Beth Costa Joins SKUx to Lead Healthcare Payments Enablement for U.S. Merchants and Issuers

Beth Costa joins SKUX as EVP Head of SKUPay® Healthcare, advancing healthcare payment solutions for U.S. merchants and issuers.

ST. PETERSBURG, Fla., May 21, 2024—SKUx, the payments technology platform company, today announced Beth Costa has joined as EVP Head of SKUPay® Healthcare. In her executive leadership role, Beth will be responsible for guiding the collaboration and partnership management with leading healthcare payment issuers and merchants, further advancing SKUx’s healthcare restricted spend business as the company drives adoption of its platform in the healthy benefits market.

I am excited to play a leadership role to realize SKUx’s vision of transforming item-level payments for merchants while simultaneously significantly reducing merchant, issuer, and consumer expense and friction in the process,” Costa said. “The SKUx platform and SKUPay® technology are perfectly tailored to improve the payments ecosystem for healthy benefits. The market timing is right to drive its enterprise software sales. I’m happy to leverage my relationships working across various payment industry constituents to help the company build upon its core foundation and accelerate rapid adoption in this exciting growth phase.

SKUx’s multi-patented SKUPay® technology presents an innovative ‘merchant-first’ approach that accelerates acceptance of healthy benefit cards and other desired item-level payment programs with one implementation using existing point of sale technology. SKUx technology supports multiple providers, from healthcare issuers and program managers to merchant driven private label and CPG products, offering merchants much desired flexibility and control. This helps future-proof acceptance options in a rapidly changing healthy benefits market segment and reduce costly ongoing maintenance requirements.

Beyond healthy benefits, the SKUx platform is being leveraged by the world’s leading consumer brands and modernizes the outdated physical to digital process of checks, coupons, rebates, and promotional offers, dramatically reducing costs, effort, and fraud which matches the engagement needs of today’s digital first consumer. recently reported on SKUx’s groundbreaking platform to enable these digitized consumer payment experiences, as highlighted in the company’s recent agreement announcement with Visa.

SKUx is proud to welcome a proven leader like Beth Costa to our executive leadership team,” said Bobby Tinsley, co-founder and president at SKUx. “Her extensive retail and payments industry insights and relationships combined with her operational and execution prowess will open tremendous opportunities for SKUx.

To learn more about SKUPay® and the innovative payment solutions SKUx is enabling for merchants and issuers visit

Elizabeth Costa Biography

Beth Costa is a senior executive leader bringing diverse and extensive experience in both strategy and execution with a deep, 360⁰ understanding of all aspects of the broader payments ecosystem.  Beth brings demonstrated leadership and track-records in both industry and consulting working with C-level executives across large and small organizations.  She is joining SKUx after nearly nine years at Oliver Wyman where she led Oliver Wyman’s Payments practice with responsibility for client impact, merchant relationships, content development including healthy benefits, marketing initiatives and partnerships, and team leadership.  Prior to Oliver Wyman, Beth was Chief Product Officer, Chief Strategy Officer and Interim Chief Marketing Officer at Merchant Customer Exchange (MCX), a mobile commerce company jointly owned by ~40 major retailers including Walmart, Target, CVS, Best Buy and others. 

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