How Easy Pay Direct Saved the Mastermind.com Launch
In May 2019, one of the biggest product launches in history nearly collapsed 12 minutes in. Here is how Easy Pay Direct's multi-account strategy and real-time specialist support kept the launch alive.
About Mastermind.com
Mastermind.com was a flagship knowledge product launched in February and May 2019. Tony Robbins, Dean Graziosi, and Russell Brunson co-founded the product as one of the most ambitious online course launches of that year.
Each co-founder had individually processed millions of dollars through their own merchant accounts. For the Mastermind.com launch, they recognized that a single merchant account, no matter how established, represented a single point of failure for a high-volume launch window.
Two months before the launch, the Mastermind.com team submitted an EMAP application through Easy Pay Direct. Two merchant accounts were pre-approved and configured, with a Certified Payment Specialist assigned to monitor processing in real time on launch day.
What Happened 12 Minutes Into the Launch
The Mastermind.com launch followed the product launch framework model: months of content, a defined cart-open window, and a concentrated burst of order volume in a short period of time.
Twelve minutes into the cart-open phase, the team began receiving notifications for large numbers of credit card declines. One of the pre-approved merchant accounts had a fraud detection setting active that was flagging the high-velocity transaction pattern as suspicious, and it had ceased processing.
For most businesses running a single merchant account, this scenario ends the launch. Every minute offline during a cart-open window represents significant lost revenue and frustrated customers who cannot complete their purchase.
Two Merchant Accounts, One Specialist, Zero Downtime
Fast approval with real underwriting, 1-4 business days on clean files.
The Mastermind.com team had submitted their EMAP application two months before the launch. Easy Pay Direct worked with two banking partners on detailed underwriting for the launch model, and both accounts were approved with time to spare.
The solution architecture included:
- Two pre-approved merchant accounts with separate banking relationships
- A Certified Payment Specialist monitoring transactions in real time on launch day
- Automatic routing failover from the flagged account to the second account within minutes
- No interruption to the checkout experience for customers
When the first merchant account flagged transactions at minute 12, the Easy Pay Direct team moved all processing to the second account immediately. The launch continued without customers experiencing any disruption on their end.
Fast approval with real underwriting is what made the pre-approval possible. Because the underwriting process involved a human reviewer assessing the actual launch model rather than an automated risk score, both accounts were properly structured for the volume spike in advance.
What Easy Pay Direct Delivered
Want the Same Protection for Your Business?
Easy Pay Direct works with businesses of all sizes to set up multi-account merchant account architecture, real underwriting, and dedicated specialist oversight. You do not need to be running a nine-figure launch to benefit from having a backup account that actually works when you need it.
Frequently Asked Questions
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