I invited Michael Reitblat, CEO and founder of Forter, to unpack a reality that many retailers stand for every day. Fraud is no longer a side effect. It is the conversion rates, customer loyalty and the bottom line. Michael argues that removing the fear of fraud growth unlocks. That sounds cool, but his lens is practical. Replace guesswork with immediate, consistent decisions and you improve both security and the cash register experience.
Here is the thing. Feeling false falls as fraud in disguise. When good customers are blocked, they will not return. Michael explains how Forter uses real -time signals to determine whether they should approve or refuse a transaction without adding friction. The promise is simple. If a buyer is real, let them continue. If it is fraud, stop it and cover the return book. It is a clean model that places responsibility on the platform, not on the trader.
We also discuss what happens when AI agents begin to make purchases on our behalf. If software places orders, repay items or submit disputes, identity and intention become fluent. Michael explains how trust platforms should reason about behavior about accounts, devices and sessions. The goal is to trust at the time of purchase without delaying anyone.
Michael shares how Forter’s Scope is extensive from blocking bad actors to making smart, company -wide decisions about customers possible. That means recognizing loyal buyers, even if they find shopping in regions and brands, and to find synthetic identities that mimic human patterns. It also means measuring success through approvals and lifelong value, not only by stopped attacking.
Let me explain why this matters. Retailers are trapped between two pains. Convenience and you invite unloading. Tighten the checks and you lose income from good customers. Michael’s point is that trust must be a lever for growth. If the system is confident, the cash register remains flexible on the internet and mobile. If the system is not certain, it may ask to send the least painful extra step instead of sending a general decline.
We conclude with practical guidance for leaders. Treat trust as a product. Give teams visibility in decisions. Line of Incentives, so fraud, payments, product and marketing work from the same truth. Michael’s vision is a world where everyone can be easily handed over, because fraud is priced from experience. That is a conversation that is worthy to have, and one retailers can perform today.
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