Pay smart: Digitalization makes our finances simpler and safer

Regulation and innovation create competitive advantage

The development of digital payments in Hungary is shaped mainly by regulation, in addition to technological innovations. The EU PSD3/PSR package focuses on strengthening consumer protection, competition and security: stricter liability rules (refund within one business day for unapproved transactions, except in cases of proven fraudulent intent or gross negligence), mandatory real-time fraud prevention and beneficiary name-account number (VoP) verification, and the extension of open banking with standardized interfaces.

The PwC Digital Finance Outlook 2025 presents changes in the EU and domestic regulatory environment, including PSD3, PSR, FIDA, DÁP, KVR, NIS2 and DORA regulations, which have a significant impact on the operation of the financial sector, especially in the areas of security, data protection and consumer protection.

On the domestic side, the possibility of paying in cash was enshrined as a constitutional right from July 2025, and until December 31, 2025 At least one ATM must be operational for every 1,000 people, and by December 31, 2026, in settlements with more than 500 people.

The Digital Citizenship Program (DÁP) creates a unified and secure administrative framework for state and market services: more than 125 organizations and several large banks have already joined, and the eIdentification/eSignature, ePosta, ePayment options available in the application significantly facilitate payment processes.

“Domestic regulations are often faster and stricter than the EU average, which requires preparedness and rapid implementation from market players. This pace also provides a competitive advantage: where security and UX requirements are met at the same time, digital adaptation accelerates”

– said Norbert Madar, head of the digital commerce team at PwC Hungary leader.BNPL is spreading, product credit is shrinking

BNPL (Buy Now Pay Later) is still in an early but accelerating phase in Hungary in 2025 – the study shows. International and domestic players (Klarna, InstaCash, Milpay and PastPay) have appeared – with different financing models (merchant, service provider or factoring financing) and in several sectors (e-commerce, premium retail, hotel industry, private healthcare). The most popular construction is the “Pay in 3/Pay4” type interest-free, short-term installment payment.

Regulations will become stricter from 2026, and BNPL services will also be subject to consumer protection rules.

Meanwhile, the traditional credit market will show a 17% decline in 2025, mostly due to the cannibalization of personal loans and new programs (e.g. “worker’s loan”) available at lower interest rates, but digitalization (e-signature, self-care, DÁP identification) is also accelerating here.

Consumer awareness and education against abuse

The persona analysis revealed that the level of digital affinity strongly influences the acceptance of new payment solutions, therefore targeted education and user experience development are key to further development. Customers’ digital maturity and openness to technological innovations vary significantly, which poses a challenge for service providers in reaching different target groups. Education and trust-building are given a high priority, especially for older generations, for whom digital financial solutions are still unfamiliar.

“One of the biggest obstacles to the spread of digital financial services is user distrust and lack of digital awareness. Central, example-based communication and practical demonstrations are needed among both customers and merchants to make the digital transition successful”

– drew attention to Timár Szabolcs, Senior Manager at PwC Hungary.

87% of digitally affine internet users have already encountered an online or telephone fraud attempt (most often a fake link sent via SMS, a suspicious email or a phishing phone call), and 18% reported that they themselves or a close relative had provided data in a fraudulent situation. Payment request awareness increased from 43% in 2024 to 56% in 2025, especially among generations Z and Y. Customer-side education – pay attention.