Information and Analytics about Embedded Finance, BaaS and Open Banking

Spendesk, a leading spend management and procurement platform for mid-market businesses, has announced a company-wide partnership with Dust, a European AI specialist, to deploy secure, custom AI agents across its operations, as outlined in Fintech Global News. The collaboration aims to enhance efficiency, streamline AI tool usage, and ensure compliance with data protection regulations in the UK and Europe. A Unified AI Strategy for Greater Efficiency Previously, different teams at Spendesk used various AI tools independently, leading to fragmented workflows and security concerns. By adopting Dust’s platform, Spendesk now centralizes its AI strategy, eliminating silos and reinforcing data security. Since 2017, Spendesk has integrated AI into its operations, developing over 15 AI-powered features—including tools that pre-fill more than 2 million accounting fields monthly. However, the company recognized the need for a more scalable and secure approach, prompting this partnership. Dust’s Role: Secure, Custom AI Agents for Every Team Dust’s platform enables businesses to build role-specific AI agents that integrate with tools like Notion, Intercom, and Slack while maintaining strict data protection. The solution allows non-technical employees to create personalized AI assistants tailored to their workflows, fostering innovation and productivity. Rodolphe Ardant, Spendesk Founder: “It’s impossible to use Spendesk without interacting with AI. We’ve implemented no fewer than 15 AI-powered features since 2017, predicting and pre-filling more than 2 million accounting fields each month.” Axel Demazy, Spendesk CEO: “As UK businesses continue to navigate an evolving regulatory and economic landscape, secure AI adoption has never been more crucial. At Spendesk, we found ourselves vetting contracts with individual AI assistants one by one. It wasn’t scalable or cost-effective. It also meant that teams more hesitant to experiment with AI were left behind, unsure of how these tools could support their work or comply with internal policies and local regulations.” Rodolphe Ardant, on the partnership’s impact: “This partnership gives our teams the most powerful productivity tool we’ve ever put in their hands. Internal efficiency translates directly into faster innovation for our customers, helping us deliver both the most in-demand spend management features and the next generation of AI-first capabilities. By partnering with a fellow French innovator committed to data security, we’re proving that European tech can lead in AI while staying true to our values of privacy and user empowerment.” Gabriel Hubert, Dust CEO: “We built Dust to help companies create AI agents that are truly useful and trusted by their teams. Spendesk had the vision and urgency to move early, and together we’ve shown what’s possible when AI is deployed thoughtfully and securely at scale.” By choosing Dust, a European provider, Spendesk reinforces its dedication to data privacy and regional compliance. The partnership highlights the potential for European tech to lead in AI innovation while adhering to strict regulatory standards.This collaboration positions Spendesk as a forward-thinking FinTech leader, embracing AI at scale while maintaining security and efficiency.

April 24, 2025 — Klarna has secured a deal with eBay to bring its flexible payment solutions to millions of shoppers in the United States, according to Finextra. The move follows the success of Klarna’s «Buy Now, Pay Later» (BNPL) services in other key markets, including the UK, Austria, France, Italy, the Netherlands, and Spain. With this expansion, US customers can now use Klarna’s Pay in 4 option—allowing them to split payments into four interest-free installments—as well as Financing, which provides extended payment plans for larger purchases. A Strategic Move for Klarna and eBay The US market is already Klarna’s largest revenue generator, and this partnership with eBay is expected to further strengthen its position. Meanwhile, eBay continues to enhance its payment flexibility to attract and retain customers. Avritti Khandurie Mittal, VP & General Manager of Global Payments and Financial Services at eBay, stated: “We’ve been very pleased with the positive customer and business impact Klarna has delivered in some of our key markets including the U.K. and Europe, and we’re now excited to give millions of U.S. shoppers more flexible and affordable ways to pay on eBay.” In addition to BNPL services, Klarna has introduced its resell feature to US eBay users. This tool allows shoppers to easily list past Klarna purchases on eBay, with pre-filled descriptions and images for faster selling. Since its launch in December 2024, the feature has generated over 500,000 eBay listingsthrough Klarna’s app. The partnership underscores the growing demand for flexible payment solutions in e-commerce, as both companies aim to provide seamless shopping and selling experiences. As Klarna continues to expand its US footprint, further integrations with major retailers could be on the horizon. For now, eBay shoppers can enjoy greater financial flexibility while Klarna strengthens its dominance in the BNPL space.

Embedded finance is transforming how consumers and businesses interact with financial services. By integrating payments, lending, insurance, and investment solutions directly into non-financial platforms, companies are reshaping the banking landscape, as stated in The Fintech Times. As this trend grows, could embedded finance be the key for neobanks to finally overtake traditional banks? Neobanks Gaining an Edge Neobanks have risen rapidly over the past decade, yet traditional banks still dominate market share. However, embedded finance may shift this balance. Luke Voiles, CEO of Pipe, believes embedded finance gives neobanks a significant advantage: “Embedded finance equips neobanks with powerful tools to enhance user experience and financial accessibility, differentiating them significantly from traditional banks. NPS satisfaction scores for traditional banks have been in the 20s and 30s. We’ve seen embedded capital hit the 70s, 80s, and even 90s. LTV and retention hinge on that customer experience. As customers come to expect that friendlier experience, it’s going to be a race to see who can implement it the fastest, and neobanks are likely to have an edge in agility.” Traditional Banks Playing Catch-Up Nick Botha, global payments lead at AutoRek, agrees that neobanks are better positioned to leverage embedded finance: “Neobanks are built with innovation and agility. With an established digital presence and seamless, consolidated platforms, they can integrate services into non-financial ecosystems—positioning them to not only compete but surpass traditional banks in reach.” Meanwhile, traditional banks face challenges in adapting due to legacy systems and slower digital transformation. Flexibility and Innovation Driving Success Meryem Habibi, CRO at Bitpace, highlights how embedded finance enables smoother transactions and crypto integrations: “Embedded finance gives neobanks a distinct advantage by letting them build seamless experiences where users can pay, invest, or settle funds without ever leaving the app. Unlike traditional banks tied to legacy infrastructure, neobanks can quickly adopt decentralized rails and blockchain-powered tools.” Steve Round, co-founder of SaaScada, notes that embedded finance enhances customer engagement: “Neobanks are already digital-first, making them ideal for embedded finance. By embedding banking services, they collect more data to deliver personalized products. However, they must choose between outsourcing financial services (quicker but restrictive) or building their own regulated infrastructure (more flexible but complex).” Alex Mifsud, CEO of Weavr, concludes that embedded finance’s real power lies in making financial services seamless: “Embedded finance is a new channel for delivering financial services, just like the web or mobile were. Neobanks that integrate finance into context-rich platforms—such as payroll or procurement—can create stickier ecosystems. While traditional banks dominate in balance sheets, neobanks can outpace them in user experience, relevance, and speed.”As embedded finance becomes mainstream, neobanks are well-positioned to leverage their agility and digital expertise. If they continue innovating while ensuring security and compliance, they may finally surpass traditional banks in customer adoption and market influence.

In a sweeping crackdown on advertising fraud, Google announced that it used artificial intelligence to eliminate nearly half a billion scam ads in 2024 — a decisive move that aligns with growing demands from banks and lawmakers for tech platforms to take greater responsibility in fighting online scams, according to Finextra. As stated by the tech giant, AI-powered tools led to the suspension of 39.2 million advertiser accounts in the U.S. alone, more than three times the number suspended in 2023. The company attributed the success to more than 50 upgrades rolled out last year to its Large Language Models (LLMs). These upgrades enhanced Google’s ability to detect malicious behaviors and scam indicators during the early stages of account setup. “These updates sped up complex investigations, helping us identify bad actors and fraud signals — like illegitimate payment information — during account setup,” Google said. “This kept billions of policy-violating ads from ever showing to a consumer, while ensuring legitimate businesses can show ads to customers faster.” In response to the rise of AI-powered scams — particularly those using deepfake impersonations of public figures — Google bolstered its defenses and adapted its detection techniques. The company said it focused heavily on combating impersonation scams that falsely represent businesses and government officials. According to the Federal Trade Commission (FTC), such impersonation scams cost U.S. consumers $2.95 billion in 2024. “To fight back, we assembled a team of over 100 experts to develop countermeasures, such as updating our Misrepresentation policy to suspend advertisers that promote these scams,” the company stated. “As a result, we were able to permanently suspend more than 700,000 offending advertiser accounts. This led to a 90% drop in reports of this kind of scam ad last year.” Despite the impressive figures, Google — along with other tech giants like Meta — continues to face scrutiny. Critics argue that these platforms remain primary channels for scam operations, prompting calls from financial institutions and fintech companies for Big Tech to share liability and reimbursement responsibilities for victims of scams that originate on their services.

MoneyGram, a leading global payments network, has announced a strategic partnership with Plaid, the data connectivity platform behind some of the most widely used fintech tools, as stated in FF News. The collaboration aims to streamline the process of sending and receiving funds, especially across borders, by simplifying bank account authentication for U.S. customers. Through this partnership, U.S.-based MoneyGram customers can now utilize Plaid’s technology to securely link and verify their bank accounts, ensuring quicker and more reliable transfers for both domestic and international payments. The new integration enhances the MoneyGram Online (MGO) experience and is set to expand to additional markets later this year. “The MoneyGram network moves money for over 50 million customers each year, across nearly every country in the world,” said Anthony Soohoo, Chief Executive Officer of MoneyGram. “This partnership with Plaid expands our global capabilities to deliver faster, more secure payments for our customers. It’s a clear step forward in our mission to make cross-border payments seamless, affordable and secure for everyone.” The integration arrives at a time when consumer demand for fast, secure, and connected financial services is at an all-time high. A significant 75% of U.S. consumers now consider linking their bank accounts to financial apps essential, and over 85% of fintech users prefer pay-by-bank options due to their speed, simplicity, and security. “Plaid provides the most widely used and trusted network across digital financial services, covering thousands of financial institutions across the United States, Canada, Europe and the United Kingdom,” said Brian Dammeir, Head of Payments and Financial Management at Plaid. “Now, MoneyGram can leverage the power of the Plaid network to quickly and securely drive conversion, reduce bank returns and proactively prevent fraud.” The solution connects directly to Plaid’s robust ecosystem of financial institutions, offering secure, instant account verification. This complements MoneyGram’s comprehensive compliance and anti-fraud infrastructure, creating a seamless user experience for transferring funds globally. Built on a technology-first payment platform, MoneyGram’s network spans over 200 countries and territories, with approximately 450,000 retail locations and access to 5 billion digital endpoints. With this collaboration, MoneyGram continues to position itself at the forefront of innovation in the global remittance space, offering customers greater convenience and security through fintech-powered solutions.

Traditional Know Your Customer (KYC) processes are no longer keeping pace with the speed and complexity of modern financial services, as highlighted in Fintech Global News. Manual methods and legacy systems are creating serious operational hurdles—and costing institutions time, money, and compliance credibility. Financial institutions have long relied on manual reviews to meet KYC and anti-money laundering (AML) requirements. But today, these outdated approaches are proving inefficient and expensive. According to Quantifind, onboarding a new corporate client costs an average of $2,598, and global banks take around 95 days to complete a full KYC review. That’s not just slow—it’s unsustainable. The False Positives Problem One of the biggest pain points? False positives. Legacy systems are notorious for flagging too many benign transactions. In fact, industry data shows that traditional rule-based transaction monitoring systems generate up to 90% false positives. This floods compliance teams with unnecessary alerts, wastes valuable time, and slows down real investigations. To make matters worse, over half of compliance professionals say they’re stretched too thin. A survey by Corporate Compliance Insights revealed that 53% of compliance officers feel they lack the resources to do their jobs effectively. The AI Solution: Smarter, Faster, More Scalable AI and machine learning are quickly emerging as game-changers in the KYC landscape. These technologies automate routine compliance tasks, reducing onboarding time and cost. AI-driven platforms can verify customer data instantly and accurately, giving compliance teams the freedom to focus on high-risk cases and strategic decisions. Even better, machine learning reduces false positives and boosts fraud detection by analyzing massive data sets and spotting complex patterns. The result? More accurate risk assessments—and less wasted effort. As Moody’s puts it: “AI’s role in KYC is set to expand, offering organisations significant benefits such as reduced costs, heightened accuracy, and an optimised customer experience.” At the forefront of this transformation is Quantifind, a top provider of AI-based KYC solutions. Its AI risk intelligence platform delivers real-time insights across areas such as: Negative news Sanctions and watchlists Politically exposed persons (PEPs) Corporate data The platform uses advanced “signal extraction” and risk modeling to generate precise risk scores from even unstructured data—something legacy systems struggle with. Clients are already seeing the impact. According to Quantifind, some institutions report up to 40% increases in efficiencycompared to older systems. One standout feature of Quantifind’s tech is its use of “name science.” By applying machine learning to name variations and linguistic patterns, the platform drastically improves entity resolution and reduces false positives. This matters in real-world applications. A Tier 1 global bank chose Quantifind after comparing multiple vendors, saying the company: “Beat out the competition with its strong data science foundation that leads to superior speed and accuracy.” Similarly, one of Canada’s Big Five banks reported impressive results: “Upwards of 40% productivity gains for investigations and 75% of high-risk cases automatically triaged.” Beyond Banking: Defense and Global Partnerships Quantifind’s capabilities aren’t limited to banking. The U.S. Department of Defense uses its technology to screen vendors and monitor ongoing risk. It’s also integrated with Oracle Financial Services Financial Crime and Compliance Management (FCCM), allowing seamless access to customer risk scores and reducing case review times. And through its partnership with OpenCorporates, Quantifind helps investigators uncover cross-border connections between companies and individuals—an essential tool in identifying complex financial crimes. As financial crime grows more sophisticated, AI and machine learning are becoming essential—not optional—for effective compliance. Forward-thinking institutions are transforming KYC from a regulatory burden into a strategic advantage. With platforms like Quantifind’s, they’re onboarding customers faster, detecting risk more accurately, and enhancing the overall customer experience. In today’s financial environment, smart compliance is more than a necessity—it’s a competitive edge.

As embedded finance continues to revolutionize how individuals and businesses engage with financial services, questions are being raised about the future of traditional banking apps.. With payments, lending, insurance, and investment options increasingly being integrated into non-financial platforms, the need for standalone banking applications could soon be in question. But are they truly on their way out? To explore this shift, The Fintech Times spoke with industry leaders to understand the evolving role of banking apps in a world rapidly embracing embedded finance. Still Essential: The Banking App’s Core Role Raman Korneu, CEO and co-founder of digital bank myTU, believes that despite the rise of embedded finance, banking apps aren’t going anywhere soon. “Embedded finance is clearly transforming the way people interact with financial services that are becoming seamless, convenient, and integrated into everyday platforms. But I wouldn’t say it’s about to replace standalone banking apps just yet,» said Korneu. “Banking apps still play a crucial role, especially when it comes to security and control. They give users a direct line to their accounts, with features like two-factor authentication, biometric login, and robust fraud detection tools. … So, while we’re definitely heading toward a more integrated financial future, I think standalone apps will stick around for a while longer. They’re just too important for the kinds of things you don’t want to leave to chance.” Less Central, Not Obsolete Some experts foresee a diminished—though not obsolete—role for banking apps. “The real power of embedded finance is that it puts financial tools exactly where customers need them,” said James Simcox, chief product officer at Equals Money. “Customers don’t necessarily want another app, what they want is seamless experiences.” Simcox points out that if financial services are integrated within a platform consumers already use and trust, such as a shopping cart or property app, the need to switch to a bank app diminishes. George Toumbev, chief commercial officer at NatWest Boxed, agrees, noting that while banking apps centralize financial activity under a trusted brand, embedded finance minimizes unnecessary touchpoints. “It’s unlikely that embedded finance will ever make them entirely obsolete,” he said. “Rather, it will enable consumers to reduce the touchpoints of their purchases and transactions.” A Hybrid Future For Ignacio Gironella Merino, head of sales Europe at Paymentology, the future lies in a blend of embedded and traditional approaches. “Embedded finance is unlikely to completely replace standalone banking apps,” Merino stated. “Consumers and businesses both benefit from a dedicated hub for their financial lives.” He envisions a dual-structure future, where customers retain long-term relationships with traditional banks while also embracing financial services embedded in other digital platforms. According to Teo Blidarus, co-founder and CEO at FintechOS, embedded finance is reshaping expectations. “Standalone apps won’t disappear overnight, but their role is shifting,” said Blidarus. “Paying back a friend, purchasing travel insurance and applying for credit all no longer require logging into a bank app.” However, these apps will remain valuable as control centers for managing more complex financial needs like investments or dispute resolution. Customer Experience as a Driving Force Nima Montazeri, chief product officer at Liberis, sees consumer expectations at the heart of this transformation. “Technological developments have created a customer ecosystem where a seamless experience is now an expectation,” said Montazeri. “Financial services need to be available when and where customers need them.” He predicts a future where financial services are invisibly integrated across various digital touchpoints, making standalone apps more purpose-specific rather than central hubs for all financial interactions. Scott Frisby, head of strategy Europe at Elavon, sees embedded finance not as a replacement but a catalyst for innovation in banking apps. “Rather than making them obsolete, embedded finance is likely to reshape the role of standalone banking apps,” said Frisby. “Smart wallets powered by AI are already making decisions on behalf of users.” He envisions banking apps evolving into intelligent financial dashboards—offering insights, control, and a seamless interface with the broader embedded finance ecosystem. While embedded finance is undeniably shifting how consumers interact with money, experts agree that standalone banking apps are far from obsolete. Instead, they are set to evolve—adapting to a hybrid environment where they coexist with embedded financial services and continue to serve as secure, centralized platforms for more complex or high-trust transactions. As the financial services landscape continues to change, one thing remains clear: the way we manage money is becoming more flexible, contextual, and integrated than ever before.

A groundbreaking 2025 In-Car Payments User Experience Report reveals that drivers in the U.S. and Germany are highly interested in in-car payment systems—and many are willing to pay extra for the convenience, according to Parkopedia. The study, conducted by Drive Research, highlights a strong demand for optimized, user-friendly payment solutions that enhance the driving experience and influence brand perception. Key Findings: Drivers Want Simplicity and Integration 100% of U.S. drivers and 93% of German motorists said an easy-to-use in-car payment system would improve their driving experience. 70% of U.S. drivers and 67% of Germans would pay more upfront for a vehicle with in-car payment functionality. 97% of participants in both countries would use in-car payments for parking, EV charging, fuel, and tolls if the system were simple. 93% of German drivers and 87% of Americans want their car to notify them when in-car payments are available nearby. Poor Enrollment Processes Hinder Adoption A complicated registration process discourages drivers from using in-car payments: 77% of Germans and 70% of Americans would be less likely to sign up if enrollment is complex. 57% of Germans and 50% of Americans would use the system less if registration is cumbersome. 90% of U.S. drivers described current industry-standard enrollment as «complex.» Drivers Prefer Integrated Solutions Over Mobile Devices Motorists want all-in-one platforms rather than relying on external devices: 97% valued having multiple services (parking, charging, tolls) accessible through a single system. 80% of U.S. drivers would be frustrated if their car didn’t notify them of nearby payment options. 100% of Germans and 97% of Americans want an onscreen button for quick access to nearby services. Better UX Leads to Higher Engagement The study compared two systems: System A: A current OEM in-car payment setup. System B: An improved version by Parkopedia and Valtech Mobility, designed for ease of use. Results showed a clear preference for the optimized system (B): Over 90% of U.S. drivers were far more likely to use System B, compared to just 20% for System A. 100% of U.S. and 90% of German drivers said they would use in-car payments more if the process were streamlined. Brand Perception at Stake A well-integrated payment system boosts brand loyalty: 97% of U.S. drivers said in-car payments would change their opinion of a car brand. 87% of Americans claimed it would increase their likelihood of buying from the same brand again. Adam Calland, Global Marketing Director at Parkopedia, who oversaw the study, commented: “The demand for connected car services continues to rise rapidly around the world, and this research shows that in-car payment functionality is now becoming a must-have feature for motorists who highly value convenience and are willing to pay for this.» “This is being accelerated by the global shift towards EVs, with motorists not only valuing in-car data directing them to charge points but also integrated payments within the same platform. The need to improve both awareness and UX is clear, but the upside is equally clear for automakers who get this right.” The report underscores a significant revenue opportunity for automakers who optimize in-car payments. Drivers want seamless, intuitive systems—failure to deliver could push customers toward competitors offering better digital experiences.

The financial sector is undergoing a major transformation, driven by advances in artificial intelligence (AI) and digital technologies. From AI-powered financial advisors to data-driven lending for small businesses, these innovations are expanding access to financial services—but challenges remain, particularly in cryptocurrency regulation, as outlined in Fintech News. At a recent conference hosted by the MIT Shaping the Future of Work Initiative, experts discussed key trends shaping the digital economy. Here are four ways AI and technology are changing finance. 1. Generative AI Could Replace Traditional Financial Advisors AI is already used in budgeting apps and customer service chatbots, but its role is expanding. According to economist Randy Kroszner, generative AI may soon offer personalized financial advice, potentially replacing human advisors. “I think that will become much easier,” Kroszner said, noting that AI could make tailored financial guidance more accessible to lower-income households. “With AI, it should make it much, much cheaper to [offer] something that’s bespoke for people who don’t have a lot of resources.” However, AI isn’t perfect. While studies show AI can personalize advice, large language models still need supplemental tools for accuracy. Kroszner emphasized that users must ask the right questions and critically assess AI-generated recommendations. 2. Real-Time Data Is Helping Small Businesses Secure Funding Historically, small businesses struggled to get loans due to limited credit history or inconsistent cash flow. But lenders are now using real-time financial data—such as transaction records—to assess creditworthiness. “Small-business funding has become very data-heavy and data-driven, and there’s now much more cash-flow-based funding for small businesses than ever before,” said Antoinette Schoar, a finance professor at MIT. Companies like Stripe Capital, Square Funding, and Amazon Lending are leading this shift in the U.S., while Alipay has revolutionized small-business financing in China. “You can basically get funding from the Alipay platform based on the orders that they see come through, rather than just having to take a loan when you don’t have a credit score,” Schoar explained. Kroszner added that granular transaction data helps lenders make smarter decisions, such as adjusting credit limits or interest rates. 3. Consumers May Trade Personal Data for Financial Perks Could people exchange personal data for financial benefits? Kroszner suggested scenarios where insurers offer discounts in exchange for health monitoring. “There are a lot of privacy problems with that, but someone might say, ‘I’m willing to make that trade-off to basically have the insurance company monitor my glucose level and monitor my [calorie] consumption on a real-time basis and then give me incentives for acting better,’” he said. However, Schoar warned that such deals can backfire, citing research on credit card users who struggled with complex terms despite initial perks. “What we have seen in the credit card market is that people are not fully rational and they often misunderstand themselves and their own self-control,” she said. “I very much hope that we will become better at helping them make better choices.” 4. Crypto Markets Are Becoming More Concentrated—and Risky Cryptocurrency was once seen as a tool for financial inclusion, but the market is now dominated by a few major exchanges like Binance and Coinbase, raising concerns about systemic risk. “We now have a market that is very concentrated,” Schoar said. “If we cannot ensure that enough players survive, then we might actually be at a place where a few very large players have true market power and extract a lot of rent.” While crypto was initially a “free-entry nirvana,” the lack of regulation has led to consolidation, making the sector vulnerable to shocks from a single exchange’s collapse. AI and digital innovations are democratizing finance, but risks remain—from data privacy concerns to crypto market instability. As technology evolves, policymakers and businesses must balance innovation with consumer protection to ensure an equitable financial future.

Embedded finance is quickly reshaping the way consumers and businesses interact with financial services. Rather than relying on traditional banks or standalone financial apps, users are now experiencing seamless financial transactions directly within the platforms they already use—whether that’s making purchases, accessing credit, or managing insurance, as highlighted in The Fintech Times. From real-time driver payouts in food delivery apps to Buy Now, Pay Later (BNPL) options at digital checkouts, embedded finance is becoming an everyday feature. But what’s driving this rapid shift? Industry experts point to a powerful mix of customer expectations, technological advancement, and strategic moves by leading brands. Convenience is King One of the primary reasons behind embedded finance’s rapid rise is its ability to streamline user experience. “At Pipe, we’ve identified three primary drivers accelerating embedded finance adoption: ease of integration, and customer demand for both a seamless user experience and pre-approved offers,” says Luke Voiles, CEO of Pipe. “Customers increasingly expect financial services embedded seamlessly into platforms they already use, reducing friction and enhancing user experience.” He adds that small and medium-sized businesses (SMBs) are helping push this change by favoring real-time financial access over slower traditional lending models. Steve Morgan, global banking market industry lead at Pegasystems, echoes that sentiment: “The main factors driving the rapid adoption of embedded finance is customer convenience for simple and easy to access finance offering and competition for that business.” Morgan also highlights how modern technical capabilities have made embedded finance easier than ever: “It’s far easier to integrate into a point of sale or a web or an app-based offering than ever before.” Big Brands, Big Influence The credibility and success of embedded finance have been significantly boosted by major players like Shopify and Amazon. “Now that early adopters of the model…have proven the model’s success, embedded finance is moving further into the mainstream,” says Ugne Buraciene, Group CEO at payabl. “Businesses are increasingly adopting embedded finance to create frictionless experiences for consumers…helping unlock new revenue streams while strengthening customer relationships.” She notes the growing popularity of BNPL solutions, especially in today’s high cost-of-living environment: “Despite rapid growth, the sector still holds vast untapped potential.” Responsible Innovation While innovation is key, responsible use is equally important, especially when consumers are borrowing directly within platforms. “A major driver for embedded finance is consumers demanding a seamless experience,” says Steve Wishart, Head of Financial Services at TransUnion UK. “A key step along the way was the rise of open banking.” He stresses the need for responsible data use: “Access to the most up-to-date information from Credit Reference Agencies (CRAs) like TransUnion…is doing essential work behind the scenes…to mitigate the risk of defaults and help ensure affordability.” Wishart emphasizes that seamless customer experience must remain intact even while credit checks and fraud detection are taking place. For many businesses, embedded finance is a way to keep customers within their ecosystem while adding value. “They’re not trying to become banks,” says Marc Conway, Chief Commercial and Product Officer at FinXP. “They want to offer their customers added convenience while unlocking new revenue streams.” Thanks to fintech providers and favorable regulations in Europe, he adds, it’s now easier for non-financial businesses to embed services like payments and branded cards without requiring users to look elsewhere. “Embedded finance in Europe is estimated to reach €100 billion by 2030,” notes Neil Chandler, CEO of Aion Bank. “These predictions are being driven by consumer appetite.” His company’s research found that younger generations are leading the charge: “(52 per cent) of 25 to 34-year-olds prefer using financial products and services from their favourite brands over traditional banks.” The business case is compelling. “Higher average order value and frequency, increased conversion, and greater loyalty” are just some of the benefits brands are seeing by embedding financial products, Chandler explains. BNPL as a Game-Changer One of the most prominent and transformative use cases of embedded finance is BNPL. “BNPL has been a game-changing embedded finance service in the payments sector,” says Richard Bayer, UK Country Manager at Clearpay. “It offers payment flexibility without upfront costs or interest, aligning with the preferences of digitally savvy, younger generations.” He points to shifting consumer behavior: “Platforms like TikTok and Instagram have become shopping destinations…BNPL, as a form of embedded finance, enhances the customer experience by making shopping seamless, accessible, and financially feasible.” The API Factor Technology—particularly APIs—is a fundamental enabler of this new financial paradigm. “Rapid advancements in API technology…make it easier for financial services to integrate within apps and services globally,” explains Elie Bertha, Chief Product Officer at Thunes. “It allows customers to access financial services within their everyday activities, eliminating friction.” Bertha also emphasizes the role of supportive regulation, especially in Europe, where open banking and initiatives like PSD2 are promoting widespread adoption. Embedded finance is more than just a buzzword. It’s a fundamental shift in how financial services are offered, accessed, and experienced—one that’s redefining digital engagement for both consumers and businesses. As APIs evolve, consumer behavior shifts, and big brands lead the way, embedded finance is poised to become an integral part of the digital economy.