Global Startup Cities Podcast: Justt

Processing chargebacks has lengthy been a time-consuming handbook operation for e-commerce retailers, however now AI may be utilized to streamline the process for monetary establishments.

Tel Aviv, Israel-based fintech Justt makes use of AI and knowledge insights to automate the method of chargeback mitigation—a $125 billion downside—co-founder and Chief Risk Officer Roenen Ben-Ami tells Bank Automation News throughout this particular version of the Global Startup Cities podcast from “The Buzz.”

“When [merchants] receive our evidence or return, they’re manually reviewing that evidence, and it’s quite a tedious process for them to do,” Ben-Ami notes. “So, we’ve been working on helping them make their process more efficient.”

Justt’s tech is designed to assist distributors navigate a system by which they’re usually “guilty until proven innocent,” he says. “It’s actually tailoring the solution at scale per merchant to their end user flow, their industry, so that we could get the best solution on their behalf.”

Listen as Justt’s Ben-Ami discusses automating chargebacks and his expertise as a founder in Tel Aviv, the startup capital of the Middle East and a world chief in cybersecurity innovation.

The following is a transcript generated by AI know-how that has been flippantly edited however nonetheless incorporates errors. 

Victor Swezey 0:02
Hello and welcome to a particular version of “The Buzz,” a Bank Automation News podcast. Today is July 25 2023. My title is Victor Swezey, and I’m the editorial intern at Bank Automation News. Today is the second episode of our Global Startup Cities sequence, the place we take you to a number of the most progressive tech hubs all over the world to offer you a take a look at these startup cultures and the markets they serve. Along the best way, we’ll be speaking to 10 tech founders from these cities concerning the merchandise they’re bringing to market. This week, we’ll be touring to Tel Aviv, the capital of Israel, the Middle East’s startup nation. For years, Tel Aviv has been churning out progressive startups throughout a number of verticals, together with social buying and selling platform eToro and cybersecurity agency winds. As of March, town alone was dwelling to 95 unicorns, based on the Times of Israel. Joining me right now is the founding father of only a startup utilizing AI to automate chargeback mitigation for E commerce retailers and banks. Please welcome Roenen Ben-Ami.Roenen Ben-Ami 1:08
Great to be right here. Great to satisfy you, Victor. Thanks for having me. So I’m Roenen, I’m the co founder and chief danger officer alter simply solves the issue of chargebacks from mine retailers on the publish transaction stage. In order to clarify that I all the time like to offer an instance of what a chargeback is. So we’re all on the identical web page. So let’s say you’re an internet service provider promoting a pair of footwear and a cardholder buys these footwear, it’s shipped to their handle. After receiving the merchandise, that cardholder has the flexibility to dispute that transaction. And many occasions it may very well be an harmless mistake, they forgot what they bought. Someone else within the household made the acquisition or precise prison exercise of attempting to get one thing without spending a dime. What occurs at that time is that the cardholder goes to their financial institution disputes the transaction and obtain the funds in return. At that time, the financial institution, let’s say it’s Bank of America will submit into the cardboard scheme networks Visa or MasterCard, an precise chargeback. And the funds are in the end taken from the service provider, I say the system is constructed, that you simply’re responsible till confirmed harmless as a service provider, as a result of the funds are routinely taken from the service provider. And except they deal with the method of proving that this chargeback is illegitimate chargeback, primarily based on the rationale known as what the precise declare is, then they’re going to lose these on them. That course of is sort of handbook with many guidelines and laws. And what we have now completed is taken a 3 pronged strategy to resolve this for retailers. And the primary strategy is absolutely palms free, we notice that retailers don’t have the time, while you don’t have the data or assets to cope with their chargebacks, we take the complete downside onto our shoulders and deal with it on their behalf. The second level is being an automatic answer. And what we imply by that’s actually two objects. First, it’s really tailoring the answer at scale per service provider, to their finish person circulation their trade in order that we might get the perfect answer on their behalf. And then operating that answer in an automatic trend as a result of chargebacks fluctuate and are available in at a random cut up tempo throughout the month. And what we’re doing is definitely dealing with these circumstances routinely. So it doesn’t matter if one month, it’s a number of 100 chargebacks. And the following month, a number of 100 1000s of chargebacks, we’re gonna get all to all these circumstances, the identical high quality. And the ultimate merchandise is absolutely being a knowledge pushed answer. So we’re really operating exams on the responses that we’re receiving as soon as one and what’s misplaced discovering the place our weak spots are, per issuing financial institution per card scheme per motive code of the particular chargebacks per fee processor, we’re in a position to run a B exams there discover these weeks that enhance on these weak spots. And general it the win fee and the quantity of funds that we get well for our retailers improves over

Victor Swezey 4:03
time. Got it and why are chargebacks such an enormous downside for companies? And are you able to set the scene of you recognize, I feel loads of banks are conscious that there’s been type of an increase in fraud in recent times. Can you possibly can you go into that somewhat bit?

Roenen Ben-Ami 4:18
Yeah, undoubtedly. I’ll begin by going again to 2008. During the worldwide monetary disaster when the time period pleasant fraud was coined, when the when there was a troublesome financial state of affairs, many extra illegitimate claims have been being made within the on-line house round chargebacks. And there was a big improve. Then when you return to pre COVID the rise was round 25 to $50 billion {dollars} a 12 months have been being misplaced as a consequence of pleasant fraud chargebacks these illegitimate claims by the cardboard holders and since since COVID, as a result of a lot has gone on-line and The chargeback downside is absolutely an internet downside, nearly all of chargebacks are taking place there, it’s changed into over $125 billion downside and rising, it’s rising within the double digits annually as properly. So it’s actually a rising situation. And it’s it’s fairly an issue for retailers, as a result of I all the time say the chargeback course of has been caught previously, it’s nonetheless very, very handbook with many guidelines and laws. The automotive scheme has modified their guidelines yearly, Visa simply got here out with new guidelines round fraud chargebacks, MasterCard final 12 months made all these modifications round subscription chargebacks. And there’s many extra modifications which can be going to return. And it’s actually the retailers that must be on prime of these guidelines, in addition to manually dealing with the circumstances. When the volumes are so excessive, it’s simply not possible to get to all of the circumstances in a handbook trend.

Victor Swezey 5:52
Can Can you dig in somewhat bit extra to the function that AI performs in? Just how precisely do you utilize synthetic intelligence to assist handle this chargeback system?

Roenen Ben-Ami 6:03
Great, so I’ll clarify it by the place our know-how works within the course of. And then after which how the AI suits into the know-how. So we actually began with utilizing the this automated strategy by integrating with the precise fee service suppliers of the retailers, for instance, Stripe, Avi and Braintree and lots of extra. So we’re really turn out to be a sub processor on behalf of the service provider and may pull straight their chargeback knowledge from their from their PSPs. But they’re known as. And then we have now our third get together options that we use that enrich our knowledge, that means that we’re capable of finding out extra details about the precise transaction, what else occurred on this that particular transaction that may assist us perceive and inform the story higher on this particular case. And then there’s additionally third, the info factors that we are able to take from the service provider themselves. Many occasions we are able to go reside with out that service provider knowledge. But we are able to enhance the answer. If service provider knowledge is added, it will probably combine with our API, or it will probably ship us a CSV report. Once we have now all that knowledge in our system, our system is ready to work alongside our specialists which can be tailoring the answer utilizing our good instruments particular for that retailers wants their finish person circulation. And then as soon as they’re reside with the tailor-made answer that the AI actually kicks in. Once we’re beginning to obtain current outcomes on that retailers or circumstances, as soon as we obtain the we obtain these outcomes, we are able to run exams, the place are we not performing very properly? Where are we are able to we carry out higher? Let’s attempt completely different knowledge factors. Let’s attempt completely different arguments, alternative ways of designing the templates, run completely different AP exams with completely different issuing issues. So I all the time say that the issuing banks, the banks of America or chases of the world are reviewing this proof. And you possibly can see with one one issuing financial institution, a 60% win fee and one other one, a 20% win fee with the identical state of affairs. So each is analyzing your proof in a barely completely different method. And it’s a must to tailor the answer to every issuing banks preferences.

Victor Swezey 8:21
Could we undergo like a banking associated case research?

Roenen Ben-Ami 8:24
Yeah, that’s a terrific level. Because the the chargeback ecosystem doesn’t solely have an effect on retailers, in the long run, it impacts the buying banks which can be really permitting the processing for the retailers in addition to the issuing banks which can be issuing the bank cards to the precise card holders. And in addition to the cardboard schemes themselves. And I’ll say the complete ecosystem of chargebacks is sort of handbook, and and difficult. And we’ve really appeared into each the ache factors of the buying banks, in addition to the issuers. We even have a number of pilots operating on the issuing facet to assist them cope with their ache factors. But the ecosystem itself has loads of innovation, but to return to make this a extra environment friendly, scalable course of and a extra correct course of. That’s the place we actually see loads of our play right here is to assist make this ecosystem extra correct and making the precise choice. So issuing banks once they publish the chargeback, they’re really sending it into the cardboard scheme networks into in a handbook trend posting it into these methods. And once they obtain our proof or return, they’re manually reviewing that proof, and it’s fairly a tedious course of for them to do. So we’ve been engaged on serving to them make their course of extra environment friendly.

Victor Swezey 9:49
Maybe let’s transition now to you recognize, somewhat bit broader scale about Tel Aviv and about what it’s wish to be a startup there. So you recognize, Tel Aviv is everyone knows it’s a startup hub. Um, are you able to clarify a bit perhaps the historical past of that? And you recognize, what is precisely the setting for founders like there?

Roenen Ben-Ami 10:07
Yeah, positive. I all the time say that Tel Aviv is fascinating in Israel basically is fascinating that as a result of we’re, you recognize, we’re a small startup nation, although we are saying, we glance to innovation not solely throughout the nation, however the world over. And we’re all the time outward wanting, how we might change issues globally, which loads of occasions, you recognize, I really feel like within the US, or within the locations in Europe, you’re attempting, you’re wanting inward, and how one can cope with inefficiencies inside the particular space of the world, Israel actually seems outward, and never solely coping with their very own inefficiencies, and so they see it with lots of the startups round us. It’s a tremendous setting, I’ve to say it’s underneath one very small metropolis, wonderful metropolis, however it’s a small metropolis, I all the time, all people all the time advised me to go to San Francisco expertise the startup setting there. It’s a terrific setting, but it surely’s very unfold out. Tel Aviv is you recognize, I am going down the road and have espresso with our buyers, I am going stroll over to the places of work of one among our have one among our retailers that work with us. Everything is in strolling distance, it’s very straightforward and, and collaborative in the identical method. Because I can let you know, on a private stage, after we we began to construct a constructing simply there have been so many different entrepreneurs on the market that have been serving to us with issues and studying what we should always do and the way we should always do issues. And now that I’m in a state of affairs that I might help, as properly, I’ve many entrepreneurs reaching out to me and asking for my recommendation on issues. And we’re very collaborative, and, and permit room for encouraging one another and to to succeed as a result of we, we’ve all been there. It’s a difficult setting. And it’s good to be in that collaborative setting.

Victor Swezey 12:05
So, you recognize, Israel is famend for producing all types of top quality startups, superior startups in all completely different industries. But I feel particularly cybersecurity, and you recognize, you’re form of tangential, associated to cybersecurity with anti fraud and cost backs. And I used to be simply, I suppose, questioning, how do you assume this emphasis on excessive tech safety happened? And is it tied in any respect to Israeli historical past and society?

Roenen Ben-Ami 12:29
Yeah, I feel there’s one thing there. Especially, you recognize, as you talked about, cybersecurity is a very massive house and excessive tech scene in Israel, in addition to the place we sit extra on the FinTech facet and anti fraud facet. There are loads of issues which can be discovered within the navy right here, particularly within the intelligence department that may be adaptable in Israeli into society and civilian life. And I really feel that, particularly within the within the anti fraud house, I really feel prefer it was a sequence response, when you take a look at when PayPal bought fraud sciences, and Israel actually turned a hub for the anti fraud house after that, and also you noticed so many startups from that have been ex PayPal, staff that went out to construct wonderful anti fraud startups. And then it was from the following era to the following era as a result of I take a look at myself, earlier than constructing simply I hung out at startup that was bought by nove known as simplex that two of the founders there have been ex Pay Pal staff. So type of has been handed down from from two completely different entrepreneurs. And it’s been fascinating to see how this chain response has occurred, has turn out to be a hub for the FinTech, anti fraud sector. So there’s undoubtedly one thing that you could possibly return to the navy issues which have occurred there, after which chain reactions which have occurred, and simply the the training transferring from, from individual to individual.

Victor Swezey 14:08
You know, the place do you assume issues are going sooner or later? And what are perhaps some fintechs that we ought to be watching popping out of Israel?

Roenen Ben-Ami 14:16
Yeah, I feel there’s loads of thrilling issues taking place in Israel. I can let you know, for instance, we work with an organization known as millio, which is a very wonderful firm what they’re doing. They’ve been round even longer than we have now, however they’re simply performing some actually thrilling issues for SMBs within the United States, permitting them to pay their their precise distributors in a neater trend via their system, they may pay via bank card, after which they’re behind the scenes paying the precise distributors in no matter method they should cry. Ach test are many different methods. Another one is mesh, when you’ve heard of them, which is a tremendous firm, there Dealing with the monetary facet of firms and having the ability to handle your funds higher and having company playing cards for the staff and permits you to really handle the funds throughout the corporate in much more environment friendly MIT method. And there’s many extra the scene is absolutely sizzling and thrilling to be part of it.

Victor Swezey 15:28
You’ve been listening to “The Buzz,” a Bank Automation News podcast. Please observe us on LinkedIn and Twitter. And as a reminder, you possibly can fee this podcast in your platform of selection. Thank you in your time, and make sure to go to us at for extra automation information.


A news media journalist always on the go, I've been published in major publications including VICE, The Atlantic, and TIME.

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