What is embedded finance?

Embedded finance refers to the integration of financial services such as payments, lending, insurance, or investments into non-financial platforms or products. This means that companies outside of traditional banking can offer financial services directly to their customers through their own apps or websites. Examples include ride-sharing apps that offer in-app payments, e-commerce sites providing 'buy now, pay later' options, or retail brands offering branded credit cards. Embedded finance streamlines the customer experience by making financial transactions seamless and convenient within everyday digital interactions.