FIS Moves Payments From Checkout to Intelligence Layer

The convergence of payments, loyalty and digital wallets has created opportunities to reimagine the entire shopping journey, FIS Global Head of Payment Networks David Keenan writes in a new PYMNTS eBook, “2025’s Over/Under: The Bets That Paid Off.”

As we close the books on the halfway point of this transformative decade, the payments ecosystem stands at a pivotal juncture. The past five years have been a whirlwind of innovation, disruption and in certain ways recalibration. At FIS, we’ve had a front-row seat to these changes, and our journey has been defined by both the “over” — the trends we anticipated and prepared for — and the “under” — the surprises that reshaped our strategies and opened new doors.

The Over: The Rise of Personalization and Data-Driven Payments

We entered this decade with a clear vision: payments would evolve beyond mere transactions to become strategic enablers of value creation. This foresight drove our investments in technologies like integrated basket intelligence, loyalty solutions and real-time data analytics. We knew that consumers would demand more personalized, seamless, and rewarding payment experiences — and that sellers would seek tools to drive efficiency, loyalty and growth.

The rise of basket-level insights has been a game-changer. By unlocking granular data about what, when and where consumers buy, we’ve helped empower financial institutions, retailers and brands to deliver hyper-personalized offers, reduce fraud and optimize marketing ROI. This shift from transactional to relational payments was a trend we saw coming, and it has been gratifying to see our early investments pay off.

The Under: Unexpected Opportunities of Ecosystem Integration

What the market didn’t fully anticipate was the speed and scale at which ecosystem integration would redefine the payments landscape. The convergence of payments, loyalty and digital wallets has created opportunities to reimagine the entire shopping journey. Consumers now expect a frictionless experience that blends payments with rewards, financing options like buy now, pay later (BNPL), and even alternative currencies like stablecoins.

This unexpected acceleration forced us to pivot quickly. We doubled down on creating a cohesive financial ecosystem that synchronizes transactions, payment systems, and financial networks. By integrating these elements, we’re unlocking new ways to help our clients differentiate themselves and deliver value to their customers.

Lessons Learned and the Road Ahead

The past five years have taught us that agility is as important as vision. Early signals — like the growing demand for real-time data and the shift toward digital-first commerce — were critical in shaping our strategies. But it was our ability to adapt to unforeseen developments, like the rapid adoption of alternative payment methods, that truly defined our success.

As we look to 2026 and beyond, FIS remains committed to deepening integrations and leveraging emerging technologies like agentic AI to elevate the payments ecosystem. Our vision is clear: to help transform every transaction into a moment of value creation for all participants. By launching FIS Smart Basket, we’re unlocking item-level insights, delivering personalized rewards, and creating seamless shopping experiences. By redefining loyalty and driving value for consumers, merchants and brands, FIS is helping to set a new standard for the future of payments.