April 16, 2024
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David Falk Joins Heartland Payment Systems

David Falk

In the fast-paced world of digital transactions, Heartland has earned a reputation as a prominent player, facilitating smooth and secure financial transactions for businesses of all sizes. David Falk, an industry veteran with more than two decades of experience under his belt, has joined the ranks at Heartland, bringing with him a unique blend of expertise and interpersonal skills.

Falk graduated from Yeshiva University and earned an MBA at New York University. Before joining Heartland, he spent a decade working in e-commerce and prior to that he was responsible for launching three businesses that were early innovators in the gift card and loyalty space, one of which was sold to a large credit card processor. Drawing from his experience with online buying and selling, Falk brings a fresh perspective to the payment processing industry where he plans to improve payment solutions and deliver premium customer experiences.

Heartland prides itself on exceptional customer support and aims to help business owners operate more efficiently in areas that include payment processing, payroll and HR solutions, point-of-sale, gift and loyalty cards, lending solutions, and much more. “Our company was founded on the belief that local business owners deserve the same features, functionality and transparency that large corporations have when it comes to these parts of their business,” said Falk.

Heartland targets primarily small and medium businesses, but it has the technology and scale to handle any size business that takes payments. It can be as simple as a stand-alone terminal and as complicated as a multi-unit point of sale system, said Falk.

Partnering with Heartland provides several advantages for businesses, Falk explained. Its technology allows small businesses to receive and process payments through a variety of channels, including mobile, tablet, desktop, handheld terminal and point-of-sale (POS) systems.

Additionally, Heartland offers transparent pricing and statements, credit surcharge or cash discounting, and a dashboard called the Customer Intelligence Suite that provides data reporting and analytics using the customer’s data. According to Falk, this could be helpful if you’re looking for a tool to analyze, for example, what your customers spend per visit on average as well as what impact your marketing campaigns are having on customer behavior. In addition to the typical customer analytics offered by many payment processors, Heartland also offers industry comparisons that allow you to see how your business stacks up to local competitors, including social media performance.

With concerns about data security on everyone’s mind, Heartland prioritizes the protection of sensitive financial information. The Heartland Breach Warranty ensures that should a breach in protection occur, Heartland will cover the cost of the forensic audit as well as any fees, penalties or compliance fines. Falk said this added safety measure removes the burden of card security from the shoulders of the business owner. Additionally, Heartland has a dedicated 24/7 phone line for its payment processing customers with customer service agents based in the U.S. answering calls in less than 30 seconds on average.

Falk and his family live in East Brunswick and feel very connected to the Bergen County community where his children were students at Ma’ayanot and TABC. He has also made a heartfelt pledge to donate 20% of his business proceeds to The Bayit Association, a Bergen County-based organization co-founded by Jewish Link publisher Moshe Kinderlehrer that sets out to build homes for adults with IDD (intellectual/developmental disabilities) and autism in northern New Jersey communities.

Kinderlehrer, who shared an update in a recent edition of The Jewish Link, is hopeful that by the end of 2024 there will be two licensed group homes in Teaneck with eight adults living in them, with planning and construction beginning on at least one to two more in the greater Bergen County area in the year ahead. “This project has been in the works for quite some time; it’s hard to believe it will be a reality,” said Kinderlehrer. The homes will offer a beautiful and spacious living environment where adults with IDD and autism will be proud to live.

For the Kinderlehrers and other families who have loved ones with disabilities, The Bayit Association offers a level of comfort and security knowing that family members are thriving in a safe, comfortable and dignified atmosphere.

This initiative really spoke to Falk, who is the sole sibling and guardian of a brother with special needs who, himself, lives in a unique, kosher group home owned by the Jewish Federation of Greater Pittsburgh. Falk explained that for years his parents were unsuccessful in finding a long-term home for his brother that was in the Jewish community, maintained kashrut and celebrated the chagim. Shortly before their mother passed, they sold her home to the Federation to be converted into a group home and his brother just moved in a month ago. When Falk heard about Kinderlehrer’s work with The Bayit Association in building kosher housing meant for Orthodox individuals with developmental disabilities and autism, “it tugged at my heart,” he said, and he wanted to find a way to contribute.

If you’re looking for reliable human-centered technology, Falk said Heartland’s customer-centric approach far surpasses its competitors, and as an added benefit, if you work with him, you support The Bayit Association at the same time.

For more information call (732) 485-3268 or email [email protected]


Andrea Nissel is a staff writer at The Jewish Link.

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