, Inc., the global modern card issuing platform that enables embedded finance solutions for the world’s innovators, has unveiled new UK research showing shoppers want stronger protection from fraud, but not at the expense of speed, control or checkout completion.The survey found that 80% of consumers surveyed feel positive about extra security steps when paying online, but 40% say they have abandoned a purchase because of a security check, such as a code not arriving or timing out. The findings highlight that the challenge for issuers is no longer simply how to stop fraud - it is how to do it without getting in the way of legitimate cardholders. Security is welcome, but friction is costlyConsumers welcome tools that help prevent fraud. In fact, 80% of those surveyed feel positive about extra security steps, highlighting that the extra steps make them feel much safer and they appreciate knowing their sensitive data is being protected.However, they are rejecting payment journeys that treat every transaction as equally risky. Over half (55%) of consumers surveyed favour selective and adaptive controls like better real-time fraud alerts. While 47% of consumers surveyed are seeking easier ways to lock and freeze cards, rather than being slowed down by blanket checks that add friction without adding confidence.Resolution matters as much as preventionThe research also shows that consumers are paying close attention to what happens when a payment goes wrong. Among those surveyed, 83% said a negative experience when disputing a transaction would change the way they used the card. 53% would use the card less often and 30% would stop using it altogether. This highlights how resolution failures may weaken customer loyalty and cause negative impact to the businessThis risk is playing out in real time: 32% of consumers surveyed said they had raised a dispute or chargeback in the past 12 months, and 69% of those surveyed said the process was too long or could be improved. Among those who had raised a dispute, only 41% felt believed and supported, 20% felt blamed or disbelieved, and 23% said the final decision took too long. To retain customers following a dispute, fast and fair resolution is important. AI is welcomed as a helpful assistant, but not a decision-makerThe findings also reveal a pattern in how consumers think about AI in payments. Consumers are more willing to accept input from AI that flags issues and provides information, but are more hesitant about systems that make payment decisions on their behalf at this stage. 38% said they would be happy for AI to be used to improve the payments experience in some form, with 45% saying they’re happy for it to stop unusual transactions and warn them in real time. 41% were also happy for AI to give instant updates on the progress of a dispute or refund, supporting a more seamless dispute resolution process. “Consumers are telling us they want both safety and simplicity,” said Anthony Peculic, Interim Chief Product Officer at Marqeta. “The challenge for the industry is to protect shoppers without turning legitimate payments into a frustrating process. The strongest payment journeys are the ones that feel invisible when everything is working, and highly responsive when something goes wrong. At a time when household budgets are under real pressure, every failed payment, delay or unresolved dispute matters more than ever." Marqeta’s approach to smarter fraud preventionMarqeta gives businesses the control to design more tailored fraud prevention experiences, including configurable 3DS and real-time decisioning. With the ability to set rules around when and how cardholders are challenged, issuers and fintechs are able to reduce unnecessary friction, support legitimate transactions, and respond more intelligently when risk is genuine. That is particularly relevant in the context of this research, which shows consumers want stronger protection, but also expect payments and dispute journeys that are fast, clear and easy to navigate.NoYesPayments09 Jul, 2026