The Value of Embedded Finance
Contents
Embedded finance has given rise to the biggest shake up of the financial services sector since the onset of digitisation. This technology-driven innovation which seamlessly integrates financial services into non-financial platforms is fundamentally reshaping how businesses operate and how consumers access financial services, creating unrivalled opportunities for growth and innovation across multiple sectors.
Embedded finance enables any business – regardless of their core industry – to integrate financial services into their platform through seamless digital connections with primary financial service providers. This technology allows companies to offer banking, lending, payments, insurance, and investment solutions within their existing user interfaces without building these capabilities from scratch.
As recently as 2021, research by OpenPayd found that 91% of business leaders were unfamiliar with the term "embedded finance." Today, it's recognised as a highly efficient way for companies to offer financial services to their customers while generating additional revenue streams with minimal investment costs.
The embedded finance sector is experiencing remarkable growth. In the UK alone, the industry is projected to grow by 27.6% year-over-year, reaching $7.76 billion in 2024 and an impressive $18.2 billion by 2029. The United States market shows even more substantial impact, with embedded finance accounting for $2.6 trillion of financial transactions in 2021 and expected to exceed $7 trillion by 2026. The insurance sector makes up a significant part of the market and the Annual Premium Equivalent value of income protection alone was £99 million in 2023.
Embedded Insurance
Insurance products can be seamlessly integrated into purchase journeys, offering relevant coverage options at the point of sale. This includes everything from product insurance to protection insurance.
Embedded Banking
This fundamental component allows businesses to offer banking services directly through their platforms, enabling customers to manage their finances without leaving the ecosystem they trust. The integration of banking services has become particularly popular among digital-first platforms and e-commerce businesses.
Embedded Payments
Perhaps the most widely adopted form of embedded finance, integrated payment solutions allow businesses to process transactions seamlessly within their platforms. This includes everything from simple payment processing to more complex systems supporting recurring payments and subscription models.
Embedded Lending
By integrating lending capabilities, businesses can offer financing options at the point of sale, making purchases more accessible to customers while potentially increasing sales volumes. This can include buy-now-pay-later services, business loans, or consumer credit products.
Embedded Investments
Platforms can integrate investment capabilities, allowing users to invest in traditional stock markets or alternative investments like cryptocurrency directly through their existing accounts or apps.
While all aspects of embedded finance are generating unprecedented levels of growth, it is embedded insurance in particular which is emerging as a transformative force that aligns perfectly with evolving consumer preferences.
A groundbreaking study of over 3,500 American consumers revealed that when financial institutions offer insurance at the point of transaction, the response is overwhelmingly positive.
For digital banks in particular, the appeal is striking - 70% of their customers express high interest in embedded insurance offerings. This enthusiasm isn't just about novelty; it's rooted in practical benefits, with convenience leading the charge at 49% and trust following closely at 44% as key motivators.
The impact extends beyond mere convenience - embedded insurance is proving to be a powerful solution to chronic underinsurance, effectively eliminating the traditional "second step" barrier that often prevents customers from securing adequate protection. As financial institutions continue to evolve, embedding insurance at key transactional moments isn't just meeting customer expectations - it's redefining the very nature of financial services for the digital age.
1. New Revenue Streams
- Commission-based income from financial product sales
- Increased transaction values through integrated financing options
- Revenue sharing with financial service providers
2. Enhanced Customer Experience
- Seamless integration of financial services into existing customer journeys
- Reduced friction in purchasing and payment processes
- Improved customer satisfaction and loyalty
3. Data and Analytics
- Better understanding of customer behaviour and preferences
- Enhanced ability to personalise offerings
- Improved risk assessment capabilities
4. Competitive Advantage
- Differentiation through comprehensive financial solutions
- Increased customer retention
- Expanded service offerings without significant infrastructure investment
Real-World Success Stories
Shopify's March 2023 financial report provides a compelling example of embedded finance's potential. Their embedded financial services revenue reached $1.1 billion, growing at 31% year-over-year – significantly outpacing their traditional software revenue growth of 11%. This stark contrast in both revenue and growth rates underscores the substantial potential of embedded finance integration.
As technology continues to advance and consumer expectations evolve, embedded finance is positioned to become an essential component of business strategy. This transformation is particularly evident in the rise of financial super-apps, which are consolidating various services into single, user-friendly platforms.
The success of this integration relies heavily on addressing key consumer concerns, particularly around data security and trust. Our white paper found for19% of consumers, financial data safety is a primary concern regarding integrated financial services. However, the benefits appear to outweigh these concerns, as evidenced by growing adoption rates across different age groups and demographics.
The value of embedded finance extends far beyond mere convenience – it represents a fundamental shift in how financial services are delivered and consumed. For businesses, it offers the opportunity to expand service offerings, increase revenue, and enhance customer relationships. For consumers, it provides seamless access to financial services within their everyday activities.
As fintech continues to evolve and consumer expectations shift towards integrated experiences, embedded finance will likely play an increasingly crucial role in shaping the future of both financial services and digital commerce. Companies that successfully implement embedded finance solutions today will be well-positioned to meet the demands of tomorrow's financial landscape.
Embed & Protect
70% of consumers want protection at checkout. Meet them there.
Fact-checked and reviewed by Kiruba Shankar Eswaran or another licensed agent on our team. Read our editorial standards.
This guide is for general educational purposes and is not financial advice. Cover, eligibility and terms vary by insurer and by policy. Always read the policy documents for the full terms, limitations and exclusions before you buy.
