If you’d rather read the breakdown than listen to the full episode, we’ve got you covered! In this episode of The Paycast Network, host sits down with Brian Booth, Founder and CEO of Enroll & Pay. They dive deep into the story behind Enroll & Pay, how card-linked loyalty is revolutionizing point-of-sale (POS) interactions, and—most importantly—how ISOs and payment processing agents can leverage loyalty tech to retain merchants and dramatically slice churn.

Quick Icebreaker: A Blast from Loyalty History

Before diving into the tech, the episode kicks off with a look at how loyalty programs have evolved over the decades:

  • S&H Green Stamps (1896): Long before digital apps, Sperry & Hutchinson Co. issued physical stamps that customers licked and pasted into books. At its peak in the 1960s, S&H issued three times as many stamps as the U.S. Postal Service, and its rewards catalog was the largest publication in the country!
  • The First Modern Data-Driven Loyalty System (1990s): Created in the UK by Edwina Dunn and Clive Humby (Dunnhumby), who pitched the “Clubcard” concept to Tesco. They proved that the checkout cash register data being thrown away was actually a goldmine for understanding consumer behavior.

What is Enroll & Pay? (The 30-Second Pitch)

In simple terms, Enroll & Pay is a card-linked loyalty platform. It turns a customer’s existing Visa, Mastercard, or American Express into their loyalty card directly at the payment terminal—without requiring punch cards, extra physical key fobs, or separate phone apps.

How the Frictionless Flow Works:

  1. The Transaction: A customer taps or swipes their card for a $50 purchase.
  2. The Prompt: The terminal checks if the card token is already linked. If it isn’t, the screen displays a quick prompt: “Want 10% off today? Enter your phone number.”
  3. The Opt-In: The customer enters their phone number once and opts in.
  4. Automatic Loyalty: Moving forward, every time that credit card is tapped or swiped at that merchant, rewards accumulate automatically.

The Origin Story: From Brick-Sized Tablets to Terminal Apps

Brian Booth didn’t start out in payments—his background includes advertising, local marketing, and mortgage finance. After witnessing the 2008–2009 financial crisis, Brian wanted to create a “pay-per-swipe” offline performance marketing model for local brick-and-mortar merchants.

“I wanted to create a performance-based marketing program for merchants… If I brought you $1,000 worth of business and proved it, would you pay me $150? If I brought you zero, you pay me nothing.” — Brian Booth

The Evolution:

  • Buxbak (Early Days): Brian’s initial venture worked across 10–12 cities, but required consumers to register their credit card digits on a website before shopping. The friction was a growth bottleneck.
  • The Lightbulb Moment: Why not ask customers to enroll right at the terminal during payment?
  • The Early Prototypes: Brian showed off early hardware prototypes on the podcast—ranging from a literal “brick” (an Android tablet enclosed in a thick case for waiters to carry in an apron) to custom Galaxy tabs housed in hand-laser-cut foam mounts.
  • The Embedded Breakthrough: After participating in a Verifone terminal hackathon in the Bay Area, the team cracked the code to embed loyalty code directly into payment terminal flows. Enroll & Pay launched live around 2016–2017.

Beyond Swiping: Why Merchant Data is King

When a merchant processes a standard transaction, the credit card processor typically sees:

Card ending in 1234 charged $8.00.

With Enroll & Pay embedded, the merchant sees actionable customer intelligence:

  • Customer Name & Contact Info (via phone number lookup)
  • Visit Frequency & Trends: e.g., “This is John’s 5th visit this month, but his visit frequency is dropping.”
  • Automated SMS Retention Campaigns: Triggering targeted text messages to bring at-risk customers back through the door.
+-------------------------------------------------------------------+
|                        THE DATA ADVANTAGE                         |
+------------------------------------+------------------------------+
| Standard Processing                | Enroll & Pay Platform        |
+------------------------------------+------------------------------+
| • Card ending in 1234              | • Customer Name & Profile    |
| • Amount: $8.00                    | • Visit #5 this month        |
| • Anonymous buyer                  | • Increasing/Decreasing spend|
| • Zero retention capability        | • Automated SMS win-back ad  |
+------------------------------------+------------------------------+

The Secret Weapon for ISOs & Agents: “Retention is the New Revenue”

For Independent Sales Organizations (ISOs) and merchant processing agents, payment processing has increasingly become a commodity. Cold callers bombard local merchants daily with promises of lower rates.

Brian points out that while upfront commissions or cash discount margins are great, merchant stickiness is where long-term wealth is built.

The 25% vs. 1% Churn Metric

Brian shared an eye-opening statistic from hardware manufacturer Dejavoo:

  • Standard terminal processing churn sits around 25% annually.
  • When a value-added software service (like Enroll & Pay) is running on that same terminal, churn drops to just 1%!

“If you’re only selling processing, that deal might be gone in six months. Loyalty creates stickiness. Merchants don’t leave when they can clearly see their customer database and ROI sitting right on their dashboard.” — Brian Booth

Instant Onboarding with Dejavoo P-Line

Enroll & Pay recently made onboarding even easier through deep integration with Dejavoo’s P-Line terminals:

  1. Communication Command Center: Terminal idle screens act as merchant-facing screensavers highlighting the program.
  2. QR Code Onboarding: The merchant scans a QR code on their own payment terminal screen and can set up their loyalty program in under 60 seconds.
  3. Instant Live Activation: The very next customer who swipes or taps their card can enroll immediately.
  4. 60-Day Free Trial: Merchants try it risk-free. The dashboard transparently shows them their return on investment (e.g., “You traded $99 for $2,000 in generated revenue this month”).

How to Connect with Enroll & Pay

Whether you’re a merchant looking to boost repeat visits or an ISO wanting to lock down your portfolio, getting started is simple:

  • Website: enrollandpay.com
  • LinkedIn: Connect with Brian Booth on LinkedIn
  • ISO Program Inquiries: Contact Dana Dahms (ISO Manager) at dana@enrollandpay.com
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