Embedded Finance
Financial products delivered inside a non-financial product, at the moment they are needed, instead of sending the user to a bank.
Embedded finance puts payments, lending, insurance or accounts inside software people already use for something else: a marketplace paying sellers, a booking tool offering instalments at checkout, a logistics platform advancing invoices. The licensed institution is still in the background — the change is that the user never leaves the product they came for, which removes the drop-off that a redirect to a bank guarantees.
The design problem is trust at a boundary the user cannot see. They are entering financial details in what looks like a logistics app, and the interface has to make clear whose money it is, who holds it, when it moves and who to contact when it does not arrive. Hiding the provider entirely to preserve the brand illusion backfires the first time something fails — at which point the user has no idea who they are dealing with.
It is a regulatory position, not just an integration
Whether you are an agent of the licensed institution, a distributor, or licensed yourself determines what you may say, what disclosures must appear, and who owns the customer relationship when it goes wrong. That decision constrains the interface long before any screen is drawn.
In practice
A B2B marketplace sent sellers to an external provider for payouts. 31% never completed setup, so their earnings sat unclaimed and support absorbed the complaints. Bringing the flow in-house through an embedded provider — same underlying institution, no redirect — took completion to 84%, with the provider named on the confirmation screen rather than hidden.
Where teams get it wrong
- Hiding the licensed provider entirely, so nobody knows who to contact when a payment fails.
- Designing the happy path and leaving failed payouts, holds and reversals to whatever the provider returns.
- Treating required disclosures as legal clutter to minimise rather than as part of the flow.
- Assuming the provider's sandbox timings resemble production settlement.
- Launching without deciding who owns support for money that has left your product but not arrived anywhere.
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Related terms
All terms- Open BankingA regulatory framework letting licensed third parties access bank account data, and initiate payments, with the account holder's explicit consent.
- Payment GatewayThe service that takes payment details from a checkout, passes them for authorisation, and returns the result.
- KYC OnboardingThe identity verification a regulated product must complete before a customer can transact — and the step where most fintech signups are lost.
- NeobankA digital-only bank with no branches — sometimes holding its own licence, sometimes operating on a partner bank's.