The open banking API call initiation is the third-party provider's (TPP) responsibility (in this case ISXF).
The merchant can't initiate the call unless they are also a licensed TPP (in this case called a Payment Initiation Services Provider - PISP) and are handling their payments themselves. Most merchants can't do that and will need businesses like ISXF to do that for them.
It's a bit complicated in the sense the merchant initiates an API call to the PISP to begin the transaction but it's the PISP that initiates the open banking API calls.
The way I see it payment processing is a crowded space and in open banking, ISXF other than being an early adopter/first mover doesn't possess any advantage over other providers. I could be wrong though. However, the benefit I see is it allows ISXF to branch out of the regulated services sector where they possess the paydentity KYC advantage and gain some market share.
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