Expert Insights: What’s Next for Payments and Data? | Kristopher Lazzaretti
About Kristopher Lazzaretti
Kristopher Lazzaretti, Senior Vice President and President of Data at Deluxe, has described the company as having "quietly become one of the largest super aggregators of value added marketing services data in the industry." He stated that Deluxe holds "billions of insights about consumers and small businesses" and "one of the deepest data lakes for consumer life events," including life stages such as newly married, new parents, and pre-movers. Lazzaretti said the company's data and analytics have "broad application across industries" including e-commerce, retail, telco, and hospitality, and that the data provides "a precision that is not available from any other provider in the industry." Lazzaretti has discussed the importance of trigger marketing, describing it as "critical right now" because it combines consumer expectations for personalization with advertisers' need for measurable, high-converting channels. He noted that for bank marketers, "right now is such a critical time" to raise low-cost deposits, and that technology and data now allow marketers to identify consumers interested in high-yield deposit products. Regarding artificial intelligence, Lazzaretti expressed excitement about its promise for content generation and predictive insights, but said the company is "waiting to see exactly how the technology plays out" and emphasized that its approach is "firmly grounded in responsibility," with frameworks focused on fairness, inclusivity, explainability, and respecting consumer preferences.