Adyen, the global financial technology platform of choice for leading businesses, has announced the launch of Personalize, a new product within its Adyen Uplift payment optimization suite. Designed to enhance checkout performance, Personalize enables businesses to dynamically adjust checkout pages in real time based on individual shopper preferences—making payments easier for customers while helping merchants reduce processing costs.

The launch builds on the strong momentum of Adyen Uplift, introduced in January 2025. In its first year, Uplift helped businesses lower payment costs by 9.4% on eligible traffic and reduce false positives—legitimate transactions incorrectly blocked—by 42% on average. More than 6,500 businesses using Adyen Uplift also recorded an average 1.19% increase in payment conversion rates above industry baselines, with some customers seeing gains of up to 6%.

These improvements were driven by optimized routing and smarter risk configurations. With Personalize, Adyen is extending optimization further upstream in the customer journey by intelligently guiding shoppers toward the most relevant payment options from the outset.

Traditional online checkouts often present the same payment options and authentication flows to every shopper, regardless of prior behavior or preferences. This static approach contributes to friction and abandoned purchases. According to Adyen research, 37% of shoppers abandon transactions if checkout takes too long, while 72% of businesses report that high transaction fees significantly impact profit margins.

Personalize addresses these challenges through a new Dynamic Identification layer embedded within checkout. Leveraging insights from trillions of dollars in global transaction data and Adyen’s banking infrastructure, the solution can recognize returning shoppers and tailor the payment experience before they even click “pay.”

By automatically reordering payment methods based on the shopper’s likely preference, businesses can deliver a faster, more intuitive checkout experience—reducing cart abandonment while optimizing costs.

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

With the addition of Personalize, Adyen continues to strengthen its unified commerce platform, helping enterprises drive higher conversions, lower payment costs, and deliver more seamless digital experiences worldwide.