The Executive Interview Series provides readers with exclusive insights from movers and shakers in the payments industry. The payments industry is under continuous transformation. This series offers diverse perspectives on everything from strategy to payments technology and the industry’s future.
In this interview between, Jon Halpern, SVP, Head of ISV at Fiserv, and TSG’s Morgan Murphy, Jon shares his journey from co-founding AthleteTrax and Pineapple Payments to leading the integrated payments business at Fiserv. He highlights how embedded payments have evolved from a convenience to a critical growth driver for ISVs, driven by merchant demand for seamless, industry-specific solutions. Jon also emphasizes the importance of strategic partnerships—where payments providers offer flexibility, reliability, and deep collaboration—to help ISVs scale, innovate, and unlock new revenue opportunities.
Q. Morgan M.
Can you share highlights from your career journey in the payments industry, and what led you to your current role as SVP, Head of ISV at Fiserv?
A. Jon H.
My first experience in payments started with a company I co-founded called AthleteTrax, a vertical software solution designed to help recreational sports facilities (i.e. ice arenas, turf complexes) manage their operations. At its core, it was an ISV, and naturally, integrated payments became a part of the platform.
That experience opened the door to the broader payments ecosystem when I was introduced to Brian Shanahan through one of our AthleteTrax investors. Brian was a longtime payments veteran who also owned a sports complex in Pittsburgh. He became a customer, and over the course of many conversations, we realized we could leverage our combined experiences and partner together in the payments space. That led to our co-founding of Pineapple Payments in late 2016.
At Pineapple Payments, we helped thousands of SMB merchants process payments and leverage value-added services. We went to market through our agent, ISO, and ISV distribution models, and acquired several businesses that accelerated our growth. That growth led to the acquisition of Pineapple Payments by Fiserv in 2021.
After the acquisition, I continued running Pineapple Payments within Fiserv, with my role expanding to lead Fiserv’s broader integrated payments business. It was a natural progression—our ISV relationships at Pineapple Payments aligned well with Fiserv’s broader partner strategy. Having been both an external partner and now an internal leader, I’ve had the unique opportunity to see the business from both sides, which has shaped how we support and grow our ISV ecosystem today.
Q. Morgan M.
How have you seen the role of integrated payments evolve for ISVs over the past few years, and what do you believe is driving this transformation?
A. Jon H.
Every year, the connection between software and payments has grown significantly stronger. What used to be a “nice-to-have” feature has become essential. Today, nearly every vertical, no matter how niche, is developing its own business management tools, and payments are increasingly embedded within those platforms. It’s no longer just about accepting transactions; it’s about delivering a seamless, tailored experience that helps merchants run their businesses more efficiently.
This shift is largely driven by merchant demand. Businesses want solutions that are purpose-built for their industry, including payments. As a result, software companies are investing in creating integrated experiences that combine operational tools with embedded payments. There’s also been a noticeable increase in education and awareness among ISVs about the strategic value of payments—not just from a user experience standpoint, but also as a meaningful revenue stream.
In fact, a recent TSG study found that integrated payments now account for 44% of ISV revenue on average, with some reporting as much as 90%. That level of impact has transformed payments from a back-end utility into a front-line growth engine.
Q. Morgan M.
What are the most critical factors ISVs should consider when selecting a payments partner to support their growth and innovation goals?
A. Jon H.
One of the most important things an ISV can do is choose a payments provider that sees them as a true partner—not just a vendor. Too often, these relationships are treated as transactional agreements; however, the most successful collaborations are built on mutual understanding and shared goals.
It begins with the payments provider taking the time to really learn the ISV’s business—understanding the vertical, the user experience, and the growth strategy. At the same time, the ISV should feel confident that their payments partner is invested in their success, not just providing technical capabilities but actively supporting their platform’s evolution.
Another critical factor is the scale and stability of the payments provider. Payments are a core part of the software engine—if payments go down, the software experience is disrupted. That’s why it’s important to work with a provider that brings deep infrastructure, reliability, and market reach. From a developer standpoint, it’s about flexibility. Some providers take a “do-it-yourself” approach, offering only documentation. At Fiserv, we enable ISV partners to choose either option based on their business needs.
Q. Morgan M.
What are the most common challenges ISVs face when scaling, and how can payment partners help them overcome these obstacles and drive innovation?
A. Jon H.
Scaling a software business comes with a unique set of challenges, and payments are often at the center of that complexity. One of the biggest hurdles is ensuring the technology can grow alongside the platform. ISVs need a payments partner that offers flexible, scalable solutions—especially as many of them operate in omnichannel environments, accepting both card-present and card-not-present transactions.
Take a vertical like salon software, for example. A customer might pay in person for a service or book and pay online. That experience needs to be seamless. At Fiserv, we’ve built capabilities like omnichannel tokenization that allow ISVs to deliver a frictionless experience across channels, helping them scale without compromising the user experience.
Another challenge is adapting to the varying levels of payments expertise within ISVs. Some partners come in with deep knowledge, while others are just beginning to explore how payments can drive revenue and retention. A strong payments partner should be able to meet ISVs where they are—whether that means providing training, supporting merchant onboarding, or stepping in to help sell and manage payments more effectively. As ISVs mature, they need more than just processing—they need strategic guidance, reliable infrastructure, and a partner that can help them optimize performance and unlock new revenue streams.
Q. Morgan M.
What does a truly strategic partnership between an ISV and a payments provider look like, and how does Fiserv aim to deliver on that vision?
A. Jon H.
A strategic partnership goes far beyond a vendor relationship. It’s about being deeply invested in the ISV’s success—understanding their business, supporting their growth, and helping them innovate.
We start by assigning dedicated relationship managers who work closely with our software partners. These teams take the time to learn the ISV’s platform, goals, and feature roadmap. That insight allows us to co-develop strategies that support everything from merchant acquisition to product enhancements. Whether it’s advising on feature functionality that creates a stickier user experience or helping navigate a migration from another provider, we’re hands-on and collaborative.
We also support joint go-to-market efforts, including co-marketing and sales enablement, to ensure our partners are positioned for success. And we’re flexible—some ISVs want us deeply involved with their merchants, while others prefer to manage the experience themselves. We adapt to their needs and act as an extension of their team.
For the developer experience, we recognize that integration is a critical moment. Some ISVs prefer to work independently, but for those seeking deeper engagement, we offer direct access to our integrations team and technical support throughout onboarding.
Q. Morgan M.
Looking ahead, what trends or innovations do you believe will most significantly shape the future of ISV and payments provider relationships?
A. Jon H.
The pace of technology is going to continue driving major shifts in how ISVs and payments providers work together. The evolution of omnichannel continues to blur the lines between physical and digital commerce. Emerging capabilities are creating increased flexibility for payments acceptance—including how hardware is deployed and utilized. Merchants will continue to redefine customer engagement to reach across channels, requiring ISVs and payments providers to architect seamless experiences.
One area that’s especially exciting is the role of AI. We’re just beginning to see how artificial intelligence can enhance the embedded payments experience—from smarter fraud detection to more personalized merchant insights.
Data will also play a critical role. With the scale that Fiserv brings, we have a unique opportunity to help ISVs leverage data more effectively, not just to process payments, but to run their businesses smarter. Whether it’s optimizing pricing strategies, improving customer retention, or identifying new revenue opportunities, data-driven insights will become a key part of the value that providers are expected to deliver. As these technologies mature, it will further influence how ISVs design their platforms, and how we, as a payments provider, support them.