The Agile Brand with Greg Kihlström® – Episode #742

Making Frictionless Payments a Reality with Peter Galvin, NMI

Date: September 29, 2025
Host: Greg Kihlström
Guest: Peter Galvin, Chief Marketing Officer, NMI

Episode Overview

This episode delves into the evolving landscape of digital payments, focusing on how brands can create frictionless, secure, and seamless payment experiences that foster customer loyalty and business value. Gregory Kihlström interviews Peter Galvin, CMO at NMI, covering trends like digital wallets, embedded payments, and the growing role of AI and agentic technologies in shaping the customer journey. The discussion is particularly rich in insights for SaaS companies and those building the next generation of embedded, omnichannel payment solutions.

Key Discussion Points & Insights

1. The Evolving State of Digital Payments

Timestamps: 03:34 – 07:33

• Digital wallets and contactless payments:
  The widespread adoption of Apple Pay, Google Pay, and similar platforms has made physical wallets obsolete for many, especially younger generations.
  Quote:

  “If you look at my kids’ age, for example, they don’t even carry a physical wallet anymore, they just carry their iPhone or Android phone to make payments.” – Peter Galvin [03:58]

• Software-based POS systems:
  Phones and tablets now serve as mobile points of sale, eroding the need for traditional card terminals.

• Embedded payments in vertical SaaS:
  Growing trend of vertical SaaS platforms (e.g., pet boarding, med spas, pro services) embedding payments directly into their workflow, creating fully digital customer journeys.

• Digitization and convenience:
  The seamless integration of payments with scheduling, booking, and communication elevates consumer experience, turning previously manual industries into digital-first ones.

2. Balancing Security and Convenience

Timestamps: 08:24 – 10:11

• Security is no longer about heavy friction: modern approaches ensure robust protection without harming usability.

• Technologies making frictionless payments possible:

  • Tokenization: Cards represented by transaction-specific tokens.
  • Passkeys and biometrics: Eliminating passwords in favor of fingerprints, face, and device-based authentication.

• Quote:

  “The best payment experience somebody has ever had is the one they’ve never known they did, in a sense.” – Peter Galvin [09:39]

3. Defining "Frictionless" and Where Brands Fall Short

Timestamps: 10:39 – 13:24

• Truly frictionless payment: Seen in ride-sharing apps and modern e-commerce, where payment “just happens.”

• For many brands, friction remains in the form of repeated data entry, lack of preferred payment options, or complicated checkout flows.

• Younger consumers, especially, demand ultra-fast, simple, and responsive checkout experiences—otherwise, they abandon carts or switch brands.

• Quote:

  “Our CEO likes to say the best payment experience is the one you never really saw.” – Peter Galvin [10:48]

4. Customer Loyalty and Cart Abandonment

Timestamps: 16:07 – 19:28

• Seamless payment is a direct driver of loyalty, particularly for younger consumers.

• One-click options and pre-saved credentials dramatically lower cart abandonment rates:

  • Comparing traditional forms with modern, one-click checkout reveals a major difference in conversion.

• Quote:

  “If you can make this experience something that is enjoyable or easy or fast, customers just won’t come back.” – Peter Galvin [16:52]

• Insight on digital transformation:
  The proliferation of payment options is part of broader digital transformation – companies must continuously enhance all aspects of the digital journey.

5. Embedded & In-App Payments: Why Platforms Must Move Now

Timestamps: 19:28 – 23:07

• Many SaaS vendors hesitate to embed payments due to perceived complexity, but delay risks customer loss and missed revenue.

• Embedded payments aren't just about convenience; they empower new business models (e.g., enforcing cancellation policies, automating bookings).

• The most successful digital platforms are those uniting payments, bookings, communication, and inventory in sector-focused solutions.

• Quote:

  “There’s a real benefit from a competitive standpoint and a revenue standpoint for these SaaS companies to embed payments.” – Peter Galvin [20:56]

• Brands/platforms failing to offer seamless, in-app payment risk being left behind as vertical SaaS and consumer expectations accelerate forward.

6. The AI Shift: Agency, Automation, and Transactional Agents

Timestamps: 23:07 – 26:33

• Agentic AI:
  The rise of “buyer agent” AIs will transform how consumers shop and transact – brands must prepare to interact directly with automated agents, not just end-users.

• Companies with a first-mover advantage in building AI agent-enabled commerce will win the next era of digital retail.

• Quote:

  “If I had a shopping agent and I’m looking for something specific, the onus is on those other brands or companies to be able to have something that can respond to that—and in an interesting way.” – Peter Galvin [24:23]

• The future: Prompt-based shopping, automation, and instant, AI-driven purchasing across the customer journey.

7. Personal Agility & Learning

Timestamps: 26:33 – 27:54

• Peter Galvin stays agile by maintaining excitement about technology, networking with peers, and being “relentlessly curious.”

• Quote:

  “Staying curious and always being curious about what’s new… is part of what keeps me up to date and also enjoying what I do.” – Peter Galvin [27:41]

Notable Quotes & Memorable Moments

• On seamless payments:
  “The best payment experience is the one you never really saw.” – Peter Galvin [10:48]

• On customer loyalty:
  “If you can make this experience something that is enjoyable or easy or fast, customers just won’t come back.” – Peter Galvin [16:52]

• On AI-driven commerce:
  “Companies with first mover advantages that are building agencies… will win.” – Peter Galvin [24:03]

• Host’s reflection:
  “My head almost exploded. Like, I don’t… the words didn’t even make sense, almost.” – Greg Kihlström, on encountering a cash-only gas station [13:44]

Timestamps for Key Segments

| Segment | Timestamp | |-------------------------------------|------------| | The future of digital payments | 03:34 | | Security vs. convenience | 08:24 | | Defining "frictionless" | 10:39 | | Customer loyalty & cart abandonment | 16:07 | | Embedded/in-app payments | 19:28 | | AI and the future of payments | 23:07 | | Staying agile (Peter’s advice) | 26:33 |

Takeaways

• Frictionless, embedded, and secure payment experiences are quickly becoming the standard—and are fundamental for customer loyalty.
• SaaS vendors, vertical industry players, and brands must move quickly to adopt seamless in-app payment solutions or risk losing market share.
• The coming wave of AI-powered “buyer agents” will reshape commerce; platforms not ready for agent-driven transactions may be left behind.
• Agility—in both technology adoption and personal development—is essential to navigate the rapidly changing payment landscape.

For more information about Peter Galvin and NMI, check the episode show notes or visit NMI’s website.