Why does the US seem so far behind when it comes to banking? - Chip and PIN has been in the UK since 2004 and mandatory since 2006. It wasn't until a decade later that the US caught up. - Faster Payments allow for instant bank transfers (usually) between any bank account for free. Receiving transfers from clients in US (even with a US Wise bank account) was always a nightmare. - Since the EU introduced Strong Custome…
In my view, the U.S. is leading the way in this area. Europe seems to be shifting the burden of fraud prevention onto customers with methods like SMS notifications and pins. In contrast, in the U.S., banks and businesses are primarily responsible for dealing with fraud.
I suspect that in the US CC processors are incentivized to increase their processing fees to cover the cost of fraud instead of building features to prevent it because they can and it's easier than building features. Businesses are incentivized to increase prices to cover the cost of fraud (and CC processing costs) since processors offer such poor tooling to prevent it.
In the US the burden of fraud prevention is squarely on the honest consumer's wallet.