The introduction of Personalize builds on the success of Adyen Uplift, which was launched in January 2025. In the first year, Adyen Uplift helped more than 6,500 companies reduce their payment costs by an average of 9.4%. At the same time, the number of legitimate payments that were wrongly declined decreased by an average of 42%. Additionally, these companies saw an average increase of 1.19% in payment conversion above industry standards, with peaks of up to 6%.
Less friction in the checkout
While Adyen Uplift focuses on optimizing payments in the background, Personalize targets the beginning of the customer journey: the checkout itself. Online checkouts are often set up the same for every shopper, which frequently leads to missed sales. Research from Adyen shows that 41% of Dutch shoppers abandon a purchase when the payment process takes too long, while 72% of companies indicate that high transaction costs put ongoing pressure on their profit margins.
Personalize recognizes shoppers already during checkout and automatically adjusts the payment page. Using Adyen's Dynamic Identification, insights from transaction data worth trillions of euros and Adyen's global banking infrastructure are utilized. This way, payment methods are automatically displayed in the most logical order based on what a specific customer is likely to use, providing a faster and more user-friendly experience and reducing abandoned shopping carts.
'At checkout, it's all about removing unnecessary barriers without compromising security,' says Carlo Bruno, VP Product at Adyen. "With Personalize, companies can tailor the payment experience from the very first moment to the shopper, even before the customer starts entering their details.'
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Increasing conversion and reducing transaction costs
In addition to speed, Personalize helps companies save costs and make payments safer. The system can, for example, display payment methods that are cheaper for the company and signal potential risks before a payment is initiated. Companies can test different versions of their checkout, improve performance in real-time, and quickly identify bottlenecks. Initial results show that companies can increase their conversion by up to 6% and reduce their transaction costs by up to 3%.
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Payments as a strategic advantage
Results from initial pilots show how Personalize helps companies better manage transaction costs while simultaneously improving the shopping experience. For instance, the Dutch hospitality technology platform Tebi saw a cost saving of 4.26% on payments, while at the same time 0.8% more customers actually completed their purchase.
'By implementing Personalize together with Adyen, we have been able to create a checkout that adapts in real-time to our customers' preferences,' says Marc Hoynck, Integrations & Payments Product Manager at Tebi. 'In hospitality, the last step of the customer journey should be the easiest. By adapting to how guests want to pay at that moment, we retain sales that would otherwise be lost, while simultaneously reducing transaction costs for our merchants.'
The Personalize module is immediately available to Adyen customers as part of Adyen Uplift. For more information, see here.
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