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Imagine this: your customer books a cab, pays for it, takes a small loan for groceries, and invests spare change all from a single app. That’s not the future. It’s already happening. Embedded finance is changing how people access financial services. And for you, as a bank or financial institution, this opens a new door to innovation, growth, and customer loyalty.
You no longer need to wait for customers to come to your app. You can reach them where they already are, especially when you work with a digital payment services provider that helps you embed payments into any platform with ease.
In this blog, you'll explore why embedded finance is gaining attention and how it can help you stay ahead in the fintech game.
You’ve probably seen it already, even if you didn’t notice. Embedded finance means offering financial services inside non-financial platforms.
It allows you to provide payments, loans, insurance, or even investments directly within everyday apps your customers already use. For example, when someone pays inside a shopping app or applies for a loan while booking a ticket, that’s embedded finance in action.
You can make this possible using API driven payment solutions that connect your payment system to other platforms. This approach makes transactions smoother, faster, and far more convenient for your customers.
The fintech industry is moving fast. Embedded finance is at the center of this movement. It’s changing how financial services work, and it’s giving banks and financial institutions a powerful edge.
Here’s why this shift is happening.
Your customers don’t want to jump from app to app to complete a task. They expect everything to happen in one place.
A report by Bain & Company shows that embedded finance could account for $7 trillion in total transaction volume by 2030. That’s because customers want convenience.
If you embed your payment services in other apps, you meet your customers where they already are. You make life easier for them and build stronger relationships in return.
Today’s fintech users want fast results and services made for them. By adopting the latest fintech industry trends, you can provide services that speed up their work.
You’ve seen the rise of Buy Now, Pay Later, peer-to-peer lending, and instant money transfers. These services are popular because they are quick and tailored to user needs.
When you embed such financial tools into other platforms, you give your users the same personalized experience without friction or delays.
Open banking has changed the game for integration.
With secure APIs, you can now connect your services with third-party platforms more easily than ever. This opens up a world of opportunity for you to offer payment services in new places.
You stay in control while reaching more users. And the more places you show up, the more valuable you become.
Retailers, ride-hailing services, and even social media apps are stepping into the financial space.
They’re embedding wallets, credit, and payments into their platforms. And they’re doing it successfully.
To stay ahead, you need to become part of this ecosystem. If you don’t, others will take your place. With embedded finance, you don’t lose control; you expand your reach.
You can’t embed your services without the right tech. That’s where API-driven payment solutions come in.
These tools let you integrate your services across platforms without friction. You can process payments, manage transactions, and serve users in real time.
A digital payment services provider with strong API capabilities helps you go live faster. It also gives you the flexibility to scale as demand grows.
With APIs, you stay agile. You meet the growing expectations of your users and keep up with the fintech industry trends.
Embedded finance isn't just a buzzword—it's a real opportunity for fintechs and banks to scale smarter, serve faster, and build stickier relationships. Here’s how it pays off:
Banking-as-a-Service (BaaS) lets banks and licensed fintechs offer their infrastructure to non-financial platforms. Instead of limiting their reach to direct customers, they monetize APIs by powering others’ services, from payments to lending.
Example: A digital bank can earn revenue every time a retail app issues a virtual card using its license.
Embedding finance where customers already spend time—ride-hailing apps, eCommerce platforms, or even CRMs—reduces the friction of switching. It makes financial services feel like a natural extension of the user journey.
Result: Customers stay longer, transact more often, and are less likely to look elsewhere.
No need to build everything from scratch. White-label solutions allow fintechs and banks to launch digital wallets, micro-lending, or payment services quickly. APIs reduce time-to-market from months to weeks.
Why it matters: Speed wins in fintech. Being first often means being remembered.
Every embedded transaction generates valuable data—spending patterns, loan behavior, and payment preferences. When analyzed responsibly, this data can drive tailored offers, credit scoring models, and contextual recommendations.
What’s in it for you: Personalized services aren’t just nice to have—they’re becoming the default.
Embedded finance isn’t just a buzzword. It’s a smart strategy that helps you stay competitive and connect with your customers like never before.
You have a chance to become part of your customers' daily lives across multiple platforms. Don’t wait to catch up. Move now, and stay ahead.
Let the right digital payment services provider help you unlock the future of finance—one API at a time.
This content is provided by an external author without editing by Finextra. It expresses the views and opinions of the author.
Naina Rajgopalan Content Head at Freo
29 May
Igor Kostyuchenok SVP of Engineering at Mbanq
28 May
Carlo R.W. De Meijer Owner and Economist at MIFSA
Roy Zur CEO at Charm Security
27 May
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