Balanced's new Push to Card program allows its marketplace clients to pay sellers directly onto their debit cards, enabling those sellers to instantly spend those funds.  

"In addition to being convenient and fast, [marketplaces] have overlap between buyers and sellers. Any seller who receives money through Push to Card can then automatically go buy on the marketplace with the same debit card," says Matin Tamizi, co-founder and CEO of Balanced. "This should increase volume on any marketplace."

Marketplaces can send money with only the name of the recipient and a debit card's account number, expiration date and security code.

Tradesy, an online fashion marketplace, has used Balanced for more than a year. Prior to this, Tradesy used PayPal.

The marketplace, which has a 30% overlap between sellers and buyers, is integrating the Push to Card feature for its more than 1.3 million members, says Sash Catanzarite, co-founder and chief product officer at Tradesy.

"We chose to use PayPal…for transfers when we started because it required less personal information and was a faster setup compared to the [automated clearing house] verification process," Catanzarite says.

But for sellers, there was the additional step of transferring those funds to a bank account, he says. "Push to Card offers a significant improvement in the user experience of our payout system, by making payout just as simple as an online checkout."

The Push to Card feature supports all debit cards, half of which can receive instant payments through debit-network partners and the other half of which have a one or two day wait for funds, says Tamizi. Balanced plans to support instant payments on 70% of cards within the next few weeks, he says.

Balanced facilitates instant payouts through its partnerships with ATM networks. To reach its target 70%, the company is working on partnering with MasterCard's Maestro network, says Tamizi.

"The instant nature of [Push to Card] changes it dramatically for marketplaces; it's not just being paid in a convenient way but receiving the money instantly," says Tamizi. "That fungability creates much more interest for someone to go sell on [a marketplace provider's] platform."

Balanced charges 25 cents per transaction for the Push to Card service. Rally, Pocketsuite and PayByGroup are all integrating or live with the Push to Card service.

Crowdtilt, Fancy and Reddit Gifts also use Balanced's payment services. Crowdtilt backed the crowdfunding campaign that funded the development of Push to Card and plans to integrate the service, says Tamizi.

San Francisco-based Balanced differentiates itself by focusing its efforts on online marketplaces. In February, Balanced and Coinbase integrated Bitcoin payment acceptance, opening up the digital currency to Balanced's more than 450 marketplaces.

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