Discover the major innovations and strategies that are transforming diverse industries with ExtraMile by KnowledgeNile interview series. In every session, we connect with thought leaders and experts to simplify key tech and marketing practices for better implementation.
Today’s session features PXP’s VP Growth & Marketing, Magda Schmid-Debska. PXP offers unified payment solutions at a global level and makes commerce simpler and better. The firm responsibly processes €30 billion annually while integrating different payment methods.
Magda possesses significant experience in B2B payments and currently looks after PXP’s marketing initiatives. She focuses on implementing a data-driven approach and attaining lasting results. In the discussions, we’ll explore how cross-border marketing strategies have been assisting PXP to advance its unified payment solutions.
Apart from that, we will dive into omnichannel tokenization, PXP’s SoftPOS, QR-based payments, and the importance of a positive client journey in marketing campaigns.
Welcome, Magda; it’s a pleasure to host you today!
You are a marketing geek with multiple years of experience in this field. We are eager to know about your journey so far.
Magda. I've been immersed in the marketing world for 15 years now, starting my career in payments and fintech from the beginning. I was immediately intrigued by this ever-evolving industry and still find it absolutely fascinating today - I haven't looked back since. Fintech was where I found my true passion: a fast-moving, constantly evolving space where creativity has to meet compliance, and big ideas are balanced by precision execution. Joining PXP has been a brilliant next chapter - the intersection of tech innovation and customer-centricity is exactly where I want to be.
How does marketing for the fintech industry differ from others? What is the significance of appropriate risk and fraud prevention strategies here?
Magda. Marketing in fintech stands out because it’s about building trust around complex and often invisible technology, rather than just promoting features or benefits. It’s a highly regulated space, so you can’t simply move fast with bold claims — you need to educate, simplify, and show credibility at every touchpoint.
Risk and fraud prevention are key parts of that narrative. In fintech, customers and partners care deeply about how secure and resilient your platform is. Showcasing your approach to risk management isn’t just a technical detail — it’s part of what earns confidence, differentiates your brand, and ultimately accelerates adoption.
You recently attended the FIBE Berlin 2025. Which key subject lines of the event drew your attention, and you want to discuss about?
Magda. FIBE Berlin 2025 was packed with forward-looking topics, but a few stood out to me. First, the discussions around AI shaping the future of financial services were impossible to ignore — not just from an automation perspective, but how AI is redefining personalization, fraud detection, and the customer journey.
Second, the rise of embedded finance and the super-app model in Europe sparked some great conversations about partnerships and platform plays.
Finally, the regulatory angle — especially around the Digital Euro, DORA, and MiCA — was a recurring theme. It’s clear that compliance is no longer just a back-office concern; it’s becoming a strategic differentiator.
Initiating cross-border marketing strategies includes significant hurdles. Do you prefer designing targeted approaches or going for a one-size-fits-all plan for a diverse audience across different regions?
Magda. In fintech, a one-size-fits-all approach doesn’t stand a chance. Every market comes with its own payment behaviors, regulatory frameworks, and cultural cues — and ignoring them erodes trust fast. At PXP, we combine a consistent global story with local nuance. We rely on data insights and local expertise to shape messaging that’s both relevant and credible. Yes, it’s more work upfront, but that’s what turns campaigns into real growth engines.”
How does omnichannel tokenization secure payments and the commercial atmosphere? What benefits does this method offer?
Magda. Omnichannel tokenization is transforming payment security and the overall customer experience. By replacing sensitive card data with secure tokens, merchants can safely store and re-use payment credentials across every channel — in-store, online, or in-app — without ever exposing the actual card details. This creates a frictionless experience for customers, who can pay effortlessly and confidently, while tokenization dramatically reduces risk behind the scenes.
For merchants, the impact goes beyond security and conversion rates: having a unified, token-based customer view allows them to recognize and reward shoppers consistently across all touchpoints, enabling smarter loyalty programs and personalized offers. At PXP, we see omnichannel tokenization as more than a technical feature — it’s the foundation of modern, secure, and connected commerce.
Give us an overview of PXP’s solution, SoftPOS. How does this service initiate flexible payments?
Magda. PXP’s SoftPOS, or how we call it TAP, is all about breaking down barriers to entry for in-person payments. It transforms any NFC-enabled Android device into a full-fledged payment terminal with no extra hardware needed. This makes it ideal for businesses that want to scale fast, cut costs, or enable flexible payment acceptance in non-traditional environments (think pop-ups, delivery teams, event vendors). With SoftPOS, payments become as agile as the business itself. And because it’s backed by PXP’s orchestration platform, merchants get the same robust solution as they would with a traditional terminal setup.
Do you think QR-based payments are reforming transaction procedures worldwide? What are the significant difficulties of such payments?
Magda. QR-based payments have surged in certain regions — particularly Asia-Pacific and LATAM — reshaping how consumers pay both in-store and online. They’re a powerful driver of financial inclusion in markets where traditional payment infrastructure is limited. The challenges lie in the lack of standardization, the potential for fraud (e.g., fake QR codes), and ensuring seamless integration into existing payment ecosystems. QR codes are effective as part of a broader payment strategy that gives customers multiple ways to pay.
A positive client journey contributes to successful marketing campaigns. Can you share any case studies where you became a companion throughout your client’s journey, ensuring the identification and fulfillment of their actual needs?
Magda. We always approach client relationships as true partnerships rather than one-off transactions. From discovery through execution, our role is to deeply understand evolving needs, uncover hidden challenges, and co-create solutions that deliver real impact. This often means going beyond the initial scope — whether it’s supporting retailers through high-pressure peak seasons, ensuring seamless cross-border operations, or adapting to new regulatory environments. For us, these journeys are about listening, adapting, and being a true partner to our clients as they grow and scale under real-world pressures.
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