Andrew Helms, CEO, USA at SumUp | Episode 461

Forget the hype - small merchants need tools that actually work when a line forms and a card won’t tap. Andrew Helms, CEO USA at SumUp digs into a merchant-first approach that puts transparency, service, and growth at the center of payments. Andrew shares his unconventional path from Middle Eastern studies and consulting in Dubai to entrepreneurship, scaling Home Chef through acquisition, and ultimately leading SumUp’s U.S. team from Boulder Colorado. That global lens shapes a practical strategy: localize for U.S. realities like tax complexity and tipping, keep pricing honest, and answer the phone when a sale is on the line.

We unpack how SumUp’s integrated ecosystem - payments, POS, invoicing, banking, lending, and loyalty - helps brick-and-mortar stores thrive. The spotlight is on inventory-heavy retail: convenience stores, liquor shops, toy and pet stores juggling large catalogs, aging stock, and tight margins. Andrew explains how POS plus loyalty surfaces what’s expiring, what’s stuck, and which promotions move units, turning shelf data into cash flow. He’s candid about competitors’ junk fees and makes the case for clear contracts and seven-day live support that’s moving toward 24/7 coverage.

Looking ahead, Andrew separates signal from noise on stablecoins, instant payments, and AI. Cross-border settlement and faster payouts hold real promise if they reach main street, while selective AI can power insights and smarter support without replacing the human layer. He also taps SumUp’s global footprint for “crystal ball” learnings - from Brazil’s Pix to London’s kiosk boom - and shows how to translate those wins for U.S. merchants. We close with career advice to ask better questions and a call for ethics in payments: long-term success depends on enabling small businesses to build community, repeat revenue, and resilience. If you care about the future of main street retail, this conversation brings strategy you can use today.