So the business seems to run well. Platform is solid and reliable. They were generous and helpful getting us started on a trial basis and then smoothly transitioning us into a paid agreement with what I thought were very favorable terms. As for their value proposition it is a pretty easy one. For us they help us get a lot of approvals which basic AVS would have declined. This obviously helps the conversion rate and increases revenue. In our case the increase in revenue pretty much pays for the service.

As with any of our software vendors, I value customer support (especially technical support) and reliability of the platform. I consider NoFruad near the top of our vendors in this regard. The web app is usable and I've heard no complaints from our CS agents who interact with it daily. Human review of questionable purchases has always been quick and consistent. Their team communicates with our team very well.

Not much comes to mind but there is room for improvement customizing customer focused notifications, specifically enabling emails to be sent from our domain. These features are possible and not terribly difficult to setup but does rely on correspondence with the support team to setup. Far from a deal breaker.