What is embedded finance? 4 ways it will change fintech

Embedded finance is a huge opportunity not just for fintech companies and businesses, but also for consumers. It gives consumers options to increase convenience and savings, like zero-interest point-of-sale loans, or rewards for using a brand’s e-commerce app. Branded credit cards predate fintech, as shoppers have been able to get credit cards for their purchases for their favorite brands for quite some time.

Now, to get more customers to buy her candles, she thinks, what if they could pay her in instalments? But how can she provide such a service when she’s just a small business owner? She’s not running a bank with capital ready for her business or being able to offer credit to worthy businesses. Traditional banking and finance are gradually becoming a thing of the past. With rapid digital transformation, businesses, both B2B and B2C, are adopting modern practices regarding financial matters. Embedded finance providers can be banks or alternative providers, such as fintechs.

Embedded finance is having a moment – TechCrunch

Embedded finance is having a moment.

Posted: Mon, 24 Oct 2022 22:49:28 GMT [source]

The impact of this payment trend already making waves will continue to shake up the payment ecosystem. Like any other big business decision, you may want to take a step back and evaluate whether your business needs or can benefit from incorporating embedded finance. Buy Now, Pay Later, or BNPL, is the most common application of how embedded finance works.

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Now, with fintech platforms such as Ramp and Divvy, businesses can more easily get their own business credit cards and offer them to all employees. It offers massive potential for fintech companies to work with non-financial businesses to develop and expand the market. The embedded payment industry’s rapid evolution will occur over the next 4 to 8 years as investors continue to pour money into the sector. Embedded payments are when payment functionality https://globalcloudteam.com/ is embedded directly within a software platform, so clients do not need to integrate with another service to accept payments. A well-executed third-party solution allows software platforms to control the full experience, including onboarding clients as merchants, accepting payments, executing payouts and more. Paying with a single click makes the checkout experience much easier for consumers, which also increases purchase frequency.

In B2B markets, companies are working to avoid a similar decrease in customer loyalty by responding to changes in buyer needs and preferences. Embedded payments can help them strengthen buyer loyalty and increase order frequency and volume. Embedded payments increase the lifetime value of each customer by making solutions stickier in several ways. The perfect union would bea partnerwho not only understands cutting-edge technology solutions but also the sector you work in, and has an ideal position to understand the challenges companies face in your industry. They should be able to design tailored-made solutions which solve your specific issues, that come with high quality technology, in-depth experience and outstanding service.

  • It makes purchases more attainable for consumers rather than paying in one lump sum using a traditional card-based method.
  • Becoming a payment facilitator is the most complete way to embed payments into a software platform, as this model allows software companies to act as the payments companies.
  • Early in his career, Michael was part of the founding team at Limewire, a peer-to-peer file sharing network, and Xanboo, a company specializing in IoT which was sold to AT&T in 2004.
  • Some $1.4 trillion poured through online retailers and marketplaces in the US in 2021.
  • Several brands, such as Netflix, Headspace, and Spotify, see consistent and predictable revenues thanks to their embedded payment systems.
  • No matter where you are in your payments journey – whether a merchant, agent, partner developer, we’re here to help.

However, fintech has expanded the ability of companies to offer branded credit cards and increased the use cases where it makes sense. Effective embedded finance solutions meet the customer where they are with a financial option they need, whether that be a loan, payment program, insurance plan, or something else. Every software vendor, no matter the industry, should consider what embedded payments can offer and how it can work for them. However, it is embedded payments that stand apart as the fastest growing aspect of embedded finance based on a universal need. High-quality embedded finance tools depend on strong partnerships among trusted parties.

Challenges of Embedded Finance

Similarly, having integrated lending options for businesses dealing with other businesses may allow their customers to buy what they need in advance and fill their inventory. There’s clearly a need for businesses to ensure they can gain the trust of their customers when offering financial services within their platform, which brings us to the second biggest challenge. The payment processing company acts as a middle man between your bank and your customer’s bank, ensuring the swift and secure transfer of payments. It also brings all the payments under one system, making things easier for businesses. All the financial services offered by the business, for instance, instalment payments, are handled by the provider. Embedded finance works in different ways depending on the business niche and the kind of financial services they are offering.

What is embedded payment

The sweet spot is likely a combination of all, depending on the vertical sector at play and the products in scope. During this time, the B2B embedded payments market will nearly quadruple from $0.7 trillion to $2.6 trillion, with revenues growing proportionally from $1.9 billion to $6.7 billion . Effective embedded payment solutions meet the customer where they are and provide them with the financial option they require, whether it is a loan, payment programme, insurance plan, or something else.

We are available to answer your questions about whether embedded finance may also work for you. Embedded payments are not only ubiquitous, but they are also increasingly complex, allowing for a growing list of integrations. As payment-centered apps add on new features such as microloans and digital wallets, they are starting to look more and more like embedded banking apps. Embedding payments into their platform can also enable software providers to control aspects of the relationship such as merchant applications, onboarding and funding timelines.

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All have in-depth knowledge and experience in various aspects of payment scheme technology and the operating rules applicable to each. The team holds expertise in the well-established payment schemes such as UK Direct Debit, the European SEPA scheme, and the US ACH scheme, as well as in schemes operating in Scandinavia, Australia, and New Zealand. Just as near-instantaneous payment experiences reduce cart abandonment, they also increase the likelihood of impulse purchases by removing one of the biggest barriers from the shopping journey. Shoppers who are in this situation might well come back and complete the transaction later – or they may not.

What is embedded payment

The monumental shift to a seamless cab-hailing experience set a new precedent for travelers, transforming the entire industry. The GoCardless content team comprises a group of subject-matter experts in multiple fields from across GoCardless. The authors and reviewers work in the sales, marketing, legal, and finance departments.

How businesses can leverage embedded finance to streamline access to financial services

In education, software platforms allow students to sign up for extracurricular activities and transportation. For those platforms looking at offering an embedded payment experience for their clients, here’s some important information to get started — including how to overcome challenges and maximize benefits. These allow your customers to spread the cost of their payment out over time with instant financing approval, making purchasing easier.

Adding embedded payments also gives the technology provider more control over the user experience. By saving time and headaches from having to manually match each customer to their payment, chargebacks become easier to manage, and Best Upcoming Embedded Payment Trends reconciling monthly reports is more efficient. “Embedded payments” refers to payment processing functionality that is integrated within a software. This can be either consumer-facing or operational software used by businesses.

Embedded finance can also include setting up financing or insurance at the same time as buying a product or service. For example, a customer might get the option to buy travel insurance as part of buying a plane ticket. While some forms of embedded finance have existed for a while, this market has begun to take off due to the growth in financial technology. Embedded finance is when a company merges a financial service or technology with a non-financial transaction. Before the rideshare service, when you wanted to pay for a cab you needed to pull out cash or your credit card. Now, when you request a ride through the app, you also pay for it at the same time with your preselected payment method, saving time and hassle for everyone involved.


For example, travelers can purchase insurance coverage during the checkout process when booking a flight. Goodfynd uses embedded payments, too — users can pay for their food with Google Pay, Apple Pay, PayPal or card. And Instacart all enable embedded payments, letting customers to place an order and pay for it all in one application. The inevitable technology allows quicker and easier access to financial services — without needing to go through banks.

With multiple touchpoints and intuitive purchases, embedded payments take the hassle out of shopping. Customers can search for, request, track, and pay for transportation in one app that does all the thinking for them. For instance, modern, connected cars could collect and share data through a standardized API, removing the friction that would prevent consumers from sharing their data multiple times. Beyond payments, embedded finance can be a way to make more sales and grow your business by offering on-the-spot financing. You could either offer the financing yourself or work with a lender to set up financing directly through your program.

BNPL is essentially a form of money lending which divides payments up into instalments. It makes purchases more attainable for consumers rather than paying in one lump sum using a traditional card-based method. BaaS providers enable companies to offer valuable services to their customers without their customers knowing that a third party is involved.

Embedded Payments and eCommerce Success

My advice would be to run small pilots with the solution or service before fully embedding it into your processes or committing the resources. Once your team feels confident in its value, you can begin to scale while simultaneously iterating on your processes to work out the kinks and ensure success. The concept of Uber is so familiar now that maybe we forgot how revolutionary the idea of hailing and paying for a cab from your phone was at the start. Without the need to find a cab on the street or plan ahead for a car service before fumbling for your wallet while the cars behind you honked to get around you, the customer experience was reimagined in a big way.

We do not include in this subsegment any form of financing at the point of sale that may incur interest. With a fast-paced development arc, embedded finance is attracting significant funding from venture capital and growth equity. The space will continue to be well funded as more use cases expand the addressable market. The key is to be practical and clear about monetization strategies, focusing on how to reach the volume necessary to justify the expense of building new capabilities. It makes sense to outline participation choices early, staying close to areas of strength and core capabilities.

These fintech companies build insurance options into the checkout flow, enabling consumers to choose insurance as an ‘add-on’ to their purchase. One area where branded payment cards are making an impact is in the B2B space. For ages, companies have either had their employees purchase business expenses on their personal cards or gave them a company credit card that came from their bank. There are several disadvantages to both options, such as employees fronting business expenses from their personal accounts or being given a corporate card that could easily be used to purchase non-business items. In both examples, embedded banking is designed to increase platform loyalty through a convenient user experience and special rewards. When a Lyft driver has a Lyft checking account that gets them paid faster, it’s less likely they’ll also drive for Uber.

Tesla offers an insurance program that allows customers to purchase coverage almost instantly, eliminating the insurance agent/broker from the purchase process. Rather than making the customer – the merchant – jump through hoops to take payments, software vendors are bringing payments to the customer directly within the software they use to manage their business functions. About the AuthorMichael Noble Michael Noble is the Chief Executive Officer and Founder of Apruve. Early in his career, Michael was part of the founding team at Limewire, a peer-to-peer file sharing network, and Xanboo, a company specializing in IoT which was sold to AT&T in 2004. Michael holds an MBA from the University of Minnesota and is also a graduate of Brown University. That can seem like a lot of work, especially for ISVs that are already scaling their development roadmap, putting out new features and new products, and trying to improve their customer experience.