Identity Verification

From Buy Now, Pay Later to Embedded Finance: Fintech’s Changing Landscape


Fintech is in the midst of a remarkable transformation. From the days of “Buy Now, Pay Later” to the rise of “Embedded Finance,” this evolution is changing the way we manage money and interact with financial institutions.

The numbers are staggering: By 2032, the global embedded finance market is expected to reach $622.9 billion, with a remarkable 25.4% CAGR from 2023. This fusion of technology and finance offers enhanced convenience to users and opens new distribution channels and a broader customer base for financial institutions, all without the traditional heavy lifting.

In this blog, we define what embedded finance is, explore its various models, key benefits, challenges, and emerging trends, and examine its impact on the fintech industry.

What is Embedded Finance?

The integration of financial services with non-financial goods or services is known as embedded finance. It enables companies to offer a wide range of financial services, including payments, lending, insurance, and investment services, within their existing products or platforms. The integration is made possible through Application Programming Interfaces (APIs) and communication between systems and applications, allowing for a seamless and frictionless customer experience.

This concept has gained traction due to several technological advancements. To begin with, cloud computing has made it easier for businesses to store and analyze data, which is essential for providing financial services. Secondly, APIs have facilitated the seamless interaction between different systems, enabling companies to integrate financial services into their existing products or services. Finally, digital identities have made it easier to verify the identity of customers, a crucial aspect of providing financial assistance.

Examples of Embedded Finance

Embedded finance has permeated various aspects of our daily lives, and you may already be using it without realizing it. Here are some prominent examples:

  1. Buy Now, Pay Later (BNPL): This model allows customers to split significant purchases into manageable payments, often without interest. It has gained immense popularity, offering consumers flexibility and convenience.
  2. Digital Wallets: Digital wallets like PayPal and Apple Pay have become a common way to make payments, seamlessly integrated into various platforms and apps.
  3. Insurance Embedded in Car Rental: When you rent a car, you often have the option to purchase insurance directly through the rental platform, eliminating the need to go through a separate insurer.
  4. Investment Products Embedded in Savings Apps: Many savings apps now offer investment options, allowing users to seamlessly diversify their portfolios without switching to a dedicated investment platform.

Benefits of Embedded Finance

Embedded finance offers a host of benefits to both consumers and businesses, making it a compelling trend in the fintech industry.

For Consumers:

  1. Convenience: Customers can access a wide range of financial services without leaving the platform or application they are using. This simplifies the user experience and eliminates the need to transition between platforms.
  2. Improved User Experience: Embedded finance creates a seamless and frictionless customer experience. It eliminates the need for customers to navigate through multiple apps or websites to fulfill their financial needs.
  3. Increased Accessibility: Embedded finance makes financial services more inclusive and available to a broader audience, including those who may not have traditionally engaged with standalone banking apps.
  4. Personalized and Targeted Offers: Businesses can analyze user behavior, transaction history, and preferences to offer personalized financial product recommendations. This tailored approach enhances the customer experience and increases user satisfaction.

For Businesses:

  1. New Revenue Streams: Companies can generate additional revenue through commissions, fees, or revenue-sharing arrangements with financial institutions. By offering financial services, businesses can diversify their income streams.
  2. Increased Customer Loyalty: By providing comprehensive services within their platform, companies can enhance customer loyalty and retention. Customers are more likely to stick with a platform that offers a one-stop solution for their financial needs.
  3. Enhanced Data and Analytics: Embedded finance allows businesses to capture more data related to consumer behavior, spending patterns, and financial health. This data can be used to develop better products and services and make more informed business decisions.
  4. Partnerships and Collaborations: Embedded finance fosters collaboration between fintech companies and other industries. By working together to embed financial services into non-financial products, companies can leverage each other’s strengths and create new value propositions for consumers.

The Embedded Finance Landscape

Embedded finance has evolved significantly from its early days, where it primarily provided rental car insurance and store cards. It has now become a driving force for innovation and growth in the financial industry, offering diverse use cases that cater to the changing needs of consumers and businesses. Some of these use cases include:

  1. Embedded Payments: This involves offering online payment options at the point of sale, giving customers flexibility in payment methods, such as digital wallets, net banking, credit cards, debit cards, and UPI.
  2. Embedded Insurance: It involves bundling and selling insurance in real-time when a customer makes a purchase. For instance, travel insurance can be offered when booking flight tickets, and mobile insurance can be integrated when purchasing a phone.
  3. Embedded Investments: This allows platforms to integrate stock market investments into their offerings, popular among API-based brokerage firms.
  4. Embedded Lending: Buy now, pay later (BNPL) is a prime example of embedded lending, where customers can convert purchases into interest-free monthly instalments.

The embedded finance ecosystem is comprised of key players, including digital platforms, financial institutions, and infrastructure companies, strategically working together to provide solutions to customers. Non-Banking Financial Companies (NBFCs) owning customer-facing digital platforms, such as apps and websites, can offer customized financial solutions to customers. Financial institutions provide regulated and compliant financial services, allowing them to use their network and manage loan requests within the ecosystem.

With digitization and the acceleration of automation and API inclusion, banks are scaling Banking as a Service (BaaS), making embedded finance more accessible to companies. Technology solutions are powering the payments ecosystem, and businesses are exploring how to engage their customers with financial offerings. Key technologies and trends shaping the embedded finance landscape include:

Leveraging AI/ML: Artificial Intelligence (AI) and Machine Learning (ML) have become instrumental in analyzing customer data to offer personalized services. These technologies provide insights into spending patterns, risk analysis, and fraud detection.

Open Banking: Open Banking initiatives have made it possible for customers to share their financial data with trusted third parties securely. This has fostered the development of new financial services and a more competitive financial ecosystem.

Blockchain and Cryptocurrencies: Blockchain technology and cryptocurrencies have given rise to decentralized finance (DeFi) and have the potential to disrupt traditional financial services further.

Embedded Finance Infrastructure: Infrastructure companies have become key players in providing the building blocks for embedded finance. Their services, including APIs and SDKs, enable the seamless integration of financial services into non-financial platforms.

Consumer Trends: Customer preferences and behaviors play a significant role in shaping the embedded finance landscape. A shift toward digital and mobile banking has accelerated the adoption of embedded finance solutions.

Regulatory Changes: Regulatory bodies are adapting to the evolving landscape of embedded finance, introducing guidelines and frameworks to ensure consumer protection and fair competition.

Decentralized Finance (DeFi): DeFi has emerged as a promising trend within embedded finance, utilizing blockchain technology and cryptocurrencies to create decentralized financial applications and protocols. This movement aims to democratize finance by challenging the dominance of centralized financial institutions and providing a wide range of financial activities, including banking, loans, and asset trading.

Buy Now, Pay Later (BNPL): The BNPL concept has revolutionized shopping by allowing consumers to purchase products without making immediate payments. Instead, they can split payments into installments, making it a popular choice for those seeking flexible and budget-friendly payment options.

Point-of-Service Lending: A variation of BNPL, point-of-service lending, is designed for larger purchases and typically includes interest charges. It extends the concept of installment payments to high-value consumer goods and services.

Collaboration Between Fintechs and Non-Financial Players

Collaboration between fintech companies and non-financial businesses is on the rise. This partnership aims to create innovative and customer-centric solutions, benefiting both financial and non-financial players. Non-financial platforms gain access to financial expertise and expand their service offerings, while fintech companies gain valuable distribution channels.

Challenges and Considerations in Embedded Finance

While embedded finance presents significant opportunities, it also comes with several challenges and considerations that businesses must address to succeed in this evolving landscape.

Risk Management: Embedded finance solutions require robust risk management mechanisms to mitigate potential challenges effectively. These mechanisms may include credit scoring algorithms and risk assessment models to evaluate creditworthiness, the likelihood of default, and potential risks.

Data Analytics and Insights: Data analytics play a crucial role in enhancing user experience and providing relevant financial services. However, managing and analyzing vast amounts of data to make informed decisions can be challenging.

Regulatory and Compliance: Embedded finance involves financial transactions and sensitive data, which must comply with various industry regulations and data protection laws. Meeting these legal and regulatory requirements can be complex and requires ongoing efforts.

Security and Data Privacy: Security is paramount in the financial industry, given the sensitive nature of financial data. Implementing robust security measures, including encryption protocols and authentication mechanisms, is essential to prevent unauthorized access and data breaches.

API Integration: To offer financial services within a platform, API integration is crucial. This approach enables data exchange and interaction between systems and applications. However, it also requires businesses to manage and maintain these integrations effectively.

Partnership and Collaboration: Building and maintaining effective partnerships can be challenging, as it involves negotiations, aligning business strategies, and addressing potential conflicts of interest. Successfully collaborating with fintech organizations is essential for companies aiming to provide embedded financial services.

The Future of Embedded Finance

Embedded finance is here to stay, reshaping the fintech industry and challenging traditional banking models. As technology continues to evolve and customer preferences change, embedded finance will adapt and expand. Businesses that embrace this transformation, address the associated challenges, and align themselves with emerging trends will be better positioned to thrive in this dynamic landscape.

The potential of embedded finance is vast, offering unparalleled convenience, accessibility, and personalization for consumers. The collaboration between fintech companies and non-financial players is creating innovative solutions that have the power to transform the way people manage their finances. With the rise of DeFi, blockchain, and cryptocurrencies, the financial ecosystem is becoming increasingly decentralized, providing new opportunities and challenges for embedded finance.

The financial landscape is evolving rapidly, and embedded finance is at the forefront of this transformation. Whether you are a consumer looking for more convenient financial solutions or a business seeking to innovate and expand your services, embedded finance is a trend that cannot be ignored. It is reshaping the fintech industry, offering new possibilities, and providing a glimpse into the future of finance.

API Powered Embedded Finance

Application Programming Interfaces (APIs) are driving the rise of embedded finance, enabling diverse software applications to seamlessly integrate financial services into non-financial platforms. APIs empower various industries, from e-commerce to ride-sharing and social networking, to incorporate payment processing, lending, insurance, and investment services directly into their platforms. This transformative approach enhances convenience and accessibility for users, fostering innovation and customer-centricity in the financial technology landscape.

Identity Verification & Compliance APIs in Fintech

KYC compliance is a legal requirement in most industries today, considering the need to ensure secure transactions, Identity Verification API provide the best solution in verifying identities by validating government issued IDs, Bank accounts, KYC compliance, Transaction Monitoring, AML Screening and live biometric checks all while keeping the process minimal and frictionless.

Read more about Identity Verification APIs in India


Embedded finance is more than just a buzzword; it is a fundamental shift in the way financial services are delivered. As consumers demand more convenience and accessibility, businesses are responding by integrating financial services into their platforms, creating a seamless and efficient experience.

While embedded finance offers numerous benefits, it also comes with its share of challenges, including regulatory compliance and data security. However, businesses that successfully navigate these challenges stand to gain a competitive edge and foster customer loyalty.

As we look to the future, embedded finance will continue to evolve, driven by technological advancements and changing consumer behaviour. It is a trend that is here to stay, and those who embrace it will be well-positioned to thrive in the ever-changing landscape of fintech. Whether you are a consumer seeking more accessible financial services or a business looking to innovate, embedded finance is at the forefront of the financial industry’s transformation. It offers new possibilities, improved customer experiences, and a glimpse into the future of finance.

Try IDcentral’s Aadhaar Verification API

Request a demo

Originally Published on Linkedin

Request a Demo