When you’re trying to open a business account or get payment processing set up, the last thing you want is a slow, overcomplicated onboarding process. But that’s still where many international businesses get stuck—especially in fintech and banking. In this conversation with Arturs Kononovs, Deputy Head of Sales at COLIBRIX ONE, one theme came through clearly:
the future of banking is not AI or humans—it’s both
Businesses still want fast, modern payment infrastructure, but they also want a real person behind the process when something goes wrong or when a compliance question needs answering. In this post, you’ll learn why human-led onboarding still matters, what subscription businesses need from a fintech partner, and how modern banking providers can reduce friction without sacrificing compliance.
Why Too Much Automation Is Slowing Down Onboarding
A lot of fintechs are trying to automate everything. That sounds efficient on paper, but in practice it can create a poor experience for merchants. Arturs pointed out that many companies are now using AI in onboarding, but that doesn’t always solve the real problem. AI can be helpful, but it often asks the wrong questions or misses context that a compliance professional would catch immediately. If you’re onboarding a business, you need more than a generic flow—you need an approach that understands the nature of the company. That’s where the human element becomes important. Instead of forcing customers through a long checklist, COLIBRIX ONE takes a more practical approach: gather the information that actually matters, and ask for it at the right time. The goal is to make onboarding smooth without making it feel invasive or repetitive. Think about the difference between a real business conversation and a scripted form. One builds trust. The other just collects data. For fintechs that want to stand out, the experience matters just as much as the product.
What Subscription Businesses Need From a Payment Partner
Not every merchant has the same needs. Subscription businesses, in particular, rely on predictable billing, stable payment flows, and a setup that doesn’t slow down growth. Arturs said that COLIBRIX ONE focuses heavily on acquiring businesses, especially services sold online. Subscription businesses are a key focus because they depend on payments that are fast, reliable, and technically well supported. That means a good partner needs to do more than just approve the merchant. It needs to help them maintain a healthy payment flow and strong conversion rates. If the checkout or processing experience is clunky, customers drop off and the business loses revenue. Here are the biggest things subscription businesses are looking for:
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Smooth onboarding
— They want to get started quickly and avoid unnecessary back-and-forth.
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Fast processing
— Payments need to move without delays.
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Good conversion rates
— Technical setup should support, not hurt, sales.
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Reliable support
— If something breaks, they need answers from a real person.
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Flexible payment infrastructure
— The system has to work for recurring, internet-based models.
For businesses built on recurring revenue, banking is not just a back-office function. It’s part of the customer experience. If payments fail too often or onboarding drags on too long, the whole model suffers.
The Features International Businesses Are Looking For Now
International businesses still want the same fundamentals from a banking partner, but the bar is higher than it used to be. According to Arturs, the strongest demand is coming from companies that want a provider with modern payment features and a clean digital experience. That includes
IBANs, SEPA, SWIFT, multi-currency accounts, remote onboarding, and an intuitive online banking app
In other words, businesses want the tools they need to operate across borders without friction. Europe and the UK remain core markets, with growing interest from the Nordics and the US as well. That reflects a broader trend: businesses want banking partners that can support international operations without making cross-border finance feel complicated. But features alone aren’t enough. Arturs also emphasized that companies are still asking for a human relationship. They want to know that there is a direct contact they can speak to if something is not working, if a payment issue needs investigation, or if they want to explore a different route. That trust factor still matters a lot in banking. This is a useful reminder for fintech operators: your product can be digital, but your service still needs to feel personal. People may sign up online, but they stay loyal when they know someone is actually there to help.
Why Human Contact Still Matters in Digital Banking
There’s a lot of talk about AI replacing people, but in banking that idea still has clear limits. Arturs made the point that even in a highly digital environment, people still want to “shake a hand” and look someone in the eye. That might sound old-fashioned, but it speaks to something basic: money is personal. Businesses want to feel confident that they are not just being processed by a system, but supported by a real team. That human connection becomes even more important when a business is dealing with sensitive areas like onboarding, compliance, or transaction issues. If a payment fails or an account needs review, an automated response may not be enough. The customer wants to ask, “Why is this not working?” and get a clear answer from someone who understands the situation. This is where the best fintech providers can separate themselves from the pack. The strongest model is not “AI versus humans.” It is
AI for speed, humans for judgment
AI can help with data collection, pattern recognition, and workflow efficiency. Humans can bring context, empathy, and nuanced decision-making. When those two work together, the customer gets a better experience. For regulated financial services, that combination is especially powerful. It helps reduce friction without losing the trust that businesses expect from a banking partner.
What COLIBRIX ONE Is Focusing on Next
Looking ahead, COLIBRIX ONE is putting energy into expansion and product development, especially around banking accounts and subscription-related processing. Arturs said the company is actively developing its banking account offering and wants to grow that part of the business. That makes sense given the broader market demand: businesses want one partner that can support both processing and banking, ideally without forcing them to work with multiple providers for basic operational needs. He also spoke about personal priorities for the months ahead—working hard, staying curious, and continuing to learn. That mindset is important in fintech, where the market changes quickly and operators need to stay current on compliance, technology, and customer expectations. For readers, the bigger lesson is simple: the best fintech providers are not just chasing the next trend. They are building systems that are practical, responsive, and designed around real business needs. If your company serves international merchants or subscription businesses, the key question to ask is this: are you making onboarding easier, or are you making customers work too hard before they ever get value from your platform?
Key Takeaways for Fintech and Subscription Businesses
Here are the main lessons from the conversation:
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Automation is useful, but it should not replace human judgment.
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Onboarding should focus on the information that actually matters.
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Subscription businesses need fast, stable, and technically strong payment flows.
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International merchants still want core banking features like IBAN, SEPA, SWIFT, and multi-currency accounts.
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A real human contact can be a major differentiator in digital banking.
If you work in fintech, payments, or subscription commerce, this is a good reminder that convenience and trust need to work together. Customers want less friction, but they also want confidence that someone competent is behind the platform. The providers that win will be the ones that can combine digital efficiency with genuine support. That is especially true in international banking, where complexity is high and mistakes are expensive.
Frequently Asked Questions
What is human-led onboarding in fintech? Human-led onboarding means a real person is involved in the customer journey, especially when context, compliance, or business-specific nuance matters. It usually works alongside automation rather than replacing it. Why do subscription businesses need specialized payment support? Subscription businesses depend on recurring, reliable payments and strong conversion rates. If onboarding or processing is slow, it can directly affect revenue and customer retention. Why is AI not enough for onboarding? AI can speed up data collection and help with standard tasks, but it may miss context or ask irrelevant questions. In regulated financial services, human review still adds value where judgment is required. What features do international businesses want from a banking partner? Common priorities include IBAN, SEPA, SWIFT, multi-currency accounts, remote onboarding, and an intuitive online banking platform. They also want responsive support from a real person.
The post AI Can Help Banking – But Customers Still Want a Person appeared first on The Fintech Times.
