The Definitive List of Examples of Embedded Finance

Discover the Innovative World of Embedded Finance in Everyday Life


Embedded finance is a transformative trend in the financial services sector. Financial capabilities are integrated directly into non-financial products and services. This innovative approach allows companies outside the traditional financial industry to embed services such as payments, lending, insurance, and investment directly into their platforms.

Embedded finance is significant because it seamlessly blends financial services with everyday consumer and business activities. This enhances user experience and accessibility.

The importance of embedded finance stems from its potential to revolutionize how consumers and businesses access and use financial services. By integrating these services into platforms and apps that people already use, embedded finance not only simplifies transactions.

It also opens up new opportunities for businesses to engage with customers. This integration leads to more personalized and convenient experiences for users. They can access a range of financial services without needing to interact with traditional financial institutions.

Embedded finance has a far-reaching impact. It extends across various industries and reshapes the landscape of financial services. It democratizes access to financial tools, making them more accessible to a broader audience. It also fosters innovation in the way financial services are delivered and consumed.

In this post we list some key examples of embedded finance in action. The examples illustrate the diverse applications and benefits of this rapidly evolving field.

Ways of Embedding Finance

Embedded finance is an emerging trend in financial services. It integrates financial capabilities directly into non-financial products, services, or platforms. This concept allows companies to create new revenue streams and touchpoints by offering financial services. It also enhances customer experience and convenience.

Here are some notable examples which we will delve into more detail in the sections below:

  • Embedded Payment Processing

  • Health Insurance in the Workplace

  • Banking Services via Non-Bank Platforms

  • Insurance at the Point of Sale

  • Investment Products in Non-Financial Apps

  • Pension in Workplace Apps

  • Lending and Credit in Business Platforms

  • Embedded Credit in Retail

  • Gig Economy Services Offering Financial Services

  • Real Estate Platforms Offering Mortgages

  • Subscription Services with Financial Benefits

The beauty of embedded finance is that it is only really our imagination that limits how we think about this exciting space. To get us started, we kick-off with two real classics in this space: Embedded Payment Processing and Health Insurance in the Workplace.

Embedded Payment Processing

Embedded payment processing is a classic and fundamental example of embedded finance. It's especially prevalent in both digital and physical business environments. This integration allows businesses to seamlessly accept payments directly through their platform. It simplifies the transaction process for both the business and the customer.

Platforms like Square and Stripe have been instrumental in democratizing access to payment processing solutions. This is especially true for small and medium-sized businesses. These platforms eliminate the need for traditional and often cumbersome payment processing infrastructure. They allow even small physical stores or individual entrepreneurs to accept various forms of electronic payments easily.

This innovation in payment processing has been a game-changer for many businesses. It enhances customer convenience by facilitating smoother transactions. It also streamlines the businesses' operational efficiency. The ability to integrate payment processing with other business functions like sales tracking, inventory management, and customer relationship management further adds value.

However, embedded payment processing also requires businesses to manage aspects like transaction security, data privacy, and compliance with financial regulations. As one of the earliest forms of embedded finance, it has paved the way for the integration of other financial services into business platforms. It has continually evolved with technological advancements and changing consumer preferences.

Health Insurance in the Workplace

Another classic example that has been around for a long time is health insurance provided by employers. This is common in the United States. It contrasts with other nations that rely on publicly funded healthcare systems.

Benefits to the Employee:

  1. Employer-provided health insurance often offers comprehensive coverage. It includes access to a wide network of healthcare providers and services.

  2. Employer-sponsored plans are generally more cost-effective for employees. Employers often cover a significant portion of the premium costs.

  3. Having insurance through the workplace simplifies the process of obtaining coverage, as the employer manages enrollment and administration.

  4. These plans might offer additional benefits, like dental, vision, or wellness programs.

Downsides to the Employee:

  1. People often lose health insurance when they lose or change jobs. This is because health coverage is often tied to employment.

  2. Employees are typically restricted to the plans selected by their employer. This offers less flexibility.

  3. Employee contributions to premiums can vary based on the employer's policy and economic conditions.

The choice between employer-provided health insurance and publicly funded healthcare is influenced by political ideologies and economic structures. In countries like the U.S., market-driven, private sector solutions are favored. So, employer-sponsored insurance is prevalent. This approach aligns with beliefs in limited government intervention in personal welfare. It also reflects a preference for market-based solutions.

Conversely, countries with publicly funded systems often view healthcare as a fundamental right. They aim to provide universal coverage irrespective of employment status. This approach is driven by principles of social welfare and equality. It is typically found in countries with stronger social democratic traditions.

The choice of system reflects a country's values and priorities. It shows what the country thinks about healthcare access, economic policies, and the role of government in social welfare.

Banking Services via Non-Bank Platforms

Many non-banking platforms, such as technology or retail companies, now offer banking services. They include checking accounts, savings accounts, and payment services. For instance, tech giants like Apple and Google offer digital wallets and payment services.

Banking Services via Non-Bank Platforms represent a significant shift in the financial services landscape. Technology and retail companies extend their offerings to include traditional banking services. This trend is a hallmark of embedded finance.

Tech giants like Apple and Google are at the forefront of this movement, with products like Apple Pay and Google Wallet. These digital wallets allow users to store payment information and make transactions directly from their smartphones. They effectively turn smartphones into virtual banks.

But these platforms are evolving beyond just payment services. They are starting to offer more comprehensive banking services. This includes checking and savings accounts. This integration offers a seamless, user-friendly experience. And it provides consumers easy access to financial services within the ecosystems they already use and trust.

The emergence of non-bank platforms in the banking sector is not just about convenience. It also represents a strategic move to capture more customer data and strengthen customer relationships. By offering banking services, these companies can gain deeper insights into consumer spending habits and preferences. They can use this information to tailor services and enhance the overall customer experience.

This approach also presents a challenge to traditional banks. They must innovate to compete with the user-friendly and technologically advanced offerings of non-financial companies.

Overall, the expansion of banking services via non-bank platforms illustrates the growing interconnectivity between technology and finance. This is reshaping how consumers manage their financial lives.

Insurance at the Point of Sale

Embedded insurance, a form of embedded finance, refers to the integration of insurance products at the point of sale of a primary product or service. This approach offers convenience to consumers, allowing them to purchase insurance coverage seamlessly when they rent a car, buy a new electronic device, or engage in similar transactions. The coverage is tailored to the product or service being purchased, providing immediate protection.

From the perspective of fintech companies, embedded insurance represents an opportunity to innovate in the insurance market. Fintechs can leverage their technological prowess to integrate insurance offerings into various customer journey points, making the process more efficient and customer-friendly. They often collaborate with incumbents to offer these services, combining their tech expertise with the incumbents' deep understanding of insurance products.

For traditional insurance companies (incumbents), this trend poses both opportunities and challenges. On one hand, it opens new distribution channels and customer segments, potentially increasing their market reach. On the other hand, it requires incumbents to adapt to new technologies and rethink their traditional business models to stay competitive.

However, the model also faces challenges. Integrating insurance at the point of sale requires careful consideration of regulatory compliance, particularly around transparency and consumer understanding of the insurance products offered. Additionally, there's the risk of oversimplifying insurance coverage, leading to potential gaps in protection that consumers might not immediately recognize.

This evolving landscape signifies a shift towards more consumer-centric insurance models, where convenience, customization, and accessibility are key. Both fintechs and incumbents need to navigate these changes carefully to harness the potential of embedded insurance fully.

Investment Products in Non-Financial Apps

The integration of investment products into non-financial apps represents a significant shift in the landscape of personal finance and wealth management. This trend allows users to engage in investment activities. They can buy stocks, mutual funds, or other financial instruments directly through platforms that traditionally did not offer these services.

Popular examples of such platforms include Acorns and Robinhood. Various accounting systems now offer embedded investment solutions for corporates.

From the perspective of investment and wealth management firms, this development opens up new avenues to reach a broader and more diverse customer base. These firms can tap into the existing user bases of non-financial apps. They can reach people who may not have previously considered investing. By partnering with these apps, they can break down the traditional barriers to investing. These barriers include complexity and inaccessibility.

Non-financial apps benefit by diversifying their offerings. They also enhance user engagement. These apps can offer added value to their users by incorporating investment features. This turns their platforms into more comprehensive financial management tools.

For customers, the primary benefits of this trend are accessibility and convenience. Embedded investment options demystify the process of investing. This makes it more approachable for the average person. This ease of access is particularly beneficial for younger or less experienced investors. They can start with small investments and learn as they go.

Additionally, for corporate clients, having investment tools integrated into their accounting systems means they can make more informed financial decisions. They can do this based on real-time insights into their company's finances.

This approach to investment is reshaping how individuals and companies manage their finances. It emphasizes ease of use, accessibility, and integrated financial management. However, it also underscores the need for users to be well-informed about their investment choices. The ease of access can lead to hasty or uninformed decisions.

Pension in Workplace Apps

Integrating occupational pension services into workplace platforms, such as HR or payroll systems, is a strategic move. It offers substantial benefits to employers. This integration allows employees to easily access and understand their pension benefits. This can lead to increased satisfaction and loyalty.

Employers can use these platforms to effectively communicate the value of the pension benefits they provide. They can highlight their commitment to employee welfare and financial security. This transparency in pension management can be a significant factor in attracting and retaining top talent.

However, setting up such systems presents notable challenges. This is because the ecosystem of occupational pension provision is fragmented and complex. The landscape involves various actors. These include advisors, custodians, insurance and tax wrapper providers, and systems providers. Each actor plays a crucial role in the pension framework.

Employers must carefully coordinate and integrate multiple services and platforms to navigate this ecosystem. This task can be daunting. Ensuring compatibility and seamless data flow between different systems adds to the complexity. Maintaining compliance with regulatory requirements also adds to the complexity. But here is also an opportunity for new entrants to help employers simplifying this process.

Despite these challenges, integrating pension services into workplace apps is a progressive step. It simplifies pension management and enhances employee engagement with their retirement planning. The key to successful implementation lies in careful planning. It involves selecting the right partners and leveraging technology. The interface is user-friendly. It simplifies pension management for both the employer and the employee.

Lending and Credit in Business Platforms

In the realm of B2B services, integrating lending and credit facilities into business platforms offers a compelling advantage for businesses. This is especially true for managing cash flow and financing purchases. Platforms like Shopify have pioneered this approach by providing financing options to their merchants. Accounting and invoicing platforms are increasingly incorporating factoring and invoice financing services.

The embedded lending model allows businesses to access credit more conveniently. It links loan offerings directly to the platform where their financial activities occur. This seamless integration can significantly streamline the borrowing process. It reduces the time and complexity usually linked to traditional lending methods.

However, managing credit risk in such embedded lending services is a critical concern. The platforms must use strong risk assessment strategies. This ensures the borrowing businesses are creditworthy. This typically involves sophisticated algorithms and data analytics to analyze transaction histories, cash flow patterns, and other financial indicators within the platform. Additionally, these systems often need to consider the broader economic context. They also need to consider industry-specific risks.

Moreover, ongoing monitoring of credit exposure and the borrower's financial health is needed. This monitoring can be facilitated by the continuous data flow within these platforms. Real-time monitoring can enable proactive management of potential credit risks. It allows for timely interventions when financial distress signs are detected.

In summary, embedded lending and credit services in business platforms offer significant advantages. They provide accessibility and convenience. However, they also require careful credit risk management. This requires advanced data analytics capabilities. It also requires a dynamic approach to monitoring and managing financial exposures.

Embedded Credit in Retail

Embedded credit in retail is exemplified by services like Buy Now, Pay Later (BNPL) and point-of-sale financing options. It represents a significant evolution in consumer credit. Traditional credit methods like credit cards have long been integrated into payment services. However, BNPL and similar models offer a more direct, seamless credit facility to consumers.

Companies like Klarna and Afterpay offer BNPL services. Customers can purchase items and defer payment, often without interest. This model has gained popularity on e-commerce platforms. It provides customers with a flexible payment option. This can make purchases more manageable financially. Similarly, larger retailers often provide financing options for big-ticket items like furniture or electronics. They usually collaborate with financial institutions.

Borrowers benefit from these services' convenience and immediate credit access. They don't need to go through traditional credit approval processes. This can be especially beneficial for those who might not have access to conventional credit lines. Additionally, interest-free periods can make these options financially attractive.

However, there are cons to consider. For the consumer, the ease of access to credit can potentially lead to overspending and financial strain if not managed carefully. For lenders, these models carry inherent credit risks. The ease of granting credit without thorough checks can lead to higher default rates. Furthermore, regulatory scrutiny around these practices is increasing. Concerns about consumer debt levels and financial literacy are growing.

For retailers and e-commerce platforms, these services can boost sales and customer loyalty. However, they also need to balance the financial risks involved. They must ensure responsible lending practices. This balance is crucial for maintaining a sustainable business model. Hence, it also protects consumer interests.

Apart from Buy Now, Pay Later (BNPL) services and point-of-sale financing, there are several other forms of credit commonly used in the retail sector. These include:

  • Store Credit Cards: Many retailers offer their own branded credit cards. Customers can use these cards only at those stores. These cards often come with benefits like discounts, rewards points, and special financing offers.

  • Revolving Credit Accounts: Some retailers offer revolving credit accounts. Customers can charge purchases to their account and pay them off over time. This type of account often works similarly to a credit card but is specific to the retailer.

  • Layaway Plans: Layaway is a method where a customer pays for merchandise in installments. The customer receives the product once the full payment is completed. This is different from credit as the customer doesn’t take home the goods until they are fully paid for.

  • Leasing Programs: Certain retailers, especially in electronics and appliance sectors, offer leasing programs. Customers can rent products and pay over time. At the end of the lease term, the customer may have the option to purchase the item.

  • Deferred Interest Promotions are a type of credit offer. They allow customers to make purchases without paying interest for a specific period. However, if the balance is not paid in full by the end of the promotional period, interest is charged from the date of purchase.

Each of these credit options has its advantages and disadvantages. For consumers, they offer flexibility and can make large purchases more manageable. However, there's a risk of accumulating debt if not managed properly. For retailers, offering credit can boost sales and customer loyalty. However, it also involves managing credit risk and ensuring compliance with financial regulations.

Gig Economy Services Offering Financial Services

In the gig economy, platforms like Uber, Lyft, and TaskRabbit connect individuals and small contractors with B2C customers. They also increasingly offer financial services to their gig workers. Various waste removal services do this too. These services can include bank accounts, debit cards, and instant payment features. They provide gig workers with more immediate access to their earnings and financial management tools.

However, the gig economy also presents emerging downsides for workers. The lack of traditional employment benefits, job security, and unpredictable income streams are significant challenges. Gig workers often face financial instability. This is because work availability and earnings fluctuate. Furthermore, they are often left to manage their needs independently. Many lack employer-provided benefits like health insurance or retirement plans.

To mitigate these issues, some ideas include:

  • Platforms can offer financial literacy resources to help gig workers better manage their earnings. They can also help them understand financial planning, including savings and investment.

  • Creating Portable Benefits: These benefits are tied to the individual worker, not the employer. They include health insurance and retirement savings plans. Workers can carry them from one gig job to another.

  • Offering Income Stabilization Tools: Tools such as income smoothing or micro-savings services can help workers manage periods of low earnings.

  • Forming Worker Cooperatives: Encouraging the formation of cooperatives where gig workers can band together. They can gain more control over their work and negotiate better terms.

  • Advocating for Policy Changes: Supporting legislative efforts to provide more rights and protections to gig workers. Examples include minimum wage guarantees and access to unemployment benefits.

The gig economy offers flexibility and opportunities for many. However, addressing its inherent financial uncertainties is crucial for the long-term well-being and stability of gig workers.

Real Estate Platforms Offering Mortgages

Real estate platforms like Zillow and Redfin have expanded their services to include mortgage offerings. This significantly simplifies the home buying process for inexperienced buyers. As these platforms integrate mortgage services, users can find their ideal home and secure its financing in one seamless online experience. This integration reduces the complexity and time in the traditional mortgage application process. And it makes the process more convenient for buyers.

Other innovative examples in this space include debt-free equity release options. Homeowners can access the equity in their home without incurring new debt. This model provides financial flexibility. It is especially useful for older homeowners. As they might want to use their home's equity for retirement or other needs.

Another emerging concept is a service that allows individuals to live in a home while saving towards the down payment. This rent-to-own approach can be particularly beneficial for first-time homebuyers. It can also help those who may not currently have the means to afford a traditional down payment. This type of service then provides a pathway to homeownership by allowing them to build equity over time through rent payments.

These developments reflect a broader trend in the real estate industry. It aims to integrate financial services. This will provide a more holistic and user-friendly approach to home buying and ownership. However, consumers should carefully consider the terms of these innovative financing options. Specifically, they should ensure they align with their long-term financial goals.

Subscription Services with Financial Benefits

Subscription services like Amazon Prime offer financial benefits. For example, they offer branded credit cards with rewards specific to their ecosystem. This represents a strategic fusion of commerce and finance. For consumers, these benefits enhance the value of the subscription.

A credit card tied to a service like Amazon Prime can offer cashback on purchases. It can also offer special discounts and exclusive access to deals. This makes the overall subscription more appealing. It often creates a sense of loyalty and encourages more frequent use of the service due to the rewards accumulating with each purchase.

From the company's perspective, this strategy serves multiple purposes. First, it encourages customer retention. It also increases the likelihood of repeated usage of their platform. Second, it provides valuable insights into consumer spending habits. These insights can be used for targeted marketing and personalization of services.

Third, partnering with financial institutions for such credit card programs can also be a significant revenue stream.

Furthermore, offering financial benefits like credit cards can help in building a comprehensive ecosystem. Consumers are encouraged to do all their shopping and banking in one place. This enhances customer convenience.

Ultimately, this fortifies the company's market position as it integrates various aspects of a consumer's purchasing journey.


Embedded finance is revolutionizing the financial landscape, seamlessly integrating financial services into various consumer and business platforms. This trend represents a paradigm shift in how financial services are accessed and utilized. It merges them with everyday activities and services.

Embedded finance is creating a more accessible and integrated financial world. It includes banking services in non-financial platforms and innovative credit solutions in retail. It also offers insurance options at the point of sale and investment opportunities in non-traditional apps.

This means greater convenience for consumers. It also means customized financial solutions that fit into their daily lives. For businesses, it offers new revenue streams and a deeper engagement with customers. However, this also comes with the need for careful management of risks like credit and regulatory compliance.

Overall, embedded finance is proof of technology's power to reshape industries. It blurs traditional sector boundaries. It democratizes financial services, paving the way for a more interconnected economic ecosystem.

This shift is not just a technological evolution. It also reflects changing consumer expectations and the increasing demand for more integrated, efficient, and user-friendly financial solutions.