Strong customer growth in the UK and EMEA has prompted the establishment of the new base as first-party/friendly firms affected by fraud turn to Justt's industry-leading chargeback mitigation services.

The surge in demand from the region is consistent with concerning patterns revealed in a recent Justt consumer survey, where more than 75 percent of UK participants said they had filed a credit card dispute in the previous year. What's even more concerning is that the percentage of people involved in chargebacks increased eightfold to 28%. In order to protect their profits, UK and European merchants are turning to Justt's experience as chargeback volumes keep rising.

A significant obstacle for small-town retailers is the increasing problem of "friendly fraud," in which cards submit false chargeback requests. Despite the introduction of 3D Secure 2.0 (3DS2), an authentication mechanism designed to improve security and decrease fraud for electronic payments, as part of the PSD2 SCA legislation in the UK and the EEA, this issue is getting worse. Although 3DS2 provides additional safeguards against actual fraud, it is insufficient in mitigating false chargebacks. To address this problem, Justt blends cutting-edge machine learning with industry knowledge. It creates automated solutions for chargeback mitigation that are customized for every merchant and chargeback and gradually improve outcomes.This innovative strategy puts Justt in a position to help UK and European retailers recover more money that has been lost due to fraudulent payment disputes, which are beyond the scope of 3DS2's security procedures.

Justt has started an aggressive recruitment drive to strengthen the London office and has moved experienced staff from its Israel headquarters to support its expansion throughout the UK and EMEA. The main emphasis of the positions will be on growing the company's commercial staff in order to accommodate new clients. Prominent regional retailers with long-standing strategic alliances are already part of Justt's clientele. In the future, Justt is prepared to revitalize chargeback mitigation for even more UK and EMEA merchants thanks to its unique combination of proprietary AI and the best human expertise available.

"The chargeback threat to European and British eCommerce businesses is intensifying due to the increasing risk of friendly fraud," stated Ofir Tahor, CEO and co-founder of Justt. "We are well-positioned to assist local retailers in effectively recovering lost revenue from fraudulent disputes, thanks to our recently established London headquarters that employs the finest payment fraud specialists."