How do you balance the need for enhanced security through Strong Customer Authentication (SCA) with the goal of providing a frictionless and user-friendly payment experience for your customers?

In this day and age security comes first. Good UX and UI should be able to work around that and make that experience far better, you can look at the extra security prompts and verification as more opportunities to market and up-sell

From my point of view, as someone who works at a relatively small cybersecurity startup, security is top of mind in everything we do. Secure interactions are our product as much as our product itself. Consequently, our clients appear to accept and expect a minimum amount of friction in order to feel secure in their interactions with us. We are user-friendly (to a degree) yes, but frictionless, no.