The 'app economy' is getting larger by the year, and a team of entrepreneurs firmly rooted in the payments establishment sees big trouble ahead when it comes to facilitating transactions.

"The existing system to set up payments for this market has friction," said Laura Wagner, founder and CEO of Digitzs, which provides a payments application programing interface (API) for app marketplaces. "We remove that friction by turning the platform into a processor. We take out all of the noise."

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