CBDCs). Several countries are already piloting or exploring the concept of digital currencies issued directly by central banks.
If adopted widely, CBDCs could revolutionise how we think about payments by providing a government-backed, digital-first alternative to traditional fiat currencies. This could lower costs, increase security and offer a more inclusive financial system. For the iGaming industry, CBDCs could simplify cross-border transactions, reduce reliance on intermediaries and ensure compliance with regional regulations. Whether we will see CBDCs in 2025, I can’t say.
As CEO, what was the biggest lesson you learned in 2024?
2024 has been a year of growth for us at MiFinity. If there’s one lesson that stands out for me, it’s the importance of staying adaptable in a rapidly changing environment. Whether it’s evolving regulations, new technologies or changing player expectations, being able to pivot quickly and strategically is critical to success.
For example, we saw how embedding KYC within the MiFinity iFrame not only improved the customer experience but also helped operators reduce drop-off rates. That was a direct result of listening to our partners, analysing the data and taking decisive action. Ultimately, the lesson for me is that you can never stop listening and learning – whether from your team, your partners or the industry as a whole. Innovation doesn’t happen in isolation. It’s about collaboration, staying curious and always asking: “What’s next?”