New horizons
MIKAEL LIJTENSTEIN: SETTING SIGHTS ON FURTHER EUROPEAN EXPANSION SPEAKING TO SBC LEADERS, the CEO of
AstroPay explains how the company plans to draw upon its expertise in emerging markets to fuel its expansion across Europe and why an in-depth knowledge of individual jurisdictions is needed to navigate an ever-changing payment landscape
BY ERIN GALLAGHER
T
he European market has undergone drastic changes in the last few years, with a number of countries across the continent introducing new regulations on payments, gambling and ecommerce. For AstroPay, its European entry proved to be challenging at first - largely due to the complexity of the region and peculiarities of each individual market. But by drawing upon the company’s global experiences, CEO Mikael Lijtenstein explained that AstroPay has been able to overcome these obstacles and meet the needs of its European customers. He told SBC Leaders: ”Understanding the complexity of the region and the particularities of each market within Europe was a challenge at first, but this is not something new to us. We know each market is different, and the
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payment landscape is different. “For more than 12 years we have been working in developing local solutions by listening to our users to make sure we fully understand what our customers want. This is where our experience comes as an advantage. It allows us to offer exactly what
our clients need by respecting the differences of each individual user. “We also have dedicated teams to source feedback from our users, especially the early adopters in each country, to hear about their experience using our product, suggestions for improvements, and
