Embedded finance is now a major economic force, projected to drive over $7 trillion in global transaction volume by 2030. In 2025 alone, it’s powering billions in revenue across industries, as non-financial companies embed payments, lending, insurance, and banking directly into their digital experiences. More than 70% of consumer touchpoints now include at least one embedded financial service, fueling faster conversions and stronger customer loyalty. Retailers are increasing average order values through Buy Now, Pay Later options, healthcare platforms are improving affordability with instant patient financing, and platforms like Uber and Airbnb are turning financial services into seamless extensions of their core offerings. For businesses, embedded finance isn’t a nice-to-have; it’s a strategic growth engine.
What is embedded finance?
Embedded finance is the seamless integration of financial services into nonfinancial platforms. This means consumers can access banking – like services without ever interacting with a traditional bank.
Think about it:
- A retail website offering “Buy Now, Pay Later” (BNPL) at checkout.
- A ride-hailing app paying drivers instantly after each ride.
- A healthcare platform letting patients finance their medical bills with a few taps.
This shift is powered by Banking-as-a-Service (BaaS) providers and API-driven financial infrastructure, making it easier than ever for businesses to embed financial solutions directly into their ecosystems.
Why embedded finance is taking over in 2025
What’s driving this rapid expansion? A perfect storm of technology, consumer behavior, and market demand:
1. Customers Expect Seamless Experiences
People don’t want to leave their favorite apps to make payments, apply for credit, or buy insurance. They expect these options to be built in.
2. APIs & Open Banking Have Evolved
Thanks to better financial APIs and open banking regulations, embedding fintech services is now faster, cheaper, and more secure.
3. Companies Want New Revenue Streams
Businesses can increase customer lifetime value, reduce churn, and monetize transactions through fees, interest, and premium financial products.
4. Traditional Banking is Losing Ground
Younger consumers don’t visit banks for loans or credit. They prefer digital-first solutions integrated into their daily apps.
How Industries are embracing embedded finance
Retail & E-commerce: The BNPL Boom
Retailers aren’t just selling products – they’re financing them. From Amazon to Shopify, major brands now offer BNPL, subscriptions, and instant checkout financing, keeping customers within their ecosystems.
Healthcare: Embedded Payments & Patient Financing
With rising medical costs, embedded finance is making healthcare more accessible. Patients can opt for medical BNPL, automated billing, and embedded insurance, all within a single healthcare app – no bank visit required.
Gig Economy & Marketplaces: Instant Access to Earnings
Freelancers and gig workers rely on instant payouts, tax solutions, and micro-loans to smooth out their incomes. Companies like Uber, DoorDash, and Upwork now embed financial services that eliminate banking delays.
Real Estate & PropTech: Streamlining Rent & Mortgages
From fractional property investing to automated rent payments, embedded finance is reshaping real estate. Platforms like Zillow and Airbnb now integrate financial solutions that keep users engaged throughout the home-buying and renting journey.
What’s next for embedded finance?
The future of embedded finance is evolving fast, and three major trends are shaping what’s next:
AI-Powered Personalization – Expect financial services to become even more tailored, using real-time data and behavioral insights.
Regulatory Oversight Will Increase – Governments are already looking at new consumer protection laws to ensure transparency and fairness.
Greater Financial Inclusion – As embedded finance expands, it has the potential to bring banking services to the unbanked – without requiring a bank.
In 2025, fintech is no longer just for banks – it’s essential for businesses across industries. Whether you’re in software, retail, or healthcare, embedded finance isn’t optional anymore; it’s the key to delivering seamless, integrated, and effortless financial experiences.
At Your Fintech Story, we’re all about helping fintech startups and companies figure out their next move. Whether you’re just starting out or looking to level up, we provide the strategy, coaching, and marketing support you need to make an impact. We get that the fintech world can be overwhelming, but with the right guidance, you can make smart moves and stand out from the crowd.