Chargeflow is sharpening its marketing-first strategy to drive enterprise growth amid a surge in chargeback fraud that’s costing merchants billions.
Speaking at Money 20/20 USA in Las Vegas on Monday (27 October), Chargeflow’s VP of marketing, Dan Moshkovich, outlined the company’s aggressive push into account-based marketing, digital performance channels, and content-led lead generation.
“We’re not sales led. Marketing drives our growth,” Moshkovich said. “We’re building funnels that resonate with customer success and payments teams at companies like Tesla and Walmart.”
The fintech startup, backed by OpenView and approaching its Series A, is investing heavily in R&D and attribution technology to support its success-based business model.
Chargeflow only earns revenue when it recovers funds from illegitimate chargebacks—an increasingly common pain point for online merchants.
“Friendly fraud is exploding,” Moshkovich warned. “There are TikTok videos with hundreds of thousands of likes showing people how to dispute legitimate charges. Most merchants don’t fight back.”
Chargeflow’s AI-powered platform filters out friendly fraud and helps merchants reclaim revenue without upfront costs.
The company is also targeting payment processors and ISOs with a white-label solution that embeds chargeback management directly into their platforms, turning a traditional revenue drain into a monetizable service.
Industry data supports Chargeflow’s marketing-led approach. According to Sift’s Q4 2024 Digital Trust Index, chargeback rates rose sharply across sectors, with friendly fraud accounting for nearly 75% of cases.
Juniper Research notes that legacy fraud systems are struggling to keep pace, prompting a shift toward AI-driven prevention and embedded solutions.
Mastercard’s 2025 Global Chargebacks Outlook highlights the operational burden of disputes, especially in the U.S. and U.K., where outdated processes are still common.
Chargebacks are projected to cost e-commerce businesses $33.79 billion in 2025, rising to $41.69 billion by 2028, according to Chargeflow’s own industry report Chargeflow.
With U.S. merchants losing $4.61 for every dollar of fraud, the need for scalable, automated solutions is urgent.
Chargeflow’s marketing team is responding with precision targeting and multi-touch attribution across SEO, geo-targeting, email, and events.
“We’re really good at generating content from what we do,” Moshkovich said. “We have a report coming out in two weeks that outlines which verticals are most prone to chargebacks.”
As the fintech arms race intensifies, Chargeflow’s marketing-first playbook may offer a blueprint for growth in a sector where fraud is rising, and trust is everything.