Published:
March 28, 2025
Reading time:
3 minute read
Written by:
Forter Team
False declines happen when a legitimate transaction is mistakenly rejected, frustrating customers and cutting into revenue. When that happens, most customers won’t try again. Instead, they’ll take their business elsewhere without thinking twice.
No customer expects to be treated like a fraudster, but when fraud controls rely on rigid rules instead of real behavior, that’s exactly what happens — legitimate transactions get blocked, customers walk away, and more often than not, their lifetime value is then lost.
The Problem with Rigid Fraud Controls
Customers don’t shop in perfect patterns, and when legacy fraud models can’t adapt, legitimate transactions get caught in the net. Without context and a true understanding of identity, fraud controls can do more harm than good.
Before transactions even reach the issuer, internal fraud models play a key role in determining what gets flagged. Good customers are facing unnecessary friction if those models rely too heavily on rigid parameters instead of dynamic, data-driven insights. For example, imagine a customer booked five last-minute airline tickets in the middle of the night from a friend’s location and device — and was subsequently flagged as fraud and declined.
Here’s what fraud controls overlooked:
- Adaptive decision-making: The fraud model lacked this ability and flagged the transaction purely based on fixed risk indicators
- High-value purchases: The fraud solution didn’t have enough data to distinguish a high-value purchase from a fraud attempt
Static fraud rules can end up punishing legitimate customers for behaving outside “normal” patterns. But the reality is, sometimes you might need to book last-second travel for an unexpected reason. For this reason, it’s important always to remember that real people don’t shop in predictable ways, and fraud strategies must account for that.
Smarter Fraud Prevention Starts with Better Data
The best way to reduce false declines is to make more informed decisions. Instead of relying on static rules, modern fraud prevention must be dynamic, contextual, and powered by machine learning to keep up with evolving customer behaviors. A critical component of this approach is identity intelligence, which links each transaction to a unique customer identity and provides continuous insights into that customer’s behavior.
Here’s why better identity data translates into better decisions:
- Identity intelligence enables you to recognize legitimate customers — even if they seem new — resulting in fewer false declines and a smoother experience
- Machine learning adapts in real time, spotting new fraud patterns while allowing good customers to continue transacting with minimal friction
When fraud teams take advantage of holistic, data-driven risk assessments, they can dramatically reduce false declines — without lowering security standards.
3 Ways to Optimize Your Fraud Controls
Fine-tuning your fraud controls can pay off significantly, lowering the risk of false declines and improving customer satisfaction. Here are a few practical steps to consider when optimizing your fraud strategy:
Recognize Your Customers with Identity Intelligence
Harnessing a solution that uses an identity-based approach can help you distinguish legitimate shoppers — particularly those who appear new — from actual fraudsters.
Use Real-Time, Dynamic Evaluation
Relying on static criteria can overlook changing behaviors. Fueled by continuous data updates, real-time risk assessment can better spot and adapt to emerging fraud patterns.
Ditch One-Size-Fits-All Fraud Rules
Rigid rulesets lead to missed revenue when they block genuine customers. Modern, adaptable models let you catch sophisticated fraud without rejecting legitimate transactions.
Strike the Right Balance
False declines don’t have to be a costly, frustrating problem. When done right, fraud prevention stops bad actors and boosts revenue and customer loyalty. With better data-sharing, smarter authentication, and machine learning-powered decisions – your business can significantly reduce the number of good customers who get turned away.
That’s exactly where Forter can help. Our Trust Platform ensures that fraud controls are precise, allowing merchants to approve more legitimate transactions while keeping actual fraud out.
The best fraud prevention isn’t just about stopping bad actors – it’s about letting the right customers through.
