The most significant transformation in financial services is happening not at banks or fintech startups, but inside the non-financial applications that consumers use every day for shopping, transportation, and communication.
Embedded finance, the integration of financial products directly into non-financial platforms, has grown from a niche concept to a market projected to exceed $7 trillion in transaction value by 2028.
Examples are now ubiquitous: ride-sharing apps offer driver insurance, e-commerce platforms provide instant credit at checkout, social media applications enable peer-to-peer payments, and software platforms embed banking services for their business customers.
For consumers, the result is that financial services are becoming invisible, seamlessly woven into the context where they are needed rather than requiring separate applications, accounts, and interactions.
