Listen to this articleBelow is our recent interview with Tally Mack, CEO at Bravo Systems:
Q: Could you provide our readers with a brief introduction to E4473 and Bravo Systems?
A: Bravo Systems is the parent company of E4473, Bravo Pawn Platform, Usedguns.com and Buya.com. We are the leading provider of digital 4473 software, point-of-sale platforms, mobile applications, and eCommerce products for the firearms and pawn industries. Our mission at Bravo is to be the catalyst for advancement for the industries we serve, so that our customers are empowered and enabled to improve their businesses and lives and make a positive impact in the communities they serve.
E4473 is one of the many first-to-market solutions developed and introduced by Bravo Systems. E4473 is the first 360-degree digital solution for firearm transactions and will transform the way we buy, sell and trade guns—making the process safer, faster and 100% ATF compliant.
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Q: You’ve recently announced the launch of E4473; can you tell us something more?
A: The bottom line is the current methods for completing gun transactions are subpar at best and don’t help FFLs overcome the greatest challenges that come with the responsibility of selling firearms. Whether FFLs are relying on manual processes or settling for other 4473 point solutions on the market, they are operating within burdensome processes that aren’t scalable.
We set out to change all of this—to introduce the only truly relevant solution on the market, developed with a sophisticated architecture, intuitive user interface and thoughtfully-engineered user experience that makes the end-to-end process better for consumers, sellers and the ATF.
We decided to introduce E4473 when we did because the ATF released an entirely new set of regulations that significantly impact the way FFLs must process gun sales and trades. We knew the changes were going to be disruptive to the industry and that FFLs would need a solution that complies with the 2020 ATF regulations. In short, we anticipated the needs of FFLs and their consumers and launched a product that enables FFLs to adapt quickly to the new ATF regulations and remain compliant, and improve consumer experience, all without interrupting their day-to-day operations.
E4473 is the first 360-degree digital solution for firearm transactions. The first solution to offer Digital Storage – an allowance approved by the ATF in 2020. The first to offer a 100% ATF compliance guarantee, including the new 2020 regulations. The first to simplify and streamline what has always been a highly complex, and often confusing and convoluted process for all parties involved in firearm transactions.
Q: Can you give us more insights into E4473 Key Benefits?
A: 100% ATF Compliance Guarantee. We monitor the ATF’s latest regulations and requirements to ensure our solution is always compliant. E4473 also offers verification and validation of every form field on every application. 4473s are the highest source of ATF violations and the new 2020 form alone has seventy-two possible variations. This level of complexity puts an unrealistic burden on gun shop employees to do everything perfectly every time when processing a firearm. E4473 relieves this burden from FFLs and empowers employees to make decisions with confidence.
Unmatched Data Security & Consumer Privacy. E4473 operates with a five-star security protocol, including document encryption, storage encryption and two-factor authentication. Currently, FFLs are storing thousands of pieces of documentation—all with highly sensitive consumer data—in unsecured boxes, filing cabinets and storage rooms. There’s no data backup in case of a catastrophe and consumer data is accessible to too many people, too easily. E4473 provides bulletproof security and privacy, reducing liability for FFLs and providing a better experience for consumers.
Elimination of Manual Work & Duplicate Entry. E4473 allows customers and FFLs to use any device to enter all information electronically onto the 2020 ATF compliant 4473 forms. Intuitive form fields that include the ATF official help tips/guidance ensure that every field on every form is accurate and legible. We know that the new 2020 ATF requirements create 130% more effort for staff, and that longer, more complex process increases the chance of human error. E4473 eliminates the massive time waste spent on manual entry and rework that traditional solutions call for.
Built-in NICS & Background Check Process. E4473 is equipped with native integrations that update the system to stay up-to-date with the ever-evolving NICS and background check requirement changes. E4473 also eliminates the hand-entry of required NICS fields by auto-filling the fields for the FFL. This integrated functionality makes the process seamless from end-to-end.
Native Integration with Bravo Point of Sale Platform. E4473 integrates with Bravo point-of-sale, a first-to-market integration that is not offered by any other point-of-sale or 4473 provider. The integration allows information to be transferred securely between E4473 and The Bravo point-of-sale platform, eliminating duplicate entry and ensuring accurate and complete audit trails of all interactions and transactions. Employees aren’t forced to operate within two disparate systems when buying, selling or trading firearms.
Q: What can we expect from Bravo Systems in next 6 months?
A: Bravo has several major releases and enhancements planned on our product roadmaps in 2021.
We will be enhancing our products, including E4473 and Bravo Pawn Platform to improve user experience and user interface, to reduce effort needed to complete workflows, and to improve the experience for the end consumer.
We have several launches planned to advance our work within the firearms vertical in particular—releases that will enable us to break into new markets and offer our solutions to a wider audience of FFLs.
We also have a focus on developing additional APIs to make our platforms and products even more accessible and to strengthen our already robust network of integrations.
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Q: What’s the best thing about Bravo Systems that people might not know about?
A: Our people. We have a team of some of the most highly skilled professionals in any industry. Each member of the Bravo team comes to work each day hyper-focused on helping our customers love their job. We embrace knowing that if we’re not continuously changing, evolving, and improving—we’re falling behind. We challenge the status-quo and take risks to help our community thrive. Our culture is such that we hold ourselves accountable for outcomes, good and bad. We overcome obstacles, find solutions and deliver exceptional results. We work to unleash the creativity of our entire organization by making innovation each person’s responsibility. We believe that every person should be a part of an internal movement to launch Bravo and the communities we serve into entirely new spaces.
Our people are our greatest differentiator. It’s because of each team member that we consistently have a customer satisfaction score (CSAT) of 93, which is well above the industry standard, and that our customers were actually expanding and thriving in 2020 despite the global pandemic.
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