Embedded Finance
Discover how banking is disappearing into apps—every company becomes a fintech company without building a bank
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You're using embedded finance right now and don't even know it. When Uber pays drivers instantly, Shopify offers business loans, or Airbnb handles payouts in 190 currencies—that's not them building banks. It's embedded finance: financial services integrated so seamlessly into non-financial apps that you forget they exist.
The trend is clear: every company becomes a fintech company. Uber becomes a bank for drivers. Shopify becomes a lender for merchants. Amazon finances inventory. The $20 trillion opportunity isn't building new banks—it's embedding banking into the 50 million apps that already have customer trust.
The Shift: From Bank-First to App-First
Traditional finance forced you to visit banks. Embedded finance brings banking to where you already are.
💡The Core Insight
Banking is infrastructure, not a destination. Users don't want to "go banking"—they want to get paid, send money, or access capital while doing something else. Embedded finance makes money invisible by making it contextual.
Why Now? The Perfect Storm
Embedded finance exploded 2020-2025 because three forces converged simultaneously:
The $7 Trillion Opportunity
By 2030, embedded finance will generate $7 trillion in transaction volume and $230 billion in revenue. Here's where the money flows: