A system, method, and apparatus of authenticating and authorizing a payment are provided. A method includes receiving authentication information gathered by a point-of-sale device from a customer initiating a payment for a transaction via the point-of-sale device; receiving context information gathered by the point-of-sale device; authenticating the customer using the received authentication information; selecting a customer payment profile from a plurality of customer payment profiles to use for the transaction, based on the received context information, wherein each customer payment profile is associated with a payment account; authorizing the payment for the transaction from the payment account associated with the selected customer payment profile; and sending, to the point-of-sale device, a notification that the customer has been authenticated and that the payment for the transaction has been authorized.