Adyen Launches Personalize to Optimise Checkout UX

Adyen, the global fintech platform, has announced the launch of Personalize. This new product within the Adyen Uplift payment optimisation suite allows businesses to adjust their checkout pages in real-time based on individual shopper preferences. By making it easier for customers to pay, the tool aims to increase conversion rates while reducing processing costs for the merchant.

The addition of Personalize builds on the success of Adyen Uplift, which launched in January 2025. In its first year, Adyen Uplift helped businesses lower payment costs by 9.4% on eligible traffic while reducing false positives by 42% on average. 

Additionally, the 6,500+ businesses using the suite saw an average increase of 1.19% in payment conversion rates above standard industry baselines – reaching up to 6% for some customers.

Addressing checkout friction

Traditional online checkouts are often rigid, showing the same payment options and security steps to every shopper regardless of history. This lack of flexibility is a leading cause of lost sales, with Adyen’s research showing that 37% of shoppers abandon a purchase if the process takes too long. Additionally, 72% of businesses report that high transaction fees continue to put significant pressure on profit margins.

Personalize addresses these challenges by adding a Dynamic Identification layer to the checkout experience. By leveraging insights from trillions of dollars in transaction data and Adyen’s global banking infrastructure, businesses can now recognize shoppers and adapt the payment experience before they click ‘pay.’

“At checkout, the goal is to minimize friction without increasing risk,” said Carlo Bruno, Adyen's VP of Product.

“Personalize achieves this balance by using Dynamic Identification to recognize shoppers instantly. This allows us to tailor the journey from the very first step, ensuring a smooth, secure experience before the customer even begins typing.”

Improving efficiency and security

Beyond speed, Personalize improves margins and security by highlighting cost-effective payment methods and identifying risk signals before a payment is even attempted.

These optimisations, supported by detailed reporting, A/B testing capabilities and configurable UI components, allow merchants to pinpoint friction and validate performance in real-time. Early data shows businesses can improve conversion rates by up to 6% and lower transaction costs by up to 3%.

Initial pilots demonstrate how Personalize helps businesses manage transaction costs while improving the shopper experience. Hospitality tech platform, Tebi, saw a 4.26% saving alongside a 0.8% lift in checkout conversions.

Recent Adyen strategy 

The global financial services platform recently paired with Fresha to provide instant liquidity to SMBs. 

The new offering targets small and medium businesses (SMBs) in the beauty and wellness sector and is currently live in the US, UK, Australia, Canada, Netherlands, Finland and Sweden.

To date, the partnership has resulted in over US$5.5m in loans issued to small and medium businesses. This move underscores Fresha’s strategy to utilise embedded finance to move beyond payments and provide interconnected financial services.

By circulating value within its platform, Fresha aims to strengthen its financial product ecosystem.