Bitso started with a place to buy bitcoin. Its more revealing business is helping money cross borders and land in a bank account, with the crypto machinery tucked between the two.
The shopper wants the product. The merchant wants the sale. DEUNA works on the awkward part in between: getting a legitimate payment approved, understood and accounted for.
The customer has said yes. The payment system has said no. Yuno built a business in that awkward gap - and is taking its routing engine from online checkout to the shop counter.
The Philadelphia fintech began with mobile payments, survived on cashless accounts, and became the independent plumbing behind hotels, stadiums and stores. Its cleverest choice was assuming the network would fail.