What's interesting to me is having an 'authority' in this space that people might trust. I can't tell you how much pain it was to work on some one-off ecommerce projects and have clients want to customize every stupid damn little thing. Arguing about font size, form fields, making stupid stuff required, etc. In all cases I kept saying "let's do the basic stuff now, then we'll have a baseline. If we want to start requiring those 2 extra fields instead of them being optional, we can see what effect it has on the checkout/abandon process". No one wanted to believe me that this was a valid approach; having a full service that costs $ might motivate people to listen to the authority a bit more.

This is a space I'd considered diving in to more, and am interested to see someone's going whole hog here. I'd looked at some 'fraud protection' services, but it didn't seem you'd be able to do much with them without having more data around the transaction (which was a lot of custom work and then some guesswork/testing around the process).

Good luck rbres!