Juniper Research: Embedded Finance Market to Exceed $183 Billion Globally by 2027, as Businesses Seek to Diversify Through the Economic Downturn

Real-time last sale data for U.S. stock quotes reflect trades reported through Nasdaq only. Intraday data delayed at least 15 minutes or per exchange requirements. In a nutshell, this report is a must-read for industry players, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the market in any manner. Eventually, embedded finance will allow us to completely reimagine what finance should look like across every industry.

What is Embedded Finance

Embedded banking typically makes the most sense for sellers or service providers using a company’s platform to conduct business. It likely offers faster access to funds and perks that only platform users can access. For consumers, they’ll be able to pay for online purchases without entering their bank details or instantly take out a consumer loan on digital platforms outside banks, for example.

Another example is Shopify Balance, which allows Shopify store owners to ‘skip the bank’ by getting paid faster and eliminating the need to open a separate business bank account. It also offers a debit card with exclusive rewards for purchases made towards growing a Shopify business. Many experts believe that FinTech will become a part of every business, and embedded finance may just be enabling that. With embedded finance, even regular businesses can offer their customers services they would otherwise need to go to a bank for. This way, businesses are able to offer insurance on purchases, even though they themselves do not run or own an insurance wing in their company.

Embedded Finance Versus Open Banking: What’s the Difference?

Fintechs, banks, Big Tech and other non-financial brands are now all scrambling for a share of this emerging, uncharted, and lucrative embedded world. Because this change in how people are making purchases isn’t going away (and it’s a growing addressable market for so many industries), we’re digging deep into what, exactly, is embedded finance. But the difference is that, the latter is when non-banking businesses provide services which only rely on using banks’ data . BaaS providers enable companies to offer valuable services to their customers without their customers knowing that a third party is involved. Embedded finance is the embedding of financial services into the business processes of non-financial service companies.

What is Embedded Finance

Klarna has grown into a $5.5 billion company, enabling brands to offer innovative lending customized financial solutions at the time of purchase, such as through installment payments. In simple terms, embedded finance is when non-financial companies adopt and integrate financial services into their offering. This type of “merging” with a financial service, such as payment processing, lending, or insurance, streamlines financial processes for consumers.

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For instance, some BNPL services may need more information from customers to verify their creditworthiness, especially when it comes to lending. According to McKinsey, BaaS is inevitable in the future of banks, as when more and more businesses adopt embedded finance, banks will have to offer their services in this way. It also argues that such partnerships can be beneficial for banks as well, as it can be a low-margin but high-volume business for them.

What is Embedded Finance

Buying, selling and trading stocks can happen without leaving the app or working with an investment adviser. For example, instead of going to a bank for a loan, customers can use companies like Klarna to obtain financing when purchasing a product online. Whenever you place a mobile food order, request a car on a ridesharing app or use a mobile payment service, you are engaging with embedded finance technologies.


For example, designing a single flow for supplier payments, payroll, and taxation took years for small and medium-sized businesses in the previous years. The embedded finance market size reached $43 billion in 2021, and it’s expected to grow 215% to exceed $138 billion by 2026. It’s a remarkable growth pace – even in today’s extremely fast environment.

This is still a gradually growing application of embedded financing as more and more big companies adopt such services in their sales models. Embedded finance typically involves services of a non-financial company, who in turn, may partner and work with a business. However, for businesses using the services of such a company, there’s no need to directly interact or work with a bank. She’s sure, though, that with such a financing service on offer, she’s likely to get more customers who may not be able to pay for her products upfront.

  • Today, customers have to interact with their banks to get debit and credit cards, sofa, car, or home loans, and there are many disputes between the customer, the bank, and the seller.
  • Additionally, embedded finance solutions are also becoming a way to increase customer engagement and loyalty.
  • It’s a win-win situation for both businesses and insurance providers.
  • This makes Bank-as-a-Service a field with great growth potential not only for e-commerce, but also for other areas such as wealth management or insurance.
  • Given that in many parts of the world, especially within developing nations, challenges remain to access traditional banking practices, technologies help to deliver financial services better and at scale.

HES Fintech, a leader in providing financial institutions with intelligent lending platforms. Dmitry Dolgorukov is the Co-Founder and CRO ofHES Fintech, a leader in providing financial institutions with intelligent lending platforms. There are many explanations of what the meaning of embedded finance is, but it all boils down to the same thing – simplicity and a shift away from traditional banks.

Embedded Insurance

Historically, startups have trailblazed embedded finance solutions, but recently big banks have started to see the value in providing third parties with embedded finance functionalities. Embedded finance is a subcategory of the fintech industry, which refers to the intersection of finance and technology. Analyst firm Juniper Research estimates the embedded finance market will be worth $138 billion by 2026. Some analysts like Bain Capital partner Matthew Harris predict the market will be worth trillions of dollars by 2030. Now, companies can offer buy now, pay later services where the consumer can get the product right away but pay for it over time in installments. This embedded installment plan option is presented during mobile checkout.

What is Embedded Finance

This report focuses on the Embedded Finance in Global market, especially in North America, Europe and Asia-Pacific, South America, Middle East and Africa. This report categorizes the market based on manufacturers, regions, type and application. It comes down to having the right product managers and tech teams in your business. They’re the ones designing the layers that will help you plug and play software to suit your customers’ changing requirements.

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They have created embedded payment services solutions to connect drivers and passengers. In order for embedded finance to succeed, a sound API strategy is required. APIs enable security, scale, and financial integration capabilities and digital services. This is true for FinTechs, banks, insurance organizations, and retailers. In short, APIs are the glue holding all of the various embedded finance applications and experiences together. Although some financial institutions operate with channel partners, many are accustomed to serving end customers directly.

No matter your industry, you’ll need to integrate across the following types of organizations in order to succeed with embedded finance. AltFi provides market-leading news, opinion, insights and events for the rapidly-growing alternative finance and fintech community. Our core focus is on disruption to lending, banking and investing, including alternative lending, challenger banks and digital wealth management. 70 percent of B2B decision makers reported being open to making fully self-serve or remote purchases valuing over $50,000. Of those, 27 percent said they were open to spending more than $500,000.

On the move: The embedded finance opportunity in the mobility sector

Embedded finance allows you to pay for a purchase online without entering bank details or instantly take out a consumer loan on digital platforms outside banks, among many other options. This Bank-as-a-Service model, which allows the integration of financial services via APIs, moved $22.5 billion in 2020, embedded payment in 2026 a figure that will increase tenfold in the next four years. Banks wore multiple hats – they were responsible for preventing fraud and financial crime, connecting to payment systems and much more. As a consumer, you got all of your financial products and services from one place and one provider.

These could be things like improving customer service, growing an existing customer base or launching a new venture to meet a specific target audience or a specific need. For example, if you are seeking to improve customer service and satisfaction, an embedded payment could be one method to explore. A BNPL model could make goods or services more accessible to certain customers. Embedded insurance could make it easier for you to become a one-stop-shop concept.

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Some of them may see the regulatory and reputational risk attached to financial products, especially lending, as an insurmountable hurdle. To help them overcome the risk, many embedded-finance technology providers are offering sales, servicing, and risk management expertise or are orchestrating other partners providing them. The ability to provide distributors with this kind of program management is likely to be a key source of differentiation in the long run. Integrating lending-as-a-feature into digital platforms is what’s known as embedded credit. This allows platforms to offer credit to customers within a familiar user experience rather than redirecting them to a third party site.

In Asia, some countries arguably have the most developed embedded markets in the world. The superapps like WeChat, Grab and AliPay already play a fundamental part in people’s daily financial lives. They have nearly entirely circumvented the banking system to allow consumers to order a taxi and many other things without having to leave their messaging apps.

As platform ecosystems grow more significant with more payment/transaction flows on the forum, reliance on external financial processes (payment processing, facilitation, etc.) becomes more prominent. While it may not make economic sense to build and maintain such platforms in-house, startups provide an opportunity for B2B companies to embed white-label finance from the outset into their digital ecosystems. Companies in this space include Finix, Matchmove, DriveWealth, which are focused on allowing existing ecosystem players to offer their white-label financial stack. For example, Finix will enable platforms to have their network to facilitate payments. It will allow such e-commerce tools to have their internal payment stack.

They are generally generic and managed by the insurer rather than customized by the brand in real-time. When a non-financial company decides it’s time to add checking accounts, lending, insurance, or another financial service, partnering with an embedded finance provider is going to be the easier option most of the time. SmartPay Rewards, a mobile app for gas stations and convenience stores, offers customers discounts and rewards in exchange for using its embedded bank account payments tool.

In particular, meeting the needs of buyers is oftentimes the focus, while the needs of B2B suppliers – especially those selling to large buyers who often have unreasonably long payment terms – is seldom a consideration. Managing the investing process takes time, expertise, and experience – unless you have an embedded finance solution. There are online platforms and apps galore for different goals and skill levels. Experienced investors can still evaluate the values of stocks and buy on their own. People new to the practice can automate these financial decisions, investing a set dollar amount or even spare change every month via an automatic bank draft.