In an inclusive SiGMA TV interview with Ofir Peretz, Chief Marketing Officer at Finera, we unpack how a single integration approach and non-custodial crypto processing aim to give iGaming operators fuller control, real-time intelligence, and simpler global payment operations across markets. Peretz frames the “invisible payments” future as moving beyond faster transactions to truly seamless, intelligent payouts that remove friction while preserving asset sovereignty for merchants. His background as CMO at Finera and prior senior roles underpins a clear, product-first lens on scale, security, and adaptability for 2025.
Invisible payments
Peretz points to a present, not future, shift in Europe as crypto usage rises, arguing that mainstream adoption demands payment infrastructure that respects merchant ownership while meeting user expectations for simplicity and speed. Finera’s headline at SiGMA Central Europe is non-custodial crypto processing designed so merchants keep full ownership of their digital assets and avoid third-party instability risks, a stance he calls non-negotiable for security and trust. As he puts it, Finera is a pure technology partner that “does not touch the money” but provides secure rails to move it, building trust that custodial providers cannot replicate.
Smart routing
Ambitious merchants face rising costs and complexity in integrating new methods and acquiring region by region. Peretz positions Finera’s single point of integration as a global “USB Type-C” for payments, reducing engineering overhead and accelerating market entry. Uniqueness comes not only from a single API but also from the intelligence within, notably a smart routing engine that works automatically in the background to optimise authorisations and continuity across geographies. The model seeks to collapse fragmented stacks into one integration with real-time decisioning, aligning with operators’ need to scale without stacking vendor lock-in.
Trends to 2026
Looking to late 2025 and early 2026, Peretz predicts the headline shift from ever faster payouts to real-time and intelligent payouts, where the experience becomes so seamless it feels invisible to the end user. He cites examples like Uber and Amazon Go to illustrate payments fading into the background, reflecting Finera’s positioning around “invisible payments” powered by back-end intelligence rather than front-end speed alone. The goal is for businesses to forget about payments and focus on product and customer, with infrastructure quietly doing the heavy lifting.
Built for adaptation
Peretz notes fragmentation rather than standardisation in global regulation and platform policies, citing constant changes from large ecosystems such as Apple and Google that merchants must navigate. Finera’s platform is built for adaptation, with the team monitoring global tech shifts so merchants can concentrate on their product while Finera absorbs integration and policy complexity at the platform layer. His career trajectory into Finera’s CMO role reflects sustained focus on go-to-market systems and scalable marketing operations for high-growth fintech and payments contexts.
SiGMA South Asia, Colombo, is up next, happening 30–02 December; catch more exclusive and trending interviews on SiGMA TV.
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