If you are one of those who gives pause about using your smartphone or tablet to conduct financial transactions of any kind on your device, you might have cause to breathe a bit easier after reading this article. Although much has already been written and proven about how mobile transactions are safer than credit card or debit card transactions, an air of uncertainty continues to linger in the minds of some. However, some of those barriers are beginning to crumble at a more exponential pace.
E-Trade Financial Corporation is rolling out Apple Pay functionalities for its debit card holders, as well as customers using its mobile or wearable applications, as more financial marketers acknowledge the unstoppable force of digital payment platforms.
E-Trade recognizes that its investors and traders are constantly seeking seamless and secure experiences on mobile that span the entire investment cycle. The financial marketer’s customers will now be able to link their branded debit cards with Apple Pay’s platform, enabling them to leave their cards out of sight when conducting payments while relying on their iPhone devices instead.
E-Trade will no longer need to transmit users’ ATM card information over the network, a move that could offer more comfort regarding security to its customers. Additionally, the brand’s biometric authentication enables consumers to more securely save their personal information.
Contactless payment services are gaining significant traction among merchants and users alike
The Apple Pay integration will likely yield a positive response from consumers who look to conduct their investing and trading tasks on smartphones or tablets while on-the-go.
“E-Trade customers tend to be smart, digitally savvy investors, who look to E-Trade to deliver a best-in-class trading, investing, and cash management experience,” Mr. Fischer said. “We think they will appreciate the added convenience that Apple Pay delivers.”