How embedded finance and operator-first innovation are reshaping unattended retail
In a fast-moving unattended retail landscape, few companies have experienced the kind of momentum that Nayax is seeing today. At the center of that growth is Carly Furman, Nayax North America CEO, whose 12-year journey with the company mirrors the industry’s transformation from cash-heavy operations to fully integrated, cashless ecosystems.
In a recent conversation with Neil Swindale, Furman shared insights into what’s driving Nayax’s success—and where the industry is headed next.
From Finance to Industry Leadership
Furman didn’t start out on the front lines of unattended retail. Joining Nayax in a finance role, she was initially involved in the company’s global expansion strategy, including the transition of key distributors into wholly owned subsidiaries.
That experience gave her a front-row seat to the company’s evolution—and an opportunity to step into a larger role.
Over a decade ago, she became CEO of North America, overseeing operations across the U.S. and Canada. At the time, the business was still relatively small. Today, Nayax is widely recognized as a leader in unattended payments.
“It’s been the culmination of years of hard work,” Furman explained, pointing to both internal execution and broader market shifts.
The Cashless Acceleration
One of the biggest drivers of growth? The rapid adoption of cashless payments.
What was once a primarily cash-based industry has flipped dramatically. Today, many operators are not only embracing cashless—they’re actively reconsidering whether to accept cash at all.
Even more striking is the rise of contactless payments. According to Furman, what used to represent a tiny fraction of transactions has surged to dominate cashless activity, with some operators seeing 85–90% of transactions coming from tap-to-pay methods like mobile wallets and contactless cards.
Beyond convenience, the shift brings tangible operational benefits:
- Reduced theft
- Lower collection and handling costs
- Fewer mechanical issues like bill jams
But perhaps most importantly, it aligns with consumer expectations.
“We have to listen to how customers want to pay,” Furman noted. “That’s what drives everything.”
Beyond Payments: Building an Ecosystem
While payments remain Nayax’s core, the company is expanding far beyond simple transactions.
Furman describes this strategy as going “beyond the transaction”—building a full ecosystem that supports operators at every level.
Key innovations include:
- Embedded loyalty programs
- Integrated financing tools
- New banking capabilities, including Nayax’s upcoming “Yellow Account”
Currently in pilot phase, the Yellow Account aims to provide operators—particularly small and mid-sized businesses—with a seamless, integrated banking solution tied directly to their payment operations.
The idea is simple: reduce friction, eliminate third-party pain points, and give operators more control over their finances.
The Rise of Smart Coolers
Another major trend Furman is bullish on: smart coolers.
Blending elements of traditional vending and micro markets, smart coolers offer:
- Greater product variety
- Easier access to fresh food
- A more flexible retail experience
Nayax’s NOVA line—including its smart cooler and self-checkout solutions—represents a significant investment in this space.
“It takes the best of both worlds,” Furman said. “It just makes sense.”
The appeal isn’t just theoretical. Furman noted that Nayax has already replaced traditional vending machines in its own offices with smart coolers—highlighting their growing role in everyday operations.
Built with Operators, Not Just for Them
A key differentiator for Nayax is its operator-driven approach to innovation.
Rather than building products in isolation, the company actively incorporates feedback from its customers—often shaping features and functionality based on real-world needs.
“We’re a development company at our core,” Furman explained. “Everything we build is driven by operator demand.”
This philosophy extends to integrations as well, including partnerships with platforms like Zippy Assist, ensuring that operators can create a connected, efficient tech stack.
Payments: Simple on the Surface, Complex Behind the Scenes
One of Furman’s biggest priorities is making payments feel effortless—even though the underlying systems are anything but simple.
From card networks and issuing banks to compliance and security requirements, the payments ecosystem is highly complex. Yet for operators and consumers, it needs to work instantly and seamlessly.
“If the payment fails, it always comes back to the provider,” she said.
That responsibility drives Nayax’s focus on reliability, ensuring operators can focus on running their business—not troubleshooting transactions.
Lessons from the Ocean
Outside the office, Furman’s background offers an unexpected perspective on leadership.
A competitive surfer in her younger years, she draws parallels between surfing and business—particularly around patience and timing.
Success, she explained, isn’t just about effort. It’s about positioning yourself correctly and being ready when the opportunity arrives.
It’s a mindset that applies just as much to scaling a company as it does to catching the perfect wave.
Looking Ahead to The NAMA Show
With strong momentum behind it, Nayax is gearing up for a major presence at The NAMA Show in Las Vegas.
The company plans to showcase:
- Its NOVA smart cooler
- The rollout of its embedded banking solution
- New enhancements across its payments ecosystem
For Furman, though, the highlight isn’t just the technology—it’s the people.
“Getting to connect with operators and see what’s new in the industry—that’s the best part,” she said.
A Payments-First Future
As unattended retail continues to evolve, Nayax is positioning itself as more than just a payments provider.
By combining hardware, software, and financial services into a unified platform, the company is helping operators simplify operations, reduce costs, and meet changing consumer expectations.
And if current trends are any indication, the shift toward fully integrated, cashless, and intelligent retail is just getting started.
Share this Story
Related Posts
