Green Sheet interviews ETA CEO Jodie Kelley

The Electronic Transactions Association opened its annual convention and expo, TRANSACT 26, on Wednesday, March 18, 2026, at Atlanta's Georgia World Conference Center. The three-day event features more than 140 speakers and 40 sessions across multiple stages, with a diverse group of leaders from fintech, payments and financial services. ETA CEO Jodie Kelley also shared additional highlights from the exhibit hall. The following are key takeaways from The Green Sheet's exclusive interview.

Green Sheet: What makes TRANSACT the must-attend event for the payments industry this year?

Jodie Kelley: TRANSACT is one of the few places where the entire payments industry shows up at the same time. ISOs, acquirers, PayFacs, ISVs, fintechs, networks, and the technology companies powering modern commerce are all in the room.

What makes this year different is the momentum. Payments is evolving at a remarkable pace and TRANSACT celebrates the people building that future. The agenda is designed to tackle the industry's most pressing shifts, from embedded finance and software-led payments to fraud, regulation, and AI.

Just as important, the event is built for connection. Whether it's curated meetings, networking hubs, or conversations happening across the show floor, TRANSACT creates the space where partnerships begin and deals are made.

GS: What are the biggest themes or trends that will define this year's conference agenda?

JK: Several major themes are shaping this year's agenda:

First, software-driven payments and embedded finance continue to redefine how merchants access and use payments technology. ISVs, PayFacs, and platforms are increasingly central to how commerce operates.

Second, AI and intelligent automation are becoming embedded across the payments stack. This includes everything from fraud prevention to customer experience and operational efficiency.

Another key theme is the evolving merchant landscape. Merchants are demanding simpler, more integrated solutions that combine payments, software, and data insights.

Finally, regulation, security, and risk management remain front of mind as payments becomes more embedded in everyday commerce.

GS: How does TRANSACT reflect ETA's broader mission to support and advance the payments ecosystem?

JK: ETA's mission is to represent, educate, and connect the payments industry to shape the future of commerce. TRANSACT is the clearest expression of that mission.

The event creates a neutral ground where the entire ecosystem can collaborate -technology providers, financial institutions, networks, merchants, startups, and policymakers. By convening these perspectives in one place, the industry can have the conversations that shape its future.

TRANSACT also serves as a platform for education, thought leadership, and recognition. This ranges from discussions on emerging technologies to programs like the ETA Star Awards that highlight leadership across payments.

Ultimately, the goal is simple: strengthen the payments community and help it innovate responsibly and effectively.

GS: For ISOs, acquirers and payments technology providers, what tangible takeaways should they expect from attending?

JK: The biggest takeaway is clarity on where the industry is headed, and the connections to act on it.

For ISOs and acquirers, that means understanding how merchant needs are changing and how new technologies can expand their offerings.

For payments technology providers, it's an opportunity to engage directly with distribution partners, platform builders, and merchants who are actively looking for solutions. Attendees leave with three things:

• New partnerships that can accelerate growth
• Practical insights they can apply immediately in their businesses
• A clearer view of the next wave of innovation in payments

That combination is what makes the time investment worthwhile.

GS: Payments policy remains a major focus in Washington. What are ETA's top advocacy priorities heading into this year's conference?

JK: ETA is focused on preventing frauds and scams and Artificial Intelligence. Fraud and scams are problems the payments industry works hard to detect and deter. We take a multi-faceted approach. We are working with Congress, regulators, and the Administration to increase between and with governmental entities and the private sector. On Artificial intelligence, ETA supports policy efforts that maintain a consistent national framework and rely upon the existing body of federal policies that already govern AI, including consumer protection, data privacy, transparency, and explainability. We also want to promote a balanced liability framework for developers and deployers of AI systems.

GS: How is ETA engaging with lawmakers and regulators to ensure innovation is protected while maintaining consumer trust and security?

JK:> We engage with policymakers in DC, the states, and Canada with individual meetings, educational efforts, and fly-ins. We are in constant communication to share our priorities, and thoughts on emerging issues facing our industry.

GS: The industry continues to evolve rapidly with AI, faster payments and embedded finance. How is ETA helping members navigate both opportunity and regulatory uncertainty?

JK: AI, including generative AI and agentic AI, is rapidly becoming operational infrastructure across the U.S. payments system, powering fraud detection, dispute resolution, onboarding, customer service, and risk management.

We work with ETA members and as well as federal and state policymakers to ensure that AI governance aligns with the existing federal financial regulatory framework rather than creating duplicative or conflicting requirements that hinder innovation or reduce consumer protection. 

GS: ETA's 40 Under Forty program highlights rising leaders in the industry. Why is investing in the next generation so important right now?

JK: Investing in the next generation of payments leaders matters now more than ever because the industry is going through one of the fastest periods of transformation in its history. Programs like ETA's Forty Under Forty don't just recognize rising talent—they help ensure the entire ecosystem stays innovative, resilient, and competitive.

GS: This Friday, March 20, the ETA will offer a discounted one-day pass to attendees. What message would you share with payments professionals who are still deciding whether to attend TRANSACT in Atlanta?

JK: If you work in payments, the odds are good the people you need to meet will be in Atlanta. TRANSACT brings together the companies building the next era of payments… from ISOs and acquirers to fintechs, networks, and software platforms. It's a chance to step away from the day-to-day and spend a few days focused on what's next for the industry.

Some of the most valuable conversations happen outside the sessions. They start on the show floor, between meetings, or over coffee with someone who becomes your next partner.

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