PayByFace is pioneering biometric-based checkout experiences, blending facial recognition with digital identity and wallet infrastructure. The company is building the future of seamless, cardless payments and already operates in multiple European markets.
We sat down with Elena Marchetti, PayByFace’s CEO, to explore how biometric fintech is evolving, what challenges it faces in Europe, and how privacy, trust, and regulation will shape the future of face-based payments.
Who is Elena Marchetti?
Elena Marchetti is an Italian-Romanian fintech executive with a background in digital identity, mobile payments, and business innovation. She joined PayByFace in 2022, leading the firm through product stabilization, compliance upgrades, and expansion into the CEE region. With a sharp focus on user-centric biometrics, she aims to make frictionless, face-authenticated payments a mainstream reality.
Interview
What is PayByFace in one sentence?
A biometric wallet that lets users pay or authenticate themselves using only their face — fast, secure, and privacy-safe.
How does the system work?
Users register once (via app or kiosk), link their payment method, and then authorize future payments simply by showing their face at the checkout or access point.
What’s the core value proposition?
Frictionless checkout (no phone, card, or cash), high security (biometric + tokenization), and improved conversion for merchants.
Is PayByFace regulated?
Yes — we are a PSD2-compliant third-party provider in Europe and work with licensed acquirers and PSPs. Our biometric database complies with GDPR and facial template storage regulation.
How do you ensure user privacy and consent?
We never store raw facial images — only mathematical templates. Users must explicitly opt in, and data is encrypted, region-bound, and deletable at any time.
Where are you live today?
We are live in Romania, Bulgaria, Hungary, and Poland. Expansion into Germany and Italy is ongoing.
What verticals do you focus on?
- Retail (grocery, fashion)
- Transport (ticketing, gates)
- Fitness clubs and co-working spaces
- Festivals and events
- Borderless identity use cases
How do you make money?
Per-transaction fees from merchants, licensing of biometric terminals, and integration/API fees for large partners.
Who are your clients?
Merchants with high footfall and queue pain points — supermarkets, chains, stadiums, gyms, transport hubs. We also work with event organizers and large integrators.
What does integration look like?
We provide SDKs, APIs, and facial kiosks. POS terminals are either our own or white-labeled versions.
Competitors
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PopID (US) – Similar concept, not EU-regulated
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Amazon One – Fingerprint-based, closed ecosystem
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Smile ID – Focus on Africa, more ID than payment
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Standard PSPs – Not biometric
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Event ticketing apps – Offer QR, not face
Related Searches
- Biometric payment solutions
- Facial recognition checkout EU
- PayByFace Romania
- GDPR-compliant biometric systems
- EUDI wallet integrations
- PSD2 biometric fintech
FAQ
Is PayByFace secure?
Yes — it uses encrypted biometric templates, liveness detection, and payment tokenization.
Can I delete my data?
Absolutely — users can delete their face template and payment info at any time.
Where is it accepted?
In dozens of stores and venues across Romania, Bulgaria, Hungary, and Poland — with more on the way.
Is it mandatory to use face-based payments?
No — it’s always optional and consent-based.
Can I link multiple payment methods?
Yes — cards, Open Banking, or wallets can be linked to your profile.
Company Services
- Biometric payment at checkout
- Biometric identity and access
- Facial kiosks and terminals
- App + SDK for onboarding
- Integration with PSPs and acquirers
- GDPR-compliant storage
- Face ID wallet linking
- Payments without cards or phones
Product Positioning
PayByFace is:
- A biometric fintech innovator
- Focused on secure, GDPR-compliant facial recognition
- Available now across CEE, expanding to Western Europe
- Compatible with existing PSP and POS stacks
- Ideal for high-footfall venues and modern retail
