Hosted in one of the separate event halls of Create 26, a modern coworking and event space located on Budapest’s bustling Király utca, the gathering on April 3 was organized by Számlázz.hu and PastPay, two prominent players in Hungary’s fintech landscape.
Designed as a professional media event, it included a panel titled “How do Hungarians pay When Shopping Online?” which tackled real-world questions around evolving consumer behavior, the adoption of instant payment systems, and the societal trust issues around embedded financial technologies.
During the roundtable discussion, representatives of the fintech sector and financial regulation authorities addressed the transformative role of embedded payment technologies. These solutions allow users to complete financial transactions directly within a service platform or app without switching to third-party interfaces or external payment gateways.
This new method offers seamless integration into the customer journey but also poses new questions regarding security, user confidence, and the pace of adaptation.
Zoltán Ács, President of the Hungarian Fintech Association and Deputy CEO at MKIK Asset Management, emphasized that this change is not just coming; it’s already happening.
“The future belongs to embedded payment solutions; that’s not even a question. Transactions must happen where the customer is. Consumer behavior continuously evolves, but this shift doesn’t occur spontaneously. First comes the technology, and then a transitional period follows where regulators, merchants, and users must adapt. Once the younger generation adopts it, nothing stands in the way anymore,” Ács said.
Anikó Szombati, executive director for digitalization and fintech development at the National Bank of Hungary (MNB), highlighted the regulator’s role in maintaining a balance between innovation and stability. She emphasized the importance of proactive engagement from the MNB to create the proper framework for emerging payment technologies to thrive safely and responsibly.
Benjámin Berényi, CEO and co-founder of PastPay pointed out the growing complexity and risk merchants face in this new payment environment.
“It’s crystal clear that online fraud has increased significantly over the past year. Scammers are getting more sophisticated, forcing merchants to operate increasingly complex systems to keep customers safe,” he warned.
“And this won’t become easier in the future. We catch a lot of fraud attempts through our filters, and more and more merchants are choosing to outsource these high-risk processes to external providers. Striking a balance between seamless user experience and maximum security is extremely difficult,” Berényi added.
According to Balázs Ángyán, CEO of Számlázz.hu, trust is just as critical as the underlying infrastructure.
“In addition to robust technology and appropriate regulation, customer trust is essential for embedded payments to become truly frictionless,” he noted. “For private consumers, it’s already becoming a routine, and more businesses are beginning to recognize the value of executing payment transactions related to economic activity almost automatically, or at least without having to jump between platforms. I believe this will become even more widespread in the near future,” Ángyán predicted.
Alongside the panel discussion, the event was also the official award ceremony for the 2024 edition of the “Responsible Fintech Content” competition, launched by Számlázz.hu and PastPay in 2022.
The initiative rewards journalists whose reporting advances fintech literacy and helps the public make sense of complex digital financial services. This year’s jury was composed of Zoltán Ács, television journalist Krisztina Bombera, mathematician and publicist László Mérő, and the deputy president of the Hungarian Fintech Association, Bálint Réti. Along with votes from the general public, they selected four journalists whose work exemplified credibility, relevance, creativity, clarity, and educational value.
The winning entries explored the rise of “buy now, pay later” systems, the launch of the MoHu digital refund platform, and how AI is shaping the strategic priorities of top Hungarian banks.
István Palkó was awarded for his portfolio.hu article “Here Comes Hungary’s New Shopping Craze: Walk out Without Paying?” which examined how digital payment systems are allowing consumers to complete purchases without traditional checkout.
Anikó Urbán received recognition for her piece in FinTechZone, “We Tried MoHu’s Digital Refund System: How Bottle Deposits End up Instantly in Your Account,” offering a real-world look at the new national recycling payment solution.
Gergely Brückner of Telex was honored for his article “The New Financial Trend: Buy Now, Pay Later, Without Interest,” analyzing the growing popularity of BNPL models.
Gábor Lemák, also writing for FinTechZone, was recognized for his in-depth analysis “What do Hungary’s Top Bank Executives Expect from 2025? Generative AI and Digital Priorities,” offering a forward-looking view into how artificial intelligence is transforming banking strategy.
Reflecting on the award’s significance, Számlázz.hu’s Ángyán emphasized the role of journalism in bridging the gap between innovation and public understanding.
“Today, the word ‘fintech’ is often more complicated than the actual technologies it represents. It’s not always easy to talk about, but everyone uses these solutions in their daily lives,” he said.
“From digital payments to business automation, the role of media in making these topics clear, accessible, and engaging is critical. As one of Hungary’s leading fintech companies, we greatly value journalists who combine expertise with readability. They help the public stay informed about a field that’s not only exciting and fast-evolving but increasingly shaping our everyday lives,” he added.
Applications for the 2025 award cycle are already open, and interested journalists can submit entries at felelosfintech.hu.
This article was first published in the Budapest Business Journal print issue of April 22, 2025.
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