AI Partner Executive Podcast: USTPay’s Kate Coffey-Bacon and Wade Tetsuka on ‘Category of One,’ Eliminating Payment Processing Complexities

In this episode of the AI Partner Executive Podcast, John Siefert is joined by Wade Tetsuka, President, USTPay, and Kate Coffey-Bacon, SVP of Marketing and Strategy, USTPay. The group discussed USTPay, a payment solution for Dynamics users that integrates with existing payment processors, the concept of a “category of one,” product differentiators, and the democratization of professional education.

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Key Takeaways

• Overview: USTPay is a flexible payment solution for Microsoft Dynamics that lets users integrate their existing credit card processors, like Stripe, PayPal, etc., without switching systems. Tetsuka emphasizes the complexity of payment processing and the need for customizable options, explaining that “We wanted to create a solution where people could bring their own processor (BYOP).” Coffey-Bacon elaborates on the concept of “category of one,” which means the “offering is so different from anything else that’s out there, there’s not really a sense of competition.”
• BYOP: Tetsuka explains how the premise of BYOP works for a client. He describes a Business Central client who manufactures a product that’s used in the CBD industry. The client faced challenges getting approved to accept credit card payments, but since they already had a Braintree account, they were able to quickly get set up in Business Central using their existing processor. He shared another example of a client using both Moneris in Canada and CardConnect in the U.S., noting that “Because of our USTPay app, we just connect on the back end to Moneris… and to CardConnect,” highlighting the simplicity for clients.
• Differentiation: USTPay stands out by connecting to over 120 different payment gateways, compared to traditional setups that rely on a single gateway. As Coffey-Bacon explained, “Between those two slides and those two stories, it’s pretty clear in understanding what makes us different.” Request a demo with the team to see USTPay in action.

• Commitment to Dynamics: USTPay is designed to work seamlessly within Microsoft Dynamics Business Central, allowing customers and partners to focus on usability rather than backend complexity. Tetsuka reinforced the company’s commitment to Dynamics, “We focus entirely… on being in Microsoft Dynamics ERP and not going into the other ERP solutions. That works the best for the partners, the Systems Integrators, and that works best for the end customer.”
• AI integration: Similarly, effectively integrating AI into payment solutions requires deep expertise in the underlying ERP system, not just in payments.“We have to understand how our solution ties into AI that’s also built into Microsoft Dynamics and Copilot,” noted Tetsuka.
• Education opportunities: Coffey-Bacon referenced UST Education, a free educational platform offering over 200 live webinars annually, along with several hybrid events across the U.S. The sessions cover leadership, growth, culture, and other continuing education topics, while also fostering community and networking among attendees. Elaborating on UST Education, Tetsuka refers to it as the “democratization of professional education.”
• Connect with USTPay: Connect with the team by booking a demo, or tuning in to Coffey-Bacon’s new podcast series, “Coffey Talk.” Additionally, visit the team at Community Summit NA 2025, running October 19-23 in Orlando, FL.

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